Traditional digital channel gets its sexy back

Share this content:

As “sexy” channels such as social media and mobile emerge, the more traditional digital channel, e-mail, continues to thrive. E-mail fared well in the poor economy, thanks to its cost-efficient model and ability to deliver ROI. Account wins, such as Body Glove's selection of Lyris and Bebe Stores' move to CheetahMail, show the business is still alive and kicking.

E-mail marketers became even more savvy about triggering e-mails based on behavioral data; targeting messages based on past purchases; and sending marketing messages within a transactional e-mail. We also saw more e-mail marketers embrace testing and retesting campaigns.

Publishers also used e-mail to sell ad space within their e-mail newsletters, showing more potential to monetize the channel.

But others entered the e-mail space without knowledge of some key best practices, so consumers are getting inbox overload. And, with consumers' attention wandering to mobile e-mail and social networks, the stakes are higher for e-mail marketers to be more relevant and to make sure that their messaging renders correctly.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above