Modern marketing methods: Strategies to connect digital with traditional techniques

10. E-mail marketing

Does sending out e-mails seem simple enough? Not anymore! Businesses should not send just any e-mail blast out—they must send targeted and tailored messages. Shooting a generic e-mail to one’s entire business database is not a good idea; they must be categorized by region, city, country, etc. E-mail marketing methods must be practiced (open rates and click-throughs are a great way to test a major campaign prior to launching it). Marketers are using this technique as a personalization tool in the buying experience. Nearly 83 per cent of people prefer e-mails as one of the channels to receive promotions from brands they trust (according to the 2019 e-mail addiction report), so it is up to businesses to ensure they are sending out a direct message.¹ One can use analytics to distinguish the audience’s message, then sort, and filter their database accordingly.

This is an energizing time for marketing. With the traditional and digital world colliding, a new wave of creative ploys is taking flight. The drive toward human-centred sales, marketing, and advertising is breathing new life into what seems like a full-throttled digital experience. Artificial intelligence (AI) and big data has given companies a plethora of information that businesses can use to drive sales; small businesses can benefit as well by using the figures provided by Google analytics, Search Console, Social Statistics, and online audits.

Crystal Lengua is the sales and marketing manager at SMP Ultralift and sits on the Pool and Hot Tub Council of Canada’s (PHTCC’s) national board of directors, as well as on the PHTCC’s Toronto chapter board of directors. A graduate of marketing, public relations and corporate communications, professional sales, social media marketing, and event management, she has positioned herself as a leader in digital and traditional marketing methods. Featured in Mississauga Life magazine in 2014 as a leading female entrepreneur, she is also a keynote speaker, blogger, and social media maven. She can be reached via e-mail at c.lengua@smpmetal.com.

Note:

¹ Canada’s Anti-Spam Law (CASL) applies to all electronic messages (i.e. e-mail, texts, etc.) organizations send in connection with a ‘commercial activity.’ Its key feature requires Canadian and global organizations that send commercial electronic messages (CEMs) within, from, or to Canada to receive consent from recipients before sending messages. For more information, visit www.fightspam.gc.ca/eic/site/030.nsf/eng/home. (Accessed on July 9, 2019)