Email marketing is nothing new so we aren’t going to waste your time talking about why you need email marketing. However, email is a saturated space so what is new are the tactics you can implement to make your email marketing strategy more engaging.

With 86% of consumers reporting that they WANT email from the brands they buy from, your email marketing strategy should give consumers what they want–engaging emails that don’t waste their time. 

This post aims to help you revamp your email marketing strategy so that you send the type of emails consumers crave. Through running a ton of email marketing campaigns for our clients, we’ve extracted 8 new ways you can breathe more life into the email you send.

Perpetuate Social Proof

Why it’s a good idea: You know your brand well. And you can likely write pages about why your products or services are superior. But is that what consumers want?

Social proof in emails gets the point across about your brand in a trusted manner. Consumers trust brands less than ever before so it’s smart to curate third-party content that talks positively about your brand as consumers respond better to tips and information about brands from their peers.

What to include in this type of email:

• Social posts from consumers featuring your brand
• Links to blog posts that mention your brand
• Influencer generated content
• Snippets of online reviews
• Customer quotes or testimonials
• Case studies

Combine Email Efforts With Other Outlets

Why it’s a good idea: Embrace a multi-channel approach to email marketing by implementing different touch points that compliment your email efforts.

When you send out an email, pair it with other digital strategies while preserving the theme or messaging.

What to include in this type of email:

• Social posts
• Blog posts
• Landing pages
• SMS

Embrace Interactivity

Why it’s a good idea: Consumers love emails that aren’t just a wall of words coming at them. Successful email campaigns offer interactive features. These types of emails stand out in the digital inbox clutter as they let your readers participate in the content.

What to include in this type of email:

• Quizzes
• Polls
• Surveys
• Questionnaires
• Giveaways

Send Gift Guides During Holidays

Why it’s a good idea: Consumers love gift guides and you can create gift guides full of purchase options for every holiday. Of course you’ll include products from your own brand but to make the gift guide not feel overly self-promotional, include products from like-minded brands as well.

When consumers read a gift guide, it’s usually with the intent to purchase so the conversion rates are really high.

Emailing a gift guide can aid consumers with shopping while gaining extra sales for your brand. It’s a good idea to plan ahead for any shoppable holiday so that consumers have time to read your gift guide and purchase in time for the holiday.

What to include in this type of email:

• Valentine’s Day gifts
• Easter gifts
• Mother’s Day gifts
• Father’s Day gifts
• Gifts for Thanksgiving hostesses
• Christmas gifts

Highlight Behind the Scenes Content

Why it’s a good idea: Consumers are interested in more than just your products or services. They like to know more about the brands they support so instead of sending out the usual sales emails, share stuff about your brand. 

What to include in this type of email:

• Why you started your company
• How your products are created
• Pictures of your brand going about it’s daily business
• Happy consumers interacting with you and your co-workers
• Sneak peeks of products that will be released soon
• How your products work
• Employee interviews

Offer Exclusivity 

Why it’s a good idea: Who doesn’t like to feel like they’re on the inside?

When enticing someone to join your email list, emphasize what they will gain. And once a consumer subscribes, give them a reason to not unsubscribe. 

The bottom line is that you want all of your contacts to feel like part of your brand, not an extension. 

What to include in this type of email:

• Sales for subscribers only
• Coupons
• Chance to order products early
• Free shipping
• Consumer spotlights

Reshare Thought Leadership Content

Why it’s a good idea: You don’t always need to rack your brain for creative weekly emails. A perfectly good and easy email to create is the curation of thought leadership content.

In your email, list and link to industry related content. This is ideally a mix of your brand’s content and like-minded content from other creators. The goal is to establish thought leadership and position your brand as a resource. These types of emails have low unsubscribe rates because they’re not salesy. 

What to include in this type of email:

• Your brand’s blog posts
• Blog posts from like-minded blogs
• UGC
• Case studies (external and internal)
• Influencer posts

Humanize Your Brand By Featuring Employees

Why it’s a good idea: Consumers crave a human connection more than ever before. Instead of featuring sales emails about your products or services, highlight actual people in some of your emails.

What to include in this type of email:



• Employee of the month
• Industry tips from the inside
• A video highlighting employees who physically make your products
• Pictures of employees with their families
• An interview style email featuring employee insights

What email marketing tips do you have to engage with current and potential consumers? We’d love to read all about it in the comments below!