Newsstand

June 13, 2011
The Relevance of Email Marketing in the Facebook Era [DMA11]

The world has gone nuts for digital marketing – and although that’s not a bad thing, there are plenty of reasons to measure your approach to online marketing in a way that’ll ensure you don’t drop a few essential practices that may seem out of date but are still incredibly relevant to your business’s success.

One of these practices is the continued collection of customer email addresses. Just because everyone seems to be flocking to social media platforms as the preferred method of communication with family and friends doesn’t mean that you should neglect what has proven to be one of the most effective methods of staying in touch with your customer base.

Put simply, email communication still is, and will continue to be, one of the most valuable digital marketing tools for businesses. Sure, creating a social media presence and nurturing the relationship between yourself and your customer base is critical. Daily tweets and Facebook updates serve to keep existing customers engaged and are a great way of reaching out to those you have yet to “convert.” But in the end, social media is just another tool – albeit an incredibly powerful tool – for keeping the line of communication open.

Email marketing via periodic newsletters, informational blasts, and coupons for discounted products or services is more viable today than ever. Think about it. If anything, the fact that more people are using social media for personal communication means one thing: less inbox clutter. And what could bode better for the chances of your email actually getting read? In a word, nothing.

To learn more about the relevance of email and how it continues to fit into the ever changing dynamic of digital marketing, visit www.dma11.org to find out what resources will be available to you at the upcoming DMA2011 Conference & Exhibition in Boston.

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