How to Successfully Improve Your Email Marketing

Unlike unsolicited email and conventional advertising, permission-based email marketing will give you a greater return on your investment (ROI).

Permission-based email marketing enables you to effectively grow your customer base, amplify website traffic, generate leads, obtain sales, improve relationships, foster brand loyalty etc.

As this form of marketing grows in popularity, so does a customer’s email count. So how can you improve the chance of having your emails not only opened but responded to as well?


Email Marketing Oct 12 - PaintYou can improve your chances of effectively employing permission-based email marketing by offering:

  1. Something beneficial such as a special offer, free newsletter, complimentary seminar etc.
  2. A concise and conversational ‘Tip of the Day’.
  3. An attention grabbing headline such as: ‘Exclusive Interview with Donald Trump’. (Okay maybe not that one but you get the point).
  4. A personalized message. Address the recipient by his/her name.
  5. A clear privacy policy detailing how you will use your customers’ contact information in every email you send to them.
  6. A designed email that reflects your brand. Your emails should match your online and offline branding. Use your company logo and colours.
  7. A scannable email. Divide your content into short paragraphs. Use subheadings and pictures to steer readers through your email funnel.
  8. A ‘shareable’ message so your customers can share your information their via social media channels.
  9. A mobile-friendly email.
  10. A hyperlinked table of contents so your customers can scroll to their choice of section.
  11. Bulleted points and plenty of white space for plain text messages.
  12. A decreased use of off-putting capitals and italics which can be difficult to read.

After you have put these measures in place, don’t forget to test and assess your results to see what works and what doesn’t. Test more than one subject line, email content, offer etc. Tweak your message as needed. Send out the emails that receive the best responses. Analyze your results regularly and then consider the way in which you can offer continued value to your customers.

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A Short Content Checklist

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1. Is your content relevant to your audience?

2. Are you providing genuinely useful information?

3. Can your audience navigate your website with ease?

4. Does the content represent your brand well?

5. How are you different than your competitors?

Align your Content Marketing Strategy with your Business Goals for Ultimate Success

Your content marketing strategy will be your guiding light in the preparation and promotion of your content. The initial commitment to creating a content marketing strategy may seem time consuming but it will actually save you time in the long run.

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What are you trying to Accomplish?

Your content should align with your content marketing strategy. For example, are you trying to:

  • drive traffic back to your site
  • expand brand awareness in key demographics
  • direct prospects to a lead-generation form

Determine your goal and then produce appropriate content for your mission and broader business objectives. Produce content that fits your capabilities and resources as best as you can. As you grow, you’ll be able to incorporate other types of content if necessary. You’ll be able to drive business as long as your content is genuinely useful and relevant.

How will you Measure it?

Decide how you’d like to measure your goals. Will you measure the attainment of your goals by a dollar amount, percentage, traffic count etc.? After you have identified your goals, determine which metric(s) you will use to keep track of your progress. For example, some companies use Google Analytics to measure page traffic, Salesforce to track leads and sales, industry or business specific tracking platforms etc. Use the business appropriate tracking tool to measure your content marketing efforts. Measure


One word of caution. Don’t suppress creativity by only focusing on how a piece of content will help you to realize an objective. Try to create great content and determine how you can relate it to your content marketing objectives. For example, explore appropriate publishing channels for creative yet goal enhancing content.

Who are your Customers and Where are they Hanging out?

Create a profile of your target customers and particular buyer personas. Find out as much as you can about your target audience. Social listening will help you to create content that will appeal to them. For example:

  • What kinds of content does your target audience share?
  • Where does the content they consume originate?
  • Are they mainly hanging out on instagram, twitter, facebook, blogs etc.?
  • Can you best find them through search or passive advertising channels etc.?

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Then what?

Use your content to help your audience attain their goals, remove their pain points, make something convenient for them to buy or experience, give them an edge, access, status etc.

How to Drive Traffic back to your Platforms

Now that you’ve created helpful content that will appeal to targeted buyer personas, you can publish the content in the form of a blog, social media ads, email newsletters etc.

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Expand Brand Awareness in Key Demographics

Your content should reveal your industry and business expertise to a wide audience, not just prospects or customers. You may want to use the following to accomplish your objective: success stories or case studies, blogs, how-to-videos etc.

Direct Prospects to a Lead-Generation Form

Offer incentives. These incentives may be in the form of contests, guides, webinars etc.

If you follow through with these activities, you’ll be able to integrate your content marketing strategy with your business goals and ultimately obtain greater exposure, leads and sales.

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