The popularity of social media gives people and organisations many opportunities to tell their story. Does that mean we should kill email as a way to talk to our clients, customers and contacts?
We’re not ready to bury email yet. With a good quality contact list, email allows us to talk to specific people directly, telling them things they’ve told us they want to hear. Not everyone engages with social media but email is used by nearly everyone, everywhere.
One of our longstanding clients provide a great example of good practice in email communication. Over time, they asked their contacts if they wanted to opt into carefully segmented mailings. This allows our client to share specifically tailored information with people who have asked for it, leading to very good response rates.
We’ve recently redesigned our client’s mailing templates. We’ll be using them for newsletters with rich content, timely and useful bulletins, seminar programme updates and social invitations.
For targeted and direct communication, email is alive and kicking.