You don’t hear much about email marketing these days. This is not surprising when considering it is old news compared to social media and the much trendier phenomenons of the digital world. Despite not being as glamorous and hip as it used to be, this old school method is still as effective as it has ever been. Seeing how it has evolved pretty nicely, some might even say it’s more efficient than ever before.

One of email?s many great strengths is its versatility. For instance, you can use it to drive the efforts of a commercial business or a non-profit initiative, an example of how some goals are focused on generating traffic rather than sales. When this is your purpose for email marketing, there are some important factors you need to keep in mind to get good results.Relevance and Value of Content

Email marketing is geared to drive traffic by design. Think about it. When you send a message to your subscriber, the goal is usually to talk them into continuing the conversation in another channel. Whether it is an invitation to a blog, social network, or membership page, email is only the starting point. Still, the relevance and value of your content is crucial regardless of where you are trying to send the reader. If your content does not provide value, it will quickly get overlooked by the other emails the user has accumulated.

Provoke Action

When it comes to an email marketing campaign, compelling copy is just not complete without equally compelling calls to action. In short, you need to clearly explain to the reader what you want them to do. The content in email inboxes nowadays is so irrelevant that many people never make it through the first paragraph of a message before deciding to delete it. If a reader gets to the point where they are supposed to make a decision, yet don’t know what do, it is the email marketer who loses out on a golden opportunity.

Ensure a Smooth Landing

Convincing a subscriber to click a link and visit your website may seem like a great accomplishment, but your work is far from done. That visitor can easily head for the exit as fast as they entered, and your landing page plays a huge role in whether or not they do. This page should be specially designed to greet the reader and welcome them to their new destination. How do you ensure the smoothest landing? Follow the consistency model and base your landing page elements on your email content. The main thing is to keep your design simple so the page appeals to both inbox traffic, and the search engines.

The reputation email marketing has earned as a dependable multipurpose tool is well deserved. It is fully capable of meeting a broad range of objectives and truly makes an ideal fit for businesses of all sizes. With that said, it is a tool that must be executed with precision in order to be effective. You need to bring your A-game if you are going to engage people from the inbox and get them to meet you elsewhere.

About the Author: Aidan Hijleh is a freelance copywriter and serves as the Non-Profit Partnership Liaison for Benchmark Email. Aidan advocates free email marketing services to assist with the flourishing of grassroots organizations.