Has your agency looked into email marketing? It may seem old-school compared to something like Twitter, but it is still a great way to generate new business. If you have been sending out the same “Happy Birthday” emails every year for five years, try something new for a change! Here are some ways to make your email marketing efforts a success for your business:

1. Monitor the frequency of emails. A common mistake is assuming that the more emails you send out, the higher the chance for engagement. Often this could have the opposite effect, as people do not want their inbox constantly cluttered. Think about how many emails you would want to read and set a reasonable limit.
2. Set up some promotions. People love being involved in a promotion, especially if it can save them some hard-earned cash. A 2014 study by Neilsen found that 27 percent of US online shoppers subscribe to commercial emails in order to save money. If you are offering a special bundling deal or discount, do not be afraid to let people know if you think they could be interested.
3. Track all the data you are getting. Data programs like Google Analytics can help you keep track of things like conversions and open rates. If hardly anyone is opening a certain type of email, it could be time to take it out of the rotation and go back to the drawing board. If it is not getting you anywhere, spend your time creating something that will!
4. Make it easy to read and understand. Nobody has time to read the great American novel while they are checking their email. Keep your text to a manageable length (we suggest 300 words or less). If you think a sentence does not serve a purpose, you should probably get rid of it. You should also ensure you are making it easy for the prospect or customer to follow up. If you are pitching something, include clearly laid out next steps for when people are interested.
5. Try to be memorable! Keep in mind, the people you are reaching out to are probably receiving a stream of constant emails just like yours. A little humor and a catchy subject line can go a long way.

If you are an Zywave client, talk to your Client Success Manager or our Help Desk about building a campaign. Improving your email marketing strategy can give your business a boost.