cribe to more email lists and send more emails.

According to a recent Insider Intelligence study, Email Marketing has become more widespread and less efficient. This could indicate that we have reached our maximum usage as a discipline.

Our onboarding process shows that dozens of CPG and D2C brands have not even come close to maximizing their email potential.

What’s stopping email marketers from sending out maximum emails and increasing their subscriber lists? This article will look at:

• What myths are preventing email marketers from achieving their full potential?
• Email campaigns: A better way to approach them
• How to grow your subscriber base.
• Benefits of emailing correctly (including some that are underappreciated).

Email marketing myths

Our brand-side contacts often express two misguided opinions:

• There is not enough content for effective email campaigns.
• They are afraid to turn off users by sending too many messages.

Marketers have more content than they think. They can repurpose existing content like blog posts, case studies and testimonials without having to create anything new. It is important to consider the user’s experience in order to understand which content will be most valuable for them.

Imagine someone visited a page of your website that featured sliced cheese. If you have a few popular sandwich recipes, an email that is engaging would be a great follow-up.

If someone reads a B2B blog that addresses a particular business challenge, sending an email with case studies about how to overcome the challenge could be of immediate value. You have more options than you might think if you are not starting from scratch.

Last but not least, a failure to follow through on large initiatives is a common cause of underutilized content. Many of our clients come up with big ideas for their monthly campaigns but forget to follow up on those who have opened the email. Sending an important follow-up email four days after the original campaign is a simple and quick way to increase value.

Dig deep: 8 email marketing mistakes to avoid

Marketers may understand this and yet be cautious about excessive frequency. A client once asked me directly (not during the peak of COVID), why I thought that we could send out emails every week about toilet paper. If you are using a static or blanket approach, then this is a valid concern.

Email campaigns: A better way to build them

Ideal email campaigns can be rooted in Understanding the Customer Journey. This shows you potential triggers that you can address through repurposing existing content or creating new content for a specific deployment intention.

automation is the second key component of this approach. After you’ve mapped out your customer journey, automated email journeys will follow. Determine the next steps for each step and the messaging that will drive value.

What motivated the user to engage? What would encourage them to continue engaging and what type of message would be most effective? Our clients have seen results when we build that content into an automated sequence.

Your welcome series is the best way to engage subscribers. Over and over again, we have observed that those who open emails in the first 7 to 30 days tend to become long-term subscribers. Consider how you can personalize your welcome emails based on engagement.

Adjust your strategy so that it looks less like this.

More like this:

Benefits are real. Early engagers have higher open and click rates than new subscribers that remain dormant for the first 30 day.

Using this data, many of our brands create efficient churning processes that segment non-engagers into journeys where they will receive far less sends. They are only promoted back to the main segment once they engage. This helps brands avoid sending too many emails to subscribers that will not be part of the most loyal segment.

Welcome series are a great way to get started and add the value of signal data. Increase your focus on early engagement by developing progressive profiling, and personalized content that matches to help move early engagers along the journey.

One of our clients built a parenting-focused segment for users who were already engaging with content related to children. The engagement numbers were higher by double digits than before we created this segment.

Subscribers: How to grow your base

Better subscriber engagement will bring in more subscribers right from the start. Here, I could suggest a number of channels and techniques that are paid. The lowest-hanging fruit is to take advantage of every opportunity to collect user information through your own properties, especially your website. Give users an opt-in option whenever they enter their information or buy something.

You can create checkpoints on your site, like downloading a user guide, a recipe, or a PDF price comparison. Marketers often forget to use simple tools like lightboxes or prominent opt-in buttons on thank-you page. It’s similar to forgetting the tag after reaching home plate.

Benefits of an improved email strategy

You’ll get more revenue from your subscribers, yes, but there are other benefits. More data within your system allows you to provide a more nuanced and varied user experience and recommendation, not only via email. The use of first-party data allows for a lot more profile targeting in advertising channels, especially paid social.

If you add offline attribution to the mix, when a subscriber is known and takes an action in a brick-and mortar store, then you have tons of data for strategic, personalized campaigns.

Email is becoming a more popular growth channel as the costs of major advertising platforms continue to increase. You should zoom out to build a strategy which optimizes time and technology investments, encourages more users into your community, and creates valuable long-term connections.

The article How can you send more emails to your subscribers and grow their list first appeared on MarTech.