To increase traffic to one of its stores, a company may post a coupon on its website that offers customers an in-store discount. To entice customers to shop more online, a business may send consumers an e-mail offering free shipping for Internet purchases. Businesses also pay for advertisements on popular search engine sites. This way, even if a company's site doesn't show up in search engine results, it may be able to maintain visibility.
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Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. In essence, this extension to non-Internet channels helps to differentiate digital marketing from online marketing, another catch-all term for the marketing methods mentioned above, which strictly occur online.
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.
The best time to send an email blast depends a little on the best time you think your recipients would like to receive it. Most business contacts receive an average of 75 emails per day. To make sure they have the time to review (and hopefully, read) your email, try to have your email blast arrive on Tuesday Mornings between 8am and 11am. Mondays (especially after holidays) is typically a day where most contacts are catching up on email from the weekend. Fridays are difficult, as most contacts are wrapping up work from the week and may not have the time to look at your message. Even if they do find time to read it, they may have forgotten about you, and your message, by the next Monday. If Monday is a holiday, time your email blast to arrive on a Wednesday Morning after the holiday. Mornings are best as most people are planning or finalizing their day in the mornings. This gives them more time to react to your email message that same day. Afternoons and evenings are typically too late in the workday to encourage immediate action.
If you create an email blast that asks your contacts to do something (like call you, fill out a form on your website, or take advantage of an offer), make sure you have that high up in the email. A good rule of thumb is that your call to action should appear right away, when someone opens your email. If someone has to scroll to find it, it’s in the wrong place. It’s the same philosophy as the old newspaper theory that the stories “above the fold” are those which get the most attention.
Email marketing has been around for decades, but it is still one of the most effective digital marketing channels available when it’s done well. Email today needs to feel like one-on-one conversations with each audience member, but it also needs to scale. Make sure your strategies are up-to-date so your emails are getting delivered and cutting through the noise.