Engagement (formerly the middle): Email marketing strategies for this phase deliver education and then point to a product’s benefits, offering a gentle sales lead. Customers have a growing interest in your product, but some might stay in the engagement phase for a while—perhaps visiting your social media pages to find out more about the product before purchasing. If customers are going to abandon the sale, it’s likely to be in the engagement phase, which is where re-engagement email campaigns come in.
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.
Send people content they want. Email newsletter services offer features like groups and segmentation to help you make your content relevant to the people reading it. If you're sending different emails for different groups (for example, a nonprofit might send separate emails to volunteers, donors, and the board of directors), then you can ask people to check a box to join a particular group on your signup form. Segmentation allows you to target certain subscribers on your list without assigning them to group. If your store is having a sale, then you could send a campaign only to people near a particular zip code, because subscribers who live in other parts of the world don't need to know about it. You can also segment by activity, email clients, e-commerce data, and more. Sending relevant content will keep your readers engaged, and engaged readers look forward to your newsletter and share it with friends.
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.
Do you know what a solo ad is or even know how to write one? This is different from a regular ad and here is why! A solo ad is an e-mail advertisement that is sent out by publishers of an ezine. This is a single ad that is sent to their list. Your ad is the only ad in the e-mail, hence the name solo. Everyone needs more visitors to their site and by writing a solo ad you can attract customers to visit your site. […]

It is vital to consider the questions that a customer will be answering - the information they will be seeking – at each stage of their journey because your email campaign should provide the answers. If a customer leaves an item in their online basket and they don't complete the purchase, send a personalised basket abandonment email including that very item:
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.
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 […]
DISCLAIMER: We CANNOT determine or predict the results you will receive with your solo ad. It is your responsibility to have a high converting offer and sales funnel. We can guarantee that you’ll get at least the number of UNIQUE clicks that you paid for, delivered to the URL you’ve provided. There are NO REFUNDS after traffic has started and/or been delivered to you.
Whenever possible, add a personal element to your emails. Most email tools allow you to enter shortcodes that will be replaced with the recipient’s name when the email is sent out. Emails from Treehouse Co-Founder Ryan are always fun and personal. The subject lines are creative, messages are sent "from" Ryan's email address, and the content is personalized. If you reply to the mail, you'll even get a prompt response from Ryan himself!
* Average click rate is calculated by the total number of clicks in a 5 day period divided by the number of solos sent in that period. There is no guarantee that your solo mailing will receive the current average click rate. Your solo mailing could receive more clicks or less clicks than the current average click rate. The average click rate is provided for informational and comparison purposes only.
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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.
Personas provide a multi-dimensional method of targeting. They’re based, as the name suggests, on a projected persona for each customer ‘type’. Get it right, and personas can help you enormously in both predicting behaviour and personalising your communications. Personas are a powerful technique, and they’re increasingly used to improve the usability and customer centricity of communications.
If you do, you are in luck! We offer co-op solo ads so that you can help everyone on your team get some high quality traffic, at an affordable rate! We manage the entire process and can customize co-op packages for your entire team. From start to finish, we provide consistent customer support and updates. If you are interested in setting one up for your team, contact us right away.

Email marketing has always been Permission based, but is silently replaced with its brother; Tease Marketing, continuously building on a brand relationship based on mutual interest. The challenge becomes presenting an – already in itself – appealing and attractive message. But how to benchmark your email marketing efforts to fit that new train of thought?


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.

This is a perfect guide for any beginner to the world of email marketing. It can often be super confusing when you are new to email marketing and you may not be aware of how to go about things. This article is great as it talks about the various factors that can make email marketing campaigns a true success. I agree with every single point that has been mentioned above. I especially agree with personalizing emails as this can totally grab the attention of any reader. Thanks for this post!


Use your real email signature: Just like using a real reply-to email address, you want to use real contact information within the email and the best way to do that is to include your contact details in the email signature. Giving your readers the opportunity to contact you or connect with you online is a great way to be personal and build a relationship with them.
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.
Full-funnel campaigns also take into consideration how the marketing funnel has morphed over the years. The old school of thought had a top, middle, and bottom part of a funnel, where customers went in at the top and left it after making a purchase. The funnel has evolved into a customer lifecycle that includes those pre- and post-purchase phases mentioned earlier.
A trigger can also be a passive customer behavior, such as not opening your last few emails, not logging in to use your service for a while, or downloading a product without downloading the tutorial or an important related resource. These types of drip campaigns can help re-engage customers who were moving through the customer lifecycle but have somehow gotten “stuck.”
Surprise: Customer loyalty is the key to success. And you can reward your loyal customers by giving them something for free every now and then. Create a “surprise” email that sends an automated email to your best customers that offers a free yearly license to your software for them to use, a gift card or even a coupon code to redeem a box of cupcakes. It’s a small cost for your business but, the reward is huge!
Think about mobile. If a campaign doesn't show up on mobile devices, it's not going to perform very well. Everything you send should be mobile-friendly. Check out ReturnPath's "Email in Motion" infographic for some data that might affect the way you design your emails. One of the highlights: According to the study, 63 percent of Americans and 41 percent of Europeans would either close or delete an email that's not optimized for mobile. Might be time to start using a responsive template.
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.
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.
This article is by far one of the most interesting and fun articles that I have read in a long time. I say fun because the points mentioned here are simple and easy to read. They are not long passages that speak a lot and tends to lose focus. On the contrary the points mentioned here were in short crisp sentences that did not bore me but made my read a pleasurable one. Thanks!
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