Build relationships with email subscribers to improve conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 20, 2020, 9:28 AM UTC

Sharing informative content can help marketers engage email subscribers.

This article shares suggestions on getting the most from a rather small email list. Marketer’s focus should be on building relationships with subscribers, rather than the size of their email list. Treating consumers like human beings, asking them questions in emails to build conversations and driving sales is recommended.

Avoid using animated GIFs and graphic banners in emails, as with increasing number of images click-through-rates decrease. Instead, brands should focus on plain text emails, with friendly verbiage to increase the deliverability of marketing emails.

Sharing honest opinions and contradictory beliefs can help spark conversation among email subscribers, leading to an increase in referrals and repeat consumers. The author recommends crafting and sending a lot of emails with varying tones and content to appeal to different personality types of consumers.

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