5 Email Strategy Tips that Will Rock Your Digital Marketing World

We know email strategy can get a little difficult.  Do you ever just realize that you’re asking yourself the same old questions: Why are they leaving? Is it me? Is it them? What is wrong with people? Honestly, it’s not anybody’s fault! Everyone is different, and everyone’s preferences change from day-to-day! Moving forward, we’ve compiled five tricks of the trade that we’ve seen work when designing email strategy:

1. Harvest your audience: Without an audience, who are you going to send your content to? Even if you do have a list, never settle for mediocrity. Continue to pull in new subscribers to keep your list up-to-date. By doing this, you will ensure a list full of potential and prospects. Be sure that registration is easily accessible, clear and concise! It doesn’t hurt to offer the subscribers something exclusive in return for their subscription. Need ideas of ways to harvest your audience? No problem! Here are a few you can try out:

  • Lightboxes/Modals: There are a plethora of ways to use modals, and one way is to use them for contact forms and sign-ups! They’re also extremely customizable You can decide the timing of when the boxes will appear, what page, the design, almost everything! Here’s another idea: send a welcome message after they give their contact information! Welcome messages tend to have a four times higher open rate and a five times higher click-through rate.
  • Preference Centers: These are used to build lasting and trusting relationships with your audience. Preference centers allow your audience to pick and choose what kind of content they want to see and when they want to see it – along with so much more. Your audience will feel more in control since they can make certain customizations.
  • Call-to-actions: These are tools that encourage your audience to take a certain action that usually lead to your website in some way. Using these create a clear and direct path for your audience to achieve a goal that you and your team put into place; in this case, obtaining contact information.
  • Landing Pages: A landing page allows you to capture your visitor’s information in exchange for the piece of content you offered them elsewhere. Using landing pages allows you to target your audience by campaigns and personalization. These are a great tool to getting new subscribers which could eventually become prospects and so on!

As you can see there are multiple ways to grow your email subscription list. You may have to do some testing to see which strategy works best for your audience!

2. Develop your audience:  Be sure to keep your audience engaged once you’ve grown your list or else all the hard work you’ve put into growing that list will be a waste. Make certain that the content you are sending is of relevance to your audience and their preferences. In planning your strategy, be sure to evaluate what purpose your email has to the subscriber. Make sure that what the audience is wanting is what you are offering. Need ideas? Start with offering your audience the following:

  • demos
  • ebooks
  • guides
  • podcasts
  • videos

There is so much more out there to keep your audience engaged as well as entertained!

3. Use personalized content: It is proven that emails with personalized content have a higher click-through rate than regular emails. Customization and segmentation can be done in a multitude of ways. Segmenting your audience through the personalization details you acquired in the subscription process will give you some information as to what content they want and need! Try segmenting your audience:

  • geographically
  • demographically
  • psychographically
  • behaviorally

Keep in mind that personalization requires a bit of thought and tact. You can’t just slap your reader’s name in the subject line and call it a day. Tailor the subject line to your audience so that it will contain content relevant to their interests.

4. Mobile-Optimization: Your templates need to be mobile-optimized; this cannot be stressed enough. A striking 54% of all email opens occur on a mobile device. Keep in mind an email that won’t present itself properly on a mobile device won’t be able to get your message to subscribers – in turn, all the time you spent working on the content could be worthless!  Return Path points out that 63% of US consumers delete emails immediately if they are not optimized for mobile.

5. Sharing is caring: The best part is that when your content is shared, you reach an audience that was otherwise unreachable, thus allowing the possibility of list growth! Key influencers will also be able to be identified by including social share buttons, thus allowing you to target your content even further down the road!

The holidays are just around the corner and we just wanted to make sure that you are geared up with right armor to fight the noise that the season brings! Now you have five different strategies to defend your turf in those crowded inboxes. March forward my fellow email marketeers; I believe in you and your (updated) digital marketing strategy!

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