Tools and Strategy

Email marketing, or email journeys, have become increasingly popular. These journeys are an automated way to connect with your customer or potential customer. For the most part, if you are starting an email marketing campaign with an end user, they have already reached out with questions or the need for more information.

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Most end users have already given their name, phone number, or email address. Now that the end user is asking for more information about your company and wants to sign up, it’s time to start researching the best way to manage their email marketing campaign. You also need to create a strategy that will best help them. 

why use content marketing tools and strategy


Email marketing campaigns need a strategy, and it’s nearly impossible to start sending emails without a plan of action. To get the desired results, you must have a well-thought-out strategy that also allows you to track what works and what doesn’t.

Here are a few email marketing strategies to consider:

  • Offering exclusive deals to email lists: Around 85% of email subscribers sign up because they want to save money or receive discounts. Offer potential subscribers something they can’t refuse. Whether it’s free shipping, exclusive in-store discounts, or coupons, you can entice end users to sign up. 
  • Segmenting hot and cold leads: This is basically figuring out which leads are hot and cold while devising a plan to potentially turn those cold leads into hot leads. Allow your automation to do this for you (via journeys).
  • Offering drip content to stay in front of the lead: Drip content is a set of marketing emails that will be sent out automatically on a schedule. For the most part, here is what it looks like: an email will go out when someone signs up, another will go out (1-3) days later, with one more going out the next week (depending on how aggressive you want to be). 
  • Use email lists for retargeting ads (Lookalike Campaigns): Email retargeting is the process of creating marketing campaigns specific to your email subscriber lists. You can personalize your campaigns by placing your customers into categories based on demographic, location, or buying behavior. With the increase in data protection and loss of cookie tracking, an email list is more important than ever in creating a remarketing campaign.
  • New client onboarding: Customer onboarding covers a bunch of different things (additional document needs, training & expectations, and general information). Basically anything that is needed from every new client should be automated. Customer onboarding delivers value to your customer early in the process — as early as their first use, if possible. To avoid onboarding overwhelm, we attempt to make every step as simple as possible.

SMS text messaging is another way to complement the rest of your digital marketing strategy.  Email marketing and SMS text messaging campaigns are two methods that are just a few of the weapons in your marketing arsenal.


The key tool that will be needed to run email marketing will be choosing an Email Service Provider (ESP). An ESP will be the software that’s used to manage and send emails. But this SaaS (software as a service) goes by many names: Email marketing, integrated email marketing, marketing automation, customer experience automation, etc.

Some of the most popular email tools are:

  • Sendinblue
  • Constant Contact
  • Mailchimp
  • Convertkit
  • Autopilot
  • Hubspot
  • ActiveCampaign
  • Campaigner
strategy and tool examples

There are hundreds of email marketing softwares out there to choose from. Most of them also offer a built-in analytics dashboard and usually a suite of additional marketing functionality. Some of them even allow for API access where a developer can pull additional granular & aggregated data for additional analysis. To distinguish which is best, evaluate the needs of the business and decide which ESP offers must-have features (tip: get in as many free demos as you can before purchasing).

From there, use opt-in forms to help build the email list for the business. There are two different types of opt-in: single opt-in and double opt-in.

Double opt-in is often a preferred choice for email marketing because it helps eliminate the possibility of a misspelled email address.

Once you have begun to send emails out, use the analytics dashboard to refine the overall marketing strategy. Looking at opens, clicks, purchase data, website traffic, and more to help shape what adjustments need to be made to the email marketing strategy.

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