5 tips for making the most of your email marketing

Pinpoint its value to your specific audience, keep it clear and concise, and experiment with infographics and other formats.

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Email marketing offers tremendous ROI and has one of the best average conversion rates.

Of course, none of that matters unless recipients open and find merit in your message, so let’s review five ways to ensure your email efforts soar:

1. Know what the audience wants.

For instance, if your audience is CEOs and other executives, you may want to keep your offer brief and informative—or include market research and data that relates to their industry. That sort of email would differ greatly from an email campaign targeting IT professionals.

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Likewise, differentiate emails going to Gen Z consumers versus Baby Boomers.

2. Prioritize short-form content.

Create emails for busy audiences on the go. Picture someone sifting through messages on a coffee break, making split-second decisions on whether to click or delete.

Your email therefore must be mobile-friendly.

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