Using segmentation, I was able to personalize campaigns by leveraging content that provided additional value to the consumer, which drove sales, and with a few small design changes, I changed the layout on-page to put more emphasis on the elements that resonated the most with our database, improving engagement and leads. Kath Pay , CEO of Holistic Email Marketing London's top marketers dive into creating email campaignsWhen creating calls to action, keep in mind that email is a push channel and website is a pull channel – a key difference that is often overlooked when creating CTAs for emails. With an attraction channel such as a website, the customer is there because they were attracted to the website by wanting to accomplish a task that they set for themselves and have a mission.
Whereas with a push channel like fax list email, we marketers push our offers to them and suggest Would you like to, Why not consider. This means the buyer is more likely to be closer to the top of the buying funnel with email, rather than closer to the bottom of the funnel like with search or website. Everything has to do with intention. Keep in mind that CTAs are the trigger for action and we need to make sure that we ask them to take the most appropriate action based on where they are in the buying process. If the trigger doesn't suit where they are in the purchase funnel, they're less likely to convert. Hadar Graf , author of this article, Marketing Manager EN Markets at Active Trail Hadar GrafI hope you have benefited from these tips from this set of truly inspiring digital marketers.
I'll leave a few words on how you can improve the deliverability of your email campaigns. In general, it's a good idea to clean up your mailing list from time to time. For our own maintenance, at Active Trail we do a deep clean every three to four months, after which we consistently notice a 2-3% increase in deliverability. It might not seem like a lot, but in email marketing, small percentages matter! . Also, when you have very large mailing lists, small percentages are still significant in absolute terms. You can find many articles online discussing different techniques for cleaning your email list, so I won't list them here. The campaign management software you use to send emails is also important when it comes to deliverability.