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HOW TO: Make your emails stand out from the crowd

Effective email marketing means lots more work, says Rob Smith, digital director at Blueleaf. Here are three key factors to ensure your email content stays ahead of the competition

Email marketing has long been a favourite tool among marketers for its cost effective nature and it’s hard-to-beat ROI. How is it possible, therefore that so much poor email marketing still gets deleted each day?

It’s because people think the tool is the answer. The mere fact that they are sending emails means they are doing it and succeeding. Nothing could be further from the truth. In a world where we are bombarded every day with messaging from all corners – email, phone, SMS, Facebook and much more, your solitary email has to fight hard to have a chance of standing out from the crowd.

The three words you need to remember to help you differentiate your brand are: segmentation, personalisation and testing. Any decent email marketing allows you to deliver on all three.