In House Marketers

I think that having a focus for a length of time across marketing and communication is the key. This could be for a week, month, quarter, or even a year. It will depend on your type of business. Just pick a specific topic, product, or theme that you want to push. For example, you might choose a new product launch or a service promotion as your focus for the month, and that becomes the centerpiece for all your communications.

This means that everything—your social media, blog posts, website banners, and especially your emails—carries that same message. Every touchpoint your customer sees reinforces the focus topic, making it more likely they’ll understand and engage with it. It’s about building repetition and consistency across your platforms, so no matter where your customer interacts with your brand, they get the same clear message. It also allows you to direct your customers. For example, email is typically a short-form content platform, so you use it to highlight the focus and then direct them to your website or blog post to share more information on the said focus.

The key consideration I always prioritize is ensuring that each email aligns with this focus. I don’t want different parts of the business sending out mixed signals. It confuses the audience. By sticking to one clear subject at a time, it helps create more touchpoints. Your customers are far more likely to take notice when they see the same message repeated across different channels.

So, instead of spreading your efforts across too many topics, zero in on one, and make sure all of your emails, along with other marketing efforts, revolve around it. It’s about creating clarity and consistency, which ultimately leads to better results.

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