As we round out the first quarter of 2017, it is the perfect time to look back at the year so far and identify email marketing campaign opportunities for the rest of 2017, and beyond. Email as a marketing medium continues to grow, making it increasingly necessary to create separation and differentiation within the inbox.
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I’ve recently proclaimed 2017 as the year of Customer Driven Marketing. Of course, I don’t actually have any type of authority to issue such a declaration. However, I do have a blog and a perspective derived from much experience.
Today begins a new chapter of our collective history, a day on which we need the diversity of thought as we face the challenges and opportunities of tomorrow. On days like today, it’s more important than ever to focus on the universal values that we hold dear. Values like celebrating diversity, embracing kindness, and doing good in a world that can often feel like it’s filled with anger, fear and confusion.
Let’s face it, marketers have a tough job. They’re constantly anticipating the needs of millions of customers on a daily basis. They’re always leveraging data and learnings from prior campaigns and conversions, often times throwing darts, hoping something sticks at the right moment. Sometimes we find the mark, and sometimes we don’t. Either way, there’s one group of decision makers that will always hit the mark, the customer.
Did you know that one of the biggest mistakes in promotional email marketing is driving traffic to your home page? Why is this not a good strategy? Because the purpose of a home page is to start the conversation. In an email campaign, the conversation has already started and a landing page is a continuum to that conversation. Why not help users to quickly find what they’re looking for and make a conversion that will quantify your email campaign?