Email & SMS: The Latest Opportunities & Challenges
Maayan M. Dana-Nir
E-commerce Entrepreneur and Lawyer, Tal Ron, Drihem & Co, Law Firm
Technology Sales Manager at PubConcierge
Noam A. Rotem
Head of Professional Services & Product Consulting at Ongage
This panel hosted Maayan M. Dana-Nir, Vlad Harmann, Noam A. Rotem, Igor Kheifets and Amir Mikay.
So, as a digital marketer, there are so many different avenues available to you.
However, what do you do in order to increase ROI?
You might be surprised, but one of the best ways is still email and SMS marketing! You might have thought that email marketing was dead; however, it is very much a growing and thriving industry.
In fact, this form of marketing is a great platform that allows marketers to choose the best way to reach their users.
In addition, email marketing has some of the best ROI. One great way to use email marketing is to pair it with webinars. First, use your email marketing campaign to hook your customers and get them to check out your webinar. Next, use the webinar to market your product to them.
While email marketing is very effective, one of its biggest challenges is getting it to the right person, at the right time, and the right context.
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This is where building relationships with your customers is very important. Therefore, when you are trying to market a product or service to your customers you already have a relationship with them, and are able to give them highly relevant and non-obtrusive products. In fact, customers who trust you are much more likely to engage you more and spend more money with you. This is especially relevant today as consumers are much pickier than before.
Previously, digital marketers would try to get as many customers as possible through a shotgun approach of getting customers. However, now that personalization is much more important, this method is no longer effective. Now the biggest opportunities in email and SMS marketing lie in digging deeper with a smaller potential customer base.
This is made possible through the proliferation of data and the use of automation. In fact, technology has made it much easier to get a lot of very specific data for each customer or user. As such, you can use this data to specialize your marketing to each user. However, more than just that, you can simplify this process for yourself through the use of automation.