Email Marketing Needs Better Content, More Social Presence, Say Marketers
Atlanta, Georgia (PRWEB) July 25, 2013 -- Marketers increasingly need higher quality content to make email campaigns profitable, according to a survey by BtoB Magazine. Internet marketer Chris Watson, co-founder of SEO and content development firm Everspark Interactive, says the demand is part of a larger trend in what users expect online.
The survey was conducted in February and March of this year, polling over 400 sales and marketing professionals about their use of email. Delivering relevant, useful content in marketing emails was respondents' highest priority in improving their email campaigns, and more than half said that content was their greatest email challenge according to BtoB Magazine (7.15.13) .
Watson, whose firm Everspark helps companies develop content including email, blog, social, and video content, said the result is not surprising.
“People are still happy to read marketing emails – if it benefits them,” Watson said. “Loading an email with great free information and a teaser of your product or service is the only way to stay out of the junk folder.”
The survey also found that increasing numbers of marketers are relying on embedded videos or social media links to get people to click through.
“Email is just one channel on an increasingly multichannel internet,” said Watson. “As marketers, we need to think of email messages more as a gateway to our sales copy, and not as a package for sales copy itself.”
Watson says that trend shows itself nowhere so much as in the shift to mobile-friendly emails.
“More users view email on mobile devices, and they're even less tolerant there than on computers,” Watson said. “The content should be a stepping stone toward liking a page, viewing a video, or some other easy, reflexive action.”
“It's part of a formation of ad channels that work together.”
About Everspark:
Everspark Interactive is an Atlanta SEO company and internet marketing firm. With a hand picked team of the brightest marketing minds in the country, Everspark creates gripping, engaging content that drives web traffic – and dominates search engines. They can be reached at (770) 481-1766 or eversparkinteractive.com.
Denae Olberding, Everspark Interactive, http://www.eversparkinteractive.com, 770.481.1766, [email protected]
Share this article