If your email marketing efforts are not bringing the results you’d like, it may be time to make good use of your marketing automation platform to broaden your audience reach. 

If this sounds a bit daunting, no worries. You can use a “crawl, walk, run approach” to consolidate other channels into your marketing strategy. It can work like this:

• “Crawl” into additional marketing tactics by adding popups to your website and/or app. This is typically simple to do. However, don’t shoot yourself in the foot with ill-timed or irrelevant popups that annoy your web visitors or app users. Use an engaging image, copy that pops, and a CTA button or short form for popup types such as:
  • Discounts or offers
  • Newsletter signup
  • Demo or trial
  • Invitation to a webinar or other event
  • Gated content
  • Getting feedback
• “Walk” further into an updated strategy with SMS messaging. SMS can be quite beneficial, as it yields high open rates – up to 98% - which leads to high engagement rates. Some SMS tactics to consider include:
  • Careful consideration of the initial setup, such as opt-in reminders and registering your SMS sender ID for brand recognition.
  • Use best practices, such as using SMS carefully so you don’t overwhelm your audience and cause them to opt out. Timeliness is more important than frequency.
  • Use of UTMs can help with tracking the effectiveness of individual messages.
• “Run” to expand use of targeted social channels. By using carefully considered social channels, you can send out personalized campaigns more effectively.

While you’re revving up your marketing efforts on other channels, you should keep your email strategy going as you move in other directions. It will serve as a means to engage your audience while you’re learning and testing the other marketing channels.