Ryan Hawkinson

Pillar-1: Stakeholders

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Pillar One Stakeholders

Introduction

Every individual that is connected to your business in any capacity is a stakeholder. This includes customers that buy your products or services, employees that develop and provide those products and services, and suppliers that provide you with everything you need to keep your business running. Contractors responsible for transporting meals and transportation to your employees and third-party vendors that you rely upon for your cloud services are also stakeholders you should take into account when developing your digital experience architecture. All stakeholders, regardless of the “depth” of their relationship and interactions with your business, are crucial for its survival and growth. 

In order to understand your stakeholders and how they connect to (or can connect to) the digital experience you create, there are four things you need to understand about these stakeholders:

  • What kind of stakeholders are they – Internal or external? Both different types of stakeholders have different relationships, hierarchies, expectations, connections, and influence on your business.
  • The lenses of your stakeholders define and govern how they perceive your business. These lenses are the mindset of the thought process, inherent heuristic techniques, mindset, etc.
  • The devices stakeholders use to connect and engage with the business or discharge their duties for the business (internal stakeholders).
  • Software and applications bridge the gap between stakeholders using their devices (and wielding their lenses) and the digital experience architecture the company has built. 

Internal vs. External Stakeholders 

Stakeholders in any business can be divided into three broad categories:

Internal Stakeholders: Employees are the primary internal stakeholders. In some cases, contractors and freelancers working directly with the business for a significant amount of time can also be considered internal stakeholders. They require different digital experience considerations than employees whose entire employment lifecycle has to be taken into account for the experience. 

External Stakeholders: Customers, clients, and consumers are the primary external stakeholders, and they differ from business to business. 

Mixed Stakeholders: Suppliers and contractors incorporate traits of both internal and external stakeholders, and the relationship varies based on the depth and frequency of their interactions with the business. 

 

All stakeholders are connected to the business in different ways, and they move through the business differently. The first classification (from an experience architecture perspective) is the three different layers the stakeholders move through. The three layers are input, current, and output. A customer’s input layer would be their journey of becoming the customer of the business (from recognition to purchase), the current layer would be their interaction with the business as recognized/repeated customers, and the exit layer would be the customer moving on to a different business’s products or services. The layers for internal employees would be the entire hiring process (input), their entire employment life cycle (current), and retirement/transition to a different job (output). 

 

Each layer is further divided into funnels, which have their own steps/levels. This division aims to identify the nuances of a stakeholder’s journey through each layer, tie it to metrics and KPIs, track it, and improve it by providing the right experience. These funnels range from simple to sophisticated. A hand-written sign posted in front of a restaurant offering 30% off on the entire menu is a simple two-step funnel (recognition and purchase). In contrast, a business hiring a CTO can be an elaborate funnel different candidates would go through. 

 

Funnels and layers are a crucial part of every business, from traditional businesses with no digital elements to completely online businesses. Making these funnels and layers part of the digital experience architecture requires the use of the following three stakeholder “elements.”:

 

  • Devices: Every stakeholder will use certain electronic devices to connect with a business. For now, mobile phones and computers are chief among them, but as the Internet of Things (IoT) grows, this pool will get significantly bigger. Customers will use their own devices to connect to the business. Employees, on the other hand, may use devices provided by the business. Mixed stakeholders may have access to both. The primary purpose of these devices is to facilitate a connection to the digital experience architecture of the business via software. 
  • Software: It will form the core of the digital experience. The software includes everything from digital marketing channels and online stores for external stakeholders (customers) to tools and proprietary platforms internal stakeholders use while fulfilling their duties to the business. 
  • Data: The combination of hardware and software will be developed, sustained, and improved by data. It’s a massive component of the digital experience, and data collected from different stakeholders is used to improve and fine-tune the digital experience of the stakeholders. 

Lenses

The lenses define a stakeholder’s perception and, by extension, their relationship with the business. It’s driven by multiple factors, including their mindset, thought process, psychology, experience, and emotions. Heuristics, i.e., our mind’s ability to reach conclusions and solve problems by simplifying them, often govern how stakeholders engage with a business. 

 

Concerns/Pain Points

Concerns and pain points are any of the problems the stakeholders are facing that you can solve with your products, services, and processes. 

It’s different for customers (external stakeholders) and employees (internal stakeholders). Pain points for a customer that hasn’t used a product or service like yours would be lack of familiarity, distrust, cost, etc. Your goal should be to connect your product and service to the unmet needs of prospective customers and present your product/service as a realistic answer to those needs. Customers that already use products/services like yours will be more concerned with comparison, i.e., how your products/services differ from your competitors that they have worked with in the past. 

 

For employees, concerns would be mainly around process complexity, procedures, resources, etc. Streamlining the processes and procedures and offering more transparency about resources can help you alleviate the concerns of internal stakeholders. For internal stakeholders, the concerns also include working conditions, work-life balance, compensation, growth, etc. A business should understand what internal stakeholders (employees) are concerned about and if and how these concerns can be answered. Because if it can’t, productivity will go down, and employees might simply leave for a different employer. 

 

In contrast, the concerns of the external stakeholders are mostly associated with the products and services you provide and how you treat and support the customers. This includes everything from pricing to warranties and customer services.

Skills

You have to take the “skills” of your stakeholders into account as well, and it’s a relatively tricky lens. For example, you have designed a great customer experience that takes advantage of cutting-edge technologies like VR and AR, but most of your customers do not have adequate digital literacy skills to benefit from that experience. The ROIs would be abysmal. 

From an internal stakeholders’ perspective, identifying the skills you need during hiring and building upon those skills during the employment lifecycle is crucial to fully leverage your human capital. For internal stakeholders, these skills include communication, conflict management, technology, leadership, problem-solving, and hard skills specific to the role they are hired for. 

For external and mixed stakeholders, digital literacy is one of the most crucial skills, but there are others as well. If you offer financial products, solutions, and services, the customers should have a basic understanding of finances to realize why you are a good match for them (from your marketing/educational material). 

Background

The background of your external and internal stakeholders is another important factor to consider. For customers, the background includes their education level, experience, culture, etc. You can’t market a new herbicide to educated farmers in first-world countries and uneducated farmers in third-world countries the same way because they each have different backgrounds and concerns. For one group, you will focus on its efficiency, safety, and compliance. For others, you will boil down the benefits to price, effectiveness, and ease of use. 

Internal stakeholders bring their own experience and culture to the table. This includes things they were exposed to and practices they were used to in the last workplace, and if there is a radical difference between their past workplace and the current one (yours), you have to ensure that the wrong things do not seep into their actions and how they perform their duties when they are working with your business. If you task lab researchers with field work and expect machinists and fabricators to blend seamlessly into pristine laboratory conditions (without proper induction and support), you will be disappointed with the results. 

Resources

Resources are what stakeholders have available to them, and they should always be tied to what your business’s expectations are from them. Resources have a stronger influence on internal stakeholders since their resources are your responsibility. You have to make sure they have access to adequate resources for the job, and you don’t over or under-provide for them because they might be wasteful with too many resources and unsuccessful without adequate resources. If you don’t provide enough resources, they may push themselves harder and leverage their problem-solving skills, but they will naturally strive for a passable version of your expectations, not the best version. The resources you provide should match the expectations. If you cannot provide the best resources for the job, you should lower your outcome expectations or give them more time and support to work around the disadvantage. 

The external stakeholders’ primary resource that you should be concerned with is their financial resources; make sure it’s an effective match. If you are targeting an audience with a broad socioeconomic background, make sure there are pricing tiers for each segment. Even the most compelling digital experience cannot help you sell your business and services to an audience that can’t afford them or is priced too low compared to what they spend on a similar product; you may not be able to connect with them. You should also match products and services to other resources, like the availability of certain natural elements and infrastructure. You can sell many Jet Skis in landlocked countries or snowmobiles in countries that see almost no ice. 

Desires

Knowing what your stakeholders want from your business, how they want it, and when they want it can have significant consequences on the digital experience architecture you design. The desire for internal stakeholders is mostly connected to their employment with the business. This includes their compensation, the benefits they get, career advancement chances, learning opportunities, work-life balance, etc.

For external stakeholders, the primary desire is to get the best product/services at the most optimal price. Fulfilling this desire requires you to balance their expectations with your cost and profit margins. If you lean too much in either direction, you will hurt either the customers or yourself. 

Building an experience that helps you meet the desires of both internal and external stakeholders will ultimately be beneficial for your business. 

Network

The last lens your stakeholders use to look at your business is the network. For external stakeholders (customers), the network might be their peers, other shoppers who leave online reviews, family members/friends that might have comments about your products and services, and professionals whose advice they respect. The network has a significant impact on how an external stakeholder might perceive your product and may tip the scales in your favor or against them quite easily. It’s important to understand that you can only control this factor to a certain degree. If someone asks their trusted friend for what brand of an appliance they should get and that friend refers to them the brand they prefer, you may have a difficult time convincing them of your product. That’s because they will perceive this choice from the lens of a trusted source which may always weigh higher than your marketing. 

For internal stakeholders, the network is the team/colleagues they work with, as well as mixed stakeholders like contractors and suppliers they are connected to. If the digital experience you are creating makes it easier for your internal stakeholders to leverage their network, you may see a rise in productivity. However, if you completely disregard the network and make ad-hoc pairings/teams, productivity may suffer a drastic blow. 

Devices

Devices are what your internal and external stakeholders will use to digitally connect with your business and are an important part of the digital experience you create.

For external stakeholders, the devices they would use to connect with your business (most of the time) will be their phones or personal computers. They will use their cell phones to either download your application, see your videos, or connect with your business through the social media platforms they are on, using their phones. People who use computers for work may use them to connect with your business. It’s important to take this into account because if you design a digital experience that’s exclusive to one device (phone or computer), you will directly lose the other. If the experience is good on one device and poor on the other, you may lose a significant segment of your target audience. 

If it’s well-equipped for overpowered and featureful devices (with AR/VR capabilities), you may not be able to connect with the audience with underpowered devices unless you serve them an equally engaging version of the experience. You may have more control over the devices you may provide to the external stakeholders, like tablets and kiosks in your physical location, simulators in conventions, gaming consoles, smart devices, or IoT devices you sell them.

You will have significantly more control over the devices your internal stakeholders will be using because you can offer them devices that are perfectly compatible with the digital experience architecture or develop an architecture that matches the hardware. Some of the major concerns associated with devices for two different kinds of stakeholders are:

  • Safety
  • Compatibility
  • Cost (for internal stakeholders)
  • Compliance

 

Software

The software part entails every digital tool, system, platform, and application your stakeholders use to connect with you. We can even stretch it to include your social media presence that external and internal stakeholders can connect with using their devices. 

The software is the most fluid aspect of your stakeholder management because you can develop it from scratch or configure it for your stakeholders. 

For your internal stakeholders, the software will entail every tool they can access to complete their jobs, and choosing the right tool can literally be a make or break for your business. Different employees will need different tools. Your customer experience personnel may need a good CRM tool, while your HR professionals will need tools related to payroll and employee lifecycle management. You can choose each individual tool which may cost more and may be a nightmare to integrate but will probably get you the best in each category. Or you can invest in a consolidated family of tools merged into one platform that’s industry standard for your business. Each consideration comes with its own pros and cons.

For external stakeholders, the software should take into account things like ease of use, transparency, security, and adequate sophistication. 

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Questions Related To Pillar-1: Stakeholders:

Here are technology questions related to Pillar-1: Stakeholders.

Preventing your emails from ending in the spam folder requires proactive measures to ensure proper email deliverability. Here are several strategies you can implement to improve the chances of your emails reaching the recipients’ inboxes:

  1. Use a reputable email service provider: Choose a reliable email service provider (ESP) with a good email deliverability reputation. Popular ESPs often have robust systems to reduce the likelihood of your emails being marked as spam.
  2. Build a quality email list: Use opt-in methods to grow your email list, ensuring subscribers have been given explicit permission to receive emails from you. Avoid purchasing or renting email lists, as they often contain outdated or invalid addresses, increasing the chances of your emails being flagged as spam.
  3. Authenticate your email domain: Implement Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) protocols to verify your domain’s authenticity. These authentication methods help email servers recognize your emails as legitimate and reduce the risk of being marked as spam.
  4. Avoid suspicious content and formatting: Craft your emails with relevant and valuable content, avoiding excessive use of capital letters, exclamation marks, or spam trigger words (e.g., “free,” “guaranteed,” and “discount”). Additionally, be mindful of your HTML formatting and avoid using suspicious coding or hidden text.
  5. Monitor your sender reputation: Keep an eye on your email sender reputation by regularly checking your deliverability metrics and spam complaint rates. Maintaining a good sender reputation is crucial for inbox placement. If your reputation deteriorates, take immediate action to identify and rectify any issues.
  6. Personalize your emails: Address your recipients by name and tailor your content to their preferences or previous interactions whenever possible. Personalization demonstrates that your emails are relevant and legitimate, increasing their chances of being delivered to the inbox.
  7. Provide clear opt-out options: Ensure that your emails include a visible and easy-to-use unsubscribe link. Giving recipients a straightforward way to opt out reduces the likelihood of them marking your emails as spam.
  8. Test your emails: Before sending out large-scale email campaigns, conduct tests to check if they are being delivered to the inbox or spam folder. This allows you to identify potential issues and make necessary adjustments before reaching a wider audience.
  9. Maintaining a healthy engagement rate: High engagement rates (opens, clicks, replies) signal to service providers that recipients want your emails. Encourage engagement by delivering valuable content and maintaining regular communication with your subscribers.
  10. Manage spam complaints promptly: If recipients mark your emails as spam, take immediate action. Remove complaining recipients from your list and investigate the reasons behind the complaints to prevent similar issues in the future.

By implementing these strategies, you can significantly reduce the chances of your emails being flagged as spam and increase the likelihood of reaching your intended recipients’ inboxes. Stay current with email best practices and adapt your approach as needed.

Personalizing email content can significantly increase engagement and improve the effectiveness of your email marketing campaigns. Here are some creative ways to personalize email content and enhance engagement:

  1. Use recipient’s name: Addressing the recipient by their name in the email subject line and throughout the content creates a sense of familiarity and personal connection.
  2. Segment your email list: Divide your email list into smaller segments based on various criteria such as demographics, preferences, purchase history, or engagement levels. This allows you to send targeted emails with content that is more relevant to each segment.
  3. Dynamic content: Utilize dynamic content within your emails to display different sections or offers based on the recipient’s preferences, behavior, or demographic information. This can be done by setting up conditional rules in your email marketing software.
  4. Personalized recommendations: Analyze the recipient’s previous purchases or browsing history to provide personalized product recommendations or suggestions that align with their interests and preferences.
  5. Behavioral triggers: Set up automated email triggers based on specific user actions or behaviors. For example, they sent a follow-up email with additional information or a special offer to someone who abandoned their shopping cart or viewed a particular product on your website.
  6. Location-based offers: Tailor your email content to include location-specific offers, events, or news relevant to the recipient’s location. This makes the email feel more personalized and targeted.
  7. User-generated content: Incorporate user-generated content, such as testimonials, reviews, or social media posts, into your email campaigns. Highlighting customer experiences and feedback adds authenticity and personalization to your emails.
  8. Countdown timers and urgency: Create a sense of urgency by including countdown timers or limited-time offers in your emails. This encourages recipients to take immediate action, increasing engagement and conversions.
  9. Personalized subject lines: Craft subject lines that resonate with the recipient’s interests or previous interactions. Consider using their recent purchase, location, or specific preferences to grab their attention and entice them to open the email.
  10. Surveys and feedback requests: Engage your audience by asking for their opinions and feedback through email surveys or feedback requests. This shows that you value their input and encourage interaction.

Just to remind you, personalization goes beyond just using the recipient’s name. The more relevant and tailored your email content is to each individual, the higher the chances of increased engagement and conversion.

Segmenting your email marketing list is an effective strategy for delivering targeted campaigns to specific groups of subscribers. Here are steps to help you segment your email list:

  1. Define Your Segmentation Criteria: Start by identifying the most relevant criteria to your business and marketing goals. This can include demographic information (age, gender, location), customer behavior (purchase history, engagement level), or specific interests.
  2. Collect Relevant Data: Please ensure you have the necessary data to segment your list effectively. This may involve collecting information through signup forms, surveys, or tracking user interactions on your website or previous email campaigns.
  3. Use an Email Marketing Platform: Choose an email marketing platform with robust segmentation capabilities. Platforms like Mailchimp, Constant Contact, or Campaign Monitor provide features that allow you to segment your list based on different criteria.
  4. Create Segments: Using your chosen email marketing platform, create segments based on your defined criteria. For example, you can create segments for different age groups, customers who have purchased in the last month, or subscribers interested in a specific product category.
  5. Tailor Your Campaigns: Once your segments are defined, create targeted email campaigns that cater to each segment’s specific needs and interests. Customize the content, messaging, and offers to resonate with each group, increasing the likelihood of engagement and conversion.
  6. Monitor and Refine: Regularly analyze the performance of your segmented campaigns. Monitor open rates, click-through rates, and conversions for each segment. Use the insights gained to refine your segmentation strategy and optimize future campaigns.

To remind you, effective segmentation requires ongoing data collection, analysis, and adaptation. Continuously monitor and update your segments based on changing customer behaviors and preferences. This iterative approach will help you deliver more relevant and personalized email campaigns, leading to higher engagement and better results.

Several types of email campaigns are known to be highly effective for engagement and conversions. Here are some examples:

  1. Welcome Email Series: A series of emails sent to new subscribers to introduce your brand, set expectations, and provide valuable information. This campaign helps establish a positive relationship from the start.
  2. Newsletter Campaigns: Regular newsletters keep subscribers informed about your latest content, product updates, industry news, or exclusive offers. They provide ongoing value and maintain engagement with your audience.
  3. Abandoned Cart Emails: These campaigns target customers who have added items to their shopping carts but still need to complete the purchase. Reminders, personalized recommendations, or limited-time discounts can encourage them to return and complete their purchase.
  4. Re-Engagement Campaigns: Sent to inactive subscribers, these campaigns aim to rekindle their interest and encourage them to re-engage with your brand. Offers, surveys, or exclusive content can help reignite their interest and bring them back into the fold.
  5. Upsell and Cross-sell Campaigns: These campaigns promote related or upgraded products to existing customers. By leveraging their purchase history or preferences, you can suggest complementary items that meet their needs and encourage additional purchases.
  6. Seasonal or Holiday Campaigns: Timely campaigns that align with holidays, special occasions, or seasonal trends can capture attention and boost conversions. Offer exclusive promotions, limited-time discounts, or themed content to leverage the holiday spirit.
  7. Personalized Recommendation Campaigns: Based on customer behavior, purchase history, or browsing patterns, these campaigns offer tailored product recommendations. Personalization creates a sense of relevance and increases the likelihood of conversions.
  8. Birthday or Anniversary Campaigns: By sending personalized emails with special offers or discounts on customers’ birthdays or anniversary dates, you can enhance customer loyalty and encourage repeat purchases.
  9. Review and Testimonial Campaigns: These campaigns encourage customers to leave reviews or provide testimonials about their experience with your products or services. Social proof enhances credibility and influences potential customers.
  10. Event Invitations: If you host or participate in industry events, webinars, or workshops, sending targeted emails to invite subscribers can generate interest and drive attendance.

Remember, the effectiveness of email campaigns depends on factors such as audience preferences, industry, and your specific goals. It’s essential to continually test, analyze results, and optimize your campaigns based on data-driven insights to maximize engagement and conversions.

Improving email open and click-through rates is essential for a successful email marketing campaign. Here are some effective strategies to boost engagement:

  1. Craft Compelling Subject Lines: Create attention-grabbing subject lines that pique curiosity, evoke emotion, or offer value. Keep them concise, personalized, and relevant to the content of your email.
  2. Personalize Your Emails: Use recipient’s names and segment your email list to deliver more targeted and personalized content. Tailoring your messages to specific interests or demographics increases relevance and engagement.
  3. Optimize Email Design: Ensure your emails are visually appealing, mobile-responsive, and easy to read. Use clear headings, short paragraphs, bullet points, and eye-catching visuals to enhance readability.
  4. Segment Your Email List: Divide your email list into segments based on demographics, past purchase behavior, or engagement level. Send targeted emails to each segment with content that matches their interests and needs.
  5. Send at the Right Time: Experiment with different send times to determine when your audience will most likely engage with your emails. Analyze open and click-through rates to identify the optimal timing for your campaigns.
  6. Use A/B Testing: Test different elements of your emails, such as subject lines, CTAs, or visuals, to identify what resonates best with your audience. A/B testing helps you make data-driven decisions to optimize your email campaigns.
  7. Clear and Compelling Call-to-Action (CTA): Make sure your CTAs stand out and are easy to click. You can use some actionable language, create a sense of urgency, and place your CTAs strategically within your email.
  8. Improve Email Deliverability: Maintain a clean email list by regularly removing inactive or bounced email addresses. Monitor your sender reputation, use a reputable email service provider, and follow email marketing best practices to ensure your emails land in the inbox.
  9. Provide Valuable Content: Offer valuable and relevant content to your subscribers. Provide educational resources, exclusive offers, or personalized recommendations to keep them engaged and eager to open your emails.
  10. Optimize for Mobile: With a growing number of people checking emails on mobile devices, ensure your emails are mobile-responsive. Test your emails across various devices and email clients to provide a seamless experience.
  11. Encourage Social Sharing: Include social sharing buttons in your emails to encourage subscribers to share your content with their networks. This can expand your reach and attract new subscribers.
  12. Continuously Analyze and Refine: Monitor and analyze your email metrics, including open rates, click-through rates, conversions, and unsubscribes. Identify patterns, learn from your data, and make adjustments to optimize future campaigns.

By implementing these strategies and continuously optimizing your email marketing efforts, you can improve your email open and click-through rates, leading to higher engagement and better results.

Growing an email list is crucial for a successful email marketing strategy. Here are some best practices to help you expand your email list:

  1. Create Compelling Opt-In Incentives: Offer valuable incentives to encourage visitors to subscribe to your email list. This could include exclusive content, discounts, free resources, or access to a members-only area. Ensure the incentive is relevant to your target audience and provides genuine value.
  2. Use Clear and Visible Opt-In Forms: Place opt-in forms prominently on your website, blog, or landing pages. Make them visually appealing and easy to fill out. Communicate the benefits of subscribing and set expectations for the type and frequency of emails subscribers receive.
  3. Implement Pop-up or Slide-in Opt-In Forms: Consider using pop-up or slide-in forms to capture visitor attention and prompt them to subscribe. Use exit-intent pop-ups that trigger when a visitor is about to leave your site.
  4. Leverage Social Media: Utilize your social media channels to promote your email list. Create compelling posts highlighting the benefits of subscribing and provide a link to your sign-up page. You can also run social media contests or giveaways that require email sign-up for entry.
  5. Use Gated Content: Offer premium content such as e-books, whitepapers, or webinars and gate them behind an email sign-up form. This encourages visitors to provide their email addresses in exchange for valuable information.
  6. Optimize Landing Pages: Create dedicated landing pages with persuasive copy and a strong call-to-action to encourage visitors to subscribe. Remove distractions and focus solely on the sign-up process.
  7. Collaborate with Partners: Partner with influencers, complementary brands, or industry experts to cross-promote each other’s email lists. This can help you tap into new audiences and expand your reach.
  8. Collect Emails at Offline Events: If you attend trade shows, conferences, or other offline events, allow attendees to subscribe to your email list. Use physical sign-up sheets or QR codes that lead to an online sign-up form.
  9. Run Referral Programs: Encourage your current subscribers to refer their friends or colleagues to join your email list. Offer incentives, such as discounts or exclusive content, for successful referrals.
  10. Optimize for Mobile: Ensure your email sign-up forms and landing pages are mobile-responsive. With the increasing use of mobile devices, providing a seamless experience for mobile users is crucial.
  11. Please promote your Email List in your Email Signature: Include a link to your sign-up page in your email signature. This allows every email you send to serve as a potential opportunity to grow your list.
  12. Provide Multiple Subscription Options: Offer different subscriptions, such as a weekly newsletter, product updates, or special promotions. This allows subscribers to choose the content they are most interested in.

Following relevant data protection regulations and obtaining explicit consent from subscribers before adding them to your list is essential. Building a quality email list takes time and effort, so please focus on attracting engaged subscribers who genuinely want to hear from you.

Building an effective email marketing strategy requires careful planning and execution. Here are some critical steps to help you create a successful email marketing strategy:

  1. Define Your Goals: You can start by identifying your objectives. Determine what you want to achieve with your email marketing, whether it’s driving sales, increasing website traffic, promoting brand awareness, or nurturing customer relationships.
  2. Understand Your Audience: Develop a clear understanding of your target audience. Conduct market research, analyze customer data, and create buyer personas to understand their preferences, needs, and behaviors. This information will guide your content creation and segmentation strategies.
  3. Grow Your Email List: Focus on growing a high-quality email list of engaged subscribers. Offer valuable incentives, such as exclusive content, discounts, or free resources, to encourage people to sign up. To capture email addresses, use lead generation strategies like website opt-in forms, social media campaigns, and gated content.
  4. Segment Your Audience: Divide your email list into segments based on demographics, interests, purchase history, or engagement levels. Segmentation allows you to deliver personalized and relevant content to different groups, increasing engagement and conversion rates.
  5. Create Compelling Content: Develop engaging and valuable content that resonates with your audience. Craft attention-grabbing subject lines, write concise and compelling copy, and incorporate visuals that enhance your message. Experiment with different content types, such as newsletters, product updates, educational content, or promotional offers, to keep your emails diverse and exciting.
  6. Design Mobile-Responsive Templates: Optimize your email templates for mobile devices since many subscribers read emails on smartphones and tablets. Please make sure your emails are visually appealing, easy to read, and have clear calls-to-action (CTAs) clickable on mobile devices.
  7. Automate Campaigns: Implement email automation to streamline and personalize your communications. Use automation tools to send welcome emails, birthday greetings, abandoned cart reminders, or nurture sequences based on subscriber actions or triggers. Automation saves time, enhances customer experience, and allows for targeted messaging.
  8. Test and Optimize: Continuously test different elements of your emails, such as subject lines, CTAs, design, or send times. A/B testing can help you identify what resonates best with your audience and optimize your campaigns for better results. Analyze key metrics like open rates, click-through rates, conversions, and ROI to measure the effectiveness of your email marketing efforts.
  9. Maintain Compliance: Familiarize yourself with email marketing laws and regulations, such as the CAN-SPAM Act and GDPR. Ensure you have the permission to send emails and include an easy opt-out option in every email to promptly comply with unsubscribe requests.
  10. Monitor and Analyze Results: Regularly track and analyze the performance of your email campaigns. Use email marketing analytics tools to gain insights into subscriber behavior, campaign effectiveness, and ROI. Adjust your strategy based on data-driven insights to improve future campaigns.

Please remember that building an effective email marketing strategy is an ongoing process. Continuously refine your approach, adapt to changing market trends, and stay connected with your audience to maximize the impact of your email marketing efforts.

How much is active campaign?

  1. Lite Plan: Starting at $9 per month for up to 500 contacts.
  2. Plus Plan: Starting at $49 per month for up to 500 contacts.
  3. Professional Plan: Starting at $129 per month for up to 500 contacts.
  4. Enterprise Plan: Custom pricing available for larger businesses with higher contact needs.

Please note that these prices and plans may vary depending on the specific features, number of contacts, and any additional add-ons or customization options. It’s always recommended to visit ActiveCampaign’s official website or contact their sales team for the most accurate and updated pricing information.

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