Whether or not you choose to use email marketing as a major part of your business strategy will obviously come down to your objectives. Are you trying to gain signups for an event? Are you looking to gain traction with a new product? Or perhaps you're just looking to improve your audience numbers. Email marketing should be able to help.
It's always harder for businesses that span a lot of different sectors and 'interests', as email marketing works better when audiences are defined. Although, some good email marketing segmentation should solve any issues there.
Email marketing offers businesses numerous advantages, the most obvious being customer engagement and user data. Email marketing also enables businesses to provide personalised creative content, provide real-time message responses and segment user and customer database information. This is particularly important in retail as email campaigns can be twinned with automated responses following a sign-up or purchase.
The obvious drawback of email campaigns is over-populating consumers' inboxes. No business wants to be labelled as spam. So choosing not only a platform that addresses this problem but one that provides 'best practices' as standard is a desirable move.
Businesses should also think about what to email out. Some businesses might opt for newsletters, invitation emails and surveys while business-to-business marketers will prefer platforms with advanced transactional email capabilities.
A good email marketing platform should provide automation, content management, social media integration and detailed analytics.
The bigger email marketing cloud companies such as IBM, Oracle, Salesforce and Adobe were built on acquisitions, with all offering a holistic marketing solution with email marketing products and solutions.
So depending on your businesses needs and the level of engagement required, email marketing is one effective way to reach the consumer, if it's done right.