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How can email marketing strengthen your organization's relationships with stakeholders?

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Email marketing is not just a way to promote your products or services, but also a powerful tool to build and maintain trust, loyalty, and engagement with your stakeholders. Whether they are customers, prospects, partners, media, influencers, or employees, email marketing can help you communicate effectively, authentically, and consistently with them. In this article, we will explore how email marketing can strengthen your organization's relationships with stakeholders, and share some best practices and tips to optimize your email campaigns.

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Linda Ama Segbefia

Corporate Communications Officer at UBA Ghana | Public Relations (PR) | Event Management | Media Relations | Content…
Nana Yaa Agyepong

International Dev't || Communications || Law

1 Why email marketing matters for PR

Public relations (PR) is all about creating and managing a positive reputation for your organization, and influencing the perceptions and behaviors of your target audiences. Email marketing can support your PR goals by allowing you to deliver personalized, relevant, and timely messages that showcase your brand values, stories, achievements, and social impact. Email marketing can also help you generate feedback, referrals, reviews, and testimonials from your stakeholders, which can boost your credibility and visibility in the market.

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Linda Ama Segbefia

Corporate Communications Officer at UBA Ghana | Public Relations (PR) | Event Management | Media Relations | Content Development| Marketing
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Examples I have seen are brands using very catchy visual in their email marketing to draw attention of people. In order for people not to by pass yours, make sure to make your message concise and think of creative ways to visualize the message as well.

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Semevo Sebuava

Strategic Sales & Marketing Leader | Elevating Brands through Communications, Digital Marketing, and Content Marketing | Driving Business Growth & Development | AgriTech Enthusiast | Pursuing 100Folds Success.
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True!!!, we leverage weekly newsletters which facilitate stakeholder engagement. As a communication expert, it's proactive on your part to increase your value propositions to clients through regular updates on micro and macro issues that affect your clients and their businesses. Showing a level of empathy about their business is important. This would reflect the value you can offer them to keep doing business with you.

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2 How to segment your stakeholders for email marketing

One of the key advantages of email marketing is that you can segment your stakeholders based on their characteristics, preferences, behaviors, and needs. This way, you can tailor your email content and frequency to match their expectations and interests, and avoid sending irrelevant or spammy emails that can damage your reputation. For example, you can segment your customers by their purchase history, loyalty level, location, or satisfaction score, and send them different types of emails, such as welcome emails, newsletters, offers, surveys, or re-engagement emails.

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3 How to craft engaging email content for your stakeholders

The content of your email is essential for capturing the attention and interest of your stakeholders, while conveying your brand personality and voice. To craft engaging email content, you should consider the subject line, preheader, body, and footer. The subject line should be clear, catchy, and relevant to the email body; you can use questions, numbers, emojis, or personalization to make it stand out. The preheader should provide more context or a call to action for your email; you can use it to highlight the main benefit or value proposition of your email or create curiosity or urgency. The body of your email should use clear and concise language, avoid jargon and fluff, and be broken up into short paragraphs, bullet points, or subheadings; you can also include images, videos, or graphics for visual appeal. Finally, the footer should include your contact information, social media links, an unsubscribe option, and a disclaimer or privacy policy.

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Nana Yaa Agyepong

International Dev't || Communications || Law
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Bringing your call to action to the forefront of your email is important. Most people don't read through the entire email, so grabbing their attention early in the subject line or first line of the email works. Additionally, be direct in your subject line and offer the main point upfront. For eg: an email titled, "Here's your 20% discount code!" is more likely to be opened than one merely titled "Take advantage of our sales!"

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4 How to measure and improve your email marketing performance

To ensure that your email marketing is effective and aligned with your PR objectives, you need to measure and analyze your performance. Delivery rate indicates the quality and validity of your email list, while open rate shows the attractiveness and relevance of your subject line and preheader. Click-through rate measures the interest and engagement of your stakeholders with your email content, while conversion rate shows the effectiveness and persuasiveness of your email content and call to action. Lastly, unsubscribe rate indicates the dissatisfaction or disinterest of your stakeholders with your email frequency or quality. With these metrics, you can evaluate your email marketing performance, identify its strengths and weaknesses, and use A/B testing, surveys, or feedback forms to experiment with different elements of your email content.

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5 How to avoid common email marketing mistakes

Email marketing can be an effective PR tool, but mistakes can harm your reputation and relationships with stakeholders. To avoid this, determine the right balance between staying in touch and being annoying, and give stakeholders the option to choose their email frequency and preferences. Additionally, send emails that are personalized, relevant, and valuable to them. You should also only send emails to those who have opted in, comply with email marketing laws, provide an unsubscribe option, proofread and test emails for errors or broken links, and optimize them for mobile-friendliness and readability.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Linda Ama Segbefia

Corporate Communications Officer at UBA Ghana | Public Relations (PR) | Event Management | Media Relations | Content Development| Marketing
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We agree that email marketing is cost effective as compared to other marketing platforms. This should however not make us overuse email marketing because it cost close to nothing. Receiving too much email marketing can sometimes irritate people. Do it in moderation and be strategic about it.

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How can email marketing strengthen your organization's relationships with stakeholders?

1

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3

4

5

6

1 Why email marketing matters for PR

2 How to segment your stakeholders for email marketing

3 How to craft engaging email content for your stakeholders

4 How to measure and improve your email marketing performance

5 How to avoid common email marketing mistakes

6 Here’s what else to consider

Public Relations

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How can email marketing strengthen your organization's relationships with stakeholders?

1

2

3

4

5

6

1 Why email marketing matters for PR

2 How to segment your stakeholders for email marketing

3 How to craft engaging email content for your stakeholders

4 How to measure and improve your email marketing performance

5 How to avoid common email marketing mistakes

6 Here’s what else to consider

Public Relations

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