Want to improve your email marketing for 2018? Here are three tips you want to keep in mind.

1. Know (we mean really know) your audience.

We’re not just talking about knowing what they buy. We’re talking about how they like you to communicate.

For example, younger audiences don’t like the hard sell. It’s important to communicate your value, but the hard sell will turn them off.  Younger audiences also tend to be more responsive to user-generated images than to professional photo shoots. They also tend to be more responsive to peer comments and reviews than to company-generated content.

2. Create campaign-specific landing pages.

When your audience clicks through the email, don’t send them to your main website. Send them to a landing page created specifically for that product, that campaign, and that promotion.

Ensure that the content on the landing page matches the content in the email. As your audience clicks through the email to the landing page, you want it to be a smooth, seamless transition.

3. Don’t, don’t forget the CTA.

Although many audiences don’t like the hard sell, they still need to understand what you want them to do. If you focus exclusively on content, they may simply see your email as an information campaign. Include a clear call to action so they know the end goal — to purchase a product, sign up for a webinar, or come to your event.

There is lots of content out there being used for branding purposes. If you are selling something, make sure your promotions aren’t confused as being among them.

Need help getting your email messaging out there? Let us help you integrate your direct mail, email, and other multi-channel content in an integrated, effective campaign.