Email's Essential Role in Successful Marketing

Wolfe What will you be speaking about at the ANA Email Evolution ConferenceWilliams If the last few years in this pandemic reality have taught us anything it is that as content creators we must be willing to go above traditional conventions in order to maintain and grow a captive audience in a digitally enhanced environment My goal is to challenge my fellow creators to use analytical and behavioral data to push ourselves beyond our comfort zones I39ve discovered that the capacity to go farther has not only revealed additional information about my team and their abilities as content creators but it has also revealed a new and more engaged and progressive email audience So during this session we39ll go over that just a little bit deeperWolfe How important is email in the NAACP39s marketing strategyWilliams Fundamentally it is the foundation of our communication strategy While other modes of communication have made great progress in raising awareness and engagement email is what keeps our organization grounded in its mission and identity It has been and will continue to be a place where we can remind our audience of who we are and what we do Everything else in the communication space is complimentary for us and is only fully enhanced when our email communication and cadence is topnotchWolfe How important should email be in every organization39s marketing mixWilliams I don39t think you can continue marketing success in the nonprofit sector without email having a significant role Our capacity to provide relevant email content underpins all of our fundraising activities advocacy efforts and even brand awareness and campaign initiatives Substantive content does not have to be comprehensive or lengthy but it must be meaningful to the audience Email is the only mechanism that can consistently reinforce a message with the weight required Social media may be relevant as digital advertising can be but email is the only mechanism that can consistently reinforce a message with the weight requiredWolfe What has been your most difficult challenge in building an effective email marketing programWilliams Don39t overwhelm your audience with too many emails or too much content all at once Most email marketers tend to end with the email being sent how many people received it and how many opened it In most circumstances I39m just as concerned about the unsubscribe rate as I am about the open rate because it might signal if we39ve exhausted our audience or if the message touched a nerve resulting in an individual no longer wanting anything to do with the organization Consider how many emails you receive each day but do not open Consider what prompted you to open an email and determine that today is the day we unsubscribe and remove ourselves from this communication relationship Knowing how to strike a balance between consistent content and too much content is something I believe all creators will have to grapple with in the futureWolfe What is the most essential lesson you39ve learned from utilizing email as a marketing toolWilliams Fail fast To provide the best experience for our audience we must attempt new experiences The difference today is that we can quickly modify to support what is or is not working because we have access to so much data But given the quantity of data available today there is no excuse not to do something And if it fails you have the ability to immediately shift course But we must push ourselves to do it better wider and differentlyWolfe Many consumers complain that they are inundated with email and that they often disregard much of it What impact should this approach have on marketers39 usage of emailWilliams It should be one of their top priorities for email marketing at all times How customers interact with your email content vs another reveals a lot about whether or not you are genuinely successful So challenging oneself to ask why I should open this email vs another email necessitates creators looking in the mirror and asking difficult questions Is this a checkbox Is it only a matter of meeting a quota Is my consumer being challenged to do anything significant with the content in order to gauge success What ultimately makes what I39m sending them more significant than the previous one What makes my email look more like a life preserver to my consumer than just another wave crashing down on them if they are inundated with emailsWolfe How will email change as a marketing tool over the next few months and yearsWilliams That is entirely up to the creators and storytellers But I believe in their ability to make this tool as powerful and impactful as it has always been because our environment and audience have indicated that is what is requiredClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Email's Essential Role in Successful Marketing

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John Wolfe

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