When used properly, content marketing can enhance the customer experience and increase lead volume. As explained in a blog post from the American Marketing Association, effective content marketing provides information targeted toward the specific needs of the audience. Email marketing, in particular, can be personalized in a variety of ways to achieve greater impact.
To maximize the success of your email marketing campaigns, keep the following tips in mind:
- Email marketing initiatives need to be based on a strong content strategy. Shift your focus away from the conceptual and toward the creation of a campaign that adds value across multiple channels. Email marketing content should be easily repurposed for use on a website or other digital channel.
- Develop a clear understanding of your audience, and tailor email communications to that audience’s pain points.
- Thoughtful pre-campaign planning includes careful consideration of goals and how they will be measured. Evaluation should go beyond superficial metrics such as click-throughs to include all available data.
- Selecting the right platform is just as important as creating strong content. Any email marketing/automation platform utilized should be compatible with existing data systems.