Thought Leadership Monday Mashup: Effective Email Marketing

monday-mashup-effective-email-marketing_1000x576Marketers are always on the lookout for ways to amass data and foster a more holistic approach to educating website visitors, leads, and even current customers. Providing the right content at the proper time your target audience’s buyer’s journey resonates well with business initiatives, organic search, and fulfills your top priority—meeting the needs of your audience. Producing effective marketing content for a particular target audience is where data capturing comes in handy. Email marketing is a great way to see into the minds and behaviors of your most valued customers.

Because companies often consider their email marketing efforts to be their most powerful marketing channel, the size of your contact list reflects your brand reach or marketing success. Any communication via an email campaign should be streamlined and purposeful. Your goal as an email marketer (or community builder, as I would call it) is to provide answers, and suggest solutions to your audience's most pressing issues.

So what does this mean for your email marketing strategy? You have to have one. If you are sending out emails with no rhyme or reason, you may be misstepping or losing an opportunity to connect with your contacts, leads, or customers on a more personal level. Sending emails to your contact list is a privilege, and should be treated as such. Attention spans are getting shorter, while the amount of content available at the click of a button is growing, so it has never been more important to keep your customers top-of-mind with each email that is sent.

The importance of sending effective emails should always remain at the forefront of your content marketing initiatives. In order to do that, you will need to understand the inner workings of your buyer personas and how they respond to timing, content, offers, and community engagement strategies. Prominent industry-specific thought leaders weigh in on their tips to improve your next email marketing campaign strategy:

Have a documented content strategy.

Writing your plan down will help you stay on track and focused. A written plan will help you keep track of what blog will be published when, and what email is sent to which list, and when all these components will all be published. (DirectImages)

Timing is of the essence.

The time of day at which you send out an email can have a huge impact on whether or not your recipients click on it. (MarketingLand)

Be on brand.

Brand means everything to Rip Curl. And it must always be on point in their email campaigns. Every customer-facing email showcases Rip Curl’s brand and products in a beautiful way. (CampaignMonitoring)

Focus. Focus. Focus.

The more focused you can stay on one topic with one goal for each of the emails within the campaign, the better. Email is one of the most intimate means of marketing communication. The goal here is to make the ‘one-to-many’ (singular business to multiple contacts) email be more  personalized to the inbox to which it is delivered. (DirectImages)

Short subject lines.

Testing can prove to be invaluable when finding the ideal length for mobile-optimized subject lines. Check your emails on several different email applications and devices to see how much of the subject line typically appears. You really want to focus on the first 4-5 words to ensure your message sparks a sense of immediacy and clearly communicates the purpose of the email. (MarketingProfs)

Understand why your company is utilizing email as an inbound marketing strategy.

    Some reasons may include:

  • Lead Generation

  • Lead Nurturing

  • Customer Acquisition

  • Establishing Brand Awareness

  • Establishing Thought Leadership

Once you have an established purpose, you can begin to understand and develop an email marketing campaign that will make a difference in the marketing metrics you care about. (DirectImages)

Whatever approach you choose, the key question is (besides how practical it is from a cost and skills perspective), how accurate is it? If a customer is predicted to be more interested to buy Product X than any other customer, should you then expect him to buy Product X?

No algorithm or advanced data science can actually predict the future. All we are after is improving the "batting average." Buying predictions are actually meaningless on an individualized customer level. (MediaPost)

Using email in a manner that provides brevity in messaging, targeted content, and valuable information are key factors in marketing success. Listen to what your customers are telling you and understand how you can best help them. Provide an easy-to-navigate and appealing format and you will begin to see the results of your effective email marketing strategy. Don’t get overwhelmed—just get started.


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Topics: Thought Leadership, Marketing, Inbound Marketing

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