Emails are about as direct as it gets in marketing. And it excels at reaching people you might not connect with otherwise. It’s the perfect blend of low-cost, high-impact that suits this kind of market perfectly and allows you to get extra value from email marketing.

To maximize what you can achieve, you need a game plan that's both smart and flexible. Here's how to elevate yours…

1) Timing is everything:
Sending your emails at the right time can make a big difference. While there's general advice on when to send, the real magic happens when you tailor this to your own audience's habits. Dive into your data, if you have it. But also use your competitive advantage of knowing your customers inside out. 

You don’t want to just optimize for when everyone sends emails, but try to picture when your customers might be most receptive to it. For example, if you’re selling a habit-tracking app, late Friday isn't going to be your time. 

2) Stand Out from the Crowd:  
But you also need to leverage what makes your brand unique by presenting it in a fun way.  Being genuine and injecting a burst of your brand’s personality goes a long way. Give them something different, something memorable.

And if you’re nervous to over-commit to something new, try A/B testing to find your sweet spot.

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3) Fine-tune your Frequency:
‍Bombarding your audience with too many emails is a no-go. But you also don't want to disappear from their radar. Strike a balance that keeps them interested without feeling overwhelmed.

‍4) Give them the wheel:
‍And if your customers want to unsubscribe, let them. They’re never going to convert anyway. But how many potential customers might not have unsubscribed, if they had the option to just pause emails or reduce the frequency down to one a month? It’s something to consider when building out your preferences page.


5) Get them Back:
‍Got customers who've gone quiet? A reactivation campaign can help reignite them. These are people who were interested in what you offer at one point. With the right message, you can remind them why they liked you in the first place and get them excited again.
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Email marketing isn't just about sending out messages. It's about building genuine relationships, understanding what your audience needs, and delivering value that resonates with them. 

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By utilizing the direct nature of them, you can find a perfect balance in communications that allows you to either maintain or grow relationships with the customers you don’t always get to talk to. 

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And in a market where every little helps, it’s a low-cost investment that has indefinite leverage. For every new customer in your funnel, the same work is doing even more to help your business. 

So take this as the sign to refine your strategy and open the door to new opportunities to grow. 

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