Did you know that email marketing touts the highest ROI of all marketing channels?

So, whether you’re for it or against it, if you want to stay ahead of the curve, you’ll continue to push full steam ahead with your email marketing efforts.

Easier said than done, right?

Yes and no. Just like with any marketing strategy, you need to start small while thinking of the big picture.

When it comes to email marketing, in particular, you have to take into consideration who you’re sending emails to and what type of content they want to see in their inbox.

These act as the starting blocks for your efforts. Now, if you feel like you’re stuck in a rut or you could use a boost to get your email marketing mojo back, here are four tips to get your campaigns on the right track.

Four Tips To Improve Your Email Marketing Performance

Scrub your email lists

Proper hygiene isn’t exclusive to your personal appearance (although, mouth wash and deodorant go a long way). When it comes to the world of email marketing, list hygiene is just as important. And, to keep your efforts up-to-snuff, your best bet is to scrub your email lists.

Scrubbing your email list entails removing inactive contacts from your email marketing campaigns while simultaneously keeping your current list warm (engaged) with your current campaigns.

How do you know when it’s time to scrub your lists? The general rule of thumb is if your bounce rate is between or higher than three and five percent, odds are you’ll need to clean things up a bit.

Scrubbing your email lists isn’t a one-time deal. In fact, it should be done on a consistent basis so that you can better your odds of getting your email campaigns delivered…to the right people.

Segment your lists

Now that your email lists are as clean as a whistle, it’s time for the rubber to meet the road and actually craft email copy that piques the interest of your users and keeps them hooked on your content.

Where do you start? You have to start by realizing that your audience isn’t comprised of carbon copies of the same person. They have different interests and characteristics that make them unique and they are more than likely in various places within the sales cycle. That’s why you need to segment your lists so that you can build and send emails that resonate with a particular group in your email list.

When you send targeted emails to a segmented portion of your list, you’ll naturally create a more engaged audience because you are serving them with content that they deem relevant.

Here are a few ideas to help you segment your email list by:

  • Geography
  • Age
  • Gender
  • Topic Interest
  • Previous purchases

Timing is everything

You can’t blindly send emails and just assume that your audience will read them because you know what they say when you assume…

As a marketer, you should constantly be testing the times that you deploy your emails and then pay attention to the data like the open and click-through rates to see what time of the day your audience is more apt to open and engage with your emails.

If you don’t know where to start, cast a wide net, meaning, send your emails to half of your list early in the morning and to the other half in the evening.  See what time of day has the strongest metrics and break it down and test some more. Let’s say that the morning group performed better. Start testing your emails by breaking down your list into various segments in the morning and see which time performs the best. Rinse and repeat.

Be a storyteller

Just like with any type of marketing, you want to tell your audience a story. You want to capture their attention and take them on a journey with your content. Stale, sales-driven content will fall flat. But, content that actually says something will resonate.

Think of it this way. Odds are you don’t like emails that don’t say much except BUY! BUY! BUY! It feels forced and obviously sales-y. But, I bet I can venture to guess that you’d respond more positively to an email that told you a story that was so relatable that you could see yourself in that situation.

Marketing content, whatever form it may be, has to stir emotion within your target audience for it to resonate. Because, at the end of the day, the consumer no longer wants to be sold on anything overtly, they want to be told a story. And, if you tell a good one, the sales will follow suit.

Email is a valuable resource in your overall marketing efforts and applying these four tactics to your overall strategy can help you pack a bigger punch.

If you want to learn more about email marketing or have any questions, drop us a line, we’d be happy to help!

Content marketing is the foundation to which everything else is built. Think of it this way: without content, SEOs would have nothing to analyze and optimize, emails wouldn’t be sent out and social media posts wouldn’t be published. I could go on forever but for the sake of your sanity and in respect of your time, I’ll stop. You get the picture – the list goes on and on.

Content marketing is all the marketing that’s left.

I think Seth Godin sums it up in that single sentence. Content marketing is the axis on which our efforts turn. Without it, we as marketers would be out of a job.

But while we’re grateful for content and how it allows us to make a living, there’s more to it than just words. The success lies in the creation and implementation of your content marketing strategy.

If you haven’t put a lot of thought into content marketing or are doing your due diligence just to have a presence and need a nudge in the write (see what I did there?) direction, this post outlines three ways that content marketing (when done correctly) can help your business.

But, before we dive in, let’s talk about what content marketing is. The long and the short is that content marketing is basically using content to meet your marketing goals. Content helps us articulate our overall brand message, connects us with our consumers, and provides our target audience with value that converts them into customers, and nurtures existing ones.

Content is king!

It’s a popular saying that you’ve more than likely heard more times than you can count and while everyone is putting a press on the importance of content marketing, you won’t fully be able to understand its power unless you break it down to the potential benefits that it can offer you and your brand.

That being said, let’s take a look.

Three Ways Content Marketing Can Help Your Business

Traffic & SEO

This is the kind of traffic you’ll love (not that bumper-to-bumper rush hour type of traffic). When you create and implement a sound content marketing strategy, your site traffic will reap the benefits. Think of it this way: great content is like a magnet. The more you write the more people you’ll attract to your site.

To that point, as I mentioned before, you can’t do SEO without content. But that doesn’t mean that you should string some sentences together and throw it onto a page on your website and hope a miracle happens. Instead, you need to create content that’s relevant to your brand and more importantly, your audience. Search engines are constantly crawling the internet to better serve their users with relevant queries. Good content is the thread that pulls your brand and search engines closer together.

Brand Awareness

If you have a brand, you want your customers to be aware of that…Hence, brand awareness. But it’s more than that. Content that educates, entertains, or informs will strike a chord with your target audience. Brand awareness is more than just seeing a checkmark and associating it with Nike. Brand awareness through content marketing is all about building your authority in your niche in a way that your customers understand who you are and what you represent. This can be done by producing content (onsite, social media, etc.) that’s fresh and unique and that’s also valuable and relevant to your target audience.

Increase Followers

If you build it, they will come.  No, this isn’t the Field of Dreams, per se. But when it comes to the world of marketing, it’s pretty close. Marketing, no matter how you look at it, is cyclical. What I mean by that is that the various cogs in the wheel all work together to move the needle. That being said, if your target audience finds your content valuable, they’ll share it to their circle of friends on social. This pulls in the connection between content marketing and social media (see, the cogs in the wheel). Content that stirs emotion is more likely to be shared and when that happens, you cast a wider net and in turn, can gain more followers on social media who are interested in your brand and what you have to offer.

Let it be known that these are only three of the benefits of content marketing, there are plenty more tangible and intangible advantages that you can gain from creating and implementing a sound strategy.

How has content marketing helped you reach your overall marketing objectives?