…that is, all online marketing leads to email!
While Facebook’s campaign that “email is dead” is a fabulous marketing tactic, email is still at the heart of all that we do.
Just as we still need phone numbers for voicemail, texting and voice conversations, we still need email for our business or professional lives, email newsletters, transactional emails, mobile email or access to other collaborative services.
Even social media sites notify us of new content, messages and more via our own email boxes. In the Online Marketing Funnel model, email newsletters / marketing are a great way to visually see peoples’ interest and engagement. While other measurements through social media platforms or website traffic metrics offer insights, email marketing is typically subscribed by customers and the most engaged fans of our products or services. These people subscribe to email newsletter because the importance of our messages range in the significant to very significant range.
Email subscriber likes or dislikes tell us a lot about our potential ideal customers out there and whether they will have a similar reaction to what we do and what we have to offer. They provide a great temperature gauge for all our marketing communications and PR.
Email newsletters / marketing work in tandem with the sales process, the social conversation and it helps sales people start at a more productive point in the overall conversation when engaging people live or over the phone. Email is an essential component of the overall program including the actual sales process as well as post-sales operations of the business.
Email has become as essential to business as having a phone. Since Mark Zuckerberg’s Facebook marketing campaign that Email is Dead, people are trying to evaluate both the truths and untruths of this statement. It’s boosting people’s overall understanding of email’s value to overall marketing and communications programs.
I’m looking forward to seeing Facebook’s Social Email service and seeing how this road will lead to email.