Research of the Week filters through hundreds of research studies and finds the most interesting and thought-provoking research for marketing professionals. Then we provide practical strategies and tips on how to apply the research to influence your marketing programs. Enjoy!
Email is a primary marketing channel for companies. How large is email reach? A Statista study projects that active email users are set to grow to 4.48 billion by 2024. 80% of business professionals say that email marketing increases customer retention and 81% say that it increases acquisition. (Emarsys)
Each step of a marketing program is based on building trust with your audience. How does the content you
Email works. But email marketing effectiveness is eroding as individuals receive hundreds of emails per day. It is becoming more challenging to grow lists, get in the in-box, and increase engagement.
An Ascend2 research report, Email Marketing Effectiveness, found that improving email engagement is the primary challenge that marketers encounter with their email marketing strategy.
So how can you increase the effectiveness of your email program? One overlooked tactic that is highly effective is email retargeting.
What is email retargeting and how does it work?
Email retargeting is a simple and effective way to support an email campaign with display advertising. Think about all the people that don’t open your email. With email retargeting, you can serve a targeted display ad to them wherever they are on the web. If you send an email with an offer to download an ebook, you can have your retargeting campaign mirror that same offer. The results can be a dramatic increase in downloads of your ebook.
Here are some other strategies to improve email engagement:
- Create high-quality content that benefits the reader
- Create impactful and authentic subject lines
- Use personalization
- Make your emails personal (this is different than using personalization)
- Segment your emails lists
- Use email marketing automation
- Use retargeting
- Only make claims you can prove (aka – remove all fluff)
- Use images, pictures, video, and animation when appropriate
If you want to discuss your email retargeting strategy, the Perfect Audience team is available to meet with you. Click here to schedule a meeting.
Partner & CMO – Ascend2: Todd uses the power of original research to discover what works in marketing and helps marketers apply those findings to marketing programs. He helped develop the Ascend2 Research-Based Marketing methodology, which is used by marketing technology firms and agencies to drive demand to their products and services.
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