One of the many cool things about email marketing is the fact that it does not discriminate. When used correctly, it can be just as effective for the small business with only a handful of clients as it is for the big brand that needs to cater to thousands of customers. Although it is a mature tactic that has been around for a while, some industries are just recently getting acquainted with email as a marketing tool. A perfect example can be seen in the always bustling gaming sector.
In early May, Telltale Games, the video game publisher behind popular titles such as Back to the Future: The Game, Jurassic Park and The Walking Dead announced that it had decided to move in a different direction with its email campaigning endeavors. To get its campaign initiatives off the ground, the company partnered up with Knotice, a direct digital marketing firm that specializes in email marketing among other services. The video game publisher hired Knotice on the recommendation of Steven Allison, Telltale’s Senior Vice President of Marketing. According to reports, Allison became acquainted with the firm while employed by another company in the past.
Regardless of how the partnership came about, Telltale stands to benefit tremendously from Knotice’s robust email marketing system, a platform that includes inbox monitoring, comprehensive list management tools, detailed analytics and other powerful features. Utilizing internal data such as site behavior, product interests and purchase history, Telltale now has the ability to target its opt-in customers with communications that are more timely and relevant.
Allison noted that the Knotice platform will enable the company’s publishing team to efficiently handle the email side of things, which reportedly entails sending out 200,000 to 300,000 messages per week to roughly one million customers, freeing up its web team to focus on other matters.
Believe it or not, but Telltale Games is not the only player from the gaming sector to indulge in email marketing. In fact, technology giant Microsoft relies on this method to provide Xbox gamers with news, exclusive offers and free downloads through a newsletter, while video game rental service GameFly uses it to keep its customers updated on the latest releases. These are obviously two well known brands that could survive without email marketing but are probably doing much better with it.Although social is all the rage and mobile is emerging, email continues to be one of the best mediums out there for communicating. The recent deal between Telltale Games and Knotice reminds us that it also one of the most effective marketing platforms. With access to the digital marketing firm’s technology, the video game publisher will not only be able to keep its brand on the mind of the customer, but also target them with relevant communications they are more likely to respond to. Considering that professional email marketing services are the best way for a brand to connect with its target audience, it would not be surprising to hear about other companies in the gaming arena following suit.
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