Email Marketing Strategies

Planning is the first step that should be considered before taking any form of decision to enable you to remain in line. Before you begin collecting emails, you need to have a plan with clear set goals. You need to understand what you want to achieve, how well you expect your sales to increase, how cordial you want to be with your subscribers, how email marketing can fit in with other marketing strategies you want to employ, and the effect on your overall marketing income. Because of the dynamic nature of humans, these goals will be updated as you go, but it is important to know what you want to do first while making sure that they can be achieved. These goals may change or evolve over time; it’s important to consider the purpose of your emails and set goals that are both measurable and attainable.

As previously said, it is never too early to begin to plan. This will help you grow faster, as you have a plan and enough time to dedicate to ensuring the success of the plan. Some of the strategies to consider include:

Quality Blog Content

The most common strategy in building an email list is creating a blog, delivering quality content, which drives traffic to your website. If people love your content, they are likely to subscribe to receive updates on future content and exclusive offers related to the content they have just consumed. Content creation may be demanding in terms of time and personnel, but it is definitely worth it, as people are always looking for answers online to numerous questions they have.

Give them answers to these questions, especially those linked to your niche, and try to get a few information from them to give them more content. The email address is the most important detail to get, but you can get a few more details. Your content must be valuable. In any marketing strategy, you want to apply, content is key. No matter how you water a bad seed, it won’t germinate properly, but if you water a good seed appropriately, you will get the desired plant. For visitors to turn to subscribers, they must love your content.

Engaging Email content

It is important that the content in your email is conversational; your content should be aimed at getting the recipient to open and engage. This will foster goodwill as your audience will interact with your website. Ask what they think, let them share opinions. This causes loyalty and gets the emotional part of them, causing attachment to your brand.

Use Irresistible Lead Magnets

As you already, lead magnets are enticing offers that provide value for free or cheap. To ensure optimal effectiveness of your lead magnets, you should ensure that;

  • It is easily exhaustible; people get bored easily, so if you are offering a free guide, you should keep information concise for easy consumption. If your audience does not consume the lead magnet, then it has lost its purpose.
  • Your lead magnets should be applicable and effective. When the free product has reasonable effects, people won’t hesitate to pay for products.
  • Ensure that your lead magnet is relevant for your target audience. If you use a lead magnet for the wrong audience, your efforts will be futile. Remember to have a well-defined market persona.
  • Make sure it is readily available; you don’t want them to forget about it. 

Utilize Sharing

Social sharing is a great tool; adding a “share” call-to-action in your email content can double your click-through rates. Sharing is not limited to getting more clicks and engagement; it should also increase your subscriber list. If your offer is valuable, and someone shares with his contacts, if they profit off it, they are likely to stay subscribed to get first-hand information about future offers. Sharing is a great tool for exponentially increasing brand awareness.

Personalize Email Content

Cordiality is something you want to achieve, and personalizing the content of your emails is a great approach to achieving this. The emails will make more meaning to them. Personalization goes beyond addressing subscribers by their first name but giving content that will exclusively be beneficial to each of your subscribers. This can be achieved by segmenting your list of subscribers (Discussed in the next chapter). Segmenting your list has a lot to do with giving exclusive offers and information to people on different lists, helping you build a better cordiality with your subscribers.

When they have the knowledge that they are receiving exclusive content tailored to suit their needs, you will get loyal subscribers.

Utilize Urgency

Humans naturally have an inclination to procrastination or second-guessing situations, but if your emails add a sense of urgency, you will convert more subscribers to customers. “Only available to the first 100 clicks”, “grab your spot now,” “Hurry,” and other similar words and phrases can put your subscribers under pressure because they do not want to miss out. Because of the inclination towards procrastination, a push to hurry will be effective to ensure they click as soon as they is a limited-time offer or limited-customer offer.

Use cliff-hangers

A cliff-hanger is a suspenseful and intriguing ending to a plot that makes you interested in what happens next.  Just like in movies, and novels or even Television shows, where cliff-hangers keep your mind fixed on the next episode or chapter. They can also be useful in emails sent to your subscribers. They should be excited to open your new email because they want to see the new content your email brings. It is a good way to make your subscribers anticipate and get cordial with you. Cordiality is important in keeping your subscribers loyal because humans can easily get bored with routines. 

Avoid Excessive Call-To-Actions

You should avoid clogging your email with several Call-To-Actions, let every email have a target, request just one action from your subscribers because multiple CTAs make conversion difficult. Subscribers have different options of actions and often get lost in the process of deciding what to do, in the end, they may as well do nothing. It is better to have one clear CTA per email, which can be repeated a few times because people may forget easily.

Aesthetics Matter

It is important to ensure that your emails are pleasing to the eye. No matter how great your content is, if it is not pleasing to the eye, it may not even be read at all. The eye is very sensitive to colors, the beauty of design even more than text, which can be an influential factor to determine if your subscribers will enjoy reading your emails.

Your email marketing service provider will likely provide you with templates, pick cool colors that are easy on the eye yet catchy enough. It is also important to pick a color that is in line with your brand. Avoid clutters of colors and designs as it can make the email look really terrible, especially for mobile users. It is important to note that the majority of subscribers will view their emails on mobile. Strategically place images in between large texts to make the texts better processed as readers will largely skim through; long texts are usually tiring and may be avoided. Some catchy images in between can help break up the texts. It is also important to avoid clogging emails with texts and images, blank white spaces between texts and images – where appropriate, helps the eyes read them better. Blank space in your emails frames your content nicely, which helps increase readability. Use catchy colors for your call to action and ensure the command is large enough to attract attention. Always have it in mind that your content will be viewed on different types of devices. Hence keep them simple.

You can format your emails in a text or HTML format. An HTML format gives you the liberty to have special characters, colors, and text processing to bold, italics, etc., while plain texts allow only text, no images, or extra formatting is allowed. If your HTML link is broken, it can totally distort the output in your subscriber’s device. Still, fortunately, many email marketing service providers usually have a default option of displaying text only if the HTML link is broken. You should use tools like “Email on Acid” to get a preview of how your email will look on different devices to ensure you’re getting it right.

Properly Schedule Emails

Timing is important when sending out your emails to ensure that people are reading them and taking action on them. There is no specific time this guide can recommend for you, but you should make a market survey of the modal send times of emails from companies in your niche. You can also employ a trial by error method with the use of analytics. Send at different times, and see what works best. You should also have a steady send schedule. Your subscribers should know what day(s) of the week to expect your emails, be consistent with it.

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Visual Marketing Glossary

Account-Based Marketing

Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.


Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset. 

Brand Essence Wheel

The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.


The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.


Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.


Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.


Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.


Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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