While social media continues to grow, expand and evolve, making it an exciting time to be in the business of marketing, there is still no denying the fact that email reigns supreme. Despite the mighty push, on the part of marketers, to make more of Twitter, Facebook and the other platforms, nearly nine out of every ten professionals still report that email produces the best leads. The power of email makes sense, especially with advancements in automation. Email is a service used by nearly every American adult, and email inboxes provide the perfect opportunity to present very personalized marketing material. In fact, while advancements are headed in the right direction as far as social media segmentation, email remains the only way to very effectively break consumers down into like groups, which means that messages can truly be tailored to the individual.
With the ability to collect vast amounts of data on each and every website visitor, each and every lead, it is possible to gain a very insightful understanding of the person on the other end of the communication. Taking that information into consideration, it is possible to send emails that speak directly to the tastes, the wants, and the needs of that individual.
Customer Relationship Management- and Marketing Automation software has certainly made this process easier and much more seamless than ever before. They can be used to automatically segment the customer base, to categorize those segments based on wants, needs, and personal habits, as well as to ensuring that emails are sent at the best possible time, thereby increasing the effectiveness of the communication.
With the right tools in place, and a very personalized style of writing, it is possible to build long lasting customer relationships, even a sense of loyalty that can be handed down from one generation to the next.