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Digital marketing strategies are constantly evolving. Whether it’s paid search, display marketing, social media or even email marketing, the way businesses are using these strategies continues to improve.

Email marketing is one of those tools that have come a long ways since Ray Tomlinson sent himself the first ever email in 1971. Yes, I know, it’s hard to believe that email has been around since the 70’s.

Because of the fact that it’s been around for over 40 years, it’s probably one of the digital marketing strategies that has transformed the most, simply to keep up with the digital platform and all the new digital marketing strategies.

But just because it’s old doesn’t mean it’s still not effective. In fact, email marketing is still one of the most effective digital marketing strategies available.

So after all these years, how is it still so effective?

That’s an easy answer, and it’s because email is one of the only tools that has a direct line of contact with your recipients. You know once you hit the send button, that email is going directly to the recipient’s inbox, and a good chance they will receive a notification on their phone.

But how has email marketing changed?

A new strategy marketers and business owners are now using is called behavior based email marketing. This strategy focuses on the individual consumer rather than an entire list of people. You have to realize that not everyone is looking for the same thing and are not at the same spot in your marketing funnel. This means you have to provide relevant information to your site’s visitors based on their behavior.

When we say behavior, we mean things such as signing up for a newsletter, downloading a resource or even looking at a particular product. By tracking these actions, you can then create automated emails that will go to that particular individual and will provide relevant information based on the actions they take.

If you’d like to learn more about behavior based email marketing, please take a look at the short video clip above that goes into further detail about this new email marketing strategy that is proven to improve open rates, click-through rates and conversions.

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