Marketing Matters – How to create an effective email marketing strategy

Email Marketing

Email Marketing Strategies


With the rejigging of the Gmail inbox streaming emails into different folders it is now even harder to get your marketing emails read. The importance of content in an effective email marketing strategy is now even higher.

Tips for email marketing

It used to be that special offers and information about a company were effective emails. They still are but if your open rates are falling it may be time to look at another option. Supplying good quality, helpful information to your database about subjects that are important to them may be the way forward.

Marketing to your database

Ask yourself some very simple questions

  • What issues are my customers interested in?
  • What problems are affecting my customers?
  • What new information would help my customers?

Answer these questions and draw up subject matter for your emails.  Supply help and information, link your customers to other sites that also offer helpful topics, interview business experts on topics of interest to your customers and add them into your marketing emails.

Keep on top of news stories and industry issues and add your own take on them, or explain how they will affect your industry.

Improving your email marketing

You will see from your email open rates the subjects and topics that interest your customer database, and will be able to tweak your subject matter accordingly. Emails that aren’t just sales pitches are more likely to forwarded and shared – much more likely if you are writing about up-to-date subjects.

Selling via Email Marketing

There is still a space for selling in this style of email marketing. Sales information or information about your company can be added after the main “meat” of the email. You will be able to see from click-through rates and open rates if this new email marketing strategy works for you.

One small change could lead to a big increase in open rates on your marketing emails. What changes have you made recently, and would you recommend them to other companies?



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