The ‘Musts’ of Email Marketing


           2014 is here and with the new year comes new opportunities for reaching customers and growing your overall email marketing strategy and effectiveness. The list below provides some great ‘must dos’ for the new year. Some of them will look familiar, but bear repeating, while others may be new.

Let’s take a look.

Respect Your Customers: This is obvious, right? Well, you’d be surprised how easy it is for even the most professional marketers to forget this simple rule. After so long in any industry, it’s easy to lose sight of the basics that are so important to overall success.

Now is the age of the customer. With so much content and so many channels to choose from, respecting customer’s tastes is more important than ever.

Stay Relevant: With so many tools available to marketers these days that make targeted marketing so easy, marketers must focus on remaining relevant to their audiences. You don’t want to be talking about something going on in New York when you’re targeting your audience in LA. You’ll get better returns, and you won’t alienate customers

Keep it Fresh: Content is still king in 2014, and staying one step ahead of the game with fresh and interesting content will keep your customers engaged. If you can entertain your customers they’re more likely to open your emails, and that means they’re more likely to give you their hard-earned money.

Don’t fear Unsubscribes: The dreaded unsubscribe should not be feared. Picture it as a way to trim your list. You keep the people who want to hear your message in the loop, and get rid of those that don’t. The reason that unsubscribes are not a bad thing is the same reason that the opt-in strategy is a good thing: an engaged list is a good list.

Use Email to Direct to Content: Gone are the days when email could be a straightforward call to action. Now, readers expect interesting and engaging content. Catch their attention, and then subtly direct them towards the opportunity to purchase your product.

These are by no means all of the ideas that you can use to craft effective content in 2014. This is just a sample of some of the interesting ways that email marketing is slowly but surely changing as we move forward into another new year. Keep your content quality and your ideas fresh and you’ll be sure to encounter enhanced success in the new year.

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