Email newsletters have been a staple of digital marketing for many years, but with the increasing availability of personalized marketing tools, it’s time to reconsider the value of this type of mass communication. I don’t like email newsletters because they are often impersonal, irrelevant, and often ignored. Instead, I believe that personalized, well-timed email marketing is the key to success in today’s digital landscape.
For example, yesterday I was talking to a real estate developer that was looking to improve their marketing efforts. Real estate is a business where a subscriber’s interests can vary greatly. Some people may be looking for a small studio apartment, while others are searching for a luxury penthouse with a stunning view. Some subscribers may be looking to invest in a property, while others may be searching for a place to live with their family. The budgets for these properties will also vary greatly, and it’s important to acknowledge these differences when communicating with subscribers.
Sending out a mass email newsletter to all subscribers without considering their individual needs and interests is a waste of time and resources. In order to be effective, marketing efforts must be tailored to each individual subscriber. This is where personalized email marketing comes into play.
As a Certified HubSpot Consultant I of course have to mention that tools like HubSpot allow you to segment your email list based on specific criteria, such as property interests and budget range, and send targeted emails to each individual subscriber. This type of personalization increases the relevance and value of your marketing efforts, making them much more likely to result in a sale or lead.
Personalized email marketing not only benefits the recipient, but also the sender. By segmenting your email list, you can focus your marketing efforts on specific groups of people who are most likely to engage with your content. This not only saves time and resources, but it also increases the overall return on investment of your marketing efforts.
In conclusion, email newsletters may have worked in the past, but today’s digital landscape demands a more personalized approach. By using tools like HubSpot to send well-timed, relevant, and personalized emails, it’s possible to achieve greater success with your marketing efforts.
I still remember me ending my very last presentation in business school more than a decade ago with a slide showing a key with a dollar sign at the end saying “Relevance is the key to marketing success.” I still firmly believe this to this day.