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Email Marketing

Written by Tessa Bicard

In today’s digital world, there are so many different ways you can reach your customers: website, blogging, social media, digital advertising, user-generated content, and the list goes on! We know that deciding the best for your needs can be overwhelming. Truth be told, there is one tool that stands out among the rest: email.

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Email is the most powerful tool you have in your marketing toolbox because it allows you to have a 1:1 relationship with all of your contacts. This may sound funny if you have an email list that includes thousands of subscribers, but every person that reads your email is doing so as a one on one exchange with your company. To further your reach, using personalization and segmentation will make your emails even more relevant and personal for your contacts.

In addition to building that relationship with your list of contacts, your list is also an audience that you “own.” Consider the differences between renting a home and owning a home, as it relates to paid advertising and email marketing. With paid advertising and social media sites you “rent” your digital space and are continually paying to reach your audience. Email is different because it’s a channel that you own. This means that once a contact is on your list, you have the ability to reach them when you want, you aren’t required to spend additional money, and you can continually nurture the relationship over time.

So, how do you harness the power of email? Below, we have three key steps.

Step #1: Deliver Valuable, Unique Content that Your Customers Want  

Good email marketing begins with the content you’re delivering to your contacts. A good rule of thumb is to ask yourself if the email you’re going to send is something you would want to receive. Not only that, but is your content helpful? Does the content clearly communicate your value? Or solve a problem? It’s also important to remember there is a difference between your customers and prospects. Prospects may not be ready for information on your products, but they do care about how you can help them solve a problem.  Customers, however, may be interested in what’s new from your brand or how to get the most out of your products. You can see why it’s important to create content that is valuable, unique, and helpful for all of your subscribers.

Step #2: Email Segmentation is Critical to Your Success  

Email segmentation is critical to ensure that you’re sending the right message, to the right person, at the right time. Segmenting your email list just means dividing it into smaller groups so you can make the message more relevant to each group (instead of sending everyone the same message). In fact, according to recent research, segmented emails get 50% more clicks than non-segmented emails. This means for you to be relevant and reach all of your contacts at their different buying stages you have to segment your email list and your messages. You can start by segmenting your customers and prospects, as mentioned above.

Step #3: Test Your Emails   

Now that you are sending great content to the right segments start testing to see which emails are performing and returning the best results. Data from your tests can help you optimize future emails for greater success, and improve your conversion rates. In fact, when done correctly, targeted testing methods can increase your conversion rates by up to 300 percent. For some additional tips about email testing you can easily perform now, please click here.  

Email has readily become available with a swipe of a finger, as nearly two-thirds of Americans now own a smartphone. And, as research shows, 81% of consumers say email is the most popular activity they use their phone for.  This makes good emails not only valuable but also presents a significant opportunity to reach your customers in an effective and timely manner 24/7. We promise that good email marketing is worth the ROI. For every dollar spent, email marketing generates $38 in return.

Want to chat more about email marketing? We’d love to; let’s talk!

And now it’s your turn! Tell us: how has the power of email changed your marketing game? Any other tips you would add to our list if you’re just getting started? Please leave us a comment below!


Tessa is an Inbound Marketing Consultant at WindFarm Marketing. She has more than 7 years experience in digital marketing, including in-house and agency work. She specializes in the fitness and travel verticals, with an emphasis on Business to Consumer clients. She has a Masters in Business Communications and holds many digital marketing certifications. When she’s not scribbling strategy notes in her journal, she’s probably posting travel photos on Instagram, speaking French with her husband, or analyzing wine at a vineyard barrel tasting.
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