Email marketing is more than product announcements and discounts. Learn how to research and create outside-the-inbox email marketing campaigns that keep your audience coming back for more.
By Erica McGillivray
Most brands concentrate their email marketing efforts on promotional emails and discounts. Subscribers expect the same rusty messages in their inboxes. This leads to the dismissal of emails—subscribers ignore, delete, unsubscribe, or worse—report emails as spam. As a result, companies miss powerful, direct connections to customers. A customer should want to read a brand’s email, not just search through their inbox trash folder for deals at checkout.
Making memorable emails is hard. Getting creative can be challenging, and it can be tough to sell and manage a unique email marketing program. But wouldn’t it be nice to deliver a “must read” to a customer’s inbox?
Three Key Components for Email Marketing Success
Before generating and trying new ideas, make sure to have business goals, branding guidelines, and customer research in place. These three key components help ensure a brand’s mission, goals, look, voice, and community are at the program’s forefront.
How to Design an Email Marketing Program That Keeps Your Audience Reading
