How Marketers Should Create Email Marketing Messages: Part 1

Posted on

Email marketing isn’t new or as buzz-inducing as other marketing channels like social media, but it’s still a reliable and effective weapon in marketers’ arsenals.

Email marketing

A recent StrongMail survey found that 55.5 percent of business leaders plan on boosting their spend on email marketing in 2013. Meanwhile, ExactTarget notes that nearly 8 in 10 consumers say they prefer receiving permission-based marketing messages via email than via any other marketing channel, and that the medium boasts an ROI of $28.50, the highest of any marketing conduit.

For marketers who don’t have a robust email marketing program in place, or for those whose email campaigns are in need of a reboot as 2013 nears, we’ve amassed a treasure trove of advice and best practices straight from the experts. This is part one of a two-part look at the important principles and habits marketers should adhere to when creating their email marketing messages to generate leads and compel desired actions.

Lists and segmentation
“Not all customers or recipients are created equal,” says Paige Tintle, marketing manager at TheLadders. “Is this a long-term customer, a high-value purchaser, a female, an organic lead? Personalizing and delivering relevant messaging to that particular customer will pay off in the long run. In addition, having to think about what you’re sending, why you’re sending and to whom will keep unnecessary emails from ever being sent.”

Daryl Colwell, vice president of business development at

More

Related Posts

Chief Marketer Videos

by Patty Odell

Campbell’s Chunky Soup, the Official Soup Sponsor of the NFL, has launched its latest brand platform: “Champions of Chunky.”  The campaign is a modern, updated revival of the classic  Mama’s Boy campaign, which first aired in 1997 and last ran in 2014. 

	
        

PRO Awards

	
        

CHIEF MARKETER 200