It’s true that your customers do want to hear from you. The fact you have a regular email marketing campaign is one of the magic elements boosting your ROI. But there’s such a thing as overkill. Once you come off a great campaign it’s tempting to run the same campaign again in an attempt to get the same results. The chances are you’re going to get diminishing returns.
Once you’ve established lifecycle groups and set up the customer relationship management infrastructure to categorise customers in this way, you can begin to deliver targeted messages. This can be done either by personalised on-site messaging or through automated emails which can be automatically triggered by different customer engagements or behaviours.

The Preheader references the area before the main content. It's an excellent opportunity to grab a bit of extra pre-content web real estate. It's got a degree of prominence in the inbox, so it would be a waste not to use it for promotional purposes. Try popping a couple of links in here. Some companies find that they get the most clicks on links within their preheader
If you’re not already segmenting, this is a great place to start. CPC is a strategy-based customer segmentation tool focused on profile descriptor fields. For B2C retailers, this would include age, sex and geography. For B2B companies, this will consist of the size of the company, job role and the industry sector or application they operate in. This example shows a female and male creative with the products that are included in the content changing based on the gender.
Steven, you nailed the topic! Thanks a lot! I am already on my way to your described perfect email marketing strategy. 1. Following tactic of personalization in my messages, because I always appreciate the personal touch myself. 2. Next, segmentation - real assistant for you and your audience, it filters out everything you don't need and everybody that won't be interested in your topic. 3. Mobile-friendliness that's is the point I was never outlined and thought of. So the first thing to improve! 4 & 5 Testing and automation are included in my plan from provider.Thanks again for the content, now I know gaps in my strategy, that I could work on.
Interests: This is a big one, and Amazon is a prime example of the impact it can have. Recommendations are made based on purchase history, which offers a more personalized message that is more likely to drive engagement and, ultimately, a purchase. What are the bottom-line interests in B2B marketing? How your product or service saves time, money, and resources.

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.


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.
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:
* 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.
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!
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.
Steven, you nailed the topic! Thanks a lot! I am already on my way to your described perfect email marketing strategy. 1. Following tactic of personalization in my messages, because I always appreciate the personal touch myself. 2. Next, segmentation - real assistant for you and your audience, it filters out everything you don't need and everybody that won't be interested in your topic. 3. Mobile-friendliness that's is the point I was never outlined and thought of. So the first thing to improve! 4 & 5 Testing and automation are included in my plan from provider.Thanks again for the content, now I know gaps in my strategy, that I could work on.
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.
Email marketing can be tough at times -- I'm right there with you. But by sending compelling offers to the right target segments and paying attention to the little details that go into an email, you can increase the opens clicks in your emails and generate more leads. (And learn more about which email marketing metrics to track -- and how -- here.)
Are you willing to alienate people who disagree with your opinion? Sure, not everyone who disagrees with you will unsubscribe. But if you can’t take the risk of alienating a large portion of them, it’s better to avoid the topic. The only exception are friendly disagreements. For example, it can be a good idea to show your support for a specific sport team, even if you know many in your audience like another team. As long as they don’t take the sport very seriously, it can be just a fun thing to talk about. I could, for example, tell that I’m more of a dog person (we have two dogs) than a cat person. I have nothing against cats, but I like walking with dogs. I doubt almost any cat person will hold that against me.
People buy when they feel that they have good reasons to do so. So, you need a strong value proposition (=great reasons for buying what you sell). If you don’t have it, you can’t be able to give people good reasons for buying. If you don’t know what—specifically—would make people see value in your offer, how could your email marketing (or any marketing) be effective?
If you’re not already segmenting, this is a great place to start. CPC is a strategy-based customer segmentation tool focused on profile descriptor fields. For B2C retailers, this would include age, sex and geography. For B2B companies, this will consist of the size of the company, job role and the industry sector or application they operate in. This example shows a female and male creative with the products that are included in the content changing based on the gender.
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.
At worst, you might think I’m a bit weird for caring so much about sound quality. Or you might think I’m really weird if you knew that my loudspeakers are computer calibrated to my room. Or you might question my priorities if you knew I set up my office, so that my desk is nearly in the middle of it… mainly to be able to enjoy music better. But we’re all weird in some ways (and I’ll let you think this is the weirdest thing about me).

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.

Interests: This is a big one, and Amazon is a prime example of the impact it can have. Recommendations are made based on purchase history, which offers a more personalized message that is more likely to drive engagement and, ultimately, a purchase. What are the bottom-line interests in B2B marketing? How your product or service saves time, money, and resources.

Presentation is everything, or so they say. With this old adage in mind, we’ve compiled our best tips for anyone who wants to send emails that subscribers click into a handy email design guide. We cover each facet of design: content, templates, identity, color, images, layout, fonts, and calls to action. Design is as much science as it is art, and we take the guesswork out of what can seem like the most challenging part of sending good emails.
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