Establish and nurture real connections with customers through email marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 21, 2020, 1:03 AM UTC

Due to there being limited screen real estate, all messaging and calls-to-action must be brief.

This article suggests tips marketers can use to improve email marketing campaigns. Using a mobile-responsive template ensures that the content being served can be viewed by audiences across device platforms.

The piece states that the tone of the email marketing content must be genuine and empathetic, and not “overly sales-y”. Marketers must look to establish and nurture real connections with their customers.

In terms of metrics, the article advises measuring engagement over time, revenue per email, revenue per subscriber, bounce rate and more. Further, calls-to-action in emails must be clear, easy to find and click.  

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