Email Is Not Dead

July 3, 2023 | Marketing Intent

Evolving Your Email

We recently learned that wifi wasn’t initially adopted. With the obsession to find a wifi network, get a wifi password and check to see if a location we’re vacationing to is wifi friendly, this is surprising. But the reason why is because the icon that you click on to get to wifi was static initially so people ignored it. Once the icon became dynamic, people adopted the technology far more readily and started to seek it out. Email is much the same way. 

For example, in an email promoting a webinar, there’s often a static “Register Now” button – and no movement. To engage more people, this button can be flashing to get them to notice it and take action. Or within the email, movement can be added to garner attention in other ways too…like a reel of photos going across the top, animated gifs.  

Completing Actions Within the Email

Another way emails are evolving is by adding actions that can be completed within the email itself. We’ve gotten away from “Click Here” or “Go to another page” because nobody wants to take the time to go to the other page. They want to do what they need to do within the email now. Email automation systems have evolved to help support this trend, offering new ways to keep email effective and vibrant.  

Despite marketing trends and fads, email has shown it has staying power. It just needs to continue to evolve to keep advisors’ attention.