Adobe Campaign guide to email marketing: The next frontier

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Effective Content Strategy for Email Marketing

Article | July 30, 2021

Content strategy is an integral part of email marketing. Without a content strategy, it isn't easy to run an effective and productive campaign. Creating a robust strategy provides the intended results and prevents in effective effort and unused financial resources. In addition, email marketing content is considered one of the best ways to reach many people and persuade them to buy your products or service. As a result, email marketing allows businesses to perform more effectively. Email marketing is an inexpensive form of marketing that delivers high ROI. When your audience subscribes to your emails, they expect something valuable in their inbox. Therefore, the challenge of email marketing is to deliver precisely what they are looking for. Unfortunately, some marketers find it challenging to execute it as they don’t have effective email campaign strategies. Your email marketing plan creates a unique experience for your customers. It helps in producing a cost-effective campaign and provides more value to your audience. It encourages your target audience to experience your products or services. Let’s understand the significance of content strategy for an email productively and concisely. Why Is Email Management Important? Content strategy for email helps brands to prepare and plan for reliable and cost-effective sources. It is the best way to connect with your target audience or customers and build a strong relationship with them. Approximately 54% of emails are viewed on a mobile device. You can experience higher conversion rates on mobile than any other medium by designing engaging and innovative emails. The best part of email marketing is that it is a two-way communication where you allow your customers to react to it. This communication helps create a solid content strategy for email and improves the quality of the same. Marketers use email to drive the target audience to your website, pick up the phone and call, or any other call to action. Email helps track delivery rates, unsubscribe rates, bounce rates, and click-through rates which give you a better understanding of how your email campaign is performing. These metrics also allow making an effective content strategy for email. Here are some vital statistics that show the importance of email marketing and a content strategy for the same. 70% of marketers are actively investing in content marketing. Approximately 78% of businesses have a team of one to three content experts. 77% of companies say they have a content marketing strategy. Email marketing has the highest return on investment for small businesses. The number of global e-mail users is set to grow to 4.48 billion users in 2024. 59% of B2B marketers prefer email for lead generation. 40% of B2B marketers claim that email newsletters are an essential tactic in their content marketing strategy. Email marketing is mainly used for lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%). 77% of B2B companies use an email marketing newsletter as part of their content marketing strategy, and 79% of B2B marketers find email to be the most successful channel for content distribution. According to Radicati’s 2020 Email Statistics report, email is used by over 4 billion people — over half of the world’s population. Create Productive Content Strategy for Your Email With the help of your content strategy for email, you can keep your readers focused on your business. First, let’s understand what makes content strategy valuable and effective. Establish Your Target Audience Establishing your target audience helps you to create engaging and relevant content to fulfill their requirements. Therefore, you should keep your target audience at the center. Additionally, you need to keep your audience in mind while strategizing an email campaign. Define Your Objective Defining objectives is one of the essential parts of the content strategy, which makes your way easier to find out what is essential. Create Engaging Content Most marketers find it challenging to deliver quality content. Quality content consists of appropriate information, well-researched data, a systematic approach, and no grammatical mistakes.In addition, you need to create engaging content that persuades your readers to keep clicking. Design for Mobile It will help if you create a unique content strategy for email that suits mobile. Therefore, it is essential to create mobile-optimized content for your target audience. Try to use high contrast design, mobile-specific codes, and interactive layout. Know Your Key Performance Indicator You have to define your key performance indicators (KPI), which must be measurable and specific. This helps to know your growth in terms of revenue, sales, and traffic. Final Thoughts Planning appropriate content strategy for email is an unavoidable phenomenon. It needs time, patience, and consistent effort. Prominent businesses believe that an effective content strategy helps in converting the target audience into long-term customers. An effective content strategy consists of the latest trends, innovative approach, sharing valuable and relevant information, etc. Implementing the above email marketing plan in an appropriate manner will make your efforts productive and meet innumerable business objectives. Frequently Asked Questions Why is content strategy important for email marketing? Content strategy for email attracts the customers and improves your communication with them. It also helps to gain the highest return on investment. However, without a content strategy, it becomes challenging to influence your target audience. What is the most effective email marketing strategy? There are three things to be noted while creating an effective content strategy for email. Building a solid relationship with your consumers by sharing relevant and personalized messages. Keeping detailed information about your target audience and their requirements. Define your key performance indicators. How do content and email marketing work together? You need quality content to run an effective and productive campaign. Without following content strategy, email marketing does not provide positive ROI. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why is content strategy important for email marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Content strategy for email attracts the customers and improves your communication with them. It also helps to gain the highest return on investment. However, without a content strategy, it becomes challenging to influence your target audience." } },{ "@type": "Question", "name": "What is the most effective email marketing strategy?", "acceptedAnswer": { "@type": "Answer", "text": "There are three things to be noted while creating an effective content strategy for email. Building a solid relationship with your consumers by sharing relevant and personalized messages. Keeping detailed information about your target audience and their requirements. Define your key performance indicators." } },{ "@type": "Question", "name": "How do content and email marketing work together?", "acceptedAnswer": { "@type": "Answer", "text": "You need quality content to run an effective and productive campaign. Without following content strategy, email marketing does not provide positive ROI." } }] }

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Help with your COVID-19 response plan

Article | July 30, 2021

As the world comes to grips with COVID-19, businesses are having to adjust and react quickly. Now more than ever, it’s crucial for organizations to listen to the people they serve and find ways to help them cope with the new challenges they’re facing. At SurveyMonkey, we are committed to supporting our customers around the globe. That’s why we’ve launched new resources to help you navigate the impact of COVID-19, and get the feedback you need to make critical decisions for today, and for the future of your business.

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Why outdated search experiences repel your customers

Article | July 30, 2021

Think about the last time you searched for a product online. If you’re like 93% of digital shoppers, the experience started out in a search box with a few keywords that felt relevant to your desired purchase. Seconds later, a surge of results flooded the browser with sponsored ads from major retailers and brands, and followed by organic results. The long journey to purchase begins as you try to navigate thousands of results across channels. Simply put: search experiences are not enjoyable. Consumers like finding products, not searching for them. The exhausting process of refining keywords, checking off filters, and comparing product descriptions in order to make a purchase has taken the joy of shopping and made it a headache. While the methods of shopping have evolved over the last two decades, the search experience has been pieced together from outdated practices.

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HOW TO INCORPORATE ARTIFICIAL INTELLIGENCE INTO YOUR CONTENT MARKETING

Article | July 30, 2021

In our article about the top content marketing trends to keep an eye on, artificial intelligence was at the top of the list last year and there are no signs that this trend will be slowing down. Chances are you’re already using AI every day, whether you realize it or not. Artificial intelligence makes the language recognition in Siri and the Amazon Echo possible, and powers recommendation programs to keep customers coming back for more. How exactly does it impact content marketing, though? AI and content may seem to exist in entirely different worlds, but there are ways this computing method could help you out along every step of your content marketing strategy.

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