How to Become an Inbox Favorite

July 11, 2011

By Willette Francis

Email marketing has become an essential part of the digital marketing scene. It's proven to effectively reach consumers, build your brand, retain customers, and, equally important, it continues to foster high ROIs.

According to Econsultancy's early 2011 survey, 72 percent of respondents answered that the ROI of their email marketing campaigns is excellent or really good, and only Search Engine Optimization (SEO) technologies scored better.

But high ROI's don't happen overnight; you need strong email marketing campaigns to achieve successful results. Here's how you can become an inbox favorite:

  1. It's all about the subscriber. Create a message that speaks to what your subscribers signed up for, want and expect to get. (This doesn't mean recycle a direct mail piece into HTML form). To achieve this, you must also understand that the consumer's wants aren't about your marketing goals.
  2. Compliment email's capabilities. Email marketing isn't an island. Mobile marketing and social media marketing are perfect complementary tools to target your messages. They also allow you to deliver these messages to opted-in users who prefer alternate forms of communication, which inevitably gets you closer to conversions.
  3. Choices are everything. Customers are navigating toward all types of digital channels. Establish additional ways to capture preferences and points of communication other than opting in through a company's website-based email signup form.

Want more insights on building better email marketing campaigns? Get info from our Marketing Knowledge Center.

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