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. 

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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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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.


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.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if 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 winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • 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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email