E-Mail Marketing – It’s Not Just Newsletters Anymore


Even though I believe strongly in the effectiveness and efficiency of e-mail marketing, I often hesitate before telling people what I do. I don’t like using the term “e-mail marketing” because of the associations many people have with it.

In the grand scheme of things, e-mail marketing hasn’t been around that long. But its short history of a few decades is tainted by SPAM from people we don’t know and poor quality e-mails from people we do. Our Inboxes are overflowing with marketing e-mails. Many people have a not-so-positive association with e-mail marketing, and they hesitate to become part of that world.

But, e-mail marketing is changing again. Newsletters have been the standard for some time. But many businesses are intimidated by the commitment to creating content and sending things out regularly. Newsletters often become more of a struggle than an effective marketing tool, and businesses stop sending them out. Without consistency, the newsletter format is not effective.

However, technology now allows us to approach e-mail marketing in a new way. Using automated marketing software, we can create “Digital Communications Campaigns.” That is a term I coined to change our associations, and approach this great form of marketing in a positive light.

A digital communications campaign is a series of e-mails or other actions or forms of communication that is triggered by an event. For example, the most common campaign that people can relate to is an Opt-In Campaign. It is triggered by someone entering their name and e-mail address into a form. When the campaign is triggered, that person will receive a series of e-mails that have been created in advance with targeted content and no effort by the business owner. Whether someone opts-in tomorrow or three months from now, they will receive your communications as though you created them on the spot.

Digital communications campaigns can take other forms as well. A campaign can be set up to launch a product or program, to follow-up or up-sell customers who make a purchase, get more information from those who express interest, or request referrals from satisfied customers.

Campaigns can have different triggers as well, such as filling out a web form, clicking on a link, or making a purchase.

The possibilities are endless.

Setting up a campaign takes some effort up front, but it will continue to pay off in the long run rather than disappearing after a couple of days. By planning out a few campaigns each year, you can build a system that your business will benefit from for years to come.

Now I proudly tell people that I create Digital Communications Campaigns. And I hope you will too!

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