Is Email Marketing Dead?

Nope, social media isn’t eroding the effectiveness of email marketing – poor strategy is doing that for you. Here’s where email marketing goes wrong: too many emails, not enough quality content and lack of relevant information about the audience.

Think about it: In email marketing, there is already a built-in base of subscribers who want to hear from you. Put in place a planned strategy with interesting content and include a call-to-action to motivate clicks to your desired destination. The goal is to gain more avid readers while not boring–or spamming–your existing audience. 

There are many advantages to using email marketing. When used effectively, it can help leverage sales, retain old customers and generate new clients. It can also help create a clear brand identity through the tone of voice used in your mass communications. 

If you’re reading this because you’ve decided you either (A) want to revamp your existing method or (B) you’re starting from scratch, the key to creating a successful email marketing campaign is the development of a content strategy. Here are a few tips to get you on your way…

Start with establishing your strategy

Before you should even get-going with churning out your emails, it’s important to create a clear content marketing strategy. In doing so, you will ensure that you hit the targets you set out to achieve, while pinpointing your brand’s focus and goals. This should include details on what pieces of content (blogs, articles, promotions, etc.) you plan to share through your eNewsletter and how often. Cadence is very important because you don’t want to be the company who spams all week long when you can likely get by with a weekly email. Although there is no cookie-cutter method for planning your strategy, creating a content calendar that is integrated with your other strategies for social media and paid media is a good place to start. 

GHIDOTTI TIP: Check out our Guide to creating a Content Market Roadmap for a full run-down on how to kick-start your e-marketing structure with a clear plan.  

Make your emails attractive and attention grabbing

One of the greatest email marketing sins is putting too much content in the email itself. Use interesting headlines in bold, visually appealing fonts to grab your reader’s attention, and then use a snippet of text from wherever it is you’re wanting to lead them to that will draw them in. If it’s a podcast, use an interesting quote; if it’s a new study, use a wild statistic featured in the piece. Also – imagery is important! Keep your emails visual with eye-catching photographs and infographics. 

GHIDOTTI TIP: Make sure you resize your images to 72 dpi to ensure they do not slow down inboxes and load normally. 

Integrated Approach

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Utilize your subject line

Depending on your market, the subject line can appear in a multitude of styles. If your audience is young and affluent, and your content is light-hearted, use a hashtag or even an emoji. If your email has links to several different types of B2B content, choose the most interesting piece to feature in the subject line. You should also consider testing different subject lines with your audience to see what keywords or phrases are catching their attention, or if you see more responses from asking a question versus general statements.

GHIDOTTI TIP: If your email is featuring several pieces of content, it is NOT necessary to cram them all into the subject line. Just pick the one that is most attention grabbing and that you believe will be most intriguing to your audience.. 

Don’t ignore the reports

Once you’ve hit ‘send’ on an email newsletter, it can be easy to just have that be the end of it. However, there are so many useful insights that can be drawn from looking at your email report. You can see not only which subscribers opened it, but also what they found most interesting by clicking on content links from within the email. If a large majority of people were only clicking a video interview, for example, but ignoring a written article altogether, you can draw what sort of content your audience prefers. 

GHIDOTTI TIP: It’s important to mention you can also see who UNsubscribes from your database. Now, this isn’t to say that this information should be used to harass! But, it is helpful to see if people in certain professions or certain demographics are no longer finding your content insightful and entertaining. 

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We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position