5 Tips To Generate More ROI Through Email Marketing

Email marketing


Brian Wallace, Founder & President, NowSourcing

For the past 40 years, one of the significant sources of communication for the brand is email. Even in the age of instant messaging, email marketing is a primary choice of communication when it comes to marketing.

Emails are an efficient way for brands to reach out to their customers as they can be personalized. Moreover, the most significant advantage of email marketing is its cost-effectiveness. They require significantly less investment but have the capability of drawing a lot of revenue.  

According to a study, email marketing can deliver $44 ROI on average for every $1 spent. This makes it a great strategy to gain maximum return on investment (ROI) and boost your brand’s growth. However, if you decide to go for an email marketing platform like Mailchimp but it doesn’t suit your budget, you can explore Mailchimp alternatives that might.

5 Tips To Generate More ROI Through Email Marketing

One thing that may hold you back from generating revenues is not knowing the right ways to execute email marketing. If your email marketing campaign is a fail, it might do more damage than good.

So, here are a few tips on how you can get more ROI with email marketing.

Group Your Target Audience

Creating an extensive list of subscribers doesn’t ensure the success of your campaign or better ROI. What really can help it succeed is grouping your target audience based on their purchase history, behavioral data, demographics, and sales funnel stages. Then, it will help you send the right emails to the right audience.

You can increase your revenue by 760% by dividing your target audience into groups. It helps you lead a focused email marketing campaign. A better understanding of the content type your audience is interested in will significantly help you retain your customers and even attract new customers.

Personalize emails

Another way to be relevant to your audience is by personalizing emails to make the subscribers feel important. For example, you can include the subscribers’ first name with a greeting in the subject line. That way, it’ll be more applicable to the individual subscriber.

The personalized emails will catch your subscribers’ eye while they’re scrolling through a plethora of daily emails from different brands. You can also level up by sending a follow-up email featuring related products after customers make purchases or even when they show their interest in a specific product.

Make It Mobile-Friendly

Remember that more than half of the emails today are opened on smartphones – considering that, you need to think of ways to accommodate those users. So, while your email should look good on computer screens, it should also be optimized for mobile devices and tablets.

You can do this by choosing email templates and optimize them to fit multiple screens. A neat and practical design will increase the click-through and open rates, ultimately getting you the ROI and brand awareness you desire.

 Focus on deliverability

Suppose you start an email campaign, and all the emails end up in the recipients’ junk or spam folder – none of them actually reach them. As a result, all of your investment will go down the drain, and you won’t gain any ROI.

To ensure your emails do not land in the recipients’ junk or spam, you must create quality content. It should be free of spam trigger words.

Moreover, as much as you wish for your readers not to unsubscribe, it’s in your favor to give them a clear option to do so. If they can’t see or find the unsubscribe button to your emails, they will likely report you as spam.

Add Call To Actions

A marketing email is incomplete without a call to action button because the recipients won’t visit your website. If you aim to increase your sales and engagement, you should ensure that the subscribers take action after reading your email, and a call to action will guide them to do just that.

Adding a relevant call to action can also increase your website’s traffic, in turn boosting engagement. However, the call to actions must be linked to the right pages. For example, if a subscriber clicks on the CTA button and it doesn’t open the page they expected, they might get frustrated and close it.


In conclusion, email marketing has a great potential of increasing your ROI, boosting your brand image, and retaining customers. Thus, proving to be an efficient marketing tool. However, the key to achieving that is building an effective email marketing strategy and creating quality content valuable to your target audience.

If you use the strategies mentioned above, they will significantly help you to boost the ROI of your business.

Brian WallaceAbout the Author: Brian Wallace is the Founder and President of NowSourcing, an industry leading infographic design agency in Louisville, KY and Cincinnati, OH which works with companies ranging from startups to Fortune 500s. Brian runs #LinkedInLocal events, hosts the Next Action Podcast, and has been named a Google Small Business Adviser for 2016-present. Follow Brian Wallace on LinkedIn as well as Twitter. 



Navigating the Email Marketing Economy

Brian Wallace, Founder & President, NowSourcing

Electronic mail is far from dead. In four years from now, we will be sending 361 billion emails per day, and the most proficient companies are raking in 4,400% ROIs for every $1 they spend on email marketing.

Oddly enough, consumers seem to love it. In fact, email marketing has been found to influence an increase in customer spending. Shoppers spend 138% more money with a brand after receiving exclusive email offers. This can be a great selling point in getting more customers to sign up for your newsletters. After all, 31% of marketing professionals have said email newsletters are their best way to nurture leads. 

On top of that, recipients rarely flag marketing emails as spam. In the rare case a recipient does mark an email as spam, it’s likely because the customer was auto-enrolled after a purchase or website visit, the marketer is emailing without permission, or the marketer has neglected their subscriber for a long period of time.

As a remedy, simply ask your customers to opt-into your email groups and explain the benefits of doing so. Benefits could include exclusive offers, discounts, and more. As long as you keep your email exchanges profession – i.e. not buying email addresses or hiding your unsubscribe link – you should see slightly greater success than your infrequent counterparts.

Another way you can get ahead in email marketing is to use an email marketing provider. Mailchimp is a great example of an email marketing provider with a fleet of features and few limitations. 

Mailchimp is free for up to 2,000 contacts, and allows users to send up to 12,00 emails per month. On top of that, Mailchimp offers an easy drag-and-drop editing system and a large library of templates. Mailchimp also has a database of over 100 apps, including Salesforce and WordPress. Small errors you may run into using Mailchimp are its minimal reporting and analytical features and limited segmentation based on geolocation. 

When searching for an email marketing platform, it’s best to look for a service offering list segmentation based on geolocation and customer interests, as well mobile optimization for mobile-friendly editing, reporting, and email templates. Also of importance, your email marketing provider should provide app integrations – such as Mailchimp does – to platforms such as WordPress and any sort of customer relationship management (CRM) applications.

Today, marketers have a wide variety of email marketing platforms to choose from. Which option is best for you?

Brian WallaceAbout the Author: Brian Wallace is the Founder and President of NowSourcing, an industry leading infographic design agency in Louisville, KY and Cincinnati, OH which works with companies ranging from startups to Fortune 500s. Brian runs #LinkedInLocal events, hosts the Next Action Podcast, and has been named a Google Small Business Adviser for 2016-present. Follow Brian Wallace on LinkedIn as well as Twitter.

3 Tips for Email Marketing that Works

Email marketing


Jill Kurtz, Owner, Kurtz Digital Strategy

Every business needs direct connection with their audience that they control. With all the changes brought by the COVID-19 pandemic, this is more true than ever.

Email marketing allows your messaging to be delivered straight to the inboxes of your own list of people. Email is a great relationship marketing tool.

The open rate on email messages is excellent overall, but poorly handled campaigns will have your subscribers hitting the unsubscribe link without giving you a second chance. You need to ensure your email messages are relevant and valuable to your recipients.

Build Your List Organically

People should opt in to your list. Period.

Never add anyone without their permission. This can happen several ways:

  • When you meet a new prospect, ask if you can add him or her to your email list. I usually write their response on the back of the business card to make sure I add people who say yes, and don’t mistakenly add those who decline.
  • Send an email with a link to subscribe to your email list. Explain what people will get and the benefit to them of being part of the list.
  • Add a link to subscribe to your list to your email signature. This helps people who you are actively in contact with to subscribe.
  • Be sure there is an invite to subscribe on your website.

No one wants to get added to an email list without consent. Email that isn’t requested is spam, plain and simple.

Collect What You Need and Nothing More

We all value our privacy. Collect the information you need to create targeted emails for each subscriber and nothing more.

If you want to send birthday messages, ask for the date. If not, don’t.

Generally, these few items will help you to create targeted messages:

  • Name
  • Email
  • Interest(s)

Provide Valuable Content

Every email should provide value to the recipients. Keep that goal top of mind as you compose your message. Messages must demonstrate your focus and understanding of the recipient.

Value can come in the form of information that speaks to their needs and interests, inside information that solidifies the relationship with you, or a promotion available exclusively to email subscribers.

Before you hit send, ask yourself what the value is to the recipient. If the answer isn’t clear, rework the content of the message.

Email Marketing #101

Email Marketing

Olivia Perez

An email marketing campaign is used for making a business more successful these days. It is a series of emails which is used by several business firms in order to communicate with their current as well as prospective customers. Email campaigns are used by businesses to convince the customers in such a way that they engage their selves with the company. The email marketing campaign has also become an essential part of marketing day by day. In order to make the concept of email marketing campaign crystal clear, below is mentioned a list of some effective email examples which will definitely inspire your marketing campaigns. let’s have a look at some of the most effective email marketing campaigns.

1) PayPal

There are several things people like about this email example from PayPal. The entire concept of email marketing camping of PayPal is clever and concise as it reflects unapproachable advantage of using the service. For instance, you might be stuck in a situation when you went out to dine with friends and family and then first over the bill when you actually have to pay it. Because of the benefit this marketing campaign offer to its customers, it has always succeeded in picking the interest of its audience.

2) Uber

The email marketing campaign of Uber is very simple yet effective. The audience is attracted because of their straightforwardness used by Uber in their newsletters. the text used in their email marketing campaign is highly brief with a clear and concise CTA that is generally conceded perfect buy those subscribers who don’t have much time in just skim the text if it’s too long. Moreover, for those who wish to get more information can click on the link to know things in detail. In addition, over always try to send differentiated promotions and offer a map of your ride along with a map telling everything about your journey in detail.

3) BuzzFeed

BuzzFeed is also considered as a cool email marketing campaign these days. In this, you get an opportunity to know about the best and the cutest stories about cats every Friday. These newsletters generally carry several links and amazing pictures of cats. In addition, there is a Dumb Cat always available for offering you and advise and maybe you receive the answer to your question in the following mail. the subscribers generally in love the answer is given by the Dumb Cat.

4) Headspace

Headspace is also a lovely guided meditation application. The picture sent in the emails to the subscribers are just out of the world. Recently, there was a picture of a cute cake that can attract the audience making them do anything you ask. The overall structure of the newsletter is impressive photos who don’t have much time to scroll down a lengthy email. Consequently, it is simple and brief.

5) Starbucks

Starbucks always tries to give their customers in a good reason to engage them with their emails. This can give you an idea of how attractive yet concise email marketing campaign is used by Starbucks. The company knows very well how it needs to make the target audience by the products it offers.

6) Litmus

This is again a good example of the marketing campaign. the company is using an animation technique to create an interesting email marketing design. They are not using static text, rather they use some motions in the text in order to make the email look I catching and encourages the customers to take a proper look at the whole of the content.

7) Amazon Local

The email sent by Amazon local to their subscribers is brief and sweet with only one CTA which is simply a click through the email in order to tell Amazon what the customers like and dislike. Because of this reason, whatever deal they send to the customers can be more in line with what the customers actually desire. with this command, customers feel connected and they give their feedback telling what they like or dislike about the email.

8) ModCloth

There were several companies who know the technique of attracting their customers through the newsletters and emails and ModCloth is one of the company. Remember, every customer needs to experience change, so evolving is always a good option for the companies benefits. The email from ModCloth tries to serve their customers weather best possible refreshing changes.


In actual, there are different amazing email marketing campaign examples that considering all in one article is not possible. All these amazing email marketing campaigns can help you fuel your business. You can take help from the newsletters of all of the above-mentioned applications in order to run your business effectively and on profit in a short span of time.

About the Author: Olivia Perez is a freelance content writer. She has written many informative articles on multiple categories such as technology, digital marketing, social media, etc. She is very hard working towards her job. She loves to share her knowledge and experience on email marketing with other people. You can check her email marketing campaign

Even for Top Brands, There’s Room for Improvement in Email Marketing

James Glover, President & CEO, Coherent Path

Email marketing remains one of the most effective tools in digital marketing, and with a 4400 percent ROI (Campaign Monitor), it’s no surprise. However, despite being around since the late seventies – a far more mature channel than its digital marketing counterparts, such as social media, SEO and PPC – many brands still struggle to effectively measure their email efforts.

Knowing this, RSR Research and Coherent Path set out to measure and create a benchmark for them in their new ‘Measuring Email’s Effectiveness’ report. The research examined the strategies of 138 top retailers across three main categories – Email Frequency, Catalog Exposure and Email Content – and objectively identified the places where retail marketers are over- and under- investing in their subscriber list, and ultimately leaving money on the table. The report also ranked the retailers, analyzed and scored them accordingly, based on the average of values across the criteria, and how far from the average each retailer placed.

Overall, while there are some places where retailers are implementing smart email practices, there are many more areas where there’s room for improvement. While Club Monaco scored the highest on the list with a 79.9, equivalent to a C+/B-, the average score across retailers was approximately 52 percent – otherwise known as a failing grade.

To truly evaluate the health of a retailer’s email program, it is important to analyze the components that make up the overall score. By looking at Email Frequency, Catalog Exposure and Email Content, we can begin to understand what really makes or breaks an email strategy, and which retailers are getting it right.

Email Frequency

While there’s no ‘right’ number, finding a cadence that works for your customers is vital to your email marketing success. Retailers must balance the need to engage with their audience and drive sales against annoying their list with too many emails, unintentionally driving valuable customers away. For email frequency, one email per day appears to be the most popular approach for communicating with consumers. Too many retailers appear to be relying on too many emails, rather than making sure the one per day they do send really counts. Old Navy was the victor in this category, scoring a 32.8 out of a possible 33.3.

Catalog Exposure

Turning a subscriber into a buyer is dependent upon a brand’s ability to find a topic or category that interests each individual consumer. Retailers who feature only a small subset of categories across all their emails risk never having the chance to figure out what attracts a consumer. According to the report, 25 retailers maximized their catalog exposure in their emails, but 45 exposed none. At that rate, it would take these retailers five years or more to get through the entirety of their catalog via emails. While many retailers struggled in this category, Hudson’s Bay and Joss & Main scored a perfect 33.3.

Email Content

While this category may be the most self-explanatory, there’s a lot more that goes into creating good content than meets the eye. Because of this, RSR measured email length, subject lines that matched featured content, how much a retailer relied on discounts to promote email opens, as well as mobile optimization. The good news: retailers aren’t abusing promotional language. Ninety out of the 138 used an average amount of promotional language compared to the overall pool of retailers evaluated. The troubling news: only six retailers – Sport Chek, GNC, Timberland, H&M, Zappos and Beachbody – send 100 percent of emails optimized for mobile, which is a big risk with today’s increasingly mobile consumers. Fingerhut was the overall winner in the overall content category with a score of 31.6.

Email is far too important a channel to simply coast by with tired tactics. By implementing some of the best practices from this report, retail marketers can begin to improve their grade – thus improving engagement rates, revenue and the customer journey.

Email Marketing – What You Should Know

Josh Wardini, Community Manager, Webmastersjury

Ray Tomlinson was the first to send an email message. And he sent it to himself. This happened 4 decades ago. Today, more than 200 billion emails are received and sent every day.

Here’s an obvious fact about emails: they would be here for a long time. This is why many businesses have included email marketing in their marketing campaigns, and there are even dedicated email marketing services out there that you can pay to do this part of the job for you.

Email marketing is simply a marketing strategy that allows you to send emails to existing and prospective customers.

For starters, you can create your own email list. It is that business asset that can’t be bullied out of your hands. And with the advancing nature of technology, your list can also be easily transferred and even saved on different email service providers.

It is your resource tool for sending information about your brand, products, and services. The aim of email marketing will then be to create a direct contact between you and existing or potential customers.

If you have a long term business, then you should have a working mailing list.

Here are four important things to know about email marketing:

  1. You need to build a list of emails for your business. However, resist the temptation to buy lists. Build your own by getting your prospects’ permission first.
  2. You can build up your list by promoting sign up forms and landing pages on high traffic resources.
  3. Sales and website traffic improve and are driven by strategic email marketing campaigns.
  4. Your results in email marketing should get better over time if you take the time to build a bond with your subscribers.

Unsolicited spam (a poor marketing strategy) and social media influences are also known marketing strategies. But, email marketing is a more cost effective way to turn strangers and friends into customers.

All that said, here are 3 major reasons email marketing must be on top of your marketing strategies:

90% of consumers will check emails every day, unlike any other communication channel.

Accounts on social media platforms may be deleted or suspended without notice. This is not the case with an email list. You own it.

Sales through email offers have realized higher order values than any other channel.

What You Need to Know About Email Marketing in 2018

Matt Harris, co-founder and CEO of Sendwithus

Facebook’s latest algorithm tweak, limiting public posts in favour of personal content in the News Feed, has rattled publishers and brands alike, illustrating just how powerful social networks have become.

For savvy marketers, the news is a reminder that time and resources are better spent building their own networks, rather than relying on others, and ensuring they have multiple ways to reach customers directly. One critical component of direct communication is a robust email program. Marketers refocusing their efforts on email are discovering a blank canvas for experimentation and testing.

Set your email initiatives up for success this year by keeping the following strategies and trends in mind:

Interactive Content—2017 was the year marketers started to get creative with interactive content. They moved beyond simply embedding video to include image carousels, forms, and even emailable shopping carts. But the payoff on interactive content is far from guaranteed. The effort involved is also high, since you need developers to create interactive elements. To mitigate that cost, have your developers create reusable templates and/or reusable blocks of code so you aren’t dependent on them for every change you need to make. It’s also a good idea to focus your interactivity effort on high-value transactional emails. I’ve seen some exceptional examples of working shopping carts in interactive emails. These emails offer quick-buy upsells and add-ons. I’ve also seen some extremely low-friction abandoned cart emails with click-to-purchase CTAs.

Mobile-First Communications — Consumers today spend at least five hours a day on their phones. That’s why every email must be optimized for mobile. Missing text or weird formatting will send your customers straight to the ‘Delete’  button, costing you potential conversions. Establish a well-built, mobile optimized template using reusable components so you don’t have to go back to an engineer for every email. Be sure they use a clean, single-column layout, with appropriately-sized CTA buttons, and a suitable text-to-image ratio.

Global Privacy Comes to the Forefront — The European Union’s General Data Protection Regulation (GDPR) comes into effect in May. GDPR requires companies doing business in the EU, or online with EU citizens, to protect those citizens’ personal data and privacy. Businesses will need to protect cookie data with the same care as a customer’s address or birthdate. This means data security and privacy are no longer just IT’s problem. Marketers need to educate themselves on what data they are collecting, how they can use it, and how it must be protected.

To avoid running afoul of GDPR, you’ll need to institute tighter controls on email programs. Your customers will need to take a positive action to express consent, for both the data you are collecting and how you will use it.

Hyper-Personalization Continues — We’ve moved way past just using a customer’s name. Dynamic content, fueled by AI and machine learning, continues to evolve. This means knowing your customer well enough to put the right information and products in front of them at the right time. Marketers looking to better understand and segment their customers can use tools like quick quizzes at signup or ask users to self-identify interests and preferences as part of a double opt-in process.

By far the best way to stay ahead of user expectations is to use your customer’s behavioral data to send more contextualized emails. A boring email at the right time will always outperform a flashy email at the wrong time. To do this, your developers and data scientists need to create a manageable, secure pipeline linking behavioral data and email.

Ideally, this pipeline will allow marketers to write and run their own queries in real-time, on live data, helping them create timely, personalized content.

Double Opt-ins Reign Supreme — This is a hotly debated topic in email marketing. Should a marketer ask a new user to confirm their subscription to be added to a mailing list? Many look down on this approach, saying it’s hard enough to get a customer to give you their info once, let alone ask them to complete another step. But using a double opt-in is simply the right move, for both you and your customers. True, your email list might end up being quite a bit smaller, but it will consist of more invested customers and more qualified sales leads.

If you weren’t doing double opt-in before, do it now. 2018 will be the year of the unsubscribe. People are collectively realizing that they’re being bombarded by far too much online content and unsubscribing or flagging irrelevant email is a fast and easy way to turn down the noise. Double opt-ins ensure you have only interested, engaged, and invested customers on your list, preventing unsubscribes and spam reports, which will, in turn, protect your reputation. Not only that, using a double opt-in will help with regulatory compliance.

From a technical standpoint, a double opt-in requires a simple ‘click to confirm’ auto-response upon sign-up. But you could use the opportunity to collect more data points to further personalize the user experience. Consider adding an optional checklist on the confirmation landing page, to offer preferences for frequency, product categories, or content.

The common through-line here is that email is an invaluable tool for building customer relationships. There are countless ways to demonstrate your understanding of your customers’ needs – from personalizing communications, to double checking they really want to hear from you, to ensuring they can read your communications on the device of their choice.  Bearing these factors in mind, you’ll have a solid foundation for an effective email program in 2018.



About the Author: 

Email Marketing Trends to Watch This Year

Rae Steinbach, Content Specialist at Taktical

Email marketing has been around for a while, and it is still going strong as one of the most valuable tools in online marketing. While many of the older strategies and tactics still get good results, you have to keep up with the current trends if you want to maximize the value of your campaigns. In this post, we are going to look at some of the most important trends in email marketing.


We hear a lot of conversation about the importance of personalization for marketing emails, but so many marketers are still failing to implement these practices. Generic emails can work for some situations, but the best conversion rates and open rates come with emails that offer some level of personalization. This can include inserting the recipient’s name into the body of the email and changing the sender domain from your company name to a specific person within the business.

Moving forward, the most successful campaigns will aim for higher levels of personalization and marketers are going to start using big data to refine their targets and to create email content that is more personal to the recipient.

Interactive Emails

Email campaigns are increasingly interactive. Marketers will pull elements from the website to make emails that offer more options to the recipient, and they are going to look for new ways to reach consumers with content that is more engaging. We are already starting to see emails with rotating carousels, interactive polls, navigation buttons, and emails that allow users to do things like customize products and place orders from the inbox.
This content is more engaging and it removes barriers from the customer journey. Therefore, we should expect to see more of it in the future.


Email automation is already a major trend but we are going to see an expansion of the number of email automation tools that are available, and the increasing ability of email automation systems to integrate and interact with other software services. In addition to that, we can expect to see more advanced AI being applied to email automation systems.

These changes could first and foremost lead to greater inbox deliverability. Leveraging AI for automated email address verification, for example, makes cleaning out bounce emails and reaching inboxes even easier. Additionally, automation tools can create better and more effective segmentation, triggered emails that are even more personalized, and provide the ability to apply a more diverse range of data to automated email campaigns.

Video in Email

The advantages to using video in email marketing are well established. If the recipient knows that an email has video, they are more likely to click through and open the message. Video is also more engaging, and emails that have video enjoy better conversion rates.

With video production getting increasingly more affordable and it becoming easier to embed videos in email, we are going to see more marketers looking to increase the success of campaigns by adding video content to their emails.

Even simple email marketing campaigns can offer value, but if you want to get the best ROI possible, you have to stay up to date with the latest tactics and trends. These are just four of the top trends that are changing the way we do email marketing. Let us know which email marketing trends you’re predicting for this year!

About the Author: Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.

Small Business: 7 Tips about Using Email Marketing You Need to Know

Gloria Kopp, Copywriter, Academized

Email marketing is a very useful and important tool for small businesses. It’s low-cost, it’s compelling, and it’s effective, if you do it right. Growing from nothing to a large mailing list seems complicated, but with these 7 handy tips, you can get emailing, and get sales, quickly and easily.

Pick the Right Provider

Choosing the right email service provider for your small business can make the difference in giving you the ability to grow by segmenting your lists, by allowing you easy access to build your content, and giving you ways to test your campaigns. One such provider is Mailchimp; it has a handy campaign builder that will guide you through creating your best email campaign, among many other professional tools. Getresponse will also give you access to tools such as a drag-and-drop email editor, a set of advanced analytics, and other unique delivery tools.

Segment It to Win It

You’re a unique individual with particular preferences, aren’t you? So are all your customers. Ensure you are delivering to their needs and preferences by getting the right information from them at sign-up that will allow you to put them in the best list for them. Segmenting your lists makes it easy to pick specific audiences for different products.

Write Emails to Suit Your Style

Customers love getting emails that sound personal and friendly, as though they were written just for them. Take some time to develop your personal writing style with Stateofwriting, a large collection of writing resources and guides. Or get some assistance at Essayroo to help you put your great products into words.

Give an Easy Opt-Out

Nobody wants to lose subscribers, but it’s unfortunately inevitable. Make it easy for them to leave if they need to; there’s no sense building resentment on the way out. Make a good impression as customer-friendly from first pitch to last email.

Be Pitch-Perfect

You want your emails to give your customers value and information, but you also need to get your sales in. Ideally, you should write approximately a 3-to-1 ratio of information and ideas customers will find useful to sales pitches. To make sure your emails are on point grammar-wise, go to Grammarix and check your content before you send it. If you need a hand with editing your emails to make sure they’ll hit the target, you can find some help at Ukwritings.

Have One Goal per Email

So, your subscriber opens and reads the email you’re about to send. What do you want them to do next? Build in a set of steps you want your audience to take, and keep track of the number of words you’re using with Easywordcount. You can also get some focused assistance with writing your copy at Resumention.

Check Your Stats to Make Decisions

How do you know what worked and what didn’t? You need to rely on your statistics compared to the costs you incurred in your email campaign. How many customers opened the email? How many clicked through? How many unsubscribed or bounced? How many sales did you get and what was the amount of revenue you generated? And then compare that with the costs: how much per email sent, the cost of your email service provider, any discounts or coupon codes you gave away, any labor or human resource costs. This will give you the final return on your investment, so then you will know if the campaign was a success or not.

Turn email marketing into a successful business strategy by making the right choices and giving your customers what they need.

About the Author: Gloria Kopp is a small business marketer and a copywriter at Academized. She is a contributing expert writer at Huffingtonpost and Essayroo blogs. Gloria is an author of Studydemic educational project for marketing students and educators.

The Key to Email Marketing Health? A Balanced Content Diet

James Glover, President & CEO of Coherent Path

Like our dietary needs, consumers crave a variety of products and promotions unique to their specific tastes and interests. However, for many retailers, this simply means reinforcing what consumers have already purchased rather than informing them of what else they might like.

Ultimately, this underexposes brands’ product catalogs and the potential to sell new and different products.

What marketers “feed” their customers via campaigns is akin to a diet – and the goal is to create a balanced one. By tailoring a variety of product offerings suited to different types of customers and further segmenting their email strategy, marketers can begin to deliver more engaging content that lifts not only engagement rates, but long-term customer loyalty and revenue.

While that’s easier said than done, by using the steps below, marketers can begin to achieve this and start serving consumers what they actually want.

Select the Right Themes

Theme selection, or choosing which part of the product catalog to promote in an email, is the first step in serving up a balanced content diet. Here’s how it works: rather than pushing a particular SKU, take coffee for instance, themes support similar products, such as sugar packets, cream and K-cups. This enables product discovery at the theme level – products that customers might like in your catalog, but haven’t purchased yet. Using customer data to pick themes that will serve otherwise underserved populations not only exposes more of the brand’s catalog, but enables them to make future offers that align with the customer’s evolving tastes. Once this is mapped out, it’s time to assign the audience that is most relevant for each theme and see what’s resonating with them the most.

Test Sends

This is where test sends come in, or testing an email on a small group of customers – and adjusting the campaign accordingly based on their engagement rates. This gives marketers a bird’s eye view of what’s working, what’s not, and ensures that emails are reaching the right people at the right time with content most relevant to them. Through test sends, a luxury retailer found that, on average, certain product categories only appeal to 10 percent of recipients, moderately appeal to 10 percent and mildly turn off 80 percent of email recipients. By continually testing, measuring, and fine-tuning, marketers can make sure evolving consumer tastes are met.

Cadence Control

It’s been drilled into marketers’ minds that Tuesdays are the optimal day for sending customer emails. To take it one step further, Tuesday at 10 a.m. is said to be best. While this could prove to be true in some cases, according to Propellor CRM, the success of an email marketing campaign depends on the intended audience. For example, after sending and analyzing the data from test emails, a brand could determine that a specific audience, females ages 40-50 for instance, might be opening the most emails on a Saturday morning. While it will require some data analysis, adjustments and patience, timing emails to reach each customer at the most opportune moment will increase engagement and ultimately lift sales.

Reuse & Recycle

The relatively low cost of sending emails, even at scale, makes the email channel a powerful revenue driver – when used correctly. However, many retailers invest large amounts of time and resources in developing a single email representing one product category only to see a 17 percent open rate, then never resend it again, according to Smart Insights. If an email gets a large number of click-throughs from customers who opened it, a more efficient solution is simply to resend the email to the rest of your audience a few days later. Like other assets in your business, email is a tool that should be utilized again and again, whether that means deliberately reusing it, adapting it or both.

Archive Content

For marketers looking to maximize the lifespan of every email, improve engagement rates and generate revenue from every existing piece of content, it’s essential to keep an updated archive of past email campaigns. Include tags, start dates and launch dates, as data can then be mined from this information to test, analyze and retarget content. In doing so, marketers can determine the ideal products and categories to send to each customer, as well as the perfect time to send it.

By implementing these best practices into the overall email marketing strategy, marketers can begin to create a more balanced email content diet that aligns with consumers’ constantly changing tastes and moods.

About the Author: James Glover is President and CEO of Coherent Path, where he helps retailers transform their email programs into modern data-driven channels focused on revenue. Prior to Coherent Path, James was VP of Sales at Desktone where he was responsible for accelerating customer adoption and revenue growth from zero to over 100 customers to whom he sold through world class partners like Dell and Time Warner Cable. Before that, James held executive positions at Memento (acquired by Fidelity Information Services) and Watchfire (acquired by IBM). He earned a Bachelor of Commerce degree from the University of Toronto.

How to Blend Email Marketing with Instagram for Best Marketing Results

Maria Jones, Digital Marketing Expert

Current conventional wisdom is that email marketing is dead. Well, anyone who believes this is dead wrong, because the numbers prove otherwise. By the end of 2017, email users in the U.S. alone will grow to 245 million. Worldwide, the number of email users will grow to 2.9 billion by 2019. Gmail boasts over 1 billion current active users, around the globe. A Campaign Monitor Survey in 2016 showed that you are six times more likely to get a click-through when you use email as opposed to a tweet.

The Ideal Business Romance

Clearly, email is not dead. You just need to get creative with your email marketing to get more out of it. By fusing email with Instagram, for instance, you can harness the power of one of the most versatile marketing tools available today. Instagram boasts around 700 million monthly active users with over 400 million logging in daily.

Marrying email marketing with Instagram is a no-brainer for savvy marketers looking to boost traffic, increase conversion, build their brand, increase brand awareness and improve the bottom-line in a highly competitive business environment. This marriage works by incorporating social elements into your emails.

By adding images and visuals into your emails, you will increase the chances of meeting your business objectives. Instagram is an image-heavy, hash-tagged platform which can easily blend into your email marketing campaign.

While the numbers clearly indicate that Instagram stands out as a marketing force today, there is always the question of doing it right. If you already have an active Instagram account for your business, then you are ready to get started.

True, millions of emails are ignored, and you need to be creative to boost click-through rates (CTR). A HubSpot Survey shows that that Instagram delivers more engagement per follower (58 times more) than Facebook and an amazing 120 times more than Twitter. By inserting Instagram images in your emails, you are going to boost engagement.

You can also add live social feed to your email marketing templates. This makes it possible to include Instagram visuals, which are very popular with users. Over 40 billion videos have been shared so far on Instagram. This is reason enough to add these videos in your email blasts.

You can also boost your email marketing campaign by optimizing your Instagram account profile to make it easier for users to sign up. In essence, you are converting your Instagram followers into leads, using an easy sign up form. The form should allow you to gather unique insight into the users for target marketing purposes.
You should nurture your leads with relevant content, which must be based on customer insight. As you build your email lists, it becomes easier to target the right people with the right content.

Email still reigns in online marketing, even with an onslaught of other creative digital marketing tools. As email is core to your business, integrating Instagram will boost your brand, increase traffic to your site, enhance visibility and boost sales.

About the Author: Maria Jones is an expert in digital marketing with over 19 years’ experience in the industry. She has written widely on techniques for getting followers for Instagram and other social media networks.

8 Critical Elements for Email Marketing Success

Editor’s Note: Vision6 has partnered with Email Monks to bring you the 8 elements that make for an awesome email. After evaluating the most successful email campaigns of their customers, they found that these campaigns all had some common elements. Try integrating these practical tips into your marketing campaigns to boost your open rates, click through rates, and most importantly, your conversion rates.



5 Interactive Email Marketing Trends (Infographic)

Editor’s Note: When marketers talk about the latest innovations in digital marketing, email marketing may not the first thing that springs to mind. Email marketing is an evolving and dynamic marketing channel that is becoming increasingly personal and targeted. Marketers are starting to push the envelope with the latest innovative email design techniques. These interactive trends are providing a more personal and engaging experience for customers. Nifty Images and Vision6 have teamed up to uncover the latest interactive email trends that are boosting email results and conversion rates.




Top 3 Tips for Creating an Effective Welcome Campaign for Email Marketing

GemmaWaltonBy Gemma Walton, Account Manager SmartFocus

Personalization remains the major trend in email marketing. It’s not enough in 2016 to bombard potential customers with emails and hope your message gets through. A modern campaign involves creating relevant, personalized messages that build relationships. And it all starts with the very first messages your potential customer receives: the welcome campaign.

Welcome campaigns typically begin after a member has signed up to receive emails, and the first message is incredibly important since it will deliver the customers’ initial impression of your brand. Welcome campaigns are an excellent opportunity to introduce your brand, communicate the benefits you offer and make the new member feel welcome.

Research shows that welcome campaigns frequently have the highest engagement metrics of any email marketing campaign. A study by data solutions provider Return Path showed that the welcome campaign engagement rate is 42% higher than other campaign types. This underscores the importance of getting the welcome campaign just right.

So how should you proceed? The welcome campaign you create will necessarily reflect the unique objectives of your industry and target audience. But there are general guidelines that work across all sectors. Here are three tips to help you create an effective welcome campaign:

  1. Email marketingSet the tone with the confirmation email. When users sign up, it’s essential to respond with a confirmation email that thanks new members for their interest. But a well-crafted initial email should go beyond the basics and convey a positive impression about the brand. A good confirmation email should also start the relationship off right with personalization elements that let customers know that you recognize them as individuals. It should provide information about the type and frequency of future communication to build anticipation and increase open rates for subsequent emails.
  1. Gather more information about the customer. A welcome campaign must provide customers with information about the company, but it’s also an excellent opportunity to find out more about the customer. Initial sign-up processes are typically kept short by design for customer convenience, but after the customer is on board, it’s important to continue collecting data and provide members with an opportunity to update communication preferences. The more customer data you can solicit, the better targeted and personalized communications will be going forward.
  1. Use newly received information to personalize communication. As the welcome campaign wraps up, it’s a great idea to use the new customer information you’ve collected over the course of the campaign to personalize the final communications in this campaign phase. When you send customers relevant content that reflects their stated interests and preferences, you’re sending a message that they are valued and that future communications will contain benefits specifically for them. That not only raises interest for ongoing communication, it encourages members to keep providing details.

As you design and deploy your welcome campaign, it’s critical to keep in mind that customers today favor an omni-channel approach, so make sure you provide links to other platforms such as social media channels so that customers can choose to interact with your brand on their own terms. Make it simple for them to reach out, and use each interaction as an opportunity to collect new information and strengthen the relationship. By following these tips to create an effective welcome campaign and following up with personalized communication, you’ll be well on your way to building a long-term relationship that benefits your brand and the customer.

About the Author: Gemma works closely with clients to assist them with their digital strategies and meeting their overall marketing aims and objectives.  She holds regular meetings where she is able to assess their current campaigns as well as provide best practise advice on email marketing and industry trends.  







5 Email Mistakes that Hurt Your Marketing

Email marketing
Jill Kurtz, Owner, Kurtz Digital Strategy

You spend a lot of time composing email marketing. It’s painful when people unsubscribe and even more so when they flag your messages as spam. If that happens too often, you may not be able to send any messages to anyone. That would kill your email marketing strategy.

You need to avoid doing things that can lead you to being labeled as a spammer. Here are some common mistakes that can result in your emails being marked as spam:

Mistake 1: Not asking for permission to add people to your list

No one wants to be added to email lists without their permission. You need to ask people if you can add them to your list. You can do this at the time you get their email, or send an invitation email that lets them make the choice.

Mistake 2: Taking control away from subscribers

You want to keep people on your list, but you can’t hold subscribers hostage. You need to make it easy for them to change subscription preferences and even opt-out completely. People who feel trapped will lash out by reporting your messages as unwanted spam.

Mistake 3: Sending irrelevant content

Make every message valuable to the reader! That’s perhaps the most critical part of keeping your subscribers happy. Great content makes people want more.

Mistake 4: Breaking promises

Make sure you respect the rules you create for your list. Did you promise to only send messages once a month? Then don’t send more. Did you promise not to share emails with others? Then don’t. Set expectations and stick to them.

Mistake 5: Overwhelming your audience

Don’t jam your subscribers’ inboxes. We all struggle to keep up with email messages. If turning off your messages will make a big dent, people will likely unsubscribe. Be judicious in what you sent and make every message valuable to recipients. Be sure all messages are targeted to the right portion of your audience.

Email Still The Largest Marketing Channel

Jill Kurtz, Owner, Kurtz Digital Strategy

More than 3.7 billion people use email. That makes email an even larger audience for marketing and communication efforts than Facebook, the king of all social channels.

What’s more, the widespread adoption of smartphones means that email users are checking their messages more often than ever before. It’s a large, highly engaged audience.

How People Use Email According to data from ReturnPath

  • Mobile is the preferred method of opening email. On average, 55 percent of email opens were made on a mobile client.
  • Email is read all day.
  • Mobile access happens more often after work hours and on weekends.
  • \Users read emails. 61 percent of emails analyzed in early 2017 were fully read regardless of environment. Fully read email was more common on mobile (64 percent) compared to desktop (45 percent) or webmail (61 percent).

You Need an Email Strategy and It Needs to Be Mobile-Friendly

This and other recent data about the pervasiveness of email means that this is a tactic that no marketer or communicator can afford to ignore. You need a strategy for regular outreach to your target audience via email. The effort may even be more important than what you do on social media.

5 Ways to Optimize Your Marketing Approach in 2022

5 Ways to Optimize Your Marketing Approach in 2022 (2)


Samantha Higgins, Freelancer

Keeping abreast of emerging trends is a fundamental obligation of marketers and efficient use of their time. Equally beneficial is the appraisal of those trends for the target audience. Therefore, before modifying your marketing approach to include the current craze, research and confirm that a sizable section of your target audience supports you.

Unsurprisingly, content marketing continues to reign supreme, with video content and influencer marketing close behind as marketing trends to watch for this year.

There are still unanswered issues, and marketing trends are anticipated to ebb and flow like they do each year. If you’re already in full marketing mode this year and want more marketing insights and statistics from professionals, we’ve got you covered.

1. Marketing Using Social Media

Social media is the largest and will continue to grow in importance as more companies learn to live online in 2020. By cultivating an engaged community and loyal clientele via proper social media to voice broadcast, you may create a wide platform for promoting discounts, promotions, and new releases.

Authenticity, as well as brand cohesiveness, are critical. Assure that your postings are a good balance of engaging and sales-oriented content, and customize your approach for each platform. For instance, on Instagram, prioritize visual aesthetics and relevant hashtags while devoting more emphasis to lengthy descriptions and group participation on Facebook.

2. Make Use of Social Media Listening Tools

Imagine a room full of marketing execs speculating what pushes their consumers to spend more money or react to marketing activities. On the other side, businesses that participate in social listening are more likely to understand their consumers’ wants and preferences and to have a greater awareness of their brand.

Social listening can be as straightforward as using social media as a two-way communication channel, encouraging followers to send direct messages or comments, including a line in each email conversation inviting readers to respond with feedback and creating interactive surveys or forms to gauge interest in new ideas, products, or services.

By incorporating consumer feedback into your marketing plan, you demonstrate to your audience that you are listening and are just as concerned with their satisfaction as you are with your profits.

3. Personalize It

Another potential outcome of social separation is that customers worry more about brands seeing, hearing, and appreciating them. It’s no longer a one-way street – your consumer wants to feel like they have a voice and are a part of something bigger.

These clients want individualized product suggestions, hyper-targeted information, and promotions and discounts specifically suited to them. The same boilerplate email and advertisement material will not suffice.

This year marketing will place a premium on personalization. Create customized content, emails, and landing pages for your ideal segments and personalities. Segment your information if necessary and delve into your buyer personas to provide relevant messages.

Consider your writing and material from the perspective of a person, not a faceless brand.

4. Place a Premium on Consumer Privacy

While online privacy protections are a thorn in the side of companies, they are what customers desire. Brands will need to adapt and develop new methods for forecasting consumer behavior without gathering personally-identifying information.

It will be critical to zero in on first-party data. Another method is contextual targeting (display advertising directly related to the product being sold). Additionally, try giving discounts to clients in exchange for their data – but be aware that they will likely want a greater level of customer care in return.

5. Conduct an Audit of the Results of Last Year’s Strategy

Before optimizing your marketing strategy for 2022 and capitalizing on emerging digital marketing trends, it’s critical to analyze how your 2021 plan worked and where adjustments should be made for the following year.

Regrettably, marketers often neglect this phase since it is neither visually appealing nor interesting. However, moving forward might result in making the same errors year after year. It is critical to create plans before determining what worked.

To assess your previous year’s techniques and determine which ones are the most successful, compare the results of each marketing campaign or strategy to the objectives you established. For instance, if your aim for the year is to grow website traffic by fifteen percent, perform a Google Analytics analysis comparing your site traffic data of the last two years. Then, go further to assess the strategies that aided in achieving the marketing objective or may have missed the objective.

Wrapping Up

While it is admirable to celebrate accomplishments, it is much more admirable to comprehend why they were successful. Again, this emphasizes the need to be particular while developing your plan. You’ll want to have the required data and methods on hand to conduct an analysis when performance falls short of expectations.

ASamantha Higginsbout the Author: Samantha Higgins is a professional writer with a passion for research, observation, and innovation. She is nurturing a growing family of twin boys in Portland, Oregon with her husband. She loves kayaking and reading creative non-fiction.       


Why Ethical Data Practices are the New Marketing Standard

John Story, General Counsel and Chief Data Ethics Officer, Acoustic  

As we continue to grapple with the pandemic, one lesson many marketers are relearning is that nothing is ever permanent – including the pandemic itself. Over the past two years, many regions have gone from lockdown to reopening and then back to mask mandates and social distancing requirements as the Delta and Omicron variants have taken hold.   

These shifts have had a deep impact on consumer behaviors and motivations. Accenture surveyed over 25,000 consumers globally and found that 50% have revised their personal purpose and what’s important to them in life due to the pandemic. This “Reimagined” consumer group represents a major shift for marketers – half of their potential audience has shifted their mindsets and if brands haven’t adapted their engagement strategies to keep up, they could lose out.  

As marketers look to engage with consumers, their data strategies will play a major role in understanding what makes consumers tick. Amid our new normal, it will be critical to use data ethically to not only adapt to new buying habits and behaviors, but to build consumer trust that leads to long-term customer loyalty.   

The playing field has changed  

The pandemic has impacted people in varying ways, shifting their priorities and focuses. Even more so today, as consumers prioritize different things when considering purchases, brands cannot treat all consumers the same; personalization is crucial.  

In order to personalize the customer journey, though, brands must have a deep understanding of who they’re targeting and speaking to. This requires data that can inform marketing campaigns: what interests consumers, what channels they engage with most, what their previous purchases have been, and a host of other details.   

Traditionally, brands have relied on third-party data like internet browsing and email open or click-through rates to source some of this information (i.e., what’s getting people to click). However, these third-party data sources don’t give consumers control of the types of data that’s collected – perhaps that’s why in 2019 79% of U.S. adults said they are very or somewhat concerned about how companies use the data they collect. This pressure from consumers to have more transparency has led to the upcoming end to third-party cookies and Apple iOS 15 blocking the ability for marketers to view traditional email metrics. Now, a new approach to collecting and leveraging consumer data is needed.  

Focusing on first- and zero-party data can help give a deeper understanding of your audience while simultaneously positioning your brand as one that values privacy and ethics. Because this data is information that consumers actively provide and therefore expect or want you to leverage, your brand would be following the “Platinum Rule.” In other words, rather than treating consumers’ data how you would want your data treated (the “Golden Rule”), you’re removing your perspective as a marketer from the equation and treating consumer data how they want it to be treated.   

While marketers understand the value of providing data so marketing messages are relevant, not everyone is willing to provide information that could help personalize the messages they receive. By sticking to the Platinum Rule and being transparent about the data you leverage, you’ll help position your company as ethical – a company that can be trusted with how it collects, stores, uses, and deletes data. And when 90% of consumers are willing to pay more for something that comes from a brand they trust, you’ll set your brand up for success, too.  

Data ethics as a competitive advantage  

Marketers responded to the pandemic – when they could – by vastly dialing up their digital and mobile efforts. One opportunity this created is an increase in the level of personalization that can be achieved, based on the deeper and richer interactions that are now possible in the digital world.  

Agility and flexibility have been required to keep businesses going. Brands must cope with the latest COVID realities and restrictions that can seemingly change daily. In the face of this, marketers need to be agile while keeping data ethics top-of-mind. The good news is that a well-run privacy and data ethics program shouldn’t prevent agility. In fact, it should aid agility because you know exactly what data you’ve collected, the specific purpose it was collected for, and how and where to use it. Conversely, agility suffers when data is collected in an unethical or illegal way, and then marketing and the legal department need to sort through what data usage could get the business fined. Asking the compliance question after the fact – “Can we do this?” – takes extra time. Why create that headache for your business and potentially open it up to risk?  

 Ideally, every business will have a Chief Data Ethics Officer and established, in-depth data ethics principles, but this isn’t the norm just yet. You can get ahead of the curve by implementing a data ethics framework that each person in your company is aware of and must adhere to. With data ethics engrained in every employee at every level, you’ll create a culture where trust and transparency are paramount.   

As marketing programs are developed, go back to your data ethics policy, see what it says, and ensure you’re complying with it. When collecting data, obtain the appropriate consents. When utilizing this data, do so within the parameters consumers have provided. But most importantly, don’t forget to remove your own perspective. Think: Does the consumer want this done with their data? The Platinum Rule of Data. That should help center your ethical standards and differentiate you to consumers. 

About the Author: John Story is General Counsel and Chief Data Ethics Officer at Acoustic, where he leads the global legal and data stewardship functions for the company. A dual-qualified (California and U.K.) attorney with extensive experience in complex, multi-national commercial and technology transactions, John helps guide companies’ data practices and legal policies. Prior to joining Acoustic, John served as Director of Commercial Operations and AGC at PAX Labs, Inc. and Associate General Counsel, International at GoPro, among other legal advisory roles. 

Top 7 Digital Advertising Tips for Marketing Strategy

Brian Wallace, Founder & President, NowSourcing

Digital marketing is a very popular approach among companies today. In fact, it has been claimed that 2014 was the year of digital advertising. Advertising and marketing are very effective ways of drawing attention to a product or service. This is because it is direct and targeted at people who would be interested in the product being advertised.

There are 5 main types of ads: Virtual reality ads, 360-degree videos, 3D printing ads, online video ads, and interactive barcodes. The following list provides some top digital ad tips to help you choose which type of ad will be most effective for your business.

Utilize social media to amplify your message

In this day and age, it should go without saying that you should have a social media presence. However, did you know social media can be an extremely effective marketing tool for your product or service? Facebook, Google+, Pinterest, and Twitter are just some of the many platforms to choose from.

As far as which one might work best for your business, consider who your target audience is and where they are most likely to be. For example, many young people prefer Twitter to other social media channels, so you may want to encourage your college-aged customers to follow you on Twitter if that is where they interact with their peers.

Use video marketing for increased reach and engagement

Video marketing is becoming increasingly popular, and for good reason. YouTube is still the second largest search engine in the world (after Google), and videos are shared over one billion times a day.

Animated explainer videos are very popular on social media, too; consider creating an animated video that explains your product or service to use as a supplement to your website, or use it as an opening video that links to your website.

Be consistent with your branding – use the same colors, logos, fonts, etc. across all platforms

Branding is crucial, and online branding is the most accessible way to reach your target market. It increases trustworthiness in your company if you present yourself consistently across all platforms. Using the same colors, fonts, logos, etc., will help build brand recognition.

Create a strong call-to-action on every page of your website 

A call-to-action (CTA) is something that prompts your customers to do something, like buy a product. It could be as simple as “submit” or “download now.” You need to make sure you include CTAs on every page of your website, and let customers know exactly what to expect when they click it.

Email Lists

Make sure you have an email list so that you can build relationships and maintain contact with potential customers over time. Utilizing an email list will allow you to communicate with customers on a regular basis, something that is often more effective than one time emails or traditional marketing methods. A handy way of reminding the customer that you exist.

Market on multiple channels at once (social media, blogs, webinars)

You are surely already using social media accounts to spread the word about your brand, which is great. But don’t stop there – do the same on other channels too. Your website should be optimized for search engines so that you can attract customers who are actively looking for your products or services online. Remember not to market only on ‘popular’ websites.


Target specific keywords that have higher conversion rates or better ROI potential. Write about three to five keywords that you want your website to rank for and then focus on these alone. You can always expand out to more keywords or even re-visit and update the article with a list of more than five if you feel it necessary, but don’t do this until you’ve had some time testing which search terms are generating the best ROI.

It’s tempting to cram as many keywords into your page headings and titles as possible, but this is actually poor SEO practice. Use short paragraphs with 1-3 sentence headers for optimum readability. Titles should be concise so you can come up with creative ways to fit your keywords in.


Use these tips to get your website ranking for the keywords you want and then focus all of your efforts on getting one or two more linked terms up there, too. You’ll see better results if you pick a couple of specific terms rather than making the page 10 times longer with 10 different synonyms for each term. Do this, and Google will punish you.

Brian WallaceAbout the Author: Brian Wallace is the Founder and President of NowSourcing, an industry leading infographic design agency in Louisville, KY and Cincinnati, OH which works with companies ranging from startups to Fortune 500s. Brian runs #LinkedInLocal events, hosts the Next Action Podcast, and has been named a Google Small Business Adviser for 2016-present. Follow Brian Wallace on LinkedIn as well as Twitter.

How to Create Effective and Simple Content Marketing Strategies

Content marketing


Frank Hamilton, Blogger

By this point, every business owner and marketer knows about the importance of having a content marketing strategy. However, it’s worth stressing that your strategy needs to be effective and successful – otherwise, there’s no point in it.

But if you are a beginner or if you don’t have a lot of time, you might not be able to create a detailed, advanced content marketing strategy. Luckily, you can still create a simple but effective one. Hence, here’s everything you should know about how to create effective and simple content marketing strategies.

Why Should You Update Your Strategy Regularly?

Changing or updating your content marketing strategy may seem counterintuitive at first, but there is a reason for it. Your current strategy may not work as well as you would like it to. On the other hand, your strategy may become outdated and ineffective. In both cases, you would have to change or update your strategy. Doing this regularly will further improve the performance of your content marketing campaigns.

#1 Do Your Research

Without a doubt, the very first thing you should do is research. If you don’t know your audience, competitors, and market, you can’t create an effective content marketing strategy. Start with your target audience and make sure to segment it. Then, look at what your competitors are doing with the content they create. Lastly, look at the overall situation in your niche (e.g. the popularity of your products, recent trends in the industry, and so on).

#2 Establish Goals and KPIs

Once you have completed your research, you will need to establish goals for your strategy and KPIs for your content. The goals you set will determine which types of content you will be focusing on, which marketing channels you will prioritize, and so on. Likewise, your KPIs will help you analyze the performance of your content to see how successful your content marketing efforts are. With the help of your goals and KPIs, you can better understand how effective your strategy is and which aspects need to be improved.

#3 Choose Marketing Channels

As mentioned above, your goals will determine which marketing channels you prioritize. However, this doesn’t mean you can’t choose a wide variety of these channels. Saoirse Coleman, an expert from the essay writing service ratings site, explains it this way, “It’s a good idea to work with different types of content marketing, including email marketing, social media marketing, guest blogging, etc. This will expand your content marketing strategy and will help you reach your audience through a variety of channels.”

#4 Set Content Requirements

Content requirements or guidelines are fundamental for any successful content marketing strategy. A clear set of guidelines for your content allows you to be consistent with your content quality, format, themes, and so on. It’s necessary to set guidelines for every type of content you work with (e.g. articles, photos, pie charts, podcasts, etc.) Keep in mind your branding and integrate it into the guidelines to create a particular brand image for your business.

#5 Create A Posting Schedule

Just like content guidelines, a posting schedule is meant to help you with consistency. However, the importance of a posting schedule goes further than that. Olly Dodd, an expert from the custom writing ratings site, puts it this way, “When you determine the best hours for posting, your schedule helps you publish content consistently and during the right time. At the same time, a posting schedule allows you to align the content you post on different channels.”

#6 Distribute Resources

Now that most of your preparation is complete, you need to distribute the resources you possess. Of course, you probably already had a good idea of your budget and other resources when you started creating your strategy. But now that you know what exactly you will be doing (content formats, posting schedule, etc.), you need to consider your resources again and distribute them. Keep in mind your goals, KPIs, and prioritized channels.

#7 Act and Track Performance

Last but not least, start creating content, posting it, and tracking its performance. If your goals are reached and your KPIs show that your content is performing well, you can’t update your strategy to set new milestones. If it’s difficult to reach your goals, it’s a good idea to review your strategy and see where you tried to jump over your head. In any case, make the right steps to create a strategy you can actually work with successfully.

All in all, creating an effective yet simple content marketing strategy for your business is possible – and even necessary. Use the steps in this article to help you create your own strategy and continue regularly updating it to make it more efficient.

Frank HamiltonAbout the Author: Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.