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Creating a Great Email Marketing Program

Great email marketing isn’t about that one (mythical) killer message. It’s about an on-going program that connects you to your target audience in relevant ways as they make their way through their buying process. Having a relationship-building mindset will help you improve your email marketing results.

Start at the Beginning

Welcome emails are a great place to start because “striking while the iron is hot” isn’t just a saying for blacksmiths in the old West. It is a real thing in marketing. If someone has just signed up for your email newsletter you know you have their interest — right now! — and right now is exactly when you should act.

Capitalize on that interest by engaging with your new subscribers while they are at their most receptive. Make your initial message warm and friendly, talking about the promise you’ve made (and intend to keep) to deliver information they’ll find useful.

Provide a small taste of that value and you’ll have created additional good will and have paved the way to more engagement going forward.

Actions Speak Louder Than Words

Unless you sell just a single product or service, your audience is likely to consist of various segments. Tailor subsequent emails to serve each of those segments based on their interests. The product or service you’re marketing may still be the same, but the benefit you focus on in your marketing should address the pain point the prospect needs to address.

Email Marketing to Match Buyer Journey

Your email marketing program must also serve your target audience’s interests at each stage of the buying journey. Different content will be of value for folks who have moved from the awareness stage into “consideration.” The same holds for those who are beyond that and now may be actively evaluating competitive options.

Tailoring of both these types can be done in simple ways, even manually in some cases, or in much more sophisticated and automated ways. Regardless of your budget and the size of your list, there’s no excuse for not tailoring your message to prospect interests and place in the buying journey. Examine your email program to see how close you come to this approach. Better yet, sign up as a subscriber and evaluate the experience first hand.

Andrew Schulkind

Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured? A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms find a more strategic and productive mix of tools that genuinely support online brand goals over time. With a passion for true collaboration and meaningful consensus, his work touches social media, search-engine optimization, and email marketing, among other components. He views is primary goal as encouraging engagement. Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either. Andrew has presented at Social Media Week NY and WordCampNYC, among other events, on content marketing and web-development topics. His technology writing appears on the Andigo blog, in a monthly column on, and for print and online publications like The New York Enterprise Report, Social Media Today, and GSG Worldwide’s publications LinkedIn & Business, Facebook & Business, and Tweeting & Business. Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")

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