December 13, 2016

Email Marketing: Still One of the Most Effective Ways to Reach Customers

by Guest Blogger

It’s easy to get caught up in a lot of the forms digital marketing can take these days, be it across social channels, blogs like this one, futuristic tech like virtual reality, and more.

As marketers, it’s our job to keep our eyes on these developments—but it’s just as important not to lose sight of what works. And the statistics tell us that stodgy, unsexy old email marketing still works very, very well.

This might not be a big surprise—email marketing is part of most marketing plans. But consider this: per a recent study by the International Data Corporation, checking email is the most common activity performed by adults who own smartphones, with 78% of respondents reporting using email regularly. What does that tell us? That email is still one of the most direct ways we can reach potential customers with tailored, personalized messaging.

And we should be investing to make the most of it.

Here are a handful of tips for a successful, engaging email marketing strategy:

Obsess Over Your Subscribers. The Content Marketing Institute often cites subscriber bases as one of the most important things an organization should concern itself with when it comes to marketing strategy, and it puts email subscribers atop its subscriber hierarchy, above social media likes, follows, connections, print subscribers and much more. Why? “Email subscription is the most important type of relationship you can have with your subscriber, simply because you can control that connection the most.” Facebook owns Likes, Twitter owns Follows, but YOU own your email list. Building that list is something you should be trying to do at every turn in your marketing.

Offer Those Subscribers Good Stuff. Offering your subscriber base compelling content is the only way to take full advantage. This should tie closely with your content marketing plan, as many of your email communications can repurpose or link back to assets you’ve already created. Think of email as an effective amplification tool for these valuable pieces.

Experiment, Tinker and Tweak. There are a lot of variables when it comes to email marketing, from the subject lines, to visual hierarchies within the email body, link ordering, and much more. There are a variety of email marketing tools available to marketers today, each with different strengths, features and advantages; do your research and decide which is best for your needs.

Once operating, dig into your data to see what’s working, and don’t be afraid to experiment. For instance: split your subscriber list into two groups, and use two different subject lines for the same eblast. Which performed better? Take what you learn and apply from there.

What are your favorite email marketing tips? I’d love to hear them. Contact me directly at

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Posted: December 13, 2016 by Guest Blogger Filed under: email, marketing, planning