Email Marketing is Timeless

My journey towards learning digital marketing has not been the same as my contemporaries, probably. While a lot of the folks who are prominent in the field now have started in creative fields, pivoting towards digital marketing but through the power of creative storytelling, I started with Email Marketing. And of course content writing, curation, video editing, and website analytics.

But the core of what I did when I was a senior marketing and communications associate for a US-based SAAS company is to conceptualize and write email drips to sell enterprise software. Part of the strategy is to create the blogs and news articles to be featured in email direct messages, to get people to visit the website and engage with more of our content.

This is my recollection today because email marketing has always been the same, albeit the technology and the email content types changed. But, email marketing has always been personal. It creates a 1:1 connection between your company with your email recipients. It is almost very sales-driven, which starts with the style and composition of your subject line that’s almost a 5-word elevator pitch to read the rest of your email. If you miss the mark on your subject line, people will then have created perceptions about you and the kind of emails you send, and there may be a likelihood that the next ones will not be received well.

Bad emails are intrusions, but good ones are God-send. Good email marketing campaigns almost feel like the perfect message at the right time for your audiences. They’re just impeccably on-time, with the right call-to-action that the person exactly needs. And being this requires that you have curated your database very well down to knowing what they specifically need and how your business can solve their problems, and crafting the right creative copy and images to drive home that action you want them to do.