This month we’re delving into the world of email marketing. Having discussed it with friends and colleagues in the industry it turns out it’s not unlike Marmite.

While for some it provides a valuable opportunity to reach out and engage with prospective or current customers, for others it’s an immoral imposition on your consumer’s time and space, running the risk of sending them to the hills.

For us at Cicada though, email marketing is a valuable asset to have in the digital marketing mix. However, if it’s to work effectively, it should be done with care, creativity and, above all, honesty.

We’ve had a look around the web for best practice in email marketing. There are some great how-tos and how-not-tos; guides to when we should use it and when we shouldn’t; advice on how to enhance it by integrating it with other media.

See what you think. How does email marketing work best for you?

1. 7 Email Marketing Myths (Infographic)

Firstly, Smart Insights dispels some email marketing myths. This article infographic helps to clarify the kinds of attitudes and behaviour among those on the end of an email marketing campaign. Read more.>

2. How to Simplify your Email Marketing Strategy

Pure 360 has some good advice on simplifying your strategy. It’s easy to launch into an email marketing campaign without clearly defining your objectives and expected outcomes or, conversely, over-complicating the process. Their advice: keep it targeted, with defined goals and time frames and be sure to review your results. Read more

3. This is How to Grow your Email List using Social Media

How much have you considered your audience? Before you can begin a marketing campaign, you must have a comprehensive and targeted email list. Here, Adestra shows you some “tried and tested” ways in which you can build up your email database using five main social media channels. Read more


4. 5 Creative Topics to Get your Email Marketing Mojo Back

Getting the tone right for your email content can be tricky, but Vertical Response has some great ideas for breaking the ice. I’d be careful about the “channel your inner comedian” tip though. Not everyone’s as hilarious as they think they are! Read more

5. 19 Ideas for Killer Lead Magnets

Another way of growing your email database is to offer “lead magnets” to encourage people to subscribe to your newsletter or give you their email address. The magnet could be anything from a free toolkit download, to a video course in return for an email sign-up.

Although they’re not for everyone, lead magnets can prove a neat way of doubling your opt-in rate, and convert browsers into trusted customers. Get Response shows you how. Read more

6. More than the Sum of its Parts: Integrating Email, Social and SMS

Following on from this, again from Adestra, an article demonstrating the value of integrating social media into your email campaign, either through amplifying your email content via social channels, or including social share buttons in your emails.

A note about SMS though: make sure you use it appropriately for marketing or it may backfire! Read more


7. 16 Most Important Email Marketing KPIs for your Business

What are your objectives for your email marketing campaign? Econsultancy suggests 16 important KPIs, so you can assess how well they’re converting into real leads. Read more

8. A Check-list for Avoiding Mistakes in Email Marketing

Email marketing can be a minefield if you’re not forearmed. Get Response looks at some of the most common mistakes and how to avoid them. Read more

9. How to Generate and Close More Leads with Email Marketing

How do you use email marketing to generate and nurture leads? Hubspot helps uncover what’s meant by a “lead” and how to reach them via the trusted and most effective mode of email. More particularly, Hubspot discusses the taboos when it comes to lead generation. Read more

10. 25 Tips: Email Lead Generation from Social Media

Similar to number 6, this article from Wishpond looks at the benefits of an integrated media approach to marketing. It discusses the hidden opportunities on social channels to obtain email addresses for remarketing. Read more