Last time in Part 1, we covered the when and the who of a successful email marketing strategy — who should make up your groups and segments, and when they should each receive your expertly curated targeted messages. Now, we fill in the rest of the strategy puzzle and offer some tips on how to create the most engaging content to keep your audience opening, clicking and buying.

Making your email campaigns perform like a rock-star isn’t easy. So many puzzle pieces go together to have a high converting campaign. If you are a small business owner trying to take it to the next level, we have some advice for you.

Email marketing is constantly changing – evolving to accommodate the newest advancements in technology. How consumers interact with your emails is changing, and we want to keep you ahead of the curve.

Light bulbs. Batteries. Motor Oil. These are all things that require changing, and there are clear indications when they need changing.

It goes without saying that customer acquisition is vital to the success of any business in the retail and media spaces.

We are creatures of habit. From the moment we get up in the morning, our habits begin to affect how we function. Think about your morning routine – the order in which you perform your daily rituals. Whether it involves hygiene, beverage of choice, breakfast, reading materials, or checking your social channels, there is a developed tendency that provides order and comfort. This concept of how habits are formed, as it relates to branding, is something we should explore.

So, last-click attribution fails to give email it’s proper credit for the sales it drives. So what? Why should anyone care? The sales are still happening. Well, if email is driving more sales than it’s getting credit for, then folks across all of marketing and sales should be interested in rectifying the issue. Why? Because proper attribution clarifies how the various sales and marketing channels support one another. For example, suppose for an offline/online retailer, email drives more bricks-and-mortar purchases than it is given credit for. Hint: It pretty much always does.