Guidance for winning the email war

Whether trying to reach clients or colleagues, the inbox is a key communication battleground. Train up your regimen to make sure your messages hit the desired targets.

Email is a potent, enduring weapon for internal and external communications.

Marketing Profs has published an infographic that lays out a data-driven plan for winning the email communication battle. For those who view email as archaic—a broadsword in a B-52 bomber world—the graphic offers a reminder that “72 percent of consumers prefer email as their primary means of communicating with brands.”

Also, consulting firm McKinsey found that email was “40 times more effective at acquiring new customers than social media.” Email still rules in the office, too.

Of course, victory will not just automatically materialize. List building, personalization and segmentation are paramount to command and conquer. According to the graphic, tailoring email to recipients’ interests or affinities can boost conversion rates by 10 percent, and adding a personal touch can increase open rates by 26 percent.

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As for piquing interest and building your list, the infographic recommends producing helpful, tantalizing content such as:

  • Resource guides
  • Mini e-books
  • Video tutorials
  • Webinars
  • Checklists
  • Infographics
  • Workshops
  • Email courses
  • Newsletters

Other email considerations include timing, testing and tweaking as needed, but success ultimately hinges on the notion of sending the right content to the right people at the right time. You can’t just unleash a fusillade of messages and expect positive results; targeted strikes are mission-critical.

Now, raise those field glasses, and survey the graphic below for a debriefing on this crucial theater of communication war.

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