Three Strategies to Improve Email Marketing
Any form of marketing requires constant innovation and email marketing is not an exception.
MarTech contributor Matt Moorut has published an article featuring three ways to improve your email marketing performance.
He says, “To maintain clicks, many marketers have fallen into the trap of sending more campaigns, but this only papers over the cracks. To avoid continued worsened performance from the channel, sending more (or fewer) emails is not the answer. Instead, marketers need to send better emails. Let’s unpack three ways to do so:
1: Build your email strategy on the ongoing value
First, if you want to send better emails, you need to focus on the value that you seek to provide over time. It might sound obvious, but oftentimes, marketers fall into a pattern where they acquire contacts by giving them something they want initially, like a one-off discount, but then don’t know how to keep them interested over time, and eventually have to start again.
Avoid this by being clear on the digital value exchange you’re offering your customers. In fact, signup incentivization needn’t be a cost center. It can be as simple as being more explicit upfront about the benefits of a newsletter or account at the point of signup, collecting topic preferences and including the privacy policy up front.”
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