Last week, Selligent co-founder Thierry Téchy emphasized the role of personalization and email in a cross-channel marketing approach. New research by Econsultancy now shows that the growing importance of cross-channel marketing helps to drive growth in the email marketing industry.
Selligent's message that a customer-centric and cross-channel marketing approach is crucial, is reflected in the fact that Econsultancy says that 'rather than operating in its own silo, email is now seen as an essential component of a wider campaign'.
The Econsultancy report shows that email is indeed far from dead, due to this rapidly rising understanding that email is part of an overall strategy. It also emphasizes that consensus is growing that social media is not a threat to email marketing but, when properly done, strengthens it.
Obviously, social media integration, is not the only phenomenon that confirms email as a significant part of integrated and customer-centric marketing strategies.
Relevance and one-to-one interaction
The fact that marketers are better optimizing their email interactions, as Thierry Téchy wrote among others by improving relevance and personalization across touch points, plays a role as well.
Furthermore, optimized email campaigns are seen as less intrusive than some other communication channels, such as SMS, Econsultancy says.
It is indeed not so much about the channels but about a smart mix whereby relevance and one-to-one interaction are important success factors and goals at the same time.
That is one of the main reasons why marketing automation and cross-channel marketing, depending on consumer behavior and preferences, are thriving.
And that is exactly our mission with Selligent Interactive Marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.
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