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Think email marketing is all spam? Think again! In a world where marketing pitches come at us from all angles and on every device, email marketing has held steady as the favored channel for consumers. When used well, this platform can help you attract, convert, close and delight your buyers. Don’t underestimate it — your company’s email strategy can make or break you.
When it comes to building a successful email-marketing strategy, there are three specific elements that will help you achieve your business goals or move you further away from them, depending on how well you use them.
Let’s take a closer look at each of them.
Nobody wants to get ten emails a day from a subscription. It doesn’t matter if the content is brilliant, useful or undeniably accurate. Your leads will get annoyed if you send them too much information. Even though they might read it (with some luck), at some point, they’ll feel bothered and eventually click the unsubscribe button.
Avoid losing contacts by not only asking their desired frequency to get your emails, but also by relying on your metrics. Don’t pay too much attention to your open rate alone — look closely at your click-through rate too. This will indicate how interested your leads are and how often they take action to prove it.
While every industry and situation is different, a good place to start with email-marketing cadence is about once per week. This establishes a relationship with your subscribers that can turn into a habit-forming routine. Being too timid about frequency can lead to a sporadic cadence that will end up irritating recipients. If you wait too long between emails, even opt-in subscribers may report you for spam — simply because you’ve let them forget all about you!
While subscribers may certainly become frustrated by the frequency of your emails, they are more likely to become annoyed if your content is not relevant to the
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Your Email Marketing Is Destined to Fail Without These 3 Essentials