Why Email Is Essential to Your New Omnichannel Marketing Strategy

By Michael Becker

Why Email Is Essential to Your New Omnichannel Marketing Strategy

Email is one of the most effective digital communication channels, and delivers the highest ROI of any marketing tactic (email marketing generates $38 for every $1 spent!). It’s also the key to unlocking a consumer’s entire Internet-based life and your new omnichannel marketing strategy.

It all starts with the Digital ID. The Digital ID is your pot of gold when it comes to understanding your customers’ online behavior. It’s the crux of who they are on the Internet; a lens into nearly every crucial aspect of their digital footprint.

The Digital ID is, in essence, a customer’s email address. This little asset can help you understand everything from where customers have been spending time online to what they’re purchasing, and even where they’re most likely to spend money in the future.

An email-first mentality is a must for any company that wants to be ‘omnichannel’ because it’s all based on consumer movement, data generation, and the Digital ID.

Tell me more about this Digital ID

Before we go any further with the Digital ID, let’s look at why it matters. In today’s digital universe, consumer technology has fundamentally changed the game for digital marketers. Email is the one constant amid a sea of movement. Because if there’s one word to describe the ebb and flow of behavior and consumption of popular consumer technology, apps, and devices, it’s movement.

We move from seeing a review for a movie on our iPhone to watching it on Netflix via our iPad.

We move from reading a story on our tablet to seeing who’s tweeting about it on Twitter or commenting on Facebook.

We compare prices on items using mobile, then move ‘in-app’ for specific item research, or hop onto a desktop for a more immersive experience then back onto mobile again.

Amongst all this movement, there’s one constant: our email address. It’s effectively the social security number of our digital lives; a data-generating engine. For marketers that want to go omnichannel, it’s the lynchpin that holds it all together.

Email is far from dead – it’s our unique online identifier. The number of email users worldwide is forecasted to rise to 2.9 billion by 2019, and, according to Pew Research Center, 92% of online adults use email, with 61% using it on an average day. It’s undoubtedly the best way to remain relevant, targeted and attention-grabbing moving into 2018.

Just listen to what email marketing expert, Brenda Stoltz, the founder and chief strategist at Ariad Partners, had to say:

“The biggest email marketing challenge for 2018 continues to be relevancy. Consumers are more sophisticated today. They have no problem unsubscribing, marking something as spam, or even setting up a fake email. Companies must deliver highly targeted, highly relevant email content to get and keep attention… Email may be an ‘old’ channel, but it’s not dead.”

Email-driven behavior is the data source that many progressive-thinking digital marketers use to gather a wealth of information to take advantage of the #1 opportunity and challenge that email enables: personalization.

Kath Pay, the CEO and Go to the full article.

Source:: Jeff Bullas Blog

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