In todays blog, I will talk about a new way of email marketing discussed by Larry Kim in the video titles Email Marketing The New Way. In this video, Larry talks about how ineffective email marketing is despite being around 10–20 years now. His idea is to use email marketing with less obvious ways to both collect new emails and how to run campaigns as he explores new ways of doing this. He goes on to show a bar graph displayed from 2014 which displays that out of all the ways the most popular marketing channel for business is email marketing used at 87%.
Internet is a Noisy place
Some of the challenges facing email marketing are where they end up in businesses emails, for example, Larry uses the word dungeon as all the spam emails that don’t get attention roll into a place where they get no traction places such as (Unroll.me) and promotions tab under Gmail. Since this is not the golden age for email marketing anymore as it does not sustain the marketing efforts, as well as the click-through rate seems to drop every quarter since it's so noisy and competitive in todays world, with increasingly complex regulations is not as free as it used to be. With this in mind, Larry asks how to make your email marketing generate 10x more engagement at 1?10 the cost.
Email Marketing Will Save the Day!
Larry talks about a service called Email-Based PPC where it's custom audiences a new addition to advertising technology creating customed based audience where you target audience based on that segmented list giving the option to set it up based on various social media platforms and this separates into Tailored Audiences Vs Custome Audiences this gives the power of social remarketing where it gives 3X the engagement rates and 2X the conversion rate
The Evolution of Display Ad Targeting
1. Identify (E.G. Specific emails or phone numbers)
2. Remarketing (E.G. People who visited the “buy” page of our website)
3. Interests & Marketing Segments (E.G. Business Services, Photography)
4. Keyword Targeting (E.G. Articles containing “Health insurance”)
People-based Marketing Is like Email Marketing But Better As Email marketing is limited Number of Blasts to Reduce Unsubscribes, .5–2% Unsubscribes each blast, People need to opt into your list, tons of unqualified emails on the list vs it is fixed when it comes to People-based Marketing. Identify Marketing using Custom Audiences in Social Ads. Identify based marketing opens up a TON of new and exciting advertising use cases! this allows to dig deeper into the audience one has let them explore the benefit of people-based marketing. When Larry promoted the post as he tells his story. The story picked up in Marketing Land in 2 Hours and+500 Press Pickups in 48 Hours.
Larry gives even a breakdown of the benefit of this service
Custom Audience Social Ads ROI analysis
500 high-value press pickups + Links
Massive Brand Exposure
+100k Sites visitors
Total cost $50
Total time 10 minutes
And above all this service works with Google Customer Match in AdWords, Gmail, and Youtube, as it integrates and allows a smooth transition into the new way of people-based marketing but still with emails.
In Conclusion
Larry’s method gives a new way of taking a look into email marketing as in order to stand out and gain more audience over time, a business needs to think how they can expand beyond the position they have reached, this new method of marketing is a great insight for all the newcomers and existing businesses, as to better target their audience investing in the information one sends will allow to create a social media plan based on the needs of a customer. Educating the customer becomes important for the product and service to sell.
