Like most agencies, we here at The Ohlmann Group have mailing lists. Yes, even in the era of social media and increasing digital ad spend, we send emails and care packages to clients on occasion. Why?
Because in a world of siloed media, it’s more important than ever to be able to reach customers directly. Building an integrated marketing campaign today requires far more than just buying a TV ad or “being on Facebook.” The truth is that people are consuming messages in hundreds of different media, across social platforms, traditional TV channels, streaming music and television services, mobile applications, and much, much more. You need to be in the right mix of channels to reach those customers.
Email – as with direct mail – will never die because it remains the best way to ensure that a message reaches a customer. Billboards, radio ads, and television will give you broad and important reach, and digital platforms give you the ability to target new prospects and gather customer information, but having a customer list for upselling product and increasing brand awareness will always be an important part of your marketing mix.
Here are three reasons why email marketing matters more than ever:
So if you’re still holding on to that old mailing list, best keep it updated. It’s still a great way to reach your best customers.