In the absence of a well-thought email marketing strategy, your campaigns runs into the risk of low ROI and failure. Having a content strategy with topics that are relevant to your target audience, based on their interests. Maintain a content calendar outlining release dates for each email campaign.
Email marketing is a focused activity and requires understanding of the recipients. Who are your subscribers? How actively do they use your product? What type of content do they consume? What are their interests? What are some identifiable purchase patterns? Knowing answers to these questions will help you create segments.
Personalized emails build trust in the minds of your readers. A simple personalization tactic like addressing people by their first name can prove to be effective. According to Statistia, personalized emails received 18.8% open rate whereas the same for non-personalized emails was 13.3%.
A non-responsive email will appear shabby on mobile and tablet devices. In the email game, you are not just competing for the reader’s attention; you are also competing against the same pursuit of your competitors as well. With more people opening emails on smartphones, mobile optimization should be a natural part of the process.
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