For a while, even the most ‘switched on’ web designers thought that email marketing was a dying form. Conversions suffered, people weren’t clicking through and engagement slumped down into a pit. The reason for this was fairly straight forward; social media was rising and exerting a considerable influence on the way companies marketed themselves. As a web designer in Enfield, I started to guide people on adding social media icons to their sites and marketing campaigns; most web designers did. It was becoming hard to ignore such an exciting medium. Freelance web designers, web developers and businesses started to consider the social element as a serious contender in digital marketing.
Companies began to give up on email marketing at that point, considering it a medium that had had its moment in the digital marketing world. After all, social media could reach a wider audience and target a more engaged audience through a new social channel.
Social media is free. It’s free, it’s easy to update and it opens a business up to potentially huge audiences that email can’t always reach. It’s also a more organic and more fluid channel in the sense that you can update audiences in real-time about the news happening in your business. With development apps to boot, web designers from Enfield and beyond could start to customise social media; they could upload graphics and ecommerce elements into Facebook to allow customers to buy as they engage. They could make social media work to changing needs in an instant without any trouble. The only problem was that businesses then began to solely use social media to engage with consumers and market the company. Email was left by the website.
My work in web design has extended beyond Enfield in London and I’ve helped clients across the UK. Time and time again, I’ve seen that people had forsaken email marketing. That’s changing now.
Email marketing is enjoying a resurgence as both client-side designers, freelance web designers and developers start to combine the two media to seed content that will engage consumers across different marketing channels. Emails are a temporal but effective means of digital marketing for freelance web designers. It’s a chance to exercise creativity in creating striking designs, but it’s also a chance to engage your audience and create a wider awareness of your particular business.
Email without social is almost unheard of these days and rightly so. Email marketing gives out a specific message at a specific time – offers or sales, new campaigns happening within the business. Despite that, email marketing that integrates social media buttons into the graphic design can lead people onto social media for an update on current offerings from the business. As they go through to social media, they can engage with the customised content, which will then lead them through to the website and the website will lead them to purchase. (Providing the website has a strong digital and user experience strategy in place.)
These days, digital strategy needs to encompass an ever-branching array of media to ensure that it’s comprehensive and effective. This applies to freelance web designers when designing to briefs and to everyone involved in marketing brand messages to consumers.