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Where your customers are

Email marketing: Showing up right on time

Get your audience exited about your business.


Estimated time: 3m

The rise of social media was supposed to mean the death of email marketing. Instead, email marketing continues to be a reliable method of digital communication for many organizations and businesses.

To send marketing emails, you need an email marketing system. This is a type of software that allows you to design and send emails with discount codes, new product releases, contests, business updates, community news and more to hundreds or thousands of people at once. Some businesses produce a regular newsletter that includes all of the above in one message. Regardless of the kinds of messages you send, make sure to have a consistent strategy and provide value. Here are a few additional tips:

  • Focus on the open. Even though email is incredibly useful, most recipients will keep scrolling. How do you get them to click? Start with a compelling subject line. Engaging subjects that don’t feel like clickbait but do offer a little suspense can boost open rates a lot. Also pay attention to how you show up in the “From” section. Is it a generic sender or a person (or organization) that your customers want to hear from?
  • Develop a call to action (CTA). Every email should have one main goal and a CTA, otherwise your customers can get lost in the weeds of your message. Make your CTA clear and specific. For example, “See what’s hot for spring” is more effective than “Learn more.” It’s helpful to test different approaches to learn what works best with your audience.
  • Personalize your message. Many email marketing tools allow you to insert tags that pull information about the recipient from your database and include it in a message. Even small personalizations can translate into higher open rates and more sales.
  • Create FOMO. No one wants to feel like they’re missing out on a great deal or a bit of fun. Can you develop a strategy that gets people excited for the next email?
of consumers believe email is the best channel for company contact, preferring it almost twice as much as any other channel.

Source: “DMA Consumer Email Tracker 2020,” Data & Marketing Association.

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For informational/educational purposes only: The views expressed in this educational website and associated resources may differ from those of other employees and departments of JPMorgan Chase & Co. Views and strategies described may not be appropriate for everyone and are not intended as specific advice/recommendation for any individual. Information has been obtained from sources believed to be reliable, but JPMorgan Chase & Co. or its affiliates and/or subsidiaries do not warrant its completeness or accuracy. You should carefully consider your needs and objectives before making any decisions and consult the appropriate professional(s). Outlooks and past performance are not guarantees of future results. Participants compensated.

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