By Keith Trivitt | Director, Marketing and Communications
It’s been claimed by many that email marketing is dead. But that’s not quite true. As our Daryl Colwell outlined in a recent column published in Direct Marketing News, email is far from dead, especially in the customer acquisition spectrum of online marketing.
Now, comes some encouraging news that email may be getting an even more prominent place in marketer’s playbooks. As eMarketer recently reported, the next great frontier in email marketing is video.
On paper at least, the blending of video content and email seems like a perfect fit. After all, opt-in emails offer brands an engaged audience that has already confirmed its desire to receive your content. And consumers have shown an insatiable demand for video content.
Despite that, very few advertisers currently use video in the marketing emails. A February 2013 survey of marketing executives conducted by The Relevancy Group found that only one-quarter of them had used video in email marketing campaigns.
That needs to change. Especially if more traditional direct-response brands want to adopt to the content marketing era.
As we outline in our recent SEO report, “Successful Link Building in the Content Marketing Era,” link building — long seen as the most traditional (and successful) form of search engine optimization — can be incredibly useful for brands when partnered smartly and strategically with content marketing.
Advertisers can achieve a similar result by effectively blending video content into their regular email campaigns.
Retailers, especially, can benefit from online video mixed with email. Video content plays an important role to many consumers’ modern path to purchase. Mixing video strategically into an email can ensure that consumers have more than just a static email in which to engage with your brand. Now, they have visual content in which they can see how your company’s product or service will benefit their lives or work. Combine that with a smart call-to-action or offer within the email, and you’re on your way toward modern email marketing success.
So the next time someone tells you that email marketing is dead, don’t believe them. Email is far from dead. And with marketers getting smarter about mixing in video and social media content into their email campaigns, it will only get more important to brand’s customer acquisition campaigns.