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1. In today's plot of digital marketing there are different social media channel to
communicate. But e-mail marketing still plays a faithful role to serve customers,
nurture leads and drive conversations. Below are the potentials of e-mail marketing:
 Building a high quality e-mail list: The successful e-mail marketing campaign
depends on creating high quality e-mail list. There are few strategies to create
high quality e-mail list like:
o Creating valuable lead magnet: Offering valuable and attracting offers in
exchange of e-mail address. This includes free e-books, checklist,
whitepapers, templates etc. But it must be ensured that the lead magnets
must be similar with the target audience's interest.
o Optimizing Sign-up forms: Placing well-designed and prominent sign-up
forms in website, landing page and blog posts is also important. The form
must be simple and must want minimal information initially. Additional
information can be collected through progressive profiling. The form
must be simple and easy to understand.
o Using Pop-up or Slide-in Forms: It is also important to use pop-up or
slide-in form to capture visitor's attention while leaving website. Offering
an enticing incentive or highlighting the value the customer will receive
works as a strategy to join the e-mail list.
o Leveraging social media: Promoting e-mail list on social media by sharing
exclusive contents snippets or previews that can only be accessed through
e-mail is another strategy to build high quality list.
o Segmenting list: Market segmentation means creating a cluster among the
audiences. Aggregation helps to build a strong target audience, creates
high engagement and reduces the chances of unsubscribing.

2. o Hosting webinars or events: Offering webinars, workshops or events
relevant to the targeted audience helps to create a strong e-mail list. It’s
required to register the participants using their mail id. This process not
only helps to generate mail list but also helps to create more engagement
with attendees.
o Sending consistent e-mails: Don't let your customer forget about you.
Sending mails with relevant contents help to build strong and trustworthy
customer base. Consistent emails create anticipation, provide value and
keep audiences connected to the particular brand.
 Crafting compelling email content: Email marketing is a powerful tool to
connect with the audience, creating brand value, and driving sales. To create
beneficial email marketing, it is important to create lucrative email content that
will attract more target audiences. Here are some tips to create most out of email
marketing:
o Knowing target audience: Before creating content firstly it is important to
know about audiences. Who are they, their demographic instance, what
are their interests, their demand from the brand etc. Main factor is that
content must be resonate with the audience's interest.
o Writing attractive subject line: Subject line plays a key role in creating
perfect email content. Audience will first see the subject line. It must be
attention-grabbing and relevant to the content of the mail. Above all
action oriented language, personalization and urgency are key factors to
attract target audience to open the email.
o Keeping email concise: Keeping email in short and to the point plays
another major role to increase target audience. Using short paragraphs,
keeping bullet points and subheadings will be easy to scan and digest.
o Using engaging visuals: Visual content can help to break the content of
mail and make it more visually attractive. That is to say, using high
quality image, videos and gifs will attract more viewers and reinforce the
message.
o Personalization of content: Personalization of email can create more
traffic and makes it relevant. By using subscriber's personal details,
purchase history, and other activity can tailor content to their interest
and bring more traffic.
o Including a clear call-to-action: Email should have a clear call-to-action
message that tells a customer what they will have to do next. Whether
they have to buy a webinar, make a purchase, participating in any
contest, or download a resource, it must be written in that call-to-action
message.
o Testing and optimizing content: Most importantly testing and optimizing
the content, subject line and call-to-action is important to create a perfect
email campaign. It will be excellent to use an A/B testing to check what
resonates better with the audience's interest. Lastly it will be better to
check Google analytics to check open rate, click-through rate to optimize
content for better result.
Email marketing remains a powerful tools for business to connect with more audiences,
drive engagement and achieve their marketing goals.