Throughout this summer, we’ve posted links to some of our favorite email-marketing articles in our email newsletter’s “FulcrumTech Top Reads” column. Here I share seven of these articles that provide especially important reminders about how to grow and improve your email-marketing program.
- Create relevant content that connects with your customers.
Although social media plays an important role in engaging customers, email remains one the most effective ways to cultivate customer relationships. To successfully grow your business with email, however, you have to create content that your customers actually want to read. This article reminds us how to use subject lines, voice, and timeliness to connect with customers in our email copy. [Article]
- Keep in better touch with prospects and customers automatically with triggered email campaigns.
Email auto-responders – also known as triggered emails – are invaluable tools for encouraging, confirming, or completing a transaction with prospects and customers. Yet, marketers today often underuse email auto-responders. This article highlights places where email auto-responders should be used more frequently, but typically aren’t. [Article]
- Effectively keep your company top-of-mind with an email newsletter.
Email newsletters are an effective way to keep in touch with your clients, as well as nurture leads. This article provides a checklist of seven of the most important elements to keep in mind while creating and sending an email newsletter. [Article]
- Use social media to help boost your email marketing.
In last month’s NewsLever feature, I talked about the ways email marketing and social media can enhance each other. This article builds on that idea by discussing how to gather email addresses from your organization’s friends and followers on Facebook, Twitter, and LinkedIn. [Article]
- Test early and often – it can make a significant difference in the results of your email marketing.
Which elements of your email-marketing programs would optimize the performance of your email campaigns? To best answer that question, you need to test. This article gives suggestions on how to get started with the basics of testing. [Article]
- If subscribers are inactive, try to reengage them.
Proactively tracking and culling inactive subscribers is an important part of good email list hygiene. This article provides five excellent tips for getting subscribers to reengage. [Article]
- Be sure to optimize your emails for mobile devices.
With more and more people reading emails on their smart phones, you should design your emails to be mobile-friendly. In this article, you’ll find four key points that are important for optimizing your emails for mobile devices. [Article]
Do you have any great email-marketing articles to add to this list? Let us know – we’d love to hear from you!