Is Email Marketing Paid Media?
So, how can you tell if an email campaign is paid media? Here’s a quick breakdown. Email is not owned media, and it doesn’t behave like a pet dog. Many email marketers struggle with things like Outlook not delivering emails, people marking emails as spam, and even being suppressed from the inbox. The truth is, your subscribers own their email addresses and have given you permission to send them emails.
It is a good idea to segment your email campaigns based on your target audience. For example, if you want to send a welcome series to new subscribers, send them a message introducing yourself to the audience. You can also use preferences, interests, location, open rate, and inactivity to segment your audience. As long as you know your target audience, you can choose a channel and copy that work for you.
Because email is so widely used, it’s important to integrate it with your other marketing channels. You can use data from paid media to segment your lists, add dynamic content to emails, and automate email campaigns. You can also use data from paid media to improve customer experience. Email service providers such as Klaviyo allow you to integrate your emails with nearly anything. You’ll be surprised by what you can do with the data collected from your paid campaigns!
One common mistake that marketers make is sending emails without considering how the audience views them. The truth is, half of internet traffic comes from mobile devices. This means your emails must be mobile-friendly. This means that you may have to rethink your layout and image. A message that looks good on a desktop is unlikely to gain you any subscribers. So, if you’re looking to increase sales, consider launching a promotional email campaign.