Direct marketing campaigns that include personalization and relevancy strike me as some of the most effective uses of print marketing. The amount of variability you can automate into a printed piece is astounding. From tailored color schemes to unique headlines, marketers can create a piece so individualized that no one can tell it is automatically generated from a database. #7 on this list really stood out to me, but all of these tips and more prove that print marketing is still relevant and can thrive as long as it is personalized and adapts over time. – Shelley Sweeney, VP/GM Service Bureau/Direct Mail Sectors, Xerox
It’s important to note how a number of growing trends revolve around content of value – not promotional content. Things like personalization and subscriber lifetime value, bite-sized content that’s easy to digest, stronger narratives and storytelling, richer experiences… that’s all key to crafting highly engaging emails that will grow your open and engagement rates.
Update your website and continuously offer useful and updated content. Think of your website as a storefront but in the virtual world. In the same way that you do not leave your physical store unattended for a month, you would not do the same to your website. Always update your website and keep it fresh by having a blog, announcing sales, special offers, and new products. Think that you are a customer yourself, so give them the information that they want.
Find things that encourage people to engage. By tracking the statistics on each of your emails, you'll be able to develop concise reports about what works and what doesn't for your target audience. Take note of the specific days and times for your highest open and conversion rates. Test different tones and subject lines and see what causes your audience to read the blast. Stick to the things that your consumer tends to favor or enjoy and avoid repeating aspects of emails that do poorly according to the stats.
Rob, you don’t say who ‘booted’ you from using it. A significant GDPR factor is non-profits having to consent/re-consent those on established email lists and experiencing significant proportions of lists being lost because people miss the notifications or are too busy to fill in yet more forms. However, I have found a few using a ‘one-touch’ re-subscription button that takes immediate effect, without the recipient having to do anything else. It would appear that the re-subscription rate is higher, the easier it is to activate. On enquiry, I was told that they were using mail chimp for this.
To cease opportunity, the firm should summarize their current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i.e. labour, time etc. By summarizing the purchase journey, they can also recognise gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.
Thank you for this great roundup of tips regarding marketing emails. I especially appreciate your mention of tracking emails so you can continually improve your strategies, including an above the fold call to action so customers know exactly what to do next, and most of all making sure you have a solid (not necessarily huge) email list. Reaching out to those you know may be interested in your company and what it has to offer is always going to garner you the best results. I would also love to add that focusing on the customer, proofreading your email, and making the email conversational are other excellent tips for making your sales emails stand out and actually get read. Thanks again for sharing!

In a typical email marketing scenario, an organization builds an email list to reach or inform established and prospective customers. An email list may be complemented by a marketing database that allows for customization, data mining, precise targeting or other purposes. However, ubiquitous and unsolicited email, also known as spam, has made it difficult for ethical email marketers. Most email and Internet service providers (ISP) have significant filters to block spam, so getting legitimate messages across is easier said than done. Given this, email marketing has evolved into a specialized niche in digital marketing.
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[38] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.
Keep your list fresh and up-to-date – It’s an unfortunate fact of life that occasionally email addresses become invalid. People’s work email addresses change as they move between companies and others abandon old AOL and Compuserve email addresses in favor of modern platforms like Gmail. However, by focusing some of your time and energy on building your email list, you can fight list decay and ensure you have a growing list of people to receive and click-through on your email campaigns.
When consumers are exposed to nearly 3,000 messages a day, but only notice about 50 and remember just four, earning a spot in the “final four” is the goal. 96% of consumers report receiving mistargeted information or promotions. While that’s not anything new, many are so fed up that they are abandoning brands as a result – and many direct mail pieces are getting tossed immediately. So, the key to successful direct mail (that doesn’t get thrown in the trash) is personalization! Studies have shown that by leveraging known customer data to create highly personalized communications, resulting revenues can increase from 30 percent above average. And in some cases, businesses have attained higher than 25 percent annual growth due to personalization.

There are many vendors out there who sell lists or rent them (though renting means that the list seller maintains ownership and control of the email list). These are collections of email addresses that the vendors sell to any business or individual who can pay the fees. Your email list is considered to be a purchased or shared list if it’s provided to you by a third party, like an email list vendor or affiliate. There's a few ways that vendors build these non opt-in email lists.

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