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How to explain the value of email marketing to your boss

It’s one of the most common pain points we hear from our customers: “I understand how valuable email marketing is, but I don’t have time to do all the things I want to do. How can I convince my boss to make email more of a priority?"

As with any strategy, executives want to know what results they can expect (especially in terms of potential leads, conversions, and revenue generated) before they’ll ever commit resources to it. And when you’re talking to someone who doesn’t actually work in the email marketing space on a daily basis, it can be a tough sell.

So we’re here to help. Here are answers to four common questions you might get from your boss about email marketing, plus plenty of stats to prove why investing in email should be a priority for every business.

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The Brainiac Guide to Welcome Email Automation

Why customer service is the new marketing

We were blown away by all of the amazing sessions at Marketing United 2016, but one that really stuck with us was Jay Baer’s closing keynote.

During his talk, Jay spoke about his latest book, Hug Your Haters. At least 1/3 of all customer complaints go unanswered, and “people are sick of being ignored.” And even when brands do respond, they aren’t meeting customer expectations in terms of response time. For example, while 40% of people who expect a response on social media within an hour, the average response time from brands is almost 5 hours.

Fantastic customer service has always been at the heart of what we do here at Emma, so what Jay had to say really struck a chord. Here’s just a few of the high points from Jay’s talk that can help all brands do a better job of serving their customers.

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7 essential tips & tricks for winning the inbox

We all know that standing out in today’s stuffed-to-the-brim inboxes can be incredibly tough. And getting people to actually open and engage with your emails? That’s a beast.

But one of the best ways to ensure your email marketing truly performs is to get some creative inspiration from those already doing it best. Here are 7 examples of brands absolutely killing it in the inbox. Use their expert tips and tricks to give your subscribers the kind of experiences that will convert them into customers in no time... and keep them around for the long haul!


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7 marketing stats you’ll want to casually drop in your next meeting

We’ve said it before, and we’ll say it again (and again, and again) – email marketing truly works. It’s one of the most effective channels you can use to drive your audience toward conversion, and the numbers prove it: Email boasts an insane ROI of 4300%, and 77% of consumers name it as their #1 preferred channel to receive marketing communications.

But the world of email marketing is also constantly evolving. So to fully optimize your email program, you have to stay up to date on all the latest data around what consumers want, which new tools and strategies are proving the most successful, and how to maintain your competitive edge in the inbox.

Here are seven fresh email stats from around the marketing landscape. Use them when planning your email strategy or maybe just bring them up to sound super smart in your next meeting (we won’t tell where you got them).

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What is my email reputation?

Email is probably just one of many ways that you connect and interact with people through your brand. It’s a quick way to tell your customers, friends, and subscribers something that might not be easy (or even possible) to effectively convey in person. Within minutes, thousands of people can get the same message – say about an in-store event you’re having next month. Try doing that in person or on the phone and you’d spend weeks traveling door-to-door or glued to your office chair. You’d probably miss your own event.

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5 marketing lessons we learned from Game of Thrones

When you play the game of email marketing, you win or you die.

Ok, ok… maybe that's a little bit dramatic. But while the inbox isn’t quite as vicious as the Seven Kingdoms, it’s still an incredibly cutthroat space. In 2015, the number of emails sent and received per day totaled over 205 billion (The Radicati Group). That’s A LOT of email you’re competing against every time you press “send.” And like the Great Houses, every brand wants to rule the inbox, so you have to stay on top of your game if you want to come out on top.

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5 things you should know about email verification

You’ve spent the past week crafting the perfect email campaign.

Your boss is thrilled. Your co-workers think you’re brilliant. And you can’t wait to send it out to your prospects and customers. You’re confident it will drum up the leads and conversions your boss has tasked you with acquiring. But as your fingers hover over the “send” key, you remember that you need to run email verification to ensure your email list is clean.

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New guide! Your brain on email: The science to winning the inbox

Scientists have been conducting research for years to unlock the secrets of the human mind – and we’re pretty obsessed with it. But our synapses really start firing when we think about how brain science can be applied to email marketing.

In our latest guide, we discuss 6 fascinating brain science facts complete with examples of how brands are using them to get better results in the inbox. Here’s an example of the kind of helpful tips and tricks you’ll find inside:

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The secret to email success isn’t luck

Wouldn’t it be great if at the end of every rainbow was the secret to email marketing success? As marketers, it’s all too easy to wish for a magic solution to our biggest challenges – something that could increase open rates, compel people to click, and drive an audience to convert. So here’s some great news: That solution exists.

…well, kind of. It isn’t the luck of the Irish or some sort of magic spell – it’s testing. And even though it requires a little bit of effort on your part, the rewards are great. By simply testing different elements of your campaigns and paying attention to the results, you can build a more successful email program in no time.

Want to see how it’s done? Here are five different elements you can test to boost your open and click rates – no four-leaf clover necessary.

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How email and great content can fuel your buyer’s journey

One of the biggest challenges marketers face is finding ways to direct an audience from awareness and interest down the path toward actual conversion.

If you’re not getting leads, or if your leads aren’t converting, they’re falling off at various points in your sales funnel. So you have to find ways to fill the gaps with useful, valuable, and compelling content to successfully keep them moving along. Thankfully – much like a good, wholesome breakfast fuels a solid day – email and great content work together to energize your leads (so don’t skip ‘em). Here’s a look at how combining them will help drive more conversions for your brand.

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