7 key strategies for improving your email list

Email marketing remains one of the most popular, consistent marketing platforms around. Entrepreneurs and businesses big and small depend on …

Email marketing remains one of the most popular, consistent marketing platforms around. Entrepreneurs and businesses big and small depend on their email lists as a source for their leads. Yet many of these same businesses don’t update their email lists as often as they should. The problem that arises is that consumers on these lists don’t always stick to the same email addresses. After a time, the lists become outdated, and it’s impossible to be sure if your emails are actually reaching your audience.

In addition to maintaining an updated list, companies need to make sure their subscribers are people genuinely interested in their offers. Sending emails and newsletters to the wrong audience is a waste of time and money. Cleaning, pruning and enhancing an email list is therefore crucial for any modern business.

So how can an organization make sure its email list is both accurate and targets the right people? These seven experts from Ad Age Collective share their strategies for how to improve an email list and ensure it remains an effective form of marketing for your business.

1. Optimize your content to make it relevant.

My strategy is to optimize the digital content so that it is relevant to our target audience. Many consumers have a short amount of time, and they are less likely to open a marketing email if it seems to be blatant advertising or spam. Thus, every email should give the reader a reason to open it and to pass on word-of-mouth to other interested viewers. – Duran Inci, Optimum7

2. Focus on ongoing verification and consent.

Conduct ongoing verification of your list and make sure you have consent. I don’t know how many times someone has tried to sell me a list with my own name on it and my college address. – Lana McGilvray, Purpose Worldwide

3. Segment your list based on common features.

You can improve the email list you already have by segmenting it. This means grouping people based on similar characteristics. You can do this according to demographics, interests, purchase history and other relevant details. When you have a segmented list you can send an even more targeted email campaign, which is certain to see higher open rates and conversions. – Syed Balkhi, WPBeginner

4. Use industry-specific gated content.

My advice is to use industry-specific gated content. Let’s be honest, we want ideal customers in our email list. By providing gated content that is relevant to industries that your business is targeting, you’ll naturally gather quality people for your email list. Adding further self-qualifying questions can also allow you to segment the list further into prospects to follow up with, depending on how they identify. – Patrick Ward, Rootstrap

5. Make sure you respect their privacy.

Privacy has become more and more of a concern for consumers, so don’t waste their time or yours. Make sure that your consumer has opted in to your messaging with their initial interest, and then follow up with messages that are relevant, such as discounts or similar content. – Jessica Hawthorne-Castro, Hawthorne Advertising

6. Include fun articles in your email marketing.

In the service business, we’ve had great success engaging prospects by having more fun articles and references within our email marketing. Being human is still a good trait to carry into your marketing strategy — imagine that, right? Anything from cooking or baking recipes, personal picks for color choices on decorations and before-and-after photos has made an impact on open rates. – Rob Palowitz, PALO Creative

7. Attach audience acquisition to your strategy.

Attach audience acquisition to your content marketing strategy! Whenever you produce a valuable piece of content for your audience, include a call to action for the reader to sign up for an email list or newsletter, or to be alerted of future blogs, podcasts, etc. Not only do you have interested parties opting into your content this way, but you’ll also know what interested them. – Holly Fearing, Filene Research Institute

Why brands are turning to digital marketing to survive COVID-19

Of course, digital marketing is no longer anything new. Companies big and small have been using this channel, with varying degrees of success, for a …
6th November 2020PrintEmailShare

To say that 2020 has been a year of change may be an understatement. With lockdown round 2 now in full swing, those changes will only continue. Businesses are fighting for survival: fighting to be seen and heard. As the streets empty again, as businesses lock their doors, and as we all wonder how long this will continue, now is the time to adapt. Now is the time to turn to digital marketing.

Of course, digital marketing is no longer anything new. Companies big and small have been using this channel, with varying degrees of success, for a number of years. Whereas some have made this a major component of their marketing strategies, others have simply paid it lip service: knowing that they should have a digital marketing strategy but perhaps not really understanding why. COVID-19 has now highlighted that ‘why’ in ways that can not be ignored.

A game of hide and seek

With larger companies traditionally relying on trade shows and networking events to keep themselves in the mind of their customers, and smaller businesses reliant on word-of-mouth referrals, what now? With no trade shows, no face-to-face networking, and fewer and fewer people to speak to, businesses have had to find where their customers are now hiding. The answer? Online.

Michael Ryan, who runs an SEO agency in Essex has seen a change in the market, with companies pivoting their offering. He said, ” Our business was born 6 months prior to the pandemic and we were lucky enough to grow throughout. We’re seeing more brands pivoting their offerings to eCommerce or online style services and products to sustain their businesses. Some businesses are flourishing from the amount of activity online. This isn’t possible for every industry, such as travel who are in a desperate survival mode.”

Why digital is the clear winner

Companies can not simply try and ride the storm that is Covid-19, in blind hope that customers will remain loyal and return in their droves. Instead, they have had to learn new ways to be ever-present, to continually communicate, and to show their offerings.

With social media, SEO, content marketing, and the use of influencers all forming part of the digital war chest, there are an array of means and methods to continue communicating with, and selling to, customers. With no sales visits and a lack of networking, it is digital marketing that is allowing companies to reach their office and home-bound customers.

2020 and beyond

Uncertainty reigns. With no end in sight to the current pandemic, companies will continually be forced to explore the world of digital marketing. When the current lockdown is eased, it is difficult to envisage the sales meetings of old, or being welcomed into an office with a warm handshake. Instead, companies will need to continue to make their presence felt and provide alternative sales channels.

As companies begin to see the true value of a digital marketing strategy, one that is professionally implemented, it is plausible that this will quickly become the new norm and that marketing methods of old will fall by the way. Any business that fails to act during the current crisis runs the real risk of being left behind and being in a position that is simply unrecoverable.

Maximize Your Digital Marketing That’s Can’t Miss with Prospects

Channel Futures: What are some tips for building effective digital marketing and social content? Is it difficult to build content that connects with potential …

Digital marketing and social media content are crucial for gaining and building trust with prospective clients.

But developing valuable content for your digital brand can be a challenging process. Having a clear strategy ensures the content is effective and draws the correct response.

In this Channel Evolution Europe keynote, “The Marketing Superpower of Digital and Social Content,” Dec. 1, MSP design and brand expert Claire Jenks will show you ways to attract prospective customers through content marketing strategies. She’ll share how blogs, videos, knowledge banks, infographics, downloadable PDFs and checklists can net results.

Claire Jenks

Claire Jenks

In a Q&A with Channel Futures, Jenks provides a sneak peek of the content she’ll share with attendees.

Channel Futures: What are some tips for building effective digital marketing and social content? Is it difficult to build content that connects with potential customers?

Claire Jenks: The best tips for building effective digital and social content is to think about education, engagement and entertainment. You want to create content that fits into one of these three categories and is more effective when it is. Forget selling. Think about being helpful and sharing more about the business and being human. An easy way to build effective content is to think from your clients’ and potential clients’ perspective. Answering they’re frequently asked questions (FAQs) is a great way of doing this. Sharing case studies that they might relate to is another. People also buy from people. So don’t be afraid to show off the people behind the business and get them involved in creating content.

Join 650+ EMEA channel pros – MSPs, resellers, agents, integrators, consultants, distributors and suppliers – at Channel Evolution Europe Virtual. Register now for this can’t-miss virtual channel event, 1-2 December.

CF: What are some common mistakes that can lead to ineffective digital marketing and social content?

CJ: The most common mistake which leads to ineffective digital and social content is inconsistency. Being consistent with both is where you create the most impact. Businesses will try and do everything, start to create video, blogs, emails, social media as well as running the day-to-day operations. Unless you have a team behind you, this can all become overwhelming and it will all come to a halt. Few months down the line, they start again and the same thing happens. It’s best to find something that works for you, targets your audience in the right way and something you can be consistent with. If you choose to only post on LinkedIn twice a week, that’s absolutely fine. Be consistent with it and the rewards will come.

CF: What difference can effective digital and social content make for your business?

CJ: Effective digital and social content can help to establish you as an authority in your field or area. By using digital and social content to show off your expertise in a helpful way, it goes a long way to keeping you front and center for new potential clients. And it builds the trust and relationships with your current clients, too.

How many people go to social media these days to check a company out? If a potential customer goes to your Facebook page and you haven’t posted in five years, that …

Trends of Digital Marketing Agency

You fail to understand the worthiness of digital marketing in a business. Lack of sufficient information about gaming trends has dramatically affected …

With this generation full of business and marketing opportunities, you should have come across many articles discussing digital marketing. You fail to understand the worthiness of digital marketing in a business.

Lack of sufficient information about gaming trends has dramatically affected many business entrepreneurs as they can’t advertise their products to their customers.

However, the introduction of digital marketing in the business and marketing sector has eased the whole marketing process. Continue reading the article below helping you to understand some of the trends of digital marketing.

1. Good Content Matters

Are you searching for an excellent digital marketing trend to help you advertise your business? If yes, then having good content becomes one of the significant trends you should consider. Since you are marketing your business to many customers, you should ensure you excellently present your content information to ensure your customers understand the content.

As Sonder Digital marketing said, the new algorithm helps a customer use the search engine giant to understand all the natural language in user search queries. Therefore, it is essential to create good content to give your customers an easy time understanding all the marketing content.

2. Interactive Content Becomes Mainstream

Interactive content is another significant digital marketing trend to consider when marketing your business products. This interactive content is flexible enough that allows the user to swipe, click, and even interact with online. According to Outgrow, about 93 % of marketers rate this interactive content to educate the customers.

Many companies can promise to experiment with interactive content types like 360 – degrees videos, augmented reality ads, and Quizzes, and poll. All these formats play an essential role in marketing technology. So, ensure you consider interactive content as it helps the entrepreneur feel more connected to any company around.

3. Use of Messaging Ups to Advertise

Thanks to the business and marketing industry, they introduce a couple of messaging apps to advertise your business products. Talking about messaging app, consider WhatsApp, Facebook, and twitter that attract millions of users worldwide. Many people think that messaging apps are only used when connecting to friends on social media. Since they have over 1 million followers on social media, these apps will help advertise your products to many people. Therefore, with the opportunity to access these messaging apps ensure you use them to promote your business products.

4. Consider Omnichannel Marketing

Omnichannel marketing refers to marketing business products across multiple platforms such as social media, email, apps, and even websites. What makes this trend useful for the business advertisement is that it connects to a large population that may require your products.

Using this Omnichannel is not a walk in the park; you need to follow a couple of tips to ensure its prosperity and seek assistance from people with user experience.


Digital marketing trends have helped take a business to the next level. Both entrepreneurs and customers worldwide benefit from omnichannel, messing apps, and even ideal for voice interaction during the marketing process. Digital marketing is continuing to be accessible and fun thanks to these excellent trends.

Four content marketing tools to consider in your next marketing campaign

Content marketing is a great alternative to consider if you’re not keen on utilising traditional marketing tactics. It is a creative strategic approach that …
media update’s Nakedi Phala takes a look at four content marketing strategies that can lead your brand to great marketing success.

Content marketing is a strategy that has been around since the early 1700s. Yeah … it’s been around that long and it was used by the likes of Benjamin Franklin to share content about his Poor Richard’s Almanack to sell printing services.

It gained momentum in the 1900s and was used by popular tyre brand Michelin when creating The Michelin Guide.This guide offered content that not only looked at the maintenance of tyres, but the maintenance of the whole vehicle.

Time to shift gears and tap into the dissecting of content marketing tools. Here are the four tools that you definitely need to know about:

1. Blogs

Blogs are a great way to share in-depth information about your brand or service.

It’s through blogs that you can establish yourself as an expert in your industry of trade. It’s also through blog content that you can express your expert advice, which can influence the audience to look into your services or product.

Blogs can help give your brand a unique voice and it’s through the style and the tone of the medium that a writer can bring the brand to life. This, in return, gives off a vivid and humanised picture of your brand. It does so by answering those questions that a client or potential client is seeking answers to.

Nowadays, a number of brands offer a blog tab on their websites, saving the customer time of calling and sending emails looking for information. This is just one example of how blogs can be useful as content marketing tools.

2. Videos

Some years ago, creating a video as a marketer for advertising only meant that it would go to television, which was quite costly and, quite frankly, still is.

And once again, thanks to the development of tech, we have many streaming platforms that marketers can consider for their campaigns. Video marketing is the way to go if you’re looking to sell your brand in a short time.

Through video marketing, you have a number of elements to take advantage of, such as:

  • visuals and audio
  • an opportunity to play around with colours, scenes and scenarios that tell a story, and
  • supportive sounds that add quality to the content.

The greatest part about video content is that your audience can save and share the video content to watch later, when it suits them, to learn more about your brand or service.

3. Infographics

Infographics are simplified information in an image, summarised with graphics that cuts to the chase!

They’re great for audiences who are looking for a quick insight. They’re also appealing to the eye through creative graphics. But how do they really benefit the brand? Well, an infographic is an image that you can share on your website’s landing page and social media platforms; it creates engagement, especially on a social media platform like Instagram.

Infographics are also a plus to include in your newsletters because illustrated information is far more attractive than black and white text that is strictly business.

Essentially, infographics are simplified content, easy to engage with, straight to the point, well designed and downloadable for reuse.

4. Social media content

One would argue that a content marketing strategy in 2020 without social media content marketing is incomplete. Well it is … and we’ll explain why!

Social media platforms are a great place to curate content. This makes it convenient for marketers to share content that improves brand awareness and nurture new and existing relationships with consumers. The building of these relationships can be done through posts, clips and links that spark interaction.

See? There are many ways to share content on social media platforms. These platforms also have features that interpret your KPIs, giving you insight on how many users engaged with your content. The analytics are useful to make decisions regarding the brand or the social media strategy.

Utilising content marketing is a sure good way to drive brand sales. Which other marketing strategy do you know of? Let us know in the comments section below.

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Content marketing and brand storytelling are commonly associated since they feed off and complement each other, here’s a read on Content marketing versus brand storytelling.