Digital Marketing Series: Email Marketing


In today’s ever-changing world of technology- where social media postings are a highly utilized tool for marketers- it is easy to forget about email marketing. Email marketing is more than sending out a monthly blog recap or newsletter. On average, targeted email marketing brings an average of 4,300% return on investment for businesses in the US. The goal of email marketing is simple: continually get your company name in front of your customers. Email marketing needs to be consistent, effective, and targeted.

Why Email Marketing Needs to Be Targeted:
We talked about the importance of customer personas in an earlier post in this series. Identifying your target market is just as important in email marketing as it is social media marketing and developing an inbound marketing strategy. Identifying who you need to be emailing and what you should be emailing them - because what is the point of sending emails if it’s to the wrong person where they will end up unread in a trash folder? Email marketing needs to be targeted so that the emails are opened, read, and receive some sort of ROI for your company.

How to Improve Email Marketing:

  • Subject Lines:
    Subject lines are crucial when creating an effective email marketing strategy. A subject line is one of the first things a customer will see before opening an email. If the subject line is irrelevant to their interests, or even too long, it is likely that it will not catch their attention and it will go unopened.

  • Email Content:
    Emails need to contain more than just some typed up information. Spice up your email marketing by adding creative content to your messages. Create your own content (or have us do it for you!) to add something really special to email communication. Things like images, or offers for your services are ways to create interest within your email marketing.

  • Timeliness:
    Using time to your advantage is a key component to successful email marketing. Things like holidays should be the highlights of emailing when appropriate. Utilizing timeliness can also be important when your emails are time-sensitive, like promotional offers or special events.

How We Focus on Email Marketing:
At Bitwise, we focus on key factors when creating your email marketing strategy: your audience, your focus, and how to make your emails stand out. Give us a call and we’ll be happy to help you with email marketing consulting.

Email Marketing Best Practices: Salesforce Marketing Cloud

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