Social media may be popular and gaining traction in developing leads and driving interest, but traditional e-mail marketing is still a very important and valuable asset for businesses big and small.

E-mail shows its value in its adaptability, ability to be directed and personalized, its ease of use and being very inexpensive.

A simple marketing tool that is free or nearly free, available to potential clients around the globe, and is highly customizable? That’s something every business can get behind.

Getting Personal

As stated, one of the values of e-mail is its ability to be personalized and adapted to different clients, situations, and projects.

Personalizing your e-mails will help increase clickthrough rates and better the chances of your messages being received. This also includes sending e-mails from a personalized account. How many times have you received an e-mail from a “noreply” address? Did it drive you to open it and interact with the offerings within? Keep it personal and reap the rewards.

Eager and Engaged

Crafting engaging subject lines and offering something of bonus or benefit to the customer will enhance the chance your e-mail gets opened and read, rather than ignored or trashed, as can often be the case with direct mail marketing.

Think, for example, how easy it is to toss a flyer into the trash when collecting the mail. If the message waiting in an e-mail inbox is asking a question, offering a deal or special, or otherwise demanding interaction, it becomes something tangible for the client to act upon and raises the chances your business’ message is getting seen.

You should also monitor open and clickthrough rates, and ensure action is taken if rates are dropping or if your communications are being marked as spam.

Other Strategies

When it comes to stocking a bank of e-mail addresses, creating a thoughtful, interesting and relevant e-mail newsletter is a great way to get e-mail addresses on file for future client engagement and interaction.

Another approach is the use of triggered e-mails, which makes following up on leads a simple and even automated process. When someone takes an action such as placing an order or filling out a contact form with their information, the e-mail system is triggered to send a message to them tailored on the action they took.

To reiterate, the importance of making sure your messages get to your audience and are not ignored is paramount. A way to help e-mails hit their target is by segmenting them based on the action (or inaction) the recipient took. By segmenting e-mails to specific areas, you can keep content relevant and help drive up the chances your message is seen, read or acted upon.

You should also make sure that your e-mail is easily shared, through a one-click button, an easily shared URL or even an embedded Tweet. Making it easy for your client to share relevant information with others they know can help create more business for you without even trying.

The use of traditional e-mail marketing is something that should be given strong precedence in your marketing solutions. It takes trial and error, testing, and engagement, but the benefits are there for those who act!