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Email Marketing Strategy: The Do’s and Don’ts

By August 22, 2019 No Comments
email marketing strategy

When it comes to email marketing, there’s quite a range in approaches and methodologies. Some good, some bad, and some just ugly.

The email marketing landscape is also easily influenced by new trends and new technology, often making it a bit overwhelming to know what’s the most effective approach long term and what’s only flashy today but will fizzle out tomorrow. However, at the end of the day, all marketers have the same goal – increase engagement to maximize ROIs.

Strategically managing your email strategy is where things can get a little messy. Here are a few tips to streamline the process and make sense of the white noise and clutter that can plague your campaign.

Two Truths and a Lie

Truth #1

Put Your Best (Content) Foot Forward.

Do you have tons of content that you have created in the past? Some of it, if not all, is most likely still relevant to your audience today. Don’t reinvent the wheel. Re-visit your data to determine your “Rockstar” content, the content that continues to perform and drive revenue for your business. While some people may have already seen the blog, article, or infographic you have chosen to resend, it may be more applicable and helpful to their business now than it was at the original send! Learn more about what constitutes as “Rockstar” content.

Truth #2

Measure and Track Your Results.

Monitoring how your subscribers have responded (or not responded) to content is crucial to the success of future campaigns. These numbers should be your life source when determining what worked, what didn’t, and where to go next.

These numbers are a bit more abstract than the bottom-line profit number. As such, business owners can feel overwhelmed when it comes to finding these numbers, interpreting them correctly, and charting a course that makes sense given the data. Although there may be a learning curve to measuring the numbers, not doing so will undoubtedly be costly. Learn more about what these numbers mean for your business.

The LIE

Treat Your Targets as a Collective Audience.

Mmmm… not quite. We’re not shocking anyone when we say that people have unique needs and wants. In the business world, acknowledging this is crucial to your email marketing strategy. You are doing yourself and your company a world of good by accurately identifying your target personas. Is your ideal audience made up of only C-level sales executives? Or a range of company departments and employment levels? We’re going to guess the latter. By identifying the goals and desires of each target group, you can confidently utilize an Account Based Marketing (ABM) strategy to deliver highly targeted messaging, at the right time, through the right channels, to the right companies. Learn more about ABM today, how it can benefit your company, and the ROI production associated with it.

Need some assistance on the email marketing front? We’re here to help identify and create what pieces of content fit into your overall marketing strategy, measure the results, and build a foundation for growth. More than 9 years of experience has helped propel RenderTribe into its role as an industry leader in helping businesses execute tactical strategies engineered for success. If you have any questions about RenderTribe and what we do, please do not hesitate to reach out to us. We’d love to hear from you!

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