16 May 2016
Email Marketing | Strategic Planning

Three Expert Email Marketing Tips

Email marketing is still very much a vital part of any digital advertising campaign for most businesses today. With the option to sign up for newsletters and updates, customers can get connected to the businesses they need the most. Still, many businesses struggle to bring in customers and web traffic because of the stigma that email marketing sometimes carries with it. Many website visitors stay away from signing up for the newsletter because they see it as spam or needless advertisements directly to their inbox. Fortunately, there are many ways that you can create new opportunities for your customers and engineer new marketing opportunities for your business:

  • Keep newsletter content beneficial to your audience. According to dozens of marketing experts quoted by Fit Small Business, keeping content beneficial goes a long way to getting your message into your customers’ inboxes and getting them to actually read it. You know your target audience and why they would use your products or services to get what they need and want. With this knowledge, you can craft well-written, timely, and most importantly useful newsletters to keep your customers engaged. All of this useful information will give your customers a positive impression of your company as the one that provides them with real help. It also lends your company credibility in the market and trust in your customers.
  • Stick with the correct email platform. Make sure you choose the correct email platform according to your marketing goals and budget. Keep all of your email campaigns and subscribers in one place that you can easily access and make changes to in order to keep your email marketing work as simple and easy as possible. Some platforms have easy-to-use, real time analytical tools that you can use to track the success of your email marketing efforts and tell you which marketing efforts are performing better than others.
  • Test your subject lines. Do A/B testing on your subject lines early and often to avoid wasted newsletters and emails. The best email marketing content ever won’t do your company any good if no one opens it in their inbox. A simple way to test your subject lines even if your email marketing platform doesn’t have built-in features for this is to create two subject lines and send one to a small portion of your target market and one to another. Monitor which one does better in terms of opens and comments and roll with the winner for the rest of your audience. You can avoid many wasted hours of work on excellent marketing emails by getting to only the best subject lines to boost your traffic.

These three basic actions are only the tip of the iceberg in terms of improving your email marketing efforts. Keeping your newsletters and email marketing materials fresh, up-to-date, and useful to your customers is a key part of any marketing effort. Above all, you want to create email marketing content that your customers will gladly sign up for.



Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.