Email is perhaps the oldest one to overtake the traditional method of sending letters for a two way communication. It gave an impetus to facilitate exchange of ideas, thoughts and information over distances. Initially e-mail service was restricted to personal or informal means of communication. It was more used as a means of circulating news. Eventually it developed as a commercial means of communication. What we see e-mail as of today, it is one of the effective tools of marketing taking the corporate world to an elevation of success. Among several entrepreneurs and business tycoons it is considered as the number one direct channel in terms of daily use and consumer preference for both personal and marketing communications. Indeed the advent of smart phones has made it much more flexible among users than ever.

Marketing is all about promoting your products and services to masses with an insight to increase sales or leads for your business. Now when we use e-mail as a powerful tool of marketing there is a need to build up strong strategies procuring the desired results.

Why is e-mail strategy required?

1) An effective e-mail marketing strategy can assist transforming ideas into actions.
2) With its wide range in public e-mail marketing can outspread your message and thus increase your business brand awareness.
3) It gives the marketer the flexibility to customize and handle the campaign at their end.
4) E-mail marketing gives you the opportunity to target the audience at individual level. You can be in direct contact with your customers.
5) You can send your messages in excess bulk through this mode of marketing.
6) It is comparatively cheaper and yet effective in outreach.
7) It is an easier way to get initiated at the beginner’s level. Anyone can easily manage its operation.
8) You get the flexibility to integrate it with almost all forms of media. Thus it can be shared socially also.

Your audience is made up of both smartphone owners and non-smartphone owners, so make sure your strategy accommodates both segments. Rather than relying on single sign-on products to gather opt-ins, build your own consumer database by gaining consumers’ permission through your website. Since there is a plethora of digital marketing options available today, you need to optimize your e-mail marketing campaign if you don’t want your users to have a monotonous experience. Here I how:

1) Keep putting in variety of offers, discounts, last minutes, pre-sales exclusives etc.
2) Instill design variance in the form of colors, captions, typography, visuals, headers etc.
3) Integrate your e-mail marketing campaign with seasonal themes, contests, gaming and other promotional activities to enrich user experience.
4) Place a variety of content via e-mail like use video e-mailers, chats and hangout messages, articles, press releases, whiteboards, interviews, surveys and feedbacks.
5) Do not overload information or put in repetitive information through your e-mails else it would be set back into spams or junks by the users. The content should be worthy to read and informative.

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