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3 secrets to reinvigorating your email marketing efforts

Ours and our customers’ inboxes are getting smarter and knowing when to redirect annoying emails to our spam filter. Don’t be disheartened when email open rates aren’t up to par with what you’re expecting but definitely make a conscious effort to reinvigorate your strategies! Some stats from Return Path ‘s “Global Email Deliverability Benchmark” report showed:

– In the past three years, 1 in 5 emails are delivered to the spam folder or blocked
– Only 76.5% emails are being delivered globally
– In 2006, it was estimated that $52.23 returned for every dollar spent in email marketing
– In 2012, $35.02 is estimated to return for every dollar spent in email marketing

Why is this?

Companies are engaging with customers in multiple ways (social media, mobile apps, pop-ups, in-app messaging, SMS, etc). Email marketing should be a way to complement such efforts.

1. Try sending out emails that are based on usage activity in addition to timed campaigns. Relevance is key!

2. Make sure your timed campaigns capture 7 important parts of the lifecycle email strategy.

3. Segment your audience so can send the right messages to the right people. Make your time and effort put into crafting those emails is worth it.

Ellis Luk

I'm the marketing and communications manager at Totango - but you can call me Chief Content Officer. When I'm not writing, you can find me obsessing over memes, debating grammatical usage or getting distracted by the latest Tumblr gif blogs. Customer love starts with a friendly hello!

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