Genuinely effective campaigns segment the market as carefully as possible, and target accordingly. Relevancy is key for getting people to open emails and respond to your CTA – but what's ‘relevant' differs from person to person. If you're going to make your emails as relevant as possible to everyone who reads them, you need to Segment, Target, and Position.
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Think as well about the kinds of metrics you're evaluating. You probably know that interaction with email campaigns is measured through open and click-through rates. While it's meaningful to review email response in this way, if this is all you measure, you're missing the bigger picture of the value of email to your company and its customers. These rich metrics in the email are great. However, there is a distinction must be made between:
Make it shareable. Send content that people want to share, and make it easy for them to do it. Sure, subscribers can forward your campaign to friends, but that's a lot to ask. Include a public link to the web version of your campaign so people can read it outside of their email programs, and consider adding Twitter and Facebook links to your newsletter, so readers can share your content where they're already active. When their friends start sharing and subscribing, you'll know it's working.
What does your current email marketing performance look like? Analyse the performance of key metrics such as Open Rate, Click-through-Rate (CTR), Deliverability Rate, Unsubscribe Rate, ROI. What is working well and what isn’t. This can also be internally focused – for example, maybe it is taking a long time to create email content, or the creation process is inefficient.

Take personalization emails a step farther, and you can customize your call to action (CTA). Focus on understanding buyers and how their roles fit within their organizations. For example, a marketing director and a technical director may have entirely different goals and perspectives when they open up your email. If you offer a unique CTA for the two groups, they are more likely to engage with your email and more likely to convert.

Give people a way to avoid more emails about the same offer. If you do a concentrated promotion for something, you might send lots of emails about it in a short time. Give people the option to avoid future emails about the offer. Just add a link to the end of the emails (e.g., “If you’re sure you’re not interested in [ offer ], click here, and I won’t send you any more emails about it this year.”). That way you won’t annoy people who aren’t interested in the offer now. You could argue that some of them might buy if they saw all the emails. Well, if you’re only interested in this month’s sales, send as many emails as you can. I just assume you want to have someone left on your list for next month.


People tend to think of evaluation as something you do at the end of a campaign. In fairness, doing a full evaluation at the end is a massively important part of any campaign strategy. But it’s also helpful to evaluate as you're going along. Lots of brands make the mistake of closing their ears to ongoing issues and save any feedback for the end of campaign evaluation.
You nailed it again. Simply awesome email marketing tips you have given in this blog. I learned lot from you, after applying your tips and tricks, I found drastic change in traffic to my website. And I’m currently using a free email marketing tool with great features which increased my ROI. Thanks you very much for your awesome articles. Keep writing.
If you don’t know the conversion rates on your optin page, then setup split testing. I recommend Leadpages for setting up your optin pages because they have built-in click tracking, A-B split testing, and they let you drive unlimited traffic. Of course, they have some beautiful optin page templates that you can edit very easily using their click-click interface.
To make sure you're only sending emails to the people who want to read them, clean up your email list so that it excludes recipients who haven't opened a certain amount of emails in the campaign's recent history. This makes sure your emails' open and clickthrough rates reflect only your most interested readers, allowing you to collect more effective data on what is and isn't working in each email you send.
A solo ad is when a list of people who have already expressed an interest in your product or service receives an email that has no other information other then your advertisement. Its a “solo ad” because your ad is the only ad information that is emailed. Any online business needs to build a list of potential customers. However, building a list can be time consuming if you try this completely on your own. Solo ads can help you build a list quickly and effectively. Most solo […]
The downside of just making offers is that they’re not useful on their own. People on your list won’t receive any value from you unless they buy what you’re promoting, so they have little reason to stay subscribed. That’s why this email marketing strategy doesn’t work alone. And it’s why many e-commerce sites struggle to keep people interested. There are a few exceptions (e.g., Groupon) that rely entirely on making offers—but then the reason people joined the list was specifically to receive those offers.
The ideal type of opinion (unrelated to your expertise) is one that doesn’t offend anyone, but makes some people relate to you more. For example, I’m a vegetarian. I used to protest whenever there wasn’t a big piece of meat on my plate. But when I tried eating just veggies for a couple of months, I realized I felt a lot more energetic. Sure, it’s more ecological. And often animals are treated cruelly. But those aren’t the things I emphasize if someone asks why I’m a vegetarian. No one in their right mind has a strong negative reaction to someone eating food that makes them feel energetic, right? But for some vegetarians it’s a very meaningful choice, so it might have a positive impact on those people. That said, I highly doubt that my choice of diet have any direct impact on my sales.

Messages which require online action work better in email than DM (direct message on social media), whereas calls-to-action to text to a shortcode or download a mobile app work fine within a DM. RFM and response analysis will indicate channel preference since customers with a preference for specific online channels will be more responsive in them and will make more purchases online.
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The goal was to drive an emotional response from the email campaign. More than 12 million unique emails were sent, with the email content personalised to the individual recipient with information on distances the subscriber had travelled, interesting facts such as how many football pitches that would be and other destinations they could have travelled too.
Low barrier of entry: Email marketing is comparatively cheap. But the learning curve also isn’t nearly as steep as with many other tactics. Even if you’re not an expert, you can see great results. Just use the three email marketing strategies. Great execution of the strategies improves your results a lot. But even if you make mistakes, you aren’t wasting your time.
Minimal risk: Some top marketers expect to burn through $10,000 of advertising budget before even knowing if they can make a campaign profitable. (Nope, that’s not an exaggeration. But I’d usually aim for a few hundred dollars—not thousands.) With email marketing, the costs are much, much lower. A simple email marketing software like AWeber is very affordable even if your business isn’t a huge success, yet. And even if you go with something advanced like Infusionsoft, you’re still far away from the kinds of investments many other marketing tactics require. Sure, email marketing and advertising aren’t directly comparable (advertising is mainly used to reach new prospects). But you get the point.

Activation: A new user creates an account but, they do not use your product within the first 7 days. Create an  “activation” campaign that sends an automated email with their login information, steps on how they can get started and include a video demonstration for additional support. You can also invite them to a one-on-one meeting to walk them through the product and answer any questions they may have.
People tend to think of evaluation as something you do at the end of a campaign. In fairness, doing a full evaluation at the end is a massively important part of any campaign strategy. But it’s also helpful to evaluate as you're going along. Lots of brands make the mistake of closing their ears to ongoing issues and save any feedback for the end of campaign evaluation.
Everyone's busy and their inbox is already full. Why add to the problem with a longwinded email? People generally like short, concise emails better than long ones because concise emails have an obvious focus. Plus, when your users are scanning through all their emails in a short amount of time, they're more likely to find the overall message before deciding to take any action.
Will people understand what you’re trying to say? It’s usually better to avoid topics (or opinions) that are complex if many people are extremely passionate about them. For example, sharing almost any opinion about immigration policy is usually a bad move, unless your audience is unusually homogenous. You could agree 99% with someone and still piss them off by using the wrong term just because they have such a strong “either you agree 100% with us, or you’re our enemy” mentality. I once pointed out that I think it’s unacceptable to capture and torture people for years—especially if they aren’t charged with any crime, there’s no evidence they’ve done anything wrong, and they’re children. I got several emails back from people saying, “you have no idea what you’re talking about” or “you should stick to marketing and leave politics to people who understand it.” They took it as commentary on geo-politics. I just said I’m not okay with pointless torture of children. I thought we’d all agree on that.
Retention/Loyalty and Growth: At this stage, the customer purchased a product, used it, and keeps coming back. As the customer gets to know the product, your email marketing campaigns should focus on ways to maximize the value of the product, find new ways to use it, and potentially add on other related products or services. Customer loyalty is a key part of company success, but growth goes hand-in-hand; your email marketing should support a strong cross-selling and upselling strategy. When you identify complementary products for customers, you continue to provide increased value. These full-funnel campaign emails can have a slightly stronger sales lead than in first-time engagement, but keep it gentle if you’re trying to sell a product that’s new to the customer. Also, keep in mind that customer loyalty isn’t as strong in B2B as it is in B2C, so continue to remind customers of how your products or services save them time, money, and resources.
The subject line should link seamlessly to your main headline and then to the lead copy and into the body of the email. Ensure that the subject line is relevant to the content and incites a relevant expectation – clickbait is bad, folks! Open rates are not the only metrics by which to measure success (I’ve heard it said that open rates are ‘vanity’ and clickthroughs are ‘sanity’).
Do people who share your view see you as more relatable or trustworthy because of your opinion? Not all opinions or even values make much of a (positive) difference. For example, I could point out that I think people should be treated as equals regardless of their gender or sexuality. Most people who agree with that don’t think much about it. It’s such an obvious thing to them. So, telling that doesn’t make much of a difference to people who agree with me. However, many people who disagree with that might think I’m crazy.
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Building subscriber lists is a common need for email marketers. The important thing to remember with this objective is that your email marketing should be focused on quality and not quantity. Because you could gain an additional 1,000 subscribers but they aren’t really interested in your brand and are therefore not going to add much value to your email database or your business.
Remember, the precise metrics you use, segments you choose, and journeys you map will vary greatly depending on your customers, brand message, and business model. That’s why it’s so important to put in that early work to define your marketing status and objectives. There’s no one-size-fits-all guide to strategizing but hope this guide has given you a good grounding in the direction your thinking should be going.
Bloggers are the most obvious example of focusing on this email marketing strategy almost exclusively. SaaS (Software as a Service) businesses are another group that typically heavily emphasize content emails. Of course, bloggers, SaaS businesses, and everyone else can send content emails while also using the other email marketing strategies. And you should do it, too.
Awareness (formerly the top of the funnel): In email marketing for full-funnel campaigns, the purpose of this phase is to educate and build trust with the customer, delivering engaging content rather than pushing sales. This is the stage where customers first learn about your products, so make sure to keep it informative and relevant, rather than driving to free trials, discounts, or other special offers designed to drive conversions.
Make your offers feel relevant. If you offer people something they don’t think is relevant for them, they also think you don’t know them or understand their situation. Segmenting people based on their interests, problems, company sizes, and other things can help with that a lot. But it’s not enough. Your offer might be a perfect fit for them, but how you present it has to be a fit, too. Focus on describing their problems, how they’ll use the product or service, and what they will have in the end. Don’t talk about it from your perspective. No one really cares what you think about your product as much as they care about what they’ll get from it.
Remember, the precise metrics you use, segments you choose, and journeys you map will vary greatly depending on your customers, brand message, and business model. That’s why it’s so important to put in that early work to define your marketing status and objectives. There’s no one-size-fits-all guide to strategizing but hope this guide has given you a good grounding in the direction your thinking should be going.
You might consider making the language in your alt text actionable, such as "Click here to download the ultimate content creation kit." Actionable alt text will essentially turn every linked image into another CTA. So, even if someone doesn't see the snazzy GIF of my latest offer (or if they hover their mouse over an image that does show up), the alt text will beckon them to click.

Remember, data collection is a two-way street. People won't give you their data for anything. So, think about how you are managing your subscribers' expectations. How clear is it to new recipient what they are going to be receiving from you? Try and get a good a feel for the experience of the person receiving your data collection methods as you can at this point.
You can add a little post-script to the end of your email copy, such as "Not responsible for your company's social media? Feel free to forward this ebook to a friend or colleague using social media marketing." Link the call-to-action to a pre-made email, complete with subject and body text. That way, all someone has to do is enter their associates' email addresses and hit "Send."
High reach: When people join your email list (subscribe or “opt in”), you can reach them. If they just like your Facebook page, for example, it’s unlikely that they’d see many of your updates. Sure, not everyone opens your emails, but the numbers are heavily in favor of email marketing compared to other similar marketing tactics. I’d rather get 1,000 new email subscribers than 10,000 Twitter followers.
Hi Steven, Thanks for sharing such a great Email marketing strategies, all the points that you discussed in this article are perfectly applicable on both website and blog. If you apply Email marketing strategy in a right way, you can achieve the desired result for an online business. I agree with your view that triggered email campaign is better improving your brand image and customer loyalty than traditional Email campaign. Can you please explain to me which is the best way of modern Email Marketing to increase your business ROI?
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