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Three Vital Steps for Effective Email Marketing

by Corinne Sklar  |  
October 27, 2014

For too long, marketers have taken the easy way out: emailing every campaign to their entire database. Though simple to execute, such a "batch and blast" approach no longer works in a world where each email competes with thousands of digital, mobile, and social messages. It can be nearly impossible for your email to stand out and get noticed.

But there's good news. You can cut through the clutter by creating personalized email campaigns that are relevant—sometimes irresistible—to the people you are trying to reach.

Companies need to adopt new strategies and technologies that allow them to convert from "broadcast to personal" and drive customer engagement to accelerate business results.

Where do you start?

1. Take control of your data

Create a 360-degree view of all customer data sources

Data reflects your customer's persona and personal traits, and so it can help companies better understand and target relevant messaging to them.

In Bluewolf's annual study (email required for access to report), data was the second largest budgeted initiative for marketers, likely because 63% of marketers don't have a single dashboard to measure marketing activities.

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Corinne Sklar is global CMO of Bluewolf, a global business consulting firm that helps clients produce extraordinary customer moments and accelerate business outcomes.

Twitter: @csklar

LinkedIn: Corinne Sklar

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  • by Ari Thu Oct 30, 2014 via web

    Yes ! Thanks, Corinne. We're all about segmentation at Agile CRM - you can now even include mobile marketing in segmented campaigns - and this is a really clear and succinct introduction to the practice.

  • by Ashley Gelineau Tue Nov 4, 2014 via web

    Thanks Corinne! This is a great article. I especially love the last section about defining campaign success. It's so important to set that up right from the start and not jump in without a clear strategy.

    I also recently wrote this eBook about setting the foundation for your email campaign that some readers of this post might also find helpful. It dovetails nicely with the content presented here!

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