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5 Must-Read Articles to Focus your Marketing Strategy for 2017

It’s April, which means Spring is finally here. People are emerging from their Winter hibernation and actually leaving their homes! Okay — maybe Winter isn’t that bad, but it’s nice to see some more daylight at least.

Spring is also a great time for change! Now is the perfect opportunity to refocus your marketing efforts and refine your strategy. This will set you up for continued growth and a successful rest of the year.

With that in mind, we have gathered the top 5 articles about email marketing and growth strategy for the month of March. These resources are sure to help you hone in on exactly what you need to succeed in 2017 with laser-like precision!

Source: GIPHY

How to Not Be Gross in Your Emails

Today’s consumers are highly perceptive, and they don’t like “gross” marketing. This includes using clickbait headlines and other tricks designed to get people to visit a page.

Pretty gross, right?

In this post, Really Good Emails’ writer Guion Pratt sits down with Clair Byrd, the VP of Marketing at InVision to learn the secrets of their email marketing success and get tips on things to avoid. Because InVision serves a community of product designers and creatives, they are hyper-aware of the marketing tactics that do not fly with today’s more savvy consumer.

Byrd’s outlines her philosophy as follows:

As marketers, we need to do better. The communities we serve deserve better. We shouldn’t have to resort to cheap tricks and bait-and-switch tactics to generate leads. People are bombarded with messaging all day long — everyone is savvier and guards their time and their inboxes more carefully.

The article goes on to discuss exactly what is “gross marketing,” and how you can rise above these tactics to provide real value for your customers.

2017 Email Signup Benchmarks: Here’s How Many Visitors Should Be Subscribing

Is your site generating the right amount of leads?

One of the best ways to keep people coming back to your site is to get them on your email list. Once they sign up to receive emails from you, you have the power to build that relationship and keep them coming back.

But, how do you know if your site is getting enough people to sign up for your email list? Sarah Peterson from Sumo has the answer in her recent email signup benchmark post. Sarah is an experienced online entrepreneur and marketing content writer.

In this post, Sarah examines statistics from users of Sumo popups to see what has worked, and what could be better.

To give you an idea of the numbers:

  • Average email opt-in rate is 1.95%
  • The top 10% of marketers average a 4.77% opt-in rate

Of course, these numbers are just high-level averages. Sarah goes much deeper in the post to give you actionable tips on how to improve your signup rates. She also explains the logic behind why these tips work, and how you can make them work together to improve conversions on your website.

7 Risks of Data-Driven Content & 8 Tips to Avoid Them

Content creation is an important part of digital marketing. But, creating just any old content isn’t very effective. Developing a process for coming up with content ideas that provide value to your customers is the key to success.

With everyone out there (including me) stressing the importance of data to drive your content creation, Sofie Angevaare goes a little against the grain in this recent post on CrazyEgg. Sophie is a marketer from the Netherlands with several years of experience in content management and marketing. She acknowledges the necessity of taking a data-driven approach to content marketing (especially for initial insights and measuring results), but also points out some of the risks.

As she explains in her opening remarks:

The main reason why it is risky to look at numbers as the ultimate (or only) way to get valuable insights, is that they can easily be misinterpreted. Although it is advisable to keep yourself well-informed about best practices and trending topics, it is less favorable to regard them as ‘golden formulas’.

This post will help you make sure that you are focusing on the right numbers and not getting lost in the process.

How to Make Sure Your Digital Marketing Strategy is Results-Driven

Are you making assumptions instead of measuring your digital marketing strategy performance? It is easy for marketers to fall victim to experience bias — “I’ve been doing this X years and I know what works.”

While experience is important, hypothesizing or assuming you know what works in digital marketing is never a good idea. Especially because everything you do with digital marketing is measurable nowadays. There’s no need to wonder whether your ad is bringing the right people in, or if your content is driving people to convert. You can answer all the questions you have with data. This makes setting goals and tracking progress for your marketing strategy much easier, and much more important. Once you build your digital marketing strategy around measurable goals, you can easily decide where to focus your energy.

Measuring Digital Marketing Strategy

Alexandra Tachalova recently published a post on the Moz Blog about what types of goals you should be setting. She also discusses where you should look to measure the progress of your goals and how to experiment with new ideas. Alexandra is a seasoned digital marketing consultant with almost a decade of experience helping businesses open up to new markets and boost sales.

This post will outline the important aspects of how you should be setting and measuring your goals. It also shows you where you can experiment to improve results even more.

The Growth Marketing Process: How to Shake Your Growth Hack Addiction

“Growth hacking” has become a hot topic in the marketing field over the past 5-10 years. But, some people are still unclear about exactly what the term means.

Shannelle Mullin from ConversionXL aims to clear up some of the confusion with this recent blog post about growth marketing. Shanelle is a content and growth marketer with a background in PPC, SEO, content, analytics, and PR.

In this post, she discusses the importance of process over tactics (or “growth hacks”) when trying to drive growth. Her process outline looks like this:

  • Validate your product and business model before launching a growth process.
  • Choose a repeatable, data-driven process over throwing tactics at the wall.
  • Set the goals and the timeframe.
  • Come up with experiment ideas.
  • Prioritize your experiment ideas.
  • Run the experiment.
  • Analyze the results.
  • Archive and distribute the takeaways.

If you want to know exactly how to implement each of these steps in your own growth process, you need to check this article out!


With these resources, you should be ready to revamp your marketing strategy and continue growing your business. Don’t be afraid to experiment with new ideas, and always be sure to measure your progress!

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5 Must-Read Articles to Focus your Marketing Strategy for 2017

time to read: 5 min