Email lists are great, but since CASL (came into effect in 2014) and GDPR (came into effect in 2018) have come into play, email marketing has become a bit trickier. You’ve probably received a large amount of “we’re changing our terms of service” or “can we keep sending you emails?” messages in the last year or two. If you have a mailing list, and haven’t sent one of these, GO READ ABOUT REQUESTING CONSENT UNDER CASL. If you haven’t sent a version of a request consent email to your mailing list yet, you may not actually be allowed to. You may actually need to scrap your entire list and start over again.
If you’re not CASL or GDPR compliant, you’re a sitting duck for lawsuits.
Email Marketing is Awesome, But It’s Not Enough
People get tons of emails these days, and plenty of emails get ignored or lost.Many of those emails stay unread. Often people intend to read them later, but sometimes that never happens.
There's a reason the 'inbox zero' goal and methodology is so popular, even though it’s extremely difficult for most of us to achieve. The concept of Inbox Zero represents this idea of perfection, that somehow, reaching inbox zero will mean you’ve achieved maximum efficiency. The idea of limiting your email checking to 1-2 times a day, for mental wellbeing, is also hugely popular. But it means the time-sensitive content you sent your customers could be sitting for hours, or even days. Which is great for your customers’ mental health, but probably not great for your mental health, or your profit levels.
All of this is not to say that email marketing is dead. It is very much alive, and very important. But it is not enough on its own anymore. Email is also not a young platform. It turned 48 years old on June 8, 2019! Clearly we need to throw a party for it in 2021, since it has still managed to hang on and be useful this long!
You Need Multiple Communication Channels
Most people function on a variety of platforms now in addition to email. Even when people are just scrolling mindlessly through Facebook their brains are filing away ideas that could be potentially relevant in other areas of their life.
Since people interact with multiple channels every day, like Facebook, Instagram, Twitter, and all the other ones that keep popping up (what the hell is tiktok?*), you need to get your information in front of them on the platforms they’re using. It goes back to the age-old marketing maxim of “meet your customers where they are.” This theory is one of the most important foundations of making sales.
*Just kidding, we do know what tiktok is, and it's a pretty cool platform.
You Need Messaging Crafted for Each Channel
We hear you, the idea of creating unique content for 5+ different channels - and not just email - is completely overwhelming. This is where inbound marketing comes in: having a guide that helps you produce consistent messaging, but tailored content across platforms. A solid inbound strategy is like having a template for content creation.
You can quickly repurpose content for each persona in your strategy, and post it where they are most likely to see it. Ideally, your website or blog content will be tailored to your personas. With these persona details you can easily identify info from your blog posts that appeal to that persona, and share that content on the platforms they use
A solid inbound strategy will save you time, deliver more qualified leads to your sales team, and create stability in your pipeline. Email marketing is awesome, but relying solely on email is leaving money on the table.
If you have an inbound marketing strategy, but still don’t have the time to implement it, a digital marketing agency can do it for you: after all, they can provide the knowledge of several experts for the price of one.