If you've landed on this article, you're probably worried about your email marketing. Perhaps you're doing everything "right"—following best-practices, considering email deliverability, and creating engaging content—but you're still not cracking the inbox. You're not alone. It's harder than ever for B2B and B2C marketers to reach their prospects and customers through email.
Rather than over-relying on email, marketers should use their marketing automation platform to reach their audiences in new and better ways. The crawl, walk, run approach outlined in this article will help you slowly diversify beyond email so you can test as you go and avoid overwhelm.
When email isn't bringing the returns you hope for, a first step to diversifying your efforts is to implement on-site or in-app popups. Popups are widgets that appear on-screen to prompt a visitor to take an action. Depending on your product or service, you can experiment with different types of popups. Generally, popups have an image, eye-catching copy, and a CTA button or short form. They can be very effective when used correctly.
... continue reading below
How to Expand Your Marketing Channels Beyond Email: A 'Crawl, Walk, Run' Approach
Don't worry ... it's FREE!
Customer advisory boards help B2B marketers refine ABM programs through deeper insights, stronger alignment, and increased advocacy from key clients. Discover how CABs fuel better results. Read more.
Agencies working with SMBs face rising pressure to prove ROI. Adding SaaS offerings helps create recurring income, retain clients, and differentiate services. Learn how. Read more.
Most agency-side marketing strategists say their discipline is at a crossroads and often considered expendable by clients, according to recent research.
SMB decision-makers say their biggest current marketing challenge is not knowing what's working, according to recent research.
Marketers face pressure for immediate results, but sustainable growth requires balance. Learn how brand and performance marketing can reinforce each other to deliver long-term value. Read more.
Philip Kotler ("the father of modern marketing") and co-author Waldemar Pfoertsch argue that "performance branding" is reshaping B2B marketing by linking brand identity to measurable business results. Read more.