Social media platforms and search engines have algorithms that filter out content according to particular metrics. Email, on the other hand, is a freely flowing platform. People on your email list subscribed to your content and want to receive your information, so there are no algorithms or filters to obey. With email, you know that your message will get delivered and that you will enjoy the benefits of regular communication with your audience.

According to a study done by Lithium Technologies, 65% percent of users who ask a brand a question on Twitter expect a response within 2 hours, with that percentage rising to 72% if it was a complaint. By proactively listening for those mentioning your brand on social media, you can insert yourself into conversations in real time and capitalize on a countless lead generation opportunities that you’d be missing otherwise.

In contrast, organic reach for Facebook pages has been declining since 2013, as the platform continues to focus its News Feed on promoting content from friends and family. Similarly, climbing the search rankings in Google is only getting harder, with advertisements and answer boxes resulting in a noticeable increase in no-click searches, especially on mobile. More than ever, if you want to reach your customers on these platforms you may be forced to pay—and those costs are increasing.


There aren’t many forms of marketing as easy to share as email marketing. With the simple click of the forward button, subscribers can share your deals, offers, and news with their friends. Subscribers who share your message are acting as brand advocates. Therefore, when a subscriber shares it with their friends, your brand gains more exposure and credibility. 

By creating videos that demonstrate what you’re selling, you can garner additional interest in your product or services and give users an inside look at how exactly your product will solve their problem. In addition to having an overarching product demo video, you could also create a series of videos that take a deep dive into specific product functionalities.

This site is made available for educational purposes only as well as to give you general information about business practices and strategy, not to provide specific business advice. Information provided on the Business.com website should not be used as a substitute for legal, accounting, real estate, business, tax, or other types of professional advice.
According to research from Clutch, newsletters are the most popular type of email, with 83 percent of companies sending them. These emails are typically sent on a consistent schedule (weekday mornings tend to be the most popular with brands) and will often contain either content from the company blog or website, links curated from other sources, or both.
Offer relevant content. When you send an educational email, you’re trying to build a relationship with your customers. The best way to do that is to teach them something. However, you want to teach them something that has a connection to your business. For instance, Monster.com, the job search site, sends its customers information about life in the workplace. An example is below.
Email marketing applies old strategies to new tools. Even though email is new, the basic content of an email ad is no different than the print advertising that has been around for a century. Finding ways to use pictures, text, and special offers to make people want to buy a product has been the mission of marketers for as long as there has been marketing. As such, getting a degree in marketing is one of the best ways to prepare potential marketers for running effective email campaigns.
Clarity of message and value proposition are therefore critical, and these need to correspond with the challenges and desires of your target markets. Creating one concise message can become tricky if you have multiple and diverse target markets, so while there can be different pitches to each buyer persona, the message needs to be the consistent at its core.

As advertisers have shifted more and more of their efforts online, they have tried to find ways to use the strategies developed in print advertising in new online environments. Most of the traffic once handled by the postal service now happens over email, creating a new method of direct marketing. Today, the average marketer sends 64 emails to their customers every year.


Everyone loves a compelling story, so if you can find a notable one from a staff member, customer, or even your own business and life, consider using it as a topic for a newsletter. Maybe a customer used your fitness products to lose 50 pounds, or you could share what originally inspired you to start your business. Whatever the story is about, it should be both interesting and relevant to your brand.

“Because original data is worth it, many people will be happy to subscribe to your blog in exchange for the report. In addition, you can share the report with all of the participants in the survey, who will likely share the report with their audience. This quickly magnifies the impact of your marketing efforts, building your email list and helping your brand build a reputation as a source for interesting and original data”, said Cara Hogan, Content Strategist at Zaius.

Lead generation is the process of transforming a new visitor into someone who actively shows interest in your product or service. It’s like hitting “go” on the conversion process. When it comes to effective lead generation, brands need to consider not only how they’re going to capture attention, but how they’re going to captivate their audience in such a way that it inspires further engagement.
Blogging can be done in three different ways, the first one being of course on your own website. Blog consistently and try to publish new posts on the same days. This way your audience gets to know your schedule and know when to return for fresh content. Traffic to your blog, however, is not the only thing, you need to convert those readers. Your readers are interested in the thing you write about, but they are most likely not on your email list yet. Try adding relevant call-to-actions to your blog posts!

Every email platform has a limit to the number of contacts you can email at one time. As your business grows, you’re going to want to be able to send emails to hundreds of recipients in one go. Email marketing services platforms can expand to accommodate thousands of contacts and permit you to send bulk emails to myriads of recipients at once. With an email marketing platform you can easily scale up your business without worrying about hitting a wall.
Setting up your account usually takes just a few clicks. In most cases, all you need to do is to enter your email address and choose a monthly plan. If you are not sure which is the right email marketing software for you, it is advisable you request a free trial. Some platforms offer free trials to all new users. Just be aware that they usually ask for your credit card details. This means that once the free trial period is over, you will be billed for the following month unless you cancel in due time.
New technology sets the trend in the market. For example, smartphones are trending all over the world. Subsequently, most people access their mail or browse websites through smartphones or tablets; this shows that the you should invest in making your marketing efforts compatible with these devices, allowing you to reach the maximum amount of customers.
Therefore, it is very important to know who you are targeting to and then develop Targeted solo ads. If you are mailing your information of a product to a group that is looking for advertising tools, you are not likely to get the desired results. However, continuing this example, if you are mailing health products to medical officers, pharmacists, medical teachers, nurses, doctors, even veterinary doctors, then you are likely to get the exact response from the audience.
Because Wistia is a video hosting platform, publishing content strictly about how to use its product would only apply to people who were already customers. Videos like the one above, relevant to anyone who has an iPhone, help the brand create value for people who may not even be familiar with Wistia. If they learn something useful from Wistia once, they're more likely do it again, and may eventually come to the site ready to purchase a subscription.

For example, a website visitor gives you their email address and name to download one of your free ebooks. They gave you their valuable contact information, and you gave them some great educational content. From this point on, you can use this info for following up with different types of email marketing messages. Don’t forget that any business transaction is about creating a mutually beneficial relationship. Use these timeless sales principles in your communication.
With email marketing, you can look at exactly how many people are opening, reading, and clicking through your email content. This allows you to determine if your email campaigns are successful and see just how much of a return on investment these campaigns are offering your business. As you make adjustments to subject lines, messaging, and types of offers, you can continue to track success to see which strategies are bringing you the best results.

When it comes to marketing your business, it’s important to be where your consumers are.  Email use is thriving and is used by 95% of online consumers.  91% of consumers reported checking their email at least once a day (Exact Target).  In fact, it’s not uncommon for consumers to check their email dozens of times each day.  Using email marketing to promote content and your products and services is a great way to drive more traffic to your website and is a highly effective tool for nurturing leads through the buying cycle.


Look into the statistics of your blog, what are the articles which are driving the biggest amount of traffic? It might be worthwhile to convert those blog post into white papers and setting up a landing page for them. Setting up a landing page takes to much time? Just offer for people to download the post in PDF format in exchange for their email address.
In contrast, organic reach for Facebook pages has been declining since 2013, as the platform continues to focus its News Feed on promoting content from friends and family. Similarly, climbing the search rankings in Google is only getting harder, with advertisements and answer boxes resulting in a noticeable increase in no-click searches, especially on mobile. More than ever, if you want to reach your customers on these platforms you may be forced to pay—and those costs are increasing.
Welcome Emails — These are the automated responses an organization sends when a new subscriber joins an email list. Welcome emails have among the highest open rates of all types of emails, so be sure your welcome emails make a great first impression of your organization’s email-marketing program. These emails are a huge opportunity to upsell, build credibility and trust, and enhance your brand. According to a 2012 study by Silverpop, one-third of U.S. online retailers fail to send a welcome email. This is your chance to have the recipient white-list your email as well as to improve your deliverability and stand out from your competition!

Analytics are indispensable for measuring the success of any campaign. Many marketing channels present ambiguous and estimated results. Email marketing, on the other hand, draws precise and valuable metrics, including delivery rates, open rates, click-to-deliver rates and subscriber retention rates. Even better: these metrics are more than just numbers and percentages. They are insights into your customers' behaviors and interests. Use your email marketing campaign as a tool to monitor which information your consumers are most responsive to. From there, you can further target your marketing strategy towards more successful campaigns and topics of interest.


Finding leads can be expensive and time-consuming. However, by driving traffic to the right landing page, you can capture your own leads. Instapage makes it quick and easy to create professional lead capture landing pages using an intuitive drag-and-drop page builder. Choose from over 200 stunning templates and test the performance of multiple pages to maximize the number of customers you reach using Instapage’s metric tools. Click here to try it free for 14-days.

Next, we’ll comb through our catalog of blog posts that are on this broader topic—say something like how to nail your follow up strategy—and we’ll start organizing these posts into a single Google Doc along this cohesive theme. We’ll take inventory of any major gaps that might’ve been overlooked and begin backfilling where necessary, while at the same time removing redundant content that’s been covered already in the book.
The Australian Spam Act 2003 is enforced by the Australian Communications and Media Authority, widely known as "ACMA". The act defines the term unsolicited electronic messages, states how unsubscribe functions must work for commercial messages, and gives other key information. Fines range with 3 fines of AU$110,000 being issued to Virgin Blue Airlines (2011), Tiger Airways Holdings Limited (2012) and Cellar master Wines Pty Limited (2013).[14]
In 2002 the European Union (EU) introduced the Directive on Privacy and Electronic Communications. Article 13 of the Directive prohibits the use of personal email addresses for marketing purposes. The Directive establishes the opt-in regime, where unsolicited emails may be sent only with prior agreement of the recipient; this does not apply to business email addresses.

Being able to target your audience solves all the inherent problems of non-targeted marketing. Gone are the days of placing an advertisement on television, on a diner placemat, or in a periodical with no control of who will see it. With email marketing, you have more control who sees it by segmenting your contacts list based on their lead status, demographics, location, or other data points. Targeting emails ensure that your audience receives content suited specifically to his/her needs. Customers and business owners benefit because you can customize a message for each customer depending on a segment to foster a higher conversion rate.
According to a study done by Lithium Technologies, 65% percent of users who ask a brand a question on Twitter expect a response within 2 hours, with that percentage rising to 72% if it was a complaint. By proactively listening for those mentioning your brand on social media, you can insert yourself into conversations in real time and capitalize on a countless lead generation opportunities that you’d be missing otherwise.
You can easily personalize your email messages. From inserting a subscriber’s name in subject lines and email messages to creating emails that target customers’ individual interests and needs, there’s a wide variety of marketing tools and software available today that can help companies simplify and streamline the process of sending personalized emails to their customer base.

Next, we’ll comb through our catalog of blog posts that are on this broader topic—say something like how to nail your follow up strategy—and we’ll start organizing these posts into a single Google Doc along this cohesive theme. We’ll take inventory of any major gaps that might’ve been overlooked and begin backfilling where necessary, while at the same time removing redundant content that’s been covered already in the book.
×