Your address will show here +12 34 56 78
Branding, Email Marketing, Marketing, SEO

Hiring an email marketing agency can be a strategic investment for businesses aiming to enhance their digital marketing efforts. The email marketing cost of engaging such services varies widely based on several factors. These include the agency’s reputation, experience, and the scope of services offered. Typically, prices range from a few hundred to several thousand dollars monthly. 

Understanding these variables is crucial for businesses seeking to allocate their marketing budget effectively and maximize their return on investment (ROI) from email campaigns. In this blog, we delve into the specifics of what can influence the pricing of email marketing agencies. This empowers businesses to make informed decisions tailored to their marketing objectives and budget constraints.

Factors Affecting the Cost of Hiring Email Marketing Agency Services

Email marketing agency factors

Basic packages may cover email template design, campaign setup, and analytics tracking. More comprehensive plans may include A/B testing, segmentation strategies, and ongoing optimization. Additionally, costs may fluctuate based on the email list size, the frequency of campaigns, and whether the agency offers custom content creation or automation services.

Ultimately, the cost of email marketing agency services can range anywhere from $500 to $25,000 per month (and beyond). This depends on the number of subscribers you have, the extent of the work your company will handle, and the platform you choose.

Consider these four factors to get a clear idea of what agencies typically charge for high-quality email marketing services which yield excellent results.

1) Comprehensive Campaign Management

Comprehensive Campaign Management

When considering an agency, it is important to decide on the scope of work you want them to handle. Some agencies will manage individual campaigns, while others will develop and execute your entire strategy.

For comprehensive campaigns, it is  important to consider any email campaigns you already have in place. For instance, if you already have cart abandonment emails and a welcome series, adding lifecycle emails will be less costly compared to building each behaviorally triggered email from scratch.

For mid-sized businesses working with an agency, rates typically range from $2000 to $10,000 per month.

2) Platform Requirements for eCommerce Email Marketing

Another important factor to consider is the platform. Some email marketing firms will require that you select a specific platform. While having a choice is beneficial, the cost of your subscription to that platform is typically not included in the agency’s rates.

For example, a list with 20,000 subscribers could cost an additional $375 with Klaviyo email marketing or $189 with Mailchimp (view a comparison of Klaviyo vs. Mailchimp for more details). These costs can add up significantly as your subscriber list grows.

Some ecommerce email marketing companies use their own platform and include the cost in the baseline price. This option can save you money and usually provides the most value, as the agency is extremely familiar with its platform capabilities.

3) Main Number of Subscribers and Campaign Frequency

Another key cost factor is the number of subscribers on your list and how often emails are sent. These two metrics, combined, determine your send volume.

Typically, the larger your subscriber list, the higher the cost. Some agencies may charge up to $2000 per month for a list of 10,000 subscribers, with one email blast per month. This might be manageable if you don’t send emails frequently. However, if your list grows rapidly, you may incur additional fees for higher send volumes.

For agencies that charge per recipient, costs can escalate quickly. For example, a list of 100,000 subscribers at $0.03 per recipient would amount to $12,000 per month for a weekly newsletter. While this might be justifiable if your business relies heavily on these emails, most companies will find a flat-rate pricing model based on list size which will be more cost-effective. To manage these costs, consider scrubbing your email list. 

4) Email Template Designs

Email Template Designs

The cost of your email campaigns also depends on the type and number of templates you use. Basic designs can range from $500 to $1,000, while more advanced options can exceed $2,000.

Two main factors influence template pricing: whether you need just coding or a full design. Coding-only templates are cheaper but require you to add your own graphics and details. These templates ensure a consistent structure across all campaigns, are responsive across email clients, and are easy to edit on your preferred platform.

Incorporating design into the template includes imagery and a color scheme that aligns with your branding. This will create a more customized and visually appealing email. This option is more expensive but can be worthwhile if you lack an in-house designer.

To maintain engagement, we recommend using a mix of template types. This ensures your more exciting emails remain impactful without losing their appeal over time.

5) The Importance of Email List Quality and Verification

Maintaining a high-quality email list is crucial for effective marketing. An email list filled with no-response contacts can waste your marketing resources used for email campaigns. To ensure a top-notch email list, focus on continually attracting new, engaged subscribers. Numerous tools are available to help build your email list like popups, paid advertising and organic traffic generation via SEO services.

If you need to clean up your existing email list, some services can help. These email services may identify and remove invalid, bouncing, and unresponsive emails. As your email deliverability volume increases, the cost per email decreases (as you’re sending to a smaller, more engaged segment of users).

Sending emails to an unhealthy list can significantly harm your open rates. While a healthy email list typically has an open rate of around 20-30%, an unhealthy list will see much lower percentages.

6) Email Marketing Campaign Pricing Based on Business Scope

Email Marketing Campaign Pricing Based on Business Scope

In a Retainer Service (scope-based) pricing model, a fixed flat rate is established based on a defined scope of anticipated work over a specified period. This approach is particularly favored by email marketing agencies, especially for clients requiring continuous management of monthly email marketing campaigns.

The retainer model allows agencies to cultivate stronger client relationships by promoting better communication, mutual understanding, and alignment with goals. Clients benefit from consistent access to ongoing support and specialized expertise from the agency.

Typically, retainer fees for email marketing services fall within the following ranges:

  • Small to Mid-Sized Businesses: Retainer fees generally range from $2,000 to $5,000 per month, catering to smaller businesses or those with simpler and lower-volume email marketing requirements.

  • Mid to Large-Sized Businesses: Medium to large enterprises with more intricate email marketing strategies, larger subscriber lists, and higher email volumes can expect retainer fees starting from $6,000 per month, potentially scaling up to $20,000 or more per month.

How Much is the Cost of Bulk Emails?

Cost of Bulk Emails

When you need to send a large volume of emails for your campaigns, marketers refer to this as email blasts or bulk emails. Although “email blast” isn’t the most favored term in the industry, it effectively describes the process.

Email blasts differ from regular email campaigns and their email open rate. They are less targeted and personalized, reaching as many of your subscribers as possible. They are typically used for general announcements or sales where segmentation isn’t crucial. Bulk email service providers are capable of handling these large email volumes efficiently. But how do these providers charge for their services?

They use a rate known as Cost Per Mill (CPM), or Cost Per Thousand (CPT). This defines the cost of sending a thousand emails.

How Much Will a Growing Email Marketing List Cost?

The costs associated with acquisition vary depending on the type of emails, industry, and desired quality.

Factors influencing list growth costs include:

  1. Expenses for driving traffic
  2. Costs of using landing page builders and opt-in forms
  3. Expenses for acquisition campaigns
  4. Costs related to content creation and/or sign up incentives
  5. Conversion rates from traffic to sign-ups

Can We Determine the Realistic Cost of Email Marketing Services?

Realistic Cost of Email Marketing Services

When exploring options for Klaviyo email marketing agencies, you will encounter a variety of pricing structures. The key consideration is finding the right balance between cost and quality. Some agencies may offer retainer services starting as low as $500 per month, but they may be low quality, high volume agencies. Some agencies might cost you a pretty penny, but the quality of graphic design, real marketing copywriting and the technical excellence of a high end team can absolutely still yield 60x ROI or greater. 

To understand these pricing models, it’s important to grasp the composition of an effective email marketing team. Typically, such a team consists of three to five specialized roles:

  • Strategist Email Marketing Manager
  • Email Marketing Designer
  • Email Marketing Developer
  • Email Operations Expert
  • Quality Assurance Specialist

Additionally, a copywriter may be part of the team, either dedicated or shared across marketing functions.

It i s unrealistic to expect one person to excel in all these areas or to have sufficient time to cover them comprehensively. Even individuals claiming diverse skills may overlook critical details or fail to recognize mistakes.

Reputable agencies command higher fees because they deploy a team of specialists in each of these domains to manage your account effectively. For instance, the average salary of an email marketing manager can be approximately $91,000 annually, illustrating the investment in expertise.

These costs are distributed across multiple clients, enabling agencies to offer a comprehensive team-focused approach without compromising quality. Agencies offering unusually low prices often manage a high volume of accounts per team member, potentially affecting the amount of attention and expertise dedicated to your campaigns.

Wrapping Up: Let’s Turn Clicks into Clients and Emails into Excitement

Turn Clicks into Clients and Emails into Excitement

Discover the Power Of Precision with Forge Digital Marketing expertly crafted email campaigns. We specialize in turning your audience into loyal customers through targeted, engaging content. Our tailored strategies ensure your message reaches the right inbox at the right time, maximizing open rates and conversions.

Whether you’re launching a new product, promoting a special offer, or nurturing leads, our team delivers results-driven email marketing solutions that elevate your brand. Trust Forge Digital Marketing to harness the full potential of email marketing and propel your business forward. 

Finally, for small businesses, expenses can cost $20 for a cheap ESP subscription (email service provider) and a huge time investment in teaching yourself that would be much better spent on other areas of building your business. If you opt for agency services, expect to budget a minimum of $2,500 or more, but be much better set up for success in a shorter period of time. 

The most underestimated cost of an email marketing campaign is time. Remember, time equals money, so include it when calculating overall expenses.

It’s important to note that investing in email marketing doesn’t guarantee revenue or success. Results depend on your strategy and its execution.

why choose Forge for email marketing


Frequently Asked Questions

1) Which aspects to consider while hiring an email marketing agency?

Explore the variables that impact pricing, such as the scale of your email campaigns, the complexity of your target audience segmentation, and the level of customization required for your email content.

2) Are there different pricing models for email marketing agencies?

Understand the various pricing structures, including monthly retainers, project-based fees, and performance-based pricing models, to determine which option best aligns with your business goals and budget.

3) What is the typical range of costs for hiring an email marketing agency?

Gain insights into the average costs associated with hiring an email marketing agency, ranging from budget-friendly options for small businesses to comprehensive strategies for larger enterprises.

4) How can I ensure transparency in pricing when hiring an email marketing agency?

Discover strategies for evaluating agency proposals, including requesting detailed breakdowns of costs, understanding any additional fees or charges, and clarifying what services are included within the quoted price.

5) What ROI can I expect from investing in email marketing services?

Know the potential return on investment (ROI) from partnering with an email marketing agency. This includes benchmarks for open rates, click-through rates, and conversion rates, and assessing the profitability of your marketing investment.


Branding, eCommerce, Marketing, SEO

The rapid shift towards online shopping has heightened the need for strategies that not only attract but also retain customers in a fiercely competitive digital market. Central to these strategies is the art and science of email marketing, a tool that has demonstrated resilience and adaptability amidst evolving consumer behaviors and technological advancements.

Enter Klaviyo, a platform that has swiftly risen to prominence in the realm of ecommerce email marketing. Its success is not just due to its robust email marketing capabilities but also its exceptional ability to integrate seamlessly with a wide array of other ecommerce tools and platforms. Today, we’ll explore how leveraging the power of Klaviyo can enhance your ecommerce growth strategy and boost conversions.

What is Klaviyo and its Use in eCommerce Marketing?

Fundamentally, Klaviyo stands out as more than just an advanced email marketing platform; it possesses a remarkable capability to capture and analyze customer data, translating it into deeply personalized marketing initiatives. This platform goes beyond simply sending emails; it crafts narratives tailored to each individual based on their interactions, preferences, and behaviors.

To get started with Klaviyo, businesses need to set up their Klaviyo account and integrate it with their e-commerce platform. This process includes installing the Klaviyo tracking code, importing customer data, and configuring essential settings. Once the foundation is set, businesses can begin leveraging Klaviyo’s powerful features.

Klaviyo’s strength lies in its integrations! The true power of Klaviyo lies in its ability to integrate with other eCommerce tools and platforms, enabling businesses to create cohesive, data-driven marketing strategies.

For Example: Shopify, a leading ecommerce platform, provides a comprehensive suite of tools for online retail. Integrating Shopify with Klaviyo enables seamless data synchronization, facilitating highly targeted email marketing campaigns based on customer purchase history and behavior. Additionally, Shopify’s growth strategy focuses on expanding its merchant base through innovative product enhancements, strategic acquisitions, and robust partnerships while continually enhancing its platform’s scalability and user experience.

Top 6 Klaviyo Features That Amplifies the Growth Strategy For eCommerce

Klaviyo Features That Amplifies the Growth Strategy For eCommerce

1) Perform Segmentation for Targeting 

Klaviyo’s segmentation capabilities allow you to send personalized messages tailored to specific customer segments based on criteria like purchase history and browsing behavior, enhancing engagement and conversion rates.

By tailoring your messages to specific segments, you can deliver highly relevant content that resonates with your audience and meets their current needs. This precise targeting boosts engagement and enhances the chances of conversions.

2) Enable Personalization for a Tailored Experience 

Personalization is crucial in today’s marketing landscape, and Klaviyo excels in helping businesses create a personalized experience for their customers. Through dynamic content and personalized product recommendations, Klaviyo captures the attention of your audience towards your ecommerce brand and makes each communication feel tailor-made for them.

Imagine sending an email to a customer who abandoned their cart with personalized product recommendations based on their browsing history. Klaviyo’s dynamic personalization turns missed opportunities into conversions to elevate your ecommerce growth strategy.

3) Allow Automated Flows for Relevant Communication 

Klaviyo’s automation features generate customer journeys that are both relevant and timely. Whether it’s a welcome series for new subscribers, a post-purchase follow-up, or a re-engagement campaign for inactive customers, Klaviyo’s automated workflows guarantee that your e-commerce business delivers the right messages to the right people at the optimal moments in their customer journey.

Additionally, automated flows save time and contribute to building stronger customer relationships by delivering truly relevant content. You can also embed Klaviyo forms on your Shopify store to increase customer engagement. 

4) Integration with eCommerce Platforms for Data-Driven Insights 

Klaviyo’s integration with popular eCommerce store platforms such as Shopify, BigCommerce, and WooCommerce allows businesses to leverage their customer data effectively. By accessing real-time insights from your eCommerce platform, Klaviyo enables you to create targeted campaigns, from cart abandonment emails to product recommendations, grounded in the latest and most relevant customer data.

5) Do A/B Testing for Continuous Optimization 

Measurement and optimization are essential for all advertising strategies. Klaviyo’s A/B testing features enable you to experiment with different elements of your email campaigns, such as subject lines, content, and visuals. By analyzing the results based on your business’s customer base, you can refine your approach and design, continually improving the effectiveness of your emails. 

6) Loyalty Program Integration and Marketing

Integrating loyalty programs with Klaviyo can significantly enhance your eCommerce growth strategy by creating a more personalized and engaging customer experience. Leveraging Klaviyo to manage and automate communications for your loyalty program not only streamlines operations but also boosts customer retention and value.

These are just some of the basics Klaviyo offers, along with many more amazing and unique features. Create a list of ecommerce growth ideas and start campaigns that resonate with your audience, drive engagement, and analyze your data to improve the shopping experience of users on your website.

Expert Tips to Elevate Klaviyo eCommerce Growth Strategy

Klaviyo eCommerce Growth Strategy

To make the most of Klaviyo’s e-commerce marketing and enhance customer retention and acquisition efforts, businesses should adhere to these best practices:

  1. Establish clear goals and objectives for every campaign.
  2. Segment the audience based on pertinent criteria.
  3. Customize content to connect with individual customers.
  4. Track and assess campaign performance utilizing Klaviyo’s analytics tools.
  5. Continually experiment and refine campaigns for improved outcomes.
  6. Stay informed about Klaviyo’s latest features and updates.
  7. Keep abreast of industry trends and integrate them into marketing strategies.
  8. Deliver value to customers through informative and captivating content.
  9. Cultivate robust relationships with customers by delivering consistent and pertinent messaging.

Assessing the E-commerce Performance of Your Klaviyo Integrations Using Key Metrics

Effectively measuring the success of your Klaviyo integrations requires looking beyond surface-level metrics like open rates and click-throughs. It involves delving into data to understand the nuances of customer behavior and campaign effectiveness.

Here are key metrics and analytical approaches to gauge the success of your integrated marketing campaigns:

  1. Customer Lifetime Value (CLV): Assess how integrated campaigns influence the long-term value of each customer, not just immediate sales. Integrations like Shopify can provide data on repeat purchase behavior, helping you determine if your campaigns are fostering lasting customer relationships.

  2. Segment Performance: Use Klaviyo’s segmentation tools to monitor different customer groups’ responses to your campaigns. This can reveal unexpected trends or niche segments that respond particularly well to specific types of content or offers.

  3. Attribution Modeling: Move beyond last-click attribution models to analyze which marketing channels and messages along the customer journey were crucial for conversions. Integrations with platforms like Facebook Ads or Google Analytics provide a holistic view, uncovering non-obvious paths to purchase.

  4. Churn Rate Post-Campaign: Not all engagement is positive. Track churn rates following specific campaigns to identify if any marketing efforts inadvertently drive customers away, an often overlooked but crucial metric.

  5. A/B Testing Results: Utilize Klaviyo’s A/B testing capabilities to test email elements and gauge the effectiveness of different integration strategies. For example, compare campaigns using customer loyalty behavior or other matrices.

  6. Conversion Rate Across Platforms: Analyze how conversion rates vary across ecommerce platforms (Shopify vs. WooCommerce) and customer touchpoints (email vs. mobile app notifications). This can highlight platform-specific strengths and weaknesses in your strategy.

  7. Email List Growth Rate: Monitor how integrations with lead capture and form-building tools contribute to your email list growth. A slow growth rate might prompt a strategy revision.

  8. Social Media Engagement Metrics: For integrations with social platforms, assess engagement metrics like shares and comments, not just direct conversions. High engagement often signifies strong brand awareness, which can lead to increased conversions.

  9. Cost Per Acquisition (CPA): Calculate the CPA for campaigns using integrated tools and compare this against campaigns without integrations. This helps evaluate whether the added complexity of integrations is cost-effective.

  10. Customer Feedback and Satisfaction Scores: Use data from customer service tools to gauge customer sentiment post-campaign. Customer feedback often offers more detailed insights than quantitative data by itself.

  11. Post-Purchase Behavior: Use integrations to track post-purchase behavior. Determine if new customers who receive shipping updates are more likely to make repeat purchases, indicating the effectiveness of integrating logistical updates into your marketing strategy.

Why does Klaviyo Deeply Impact Your Ecommerce Growth Strategy?

Klaviyo Deeply Impact Your Ecommerce Growth Strategy

Klaviyo goes beyond traditional email marketing by fostering genuine conversations rather than merely broadcasting messages. Its true strength lies in its advanced analytical capabilities, which interpret potential customers’ data patterns when making a purchase and adapt marketing strategies in real-time. This sophisticated approach moves past generalizations, ensuring each customer feels uniquely understood.

Klaviyo’s personalization dives deeper than superficial customization by tapping into the psychological foundations of consumer behavior. By analyzing past interactions, it anticipates future needs, crafting marketing strategies that align with the customer’s current mindset. This profound level of personalization builds a sense of connection and loyalty program, transforming casual visitors into dedicated customers.

End Note: Transform Your eCommerce Success Strategy with Klaviyo!

In the complex world of ecommerce marketing, the right integrations are essential threads that create a more effective and dynamic ecommerce growth strategy. Our exploration has shown that integrating platforms like Klaviyo not only expands functionality but also enhances the way ecommerce businesses connect with their customers.

Each integration, whether it’s with Shopify for seamless data synchronization or any other tool, brings unique strengths that collectively enhance an online retailer’s marketing toolkit.

As a leader in email marketing, Klaviyo acts as a powerful central hub, harmonizing these diverse tools to work together seamlessly.

As a premier Klaviyo agency, we specialize in creating tailored email marketing strategies that drive growth, engagement, and ROI. Our expert team leverages Klaviyo’s advanced features to personalize customer interactions and optimize your marketing efforts. Revolutionize your brand’s growth and experience unparalleled success by partnering with Forge Digital Marketing.


Email Marketing, Marketing, SEO

Have you ever thought about why certain emails easily catch the attention of your subscribers, while others go unnoticed? Are you looking to unravel the mystery behind creating email campaigns that work?

To start, it’s crucial to grasp the email marketing metrics available to you, such as distinguishing between click rate vs. click-through rate.

By utilizing these two commonly mixed-up yet vital statistics together, you can elevate your email campaigns into captivating marketing content that connects with your audience and makes a lasting impression.

What is Click Rate in Email Marketing?

Click Rate in Email Marketing

  • Click rate in email marketing is the percentage of recipients who clicked on a link in your email, regardless of whether they opened the email or not.

  • A higher Click rate (CR) typically indicates that your email is engaging and successful in directing traffic to your website.

How to Calculate Click Rate?

To calculate the click rate, you will require three pieces of information:

  1. The number of times your audience opened a marketing email.
  2. The total number of recipients on your mailing list.
  3. The number of emails that bounced.

Begin by subtracting the bounced emails from the total recipients. These undelivered messages should not be included in the calculation. For that you need to calculate the email open rate

Then, divide the number of clicks by this number, and multiply by 100 to get the percentage.

  • For instance, if you sent an email to 1,000 subscribers and 25 of them clicked on a link, your CR would be 2.5%.

What is Click-Through Rate in Email Marketing?

Click-Through Rate in Email Marketing

  • Click-through rate (CTR) is calculated by dividing the number of clicks by the number of emails that were actually opened, giving you a percentage that reflects how engaging your email content is to those who read it.

  • A higher CTR typically indicates better effectiveness of your email content, reflecting the engagement of readers.

  • Suppose if you are implementing cold email marketing, then the click-through rate depends on several factors like relevance of content, email subject line, design and layout, target audience, personalization, timing, and many more. Based on that the CTR can increase or decrease for your email campaigns.

How to Calculate Click-Through Rate?

The method for calculating the click-through rate differs from calculating click rate in one key aspect. Instead of considering the number of emails opened, you should focus on the number of subscribers who clicked outbound links or buttons within your message content.

To find the click-through rate, follow this simple formula: Divide the total clicks in your emails by the number of recipients minus bounced deliveries. Then, multiply this value by 100 to obtain the percentage.

  • For instance, if 250 individuals opened your email and 25 of them clicked on a link, your CTR would be 10%.

CTR vs Click Rate – Differences Between Them

CTR vs Click Rate

  • It is crucial to understand the difference between CR (click rate) and CTR (click-through rate) when assessing the performance of your email campaigns.

  • A high CR suggests that your email subject line or preheader text is compelling enough to prompt recipients to click, while a high CTR indicates that your email content resonates with your audience.

  • Monitoring both metrics helps you pinpoint strengths and weaknesses in your email campaigns.

Tracking both CR and CTR is vital for evaluating your email campaigns effectively. Understanding the distinctions between these metrics enables you to enhance your email content and calls to action, boosting engagement and driving more traffic to your website.

What Defines a Favorable Click-Through Rate (CTR)?

Favorable Click-Through Rate (CTR)

When evaluating your click-through rate, you may question the quality of your CTR. The answer to this query varies.

Primarily, it’s crucial to consider various scenarios where CTR is assessed. For instance:

  1. If you’re managing a PPC campaign, how often do users click on the ads you display?
  2. In a social media marketing campaign, how frequently do users click on the ads appearing in their newsfeeds?
  3. When executing an email marketing campaign, how often are users clicking on the links or ads in your marketing emails?

Given the diverse nature of marketing campaigns, a solid CTR for one strategy may not equate to a successful CTR for another. A 2% CTR might be deemed high in certain contexts, while a 5% CTR could be considered impressive in others.

It is essential to monitor trends over time. If you observe a sudden drop in your CTR, it’s crucial to investigate the cause. Similarly, if you notice a significant increase in the rate, it’s important to identify the reason behind it. This approach allows you to leverage successful strategies, enhance areas that need improvement, and maximize the effectiveness of your digital marketing budget.

Points that Affect Sales With High Click Rates in Email Marketing

High Click Rates in Email Marketing

1) Incorrect Target Audience

It could indicate that you are aiming at the wrong audience. For instance, many individuals may engage with the advertisements and emails you send, but upon realizing that the product or service does not cater to their needs, they are likely to move on. Consequently, you may observe a high open rate but a low sales volume.

Low sales figures could be attributed to targeting an inappropriate audience. To enhance your sales performance, contemplate retaining the current marketing approach while shifting the target audience. It may be necessary to explore alternative tools to identify the correct target market.

2) The Issue with Buying Experience

One possible reason for low sales numbers could be linked to an unpleasant buying experience. To improve this, it’s essential to analyze the click-through rate. A high click rate paired with a low click-through rate may suggest targeting the wrong audience, as people are not engaging with the email advertisement.

Conversely, if both the click rate and click-through rate are high but sales remain low, it points to potential issues in the buying process. Ensuring a seamless purchasing journey is crucial for encouraging customers to complete transactions. Any glitches on the website or limitations in payment methods can lead customers to seek alternatives.

3) Monitoring Your Marketing Emails

It is crucial to monitor your marketing emails closely. This involves analyzing your click rate vs. click-through rates. By keeping a close watch on your email marketing campaign, you can position yourself to optimize the outcomes of your digital marketing endeavors.

Your time is a precious resource, and utilizing tools that offer insights to guide your email marketing decisions is essential. Moreover, you can read email marketing trends to increase engagement and revenue for your business.

Consider investing in retargeting ads and email marketing tools. Understanding the key metrics to monitor allows you to refine your marketing strategies effectively, increasing the likelihood of achieving success with your email marketing campaign.

Optimizing Emails with Click Rate and CTR

Optimizing Emails with Click Rate and CTR

To enhance your campaigns and maintain high subscriber engagement, utilize the effectiveness of click rate and click-through rate.

1) Segmentation and Personalization 

If you’re sending identical emails to all subscribers, consider implementing segmentation. This approach divides your audience into distinct groups according to demographics, interests, or actions.

Segmentation enables the creation of tailored content for readers most inclined to interact with your emails. Additionally, combining segments like location-specific preferences can increase click-through rates.

  • Segment your audience based on regions and share relevant blog posts with subscribers living in those areas. This personalization will establish trust and show that you care about meeting their specific needs.

  • Enhance the personalization of your content by incorporating dynamic elements in your emails, such as addressing subscribers by their first names or providing customized product suggestions reflecting their previous interactions on your website.

These small but meaningful touches will demonstrate appreciation to your subscribers, turning your emails into engaging experiences that they look forward to receiving.

2) A/B Testing Experiment Overview

A common method in marketing is A/B testing, where you create two versions of content (labeled A and B) that differ only in one aspect, such as the headline, button color, image, or call-to-action.

After creating these variations, you send them to separate segments of your audience and analyze their performance based on the specific element that was altered.

For instance, if the subject line is the differing factor, you would focus on the click rate to gain insights. On the other hand, if the change involves the call-to-action button design or anchor text, the click-through rate becomes a more valuable metric.

By identifying which elements resonate best with your audience through this process, you can optimize your content to enhance both engagement and conversions.

3) Optimizing for Mobile Devices

Ensuring your emails are optimized for mobile devices is crucial for improving click rates and click-through rates. This optimization directly influences how your subscribers interact with your emails.

As nearly half of individuals prefer using smartphones or tablets to access their email, it’s essential that your marketing content must be easy to read and navigate on smaller screens. Failing to do so may lead to recipients struggling with oddly formatted text or having to zoom in to view tiny images. Consequently, this can result in decreased engagement, as users tend to gravitate towards brands that prioritize a seamless mobile experience.

Looking to Take Your Email Marketing Campaigns to the Next Level? 

Email Marketing Campaigns

Forge Digital Marketing is here to help! With our expertise and proven strategies, we can assist you in crafting compelling email campaigns that drive results. We are renowned as the top-notch email marketing agency in Naperville that helps you maximize your ROI, create engaging content, increase click rates, and drive conversions like never before! Get in touch with us today to forge a successful path in the world of email marketing.

Finally, understanding the distinctions of click rate vs click-through rate and leveraging them as optimization tools can help you create engaging email campaigns that resonate with your audience and increase conversions.

Businesses that consistently track click rate and click-through rate can adapt quickly to changes in audience engagement, providing them with a competitive edge over brands that overlook these email marketing metrics.

Ready to elevate your email marketing campaigns? Contact Forge Digital Marketing today to discover how our expertise can increase your engagement rates, boost your conversions, and significantly enhance your ROI.


Branding, Marketing

In the bustling arena of modern commerce, where countless brands hunt for attention and consumer loyalty is the ultimate currency, two pillars stand as the backbone of success: branding and marketing.

Picture a bustling marketplace where businesses jostle for prominence amidst a cacophony of voices, each competing to capture the fleeting attention of passing customers.

As a business emerges in this landscape, branding plays a crucial role in crafting its identity and personality, while marketing bursts onto the scene like a vibrant carnival, doing battle with marketing with its flashy campaigns and persuasive pitches.

Together, these twin forces form an inseparable duo, each wielding its unique power to captivate, persuade, and ultimately conquer the hearts and minds of consumers.

Let us delve into the main differences of brand vs. marketing to unravel their distinct essence and shared synergies.

What is Branding?



The brand is the foundation of your business, containing the essence and values of everything you do. The brand transcends mere symbols or slogans, permeating every aspect of your customer’s experience. Marketing becomes the conduit through which you amplify your brand’s message, broadcasting it far and wide.

To authentically define your brand, introspection is key. You must delve into your core principles and enterprise genesis, crafting a mission statement that inspires action. Yet, branding extends beyond outward appearances, encompassing internal culture and communication styles.

Why does this matter? Because branding shapes the customer experience by setting expectations and evoking emotions, it guides every marketing endeavor and underpins strategic initiatives.

As you embark on the brand-building journey, remember it’s not just about visuals or slogans. It’s about establishing a firm foundation for your business—one that resonates with your audience and withstands the passage of time.

Maximize your Instagram impact in 2024! Discover the ultimate posting strategies with our exclusive guide, unlocking the best times to engage your audience for maximum reach.

What is Marketing?


Marketing is the dynamic heartbeat of any business, orchestrating the symphony of brand communication, consumer engagement, and revenue generation. It is the art of crafting narratives that resonate with audiences across various channels, from the traditional realms of print and radio to the ever-expanding digital landscape of social media and SEO.

Within this expansive domain, marketers harness an arsenal of strategies tailored to captivate diverse demographics and adapt to shifting market dynamics. Whether it’s the precision of SEO/SEM, the allure of social media storytelling, or the impact of immersive event experiences, each approach serves as a brushstroke in painting the brand’s narrative.

Other marketing strategies include content, email, PPC marketing, and many more. Email marketing can be useful once you have built a customer list, while ads can be ideal for local businesses.

Yet, amidst this diversity, consistency remains paramount. A cohesive brand identity must permeate every touchpoint, ensuring that each interaction reinforces the brand’s essence.

Thus, while the tactics may evolve, the brand’s resonance with its audience remains unwavering—a testament to the enduring power of strategic marketing.

So, now let’s learn about branding and marketing differences!

What’s the Difference Between Branding and Marketing?

Branding is the process of actively creating your brand and identity, whereas marketing is the process of promoting your goods or services. Each requires a different approach, as they aim for distinct outcomes.

Now that we are aware of them, let’s understand the difference between branding and marketing:

difference between branding and marketing

1) Marketing Gets a Customer’s Attention, Branding is a Way to Keep Their Attention

In today’s competitive landscape, standing out requires more than just a presence—it demands resonance. Marketing initiates the introduction, catching the eye amid the noise.

Yet, it’s branding that fosters a lasting bond, transforming a transaction into a relationship. Customers seek not just products or services but alignment with values and identity.

Thus, while marketing shouts “Hey! I’m here!”, branding whispers, “I understand you.” Together, they form the symbiotic essence of a company’s identity, crafting a narrative that echoes beyond the initial encounter, beckoning customers to return, time and again.

Master the art of video marketing with our definitive guide! Elevate your brand’s storytelling and engagement in 2024 and beyond.

2) A Brand’s Recognition and Loyalty Drive Sales

Marketing strategies like SEO, content marketing, and advertising are primarily geared towards boosting sales—an essential aspect of business success.

However, branding focuses on a different wavelength, focusing on long-term goals like building brand recognition, nurturing positive sentiment, and fostering customer loyalty.

While marketing may deliver immediate results akin to a sprint, branding is a marathon, laying the foundation for sustained growth and influence that ultimately bolsters sales over time. Thus, a harmonious balance between marketing’s short-term gains and branding’s enduring impact is crucial for holistic business growth.

Learn more about Shopify email marketing, how it matters, and advanced strategies of marketing.

3) Branding Comes First, and Marketing Comes Second

branding and marketing difference


Business is like pondering the age-old question of chicken or egg, except that in this case, it’s about brand vs. marketing. Branding is the foundational egg that precedes marketing.

Without a defined brand identity, marketing efforts lack direction and resonance. Branding establishes the essence of your business—who you are, and what you stand for—providing the blueprint for effective marketing strategies.

Only by first establishing your brand can you effectively communicate and connect with your target audience through marketing initiatives.

4) Marketing Strategies Come and Go—But Branding Is Forever

Building a thriving business necessitates active marketing efforts. Yet, while marketing tactics may wax and wane, branding endures. It’s the perpetual pursuit of defining your company’s essence, molding perceptions, and nurturing enduring connections with customers.

As your business evolves, so must your branding, adapting to reflect its growth and values. Marketing strategies may shift with trends, but branding remains the timeless foundation upon which businesses flourish, eternally resonating with audiences and embodying the essence of the brand.

5) You Can Impact Your Team Just as Much as Your Customers With Your Branding

As you embark on developing and executing marketing strategies, remember that your branding holds the key to not only captivating customers but also rallying your team.

While marketing may drive external engagement, your brand ethos deeply influences internal culture and employee morale. When your team aligns with your brand values, they become ambassadors of your vision, infusing their work with passion and innovation.

Thus, nurturing a brand that resonates with your team ensures a motivated workforce, sparking creativity and propelling your business forward.

Principles of Brand vs. Marketing

principles of brand vs marketing


Effective branding and marketing, though distinct, often intersect in their fundamental principles. The following guidelines serve as universal pillars, enhancing the potency of any brand vs. marketing strategy:

1) Differentiation

In a crowded marketplace, effective differentiation is the beacon that guides consumers to your brand amidst the sea of competitors. By carving out a distinct identity and communicating it through strategic marketing, you not only attract your target audience but also foster lasting brand loyalty and recognition.

2) Authenticity

Authentic branding and marketing strategies resonate by remaining faithful to a company’s ethos, ensuring that brand promises synchronize seamlessly with customer encounters. This alignment fosters trust, loyalty, and lasting connections, anchoring the brand in the hearts and minds of its audience.

3) A Deep Understanding of Your Target Audience

Delving into the intricacies of your target audience’s lives unveils invaluable insights, guiding the strategic alignment of branding and marketing efforts. By empathizing with their needs, desires, and motivations, businesses can tailor their messaging and offerings to forge authentic connections and drive meaningful engagement.

4) Alignment With Customer Experience (CX)

Effective branding and marketing articulate promises to customers about their experience with your product or service. By aligning customer experience (CX) with these promises, you fulfill expectations, fostering trust. Consistency between branding, marketing, and CX is essential for building lasting relationships with your audience.

What are the Similarities Between Branding and Marketing?

Branding and marketing converge in their shared mission: driving sales by meeting customer needs. Both pivot on customer-centricity, emphasizing clarity over personal preferences.

They unite in cultivating a distinctive company identity amid competition, each striving to carve a unique niche. Effective communication is their nucleus, bridging the gap between consumer understanding and brand essence.

In crafting strategies, the focus remains on elucidating the brand’s offering and identity with precision, recognizing that customer comprehension is the cornerstone of success. Also, you can gain more information on the objectives of email marketing.

Whether through strong branding or marketing, the ultimate aim is to resonate with audiences authentically, fostering lasting connections and driving business growth.

Create Your Own Branding and Marketing Strategies

Concluding “brand vs. marketing”, Branding and Marketing are twin pillars of business strategy, each essential in its own right but intricately intertwined in their pursuit of success.

While marketing may drive immediate sales, it’s branding that cultivates lasting relationships and fosters loyalty—the ultimate currency in the modern era.

As businesses navigate the ever-evolving landscape, it’s essential to recognize the unique role of each pillar and harness their combined power to carve out a distinct identity and thrive in the competitive arena of today’s marketplace.

Embrace your brand’s full potential with Forge Digital Marketing’s innovative strategies and personalized branding and marketing solutions. Let us guide you towards digital success and amplify your online presence like never before!

Frequently Asked Questions

1) What is more important, marketing or branding?

Both marketing and branding are crucial for business success. Marketing drives immediate sales while branding fosters long-term loyalty and recognition. They work hand in hand, with branding providing the foundation for effective marketing strategies to thrive, making them equally important pillars of business strategy.

2) What is the difference between product marketing and branding?

Product marketing focuses on promoting specific products or services, highlighting their features, benefits, and value propositions to drive sales. Branding, however, is about cultivating a cohesive identity and emotional connection with consumers, transcending individual products to foster lasting relationships and brand loyalty.

3) What is the difference between brand and digital marketing?

Brand marketing centers on building and promoting a brand’s identity, values, and personality to resonate with consumers emotionally. Digital marketing, on the other hand, utilizes online channels and platforms such as social media, email, and search engine optimizations to reach and engage with target audiences, leveraging digital tools and technologies for marketing purposes.

Email Marketing, Marketing, Sales

Utilizing email marketing stands out as one of the most powerful methods to connect with existing customers, prospective clients, and leads. It offers a direct avenue to deliver pertinent information about your business directly into their personal space: their inbox. However, there is a misconception that emails lack effectiveness due to their open rates typically falling below 100%.

In truth, a favorable open rate for emails typically ranges between 20% and 30%, which is sufficient for audience engagement, driving sales, and fostering business growth.

The significance of your open rate cannot be overstated when it comes to tracking performance metrics. While click-through rates and other conversion metrics are crucial, they still need to be improved if recipients fail to open your emails initially.

A high open rate is indispensable; without it, even the most flawlessly crafted email campaign is destined to fall short.

If you’re looking for help with how to maintain a solid email open rate or aspire to surpass the average and increase your campaign or account-wide open rates, you’ve landed in the right spot.

This comprehensive guide will address all aspects of achieving a commendable email open rate, encompassing the influencing factors and methods for calculating it!

Let’s dive in!

What is an Email Open Rate?

Open rate mainly specifies the percentage of the emails opened by recipients compared to the emails sent. The email open rate represents the proportion of subscribers who open a particular email among your total subscriber base. 

For instance, a 35% open rate means that 35 out of 100 subscribers opened your email.

While email open rates alone may not determine the success of email marketing efforts, grasping this metric holds significance for business owners and marketers due to the following reasons:

  1. Open rates offer insights into the effectiveness of different email formats among your subscribers.
  2. A low open rate could negatively impact the sender’s reputation and consequently affect deliverability.
  3. Open rates serve as early indicators for other crucial email marketing metrics such as click-through and conversion rates.
  4. Tracking and analyzing open rates are essential components of A/B testing strategies.

How to Perfectly Calculate Email Open Rate?

Calculate Email Open Rate

To compute the email open rate, simply divide the count of recipients who opened your email by the total number of recipients it was sent to. The formula is:

Email open rate = (Number of recipients who opened the email / Total number of recipients) x 100

There are two variations of open rates: unique and total.

The unique open rate represents the percentage of individual recipients who opened your email upon receiving it in their inbox.

Conversely, the total open rate encompasses all instances where a recipient opened your email, regardless of whether they opened it multiple times.

While the open rate serves as a foundational metric for the success of email marketing campaigns, it’s essential to consider other metrics for a comprehensive evaluation. Metrics such as response rate, bounce rate, conversion rate, unsubscribe rate, and click-through rate play crucial roles in assessing campaign effectiveness.

Read more: What is Email Deliverability?

What is Considered a Good Email Open Rate?

This question is common among email marketers, business proprietors, and entrepreneurs alike.

In essence, a favorable email open rate typically falls within the range of 15-25%. More specific data is available when discussing your specific industry niche and competition. 

For example, Klaviyo’s 2024 Benchmarks dictate that Food and Beverage average open rates should average around 40%, while Health and Beauty email open rates average around 37%.

D2C ecommerce email marketing standards are much higher than general B2B businesses. You can look at the graphs below ->

D2C – Food and Beverage company average email open rates – 40%

Food and Beverage average open rates

B2B – Health and Beauty company average email open rates – 37%

Health and Beauty average open rates

Yet, the matter isn’t quite that simple.

To accurately gauge an email open rate and discern what resonates with your audience, it’s crucial to distinguish between open rates on various devices such as mobile, desktop, and tablets.

Furthermore, each industry maintains its own set of email marketing benchmarks, making it valuable to be aware of these average industry rates for email.

Here’s how Forge Digital Marketing turned around a dismal open rate for one of our clients: 

We took OurKids online supplement eCommerce store from a highly damaged 3% open rate to over 38% in just a few weeks. We filtered out spammy emails, segmented based on past buyer history, deployed Klaviyo’s AI predictive gender analytics, and surveyed the customer base, incentivizing them to manage their email preferences, further informing custom segments.

If you’re seeking ways to enhance the effectiveness of your emails or are puzzled by why your emails aren’t yielding the desired outcomes, employing email tracking software is advisable. It provides comprehensive data necessary for fortifying and refining your email campaigns.

Read more: How to set goals for email marketing campaign success?

Email statistics – Latest 2024 update

Email marketing stands out as a formidable tool for B2B enterprises seeking to boost lead generation and sales.

Through email marketing, B2B firms can disseminate content to subscribers, effectively informing them about their products or services while fostering conversions from leads to customers.

A 2024 Content Marketing Institute report highlights that 73% of B2B marketers integrate an email newsletter into their content marketing strategy. Moreover, the same report emphasizes that 71% of them prioritize email engagement as a critical metric for gauging their content’s performance. Statista reports the below email marketing stats:

  • 56% of those surveyed indicated possessing a minimum of three email addresses.
  • Email usage is a daily habit for 88% of respondents. Regarding inbox management, 39% check their emails three to five times per day.
  • In terms of time spent on email, 36% of participants spend less than an hour daily, whereas 21% dedicate between two to five hours.
  • Critical work messages drive 80% of individuals to check their emails regularly. Seeking discounts from brands motivates 40% of respondents to check their inboxes. 
  • For 47% of respondents, the primary reason for opening emails from a brand is the relevance of the messages received.
  • Preference for concise emails is high, with 66% favoring brevity compared to only 6% who prefer longer emails.
  • However, 28% prioritize content relevance over email length.
  • When determining spam, 78% mark emails as such if they “look like spam,” while 54% do so if permission was not granted by the sender.
  • Additionally, 49% report spam if there’s no option to unsubscribe.

Refer to email marketing trends driving revenue and engagement in 2023.

What Aspects Affect an Email Open Rate?

Understanding the concept of email open rates is crucial, but equally important is recognizing the various factors that influence them. Delving into these variables enables a clearer interpretation of your email campaign outcomes and offers insights into your performance relative to industry norms.

Several elements can affect the open rate:

1. Subject lines

The initial impression is often set by the subject line, making it pivotal. Weak, vague, or irrelevant subject lines diminish the likelihood of recipients opening your emails.

2. Sender information

The sender’s identity and how easily recipients recognize it also impact open rates. Whether emails originate from your CEO’s details or your brand’s name can significantly influence engagement. Experimenting with sender information allows you to gauge subscribers’ preferences.

3. Bad timing

Perfect content can be overshadowed by bad timing. Sending emails at inappropriate times can negatively impact open rates. Identifying the optimal sending times beforehand is crucial for maximizing engagement.

4. Segmentation

Failure to segment your subscriber list results in irrelevant emails reaching recipients, leading to decreased engagement over time. Utilizing segmentation and tags enhances relevance, thereby increasing the value of your emails to recipients. At Forge Digital Marketing, we say if you’re not segmenting, you’re not selling!

Can We Increase the Email Open Rate?

Increase the Email Open Rate

Achieving good email open rates requires persistent effort. Email open rates improve gradually over time through consistent dedication and the right amount of hard work.

Think of email marketing as crafting your favorite dish. Each ingredient contributes its flavor to the final taste.

When evaluating the effectiveness of email marketing, every metric holds significance and merits equal attention.

The key isn’t to focus on a single email performance metric but rather on how many recipients you can motivate to take action.

Email open rates serve as the foundation of your email marketing strategy. No matter how enticing your offers and content may be, they are futile if recipients don’t open your emails.

Expecting a 100% email open rate from the outset or even within the initial campaigns is unrealistic.

Consistency, perseverance, creativity, testing, analysis, and segmentation are the ingredients that gradually blend to create a marketing channel that delights and resonates with your audience.

Try out cold email marketing and list-warming techniques in the beginning to get people aware of your services.

Top Steps to Measure Your Email Open Rate According to Industry Benchmarks


Klaviyo campaign performance

Understanding your email open rates requires more than just industry benchmarks; it demands insight into your performance. Follow these 5 steps to gauge and interpret your email open rates effectively:

Step 1: Review Your Past Year’s Open Rates

Delve into your email history for the past 12 months. By scrutinizing this data, you’ll grasp how seasonal shifts, special events, and sales cycles influence your open rates. Don’t forget to track click-through and bounce rates alongside open rates for a comprehensive picture of your email engagement.

Step 2: Calculate Your Average Open Rate

Compute your average open rate over the preceding year. Sum up individual open rates and divide by the total number of emails sent within that timeframe. This establishes your baseline. Ensure to establish baselines for other relevant metrics as well.

Step 3: Identify Anomalies

Spot outliers, both positive and negative. Did a specific email significantly outperform or underperform? What about your flows and automations? Try to discern the reasons behind these exceptional performances.

Step 4: Detect Patterns

Uncover recurring patterns in your data. Does a certain topic consistently drive higher or lower engagement? How about the timing of your sends? Analyze which subject line types resonate better with your audience. Document these insights to refine your future strategies. 

BONUS TIP: If you’re not sure why certain email campaigns or flows outperform others, begin to create a split-testing campaign objective. Through isolating one area of difference, i.e. a subject line with or without an emoji, or a standard call to action button vs. an electric orange one that pops off the page, and splitting two versions with one isolated test difference amongst similar user segments, you can uncover sound, data-backed reasoning behind performance patterns.

Step 5: Set Achievable Goals

Define targets for your open rate and other key metrics you wish to enhance. Determine how much improvement you aim for compared to your current baseline. While referencing industry averages can provide context, prioritize setting goals that align with your unique circumstances rather than fixating solely on external benchmarks.

Check out our case study for an eCommerce brand, that gained revenue of $2M in just 14 days through the Klaviyo email campaign.

Remarkable Tips to Improve Your Email Open Rates


Tips to Improve Your Email Open Rates


1) Target Your Subscriber Base

While expanding your email list, it’s tempting to aim for quantity over quality. However, focusing on attracting genuinely interested subscribers is key. 

Before inviting individuals to join your email list, ensure they’re a good fit by offering a relevant lead magnet. The emphasis here is on relevance.

For instance, instead of generic giveaways like an iPad, offer something tailored to your target audience:

  • Free product samples
  • Opportunities to win high-end products
  • Comprehensive guides related to your niche
  • First purchase coupon codes
  • Software or service trials
  • Exclusive webinar access

Your aim should be an engaged email list comprising quality leads. A smaller, engaged list far surpasses a larger one disinterested in your offerings.

2) Personalize Your Outreach

Many marketers indiscriminately send emails to their entire list, which is an ineffective strategy. Our entrepreneur clients want desperately to send every email to every user in the list, but there is no worse way to perform email marketing than the dreaded “batch and blast” methodology. 

To ensure your emails are relevant and opened, segment your list based on interests, purchase history, location, etc. This personalized approach increases subscriber engagement. 

3) Timing Matters

Sending emails at optimal times significantly boosts open rates.

While mornings are generally favorable, analyze your data to pinpoint when your audience is most active. Tailor your sending schedule accordingly for maximum impact. Most email platforms like Klaviyo will offer some sort of rolling time sent by % of the list for many hours in the day, to help marketers establish the best times their audience is online and opening their messages. Deploy this test to learn about your best send times for email campaigns.

4) Craft Subject Lines 

Strategically Effective subject lines are pivotal in driving email opens. Utilize both direct and curiosity-driven subject lines for variety and intrigue.

Direct subject lines explicitly state what’s inside, enticing subscribers seeking specific content. For instance, “How to Achieve 1K Subscribers in 7 Days” is direct.

Curiosity-driven subject lines pique interest, compelling subscribers to open out of intrigue. For example, “You won’t believe what just happened…” sparks curiosity.

Maintain a balance between both types to sustain subscriber interest.

5) Weed Out Inactive Subscribers

Inactive subscribers hinder deliverability, so don’t hesitate to remove them from your list.

Send win-back campaigns to re-engage subscribers who haven’t interacted with your emails in the past 6 months. If unsuccessful, either unsubscribe them or transfer them to a list for occasional updates. One last option is to create a Sunset Flow to slowly phase out unengaged subscribers as a last effort to re-engage them before suppression, helping maintain a clean and active list.

6) Optimize Emails for the Mobile Platform

With nearly 70% of email opens occurring on mobile, optimizing subject lines is crucial.

Keep subject lines brief, ideally 6-10 words or 25 characters, ensuring readability on mobile devices. Use tools for free subject line tester to preview how your subject lines will appear on mobile.

7) Navigate Spam Filters

Avoid spam-associated keywords and excessive punctuation like ALL CAPS or multiple exclamation points. Monitor bounceback records to understand why certain campaigns may be flagged as spam.

Other important factors arising in April 2024 are the new Google and Yahoo sender requirements. These changes require email senders to send from a dedicated sending domain as well as adding a DMARC record to their domain DNS to ensure you’re landing in your subscribers’ inboxes. This particularly will heavily impact automated order-based flows – so don’t overlook this! Inquire on our contact page for help if you’re lost in this technical quandary!

Are You Planning to Boost Your Email Open Rate?

Then, Forge Digital Marketing’s full-service email marketing solutions can help your emails to give a perfect boost of customer engagement! Our team of experts is dedicated to crafting captivating email campaigns tailored to your brand’s unique voice and audience preferences. From eye-catching designs to compelling content, we ensure that every email delivers maximum impact and drives meaningful results. With our proven strategies and cutting-edge techniques, we’ll help you build stronger connections with your subscribers and achieve your marketing goals effortlessly. Don’t let your emails get lost in the inbox clutter – partner with Forge Digital Marketing today and watch your open rates soar! 

Frequently Asked Questions About Email Open Rate 

Q1. What is the email open and clickthrough rates by industry?

The email open and clickthrough rates vary significantly across different industries. Generally, industries like government, non-profit, and healthcare tend to have higher open rates, while retail, media, and publishing often have higher clickthrough rates. However, these rates can fluctuate based on various factors such as audience demographics, email content quality, and seasonality. 

Q2. What are the email engagement rates for larger businesses?

Larger businesses typically experience lower email engagement rates compared to smaller businesses. This is often due to factors such as larger subscriber lists leading to higher competition in recipients’ inboxes, potentially lower email personalization, and more complex organizational structures affecting content relevance.

Q3. What is the breakdown of market share for email clients on mobile and desktop?

The breakdown of market share for email clients on mobile and desktop varies over time and can depend on geographical location. However, as of recent data, popular email clients on mobile include Apple Mail, Gmail, and the native Android email app. On desktop, Outlook, Apple Mail, and Thunderbird are commonly used.

Q4. What is a good open and clickthrough rate? How do these differ for different industries?

A good open rate typically falls between 15% to 25%, while a good clickthrough rate ranges from 2% to 5%. However, these benchmarks can differ significantly across industries. For instance, industries like retail might aim for higher clickthrough rates due to the direct impact on sales, whereas industries like healthcare might prioritize open rates to ensure message visibility.

Q5. How do engagement rates vary by email frequency?

Email engagement rates often exhibit a U-shaped curve concerning email frequency. Sending too few emails can lead to decreased engagement due to a lack of brand presence while sending too many can result in subscriber fatigue and increased unsubscribes. Finding the optimal email frequency involves testing and understanding audience preferences.

Q6. How does the number of characters in the subject line affect response?

The number of characters in the subject line can significantly affect email response rates. Generally, subject lines with 6 to 10 words (~50 characters) tend to perform well as they are concise and impactful. However, the ideal length can vary based on the audience and content of the email. A/B testing subject lines with different character lengths can help determine the optimal length for maximizing response rates.


Blogging, Email Marketing, Marketing, SEO

In the ever-evolving landscape of digital communication, email remains a cornerstone for personal and business interactions. However, the success of email campaigns relies heavily on a concept often overlooked by many – email deliverability. The email deliverability rate reflects how successfully your emails reach recipients’ inboxes, and it may decrease when emails bounce or are automatically directed to a spam folder. In 2024, inboxes remain full of messages, so understanding and implementing best practices for email deliverability is crucial for marketers, businesses, and individuals alike. 

Email Delivery vs. Email Deliverability

The term “email deliverability” is frequently misunderstood as ’email delivery.’ Although both terms pertain to the process of sending emails, a notable distinction exists between them.

Email delivery refers to the successful delivery of emails, irrespective of the destination folder, indicating whether the recipient’s mail server has accepted and delivered the email file. It calculates the percentage of sent emails that did not bounce. Then, what is email deliverability?

So, email deliverability focuses on the number of emails reaching the intended destination, commonly referred to as inbox placement. It specifically measures the percentage of emails successfully delivered to the priority inbox.

For example, if 200 emails were sent and 66 end up in the spam folder, the email deliverability rate would be 134%.

In summary:

  • Email delivery answers the question: How many emails were delivered?
  • Email deliverability addresses: How many emails were delivered to the recipient?

Issues with email delivery may stem from faulty email addresses, infrastructure problems, or excessive negative feedback on the email address. Deliverability issues, on the other hand, may result from outdated sending and permission practices, legal violations, or an abundance of spam labels received by the recipients.

Why Email Deliverability Matters?

Why Email Deliverability Matters

Email marketers rely on email deliverability to determine if their messages are successfully reaching their customers. The failure to reach customers significantly hampers the effectiveness of marketing emails, underscoring the crucial importance of deliverability for every business.

When you send an email to your subscribers, the goal is for them to open it and take action. However, if your message doesn’t even make it to their inbox, it not only disappoints your audience by not fulfilling your promise but also reflects poorly on your ISP or mail service.

Even with a seemingly high 98% delivery rate for your email list of 1,000 subscribers, it means that 20 people may never see your email. Furthermore, with an open rate of 20-40%, the whereabouts of those undelivered emails become a concern – possibly residing in the dreaded spam folder.

The metric that shows how many emails successfully reach the inbox is known as the deliverability rate. While it’s challenging to pinpoint why an email may not reach its destination and infer the deliverability rate accurately, there are proactive measures you can take. The key focus should always be on ensuring that every person on your email list has the opportunity to open your emails – aiming for direct placement in the inbox.

Whether you aim to maintain a high deliverability rate or have observed a decline in emails reaching your subscribers’ inboxes, the following steps can help you achieve that goal.

What is a Good Email Deliverability Rate?

Achieving 100% email deliverability is an ideal goal, but it’s seldom attainable in practice.

For mass email campaigns, a commendable delivery rate is in the range of 90-95%, especially for verified emails. This is particularly crucial in B2B sales and marketing, where a significant portion of emails is directed to potential prospects with whom you may not have had prior interactions.

It’s essential to maintain a bounce rate below 3%, categorized into both hard and soft bounces. Additionally, the spam rate should not surpass 0.08%.

It’s worth noting that what constitutes a “good” deliverability rate can vary depending on the type of campaign. For instance, a cold email campaign might experience lower deliverability compared to a campaign targeting current customers who willingly subscribed to your email newsletter.

When assessing your campaign’s performance, take into account these differences in deliverability expectations based on campaign types. This perspective will guide your decision-making process, whether to celebrate your success or concentrate on addressing any issues affecting email deliverability.

Learn: What is Cold Email Marketing & How to do it right?

What is an Email Bounce?

When an email fails to reach its designated recipient, be it in the inbox, a separate tab, or the spam folder, it is categorized as bounced, and the recipient remains unaware of its existence. Simply put, a bounced email is one that did not successfully reach the intended subscriber.

It’s crucial to understand that there are two distinct types of bounces: soft bounce and hard bounce.

What is a Soft Bounce?

A soft bounce refers to a temporary challenge in delivering your email, often stemming from issues that can be resolved, such as a full inbox. While soft bounces were more prevalent in the early days of email due to limitations on incoming emails, today they typically occur when there is a sudden surge in the volume of emails being sent.

Internet Service Providers (ISPs) and mail servers actively monitor significant spikes in send volume, as this may suggest a compromised account or unauthorized use for spam messages. For instance, if you consistently sent one email per week to 1000 subscribers and suddenly increased the frequency to once a day, your send volume would spike by 7 times over a week, likely resulting in a higher bounce rate. Fortunately, there are strategies to navigate this challenge if you need to send a larger quantity of emails within a short timeframe.

What is a Hard Bounce?

A hard bounce signifies a permanent issue with the email address you’re attempting to contact, indicating that there’s a problem. Typically, this arises when the email address is no longer valid or functioning. While encountering an occasional hard bounce may not have a significant impact, repeated occurrences suggest a lack of proper list maintenance. Consistent hard bounces can harm your reputation with your Internet Service Provider (ISP) and adversely affect your email deliverability. It is advisable to promptly remove email addresses that result in hard bounces to maintain a healthy email marketing reputation.

What Affects the Email Deliverability Rate?

What Affects the Email Deliverability Rate

Email deliverability rates are influenced by a combination of factors, and it’s not attributable to a single cause.

Various missteps or a singular error in your approach may lead to your emails being flagged as spam. The good news is that these influencing factors are within your control, and rectifying them involves learning from your mistakes.

  1. Sender Reputation: When an email is sent, the Internet Service Provider (ISP) assigns a sender score based on the recipient’s interactions. This score ranges from 0 to 100, with a lower score indicating more recipients unsubscribing or marking your emails as spam. Among the factors affecting deliverability, the sender score holds significant importance.

  2. Email Content: The email subject and content play a crucial role in enhancing credibility and engagement. A captivating subject line and compelling content contribute to longer read times and higher open rates. Focusing on these aspects can prevent your emails from being flagged as suspicious or ending up in the spam folder.

  3. Email Authentication: Implementing email authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) enhances the security and legitimacy of your emails. These protocols authenticate the sender’s identity and help prevent phishing and spoofing attacks.

  4. Email Infrastructure: Despite the prevalence of cloud-based systems, the efficiency of email deliverability relies heavily on both software and hardware structures. Comparable to a postal service system, the email system involves mail servers, agents, and IP addresses. A dedicated IP is essential for managing a high volume of emails, ensuring a robust and seamless email infrastructure.

  5. Spike in Email Volume: Inbox inundation from a single sender is generally unwelcome. Whether executing promotional campaigns, product launches, or important announcements, spacing out emails at regular intervals is key. Spam emails often exhibit erratic patterns with large volumes sent in short intervals. Consistent, timed email distribution signals to ISPs that your emails adhere to ethical and legitimate practices, positively influencing open rates.

By avoiding common pitfalls in email marketing and adopting proactive strategies, you can enhance the chances of your messages being successfully delivered.

Read more: Shopify Email Marketing – The Ultimate Guide 2024

Top 15 Tips to Improve Your Email Deliverability Rate

Tips to Improve Your Email Deliverability Rate

You can enhance your email marketing success by incorporating specialized email deliverability tools, ensuring improved deliverability rates and increased engagement with your target audience. However, follow the below tips designed to optimize your email campaigns, maximizing the reach and impact of your messages.

1) Avoid purchasing or renting email lists

While it may be legally possible to acquire lists of individuals who have consented to receive email communications, this practice is not advisable. It not only goes against the Terms of Service of your email service provider but also employs a questionable email marketing strategy. These individuals likely have no familiarity with you, and the probability of them marking your emails as spam is high. Additionally, genuine, high-quality email addresses are not available for sale.

2) Refrain from sending emails to recipients who have consistently bounced

Bounce rates play a crucial role in determining the reputation of an email sender according to internet service providers (ISPs). Experiencing too many hard bounces, resulting from non-existent email addresses, domains, or typos, can lead ISPs to restrict the delivery of your emails to recipients’ inboxes. Continued attempts to send emails to bounced addresses only worsen the bounce rates, raising red flags for ISPs.

3) Avoid using all capital letters in your email content or subject lines

The use of capitalization in email subject lines can decrease the response rate by 30%. It gives the impression of shouting at the audience, making the email less readable and less engaging. This approach is not only irritating but can also be perceived as spammy. Instead of resorting to disruptive tactics like all caps, consider personalizing your emails and incorporating engaging language for better results.

4) Limit the use of exclamation points

Excessive use of exclamation points can adversely impact the professionalism of your email. It may come across as unprofessional and overpowering. Given that a significant portion of email recipients mark emails as spam based on the subject line, it’s advisable to steer clear of such triggers. Rather than relying on punctuation, focus on delivering a clear and concise message without unnecessary embellishments.

5) Avoid incorporating video, Flash, or JavaScript directly within your emails

Most email clients do not support the viewing of rich media, such as Flash or embedded videos, by default. Additionally, even if a spam filter allows your email to pass through, many email clients restrict the functionality of JavaScripts. To work around this limitation, use an image of your video player linked to the media on a webpage. For better communication of your video content, consider using a GIF with a link and tracking the click-through rates. 

6) Avoid the use of spam-trigger words to increase the chances of your email bypassing spam filters.

To enhance deliverability, be cautious about the language employed in your email subject line. A helpful guideline is to steer clear of phrases that resemble those commonly associated with spam, such as “free,” “guarantee,” “no obligation,” and others. Refer to a list of common spam trigger words for additional guidance.

7) Always utilize spell check to prevent spelling and grammar errors. 

A study conducted by Grammarly revealed that approximately 93% of participants admitted to making typos and errors in their emails. Among these, 63% confessed to embarrassing typos, while 50% experienced misunderstandings with recipients.

Maintaining proper email etiquette requires vigilance against typos. It’s easy for minor spelling mistakes to go unnoticed, especially during self-editing.

8) Avoid excessive use of images or large-sized visuals.

Adding a single large image for your email or too many images may result in emails being flagged as spam. Many email recipients have spam filters that target emails with an abundance of heavy images.

Additionally, it’s essential to optimize your image file sizes to the smallest extent possible without compromising visual quality. This helps in preventing prolonged email loading times.

9) Craft concise emails to avoid triggering spam filters; excessive content can be flagged.

Craft concise emails

Additionally, people generally prefer brief emails. In a world where everyone is busy and inboxes are overflowing, it’s best to keep it short and sweet.

An effective strategy is to write in a conversational tone. It makes your email more approachable and relatable, just like a real-life conversation.

If you find yourself needing to write a longer email, break it into multiple paragraphs. Provide visual breaks and structure the email with a clear introduction, middle, and conclusion to enhance readability for your recipient.

10) Obtain third-party accreditation for your email sender.

Email sender accreditation involves a third-party validation process to verify senders and ensure compliance with specific usage guidelines. Legitimate emails are typically solicited or expected by the recipient and comply with established communication norms.

This accreditation serves as a trust badge. It adds your company email address to a reputable list that ISPs consult to permit certain emails to bypass filters.

11) Keep an eye on your sender’s IP address reputation.

The deliverability of your emails is heavily influenced by the reputation of your IP address. If you’re using an IP address with a poor reputation, the likelihood of your emails successfully reaching recipients’ inboxes diminishes.

Utilize to verify whether you are flagged as a blacklisted sender. This is a concern that many unaware email marketers may overlook.

12) Maintain Email List Hygiene.

Regularly clean and update your email list to remove inactive or invalid addresses. Implement double opt-ins to ensure that subscribers genuinely want to receive your emails. Prune your list of unengaged subscribers to maintain a healthy sender reputation.

13) Use Feedback Loops.

Take advantage of feedback loops provided by ISPs. These mechanisms allow you to receive notifications about subscribers who mark your emails as spam. Use this information to promptly remove complaining subscribers from your list and address any potential issues with your content or sending practices.

14) Go for Testing and Monitoring.

Regularly test different elements of your email campaigns, including subject lines, content, and sending times. Monitoring these tests helps you understand what resonates best with your audience and allows you to make data-driven decisions to improve deliverability.

15) Facilitate the Unsubscribe Process.

Facilitate the Unsubscribe Process

In the past, some unscrupulous businesses made it challenging for individuals to unsubscribe from their email lists. Fortunately, regulations now mandate that every email includes a straightforward unsubscribe option. While this may seem counterintuitive, it’s crucial because an unengaged subscriber who ignores or marks emails as spam can harm your sender’s reputation.

A growing trend is to place the unsubscribe link prominently at the top of each email, particularly in regular newsletters. However, as a basic practice, ensure simplicity by setting the unsubscribe link near the bottom of your email, alongside other company information.

Are You Ready to Boost Your Email Deliverability Rate?

Yes! Forge a stronger connection with your audience through impeccable email deliverability. Choose Forge Digital Marketing for a strategic approach that ensures your emails stand out in the crowded inbox. Discover our unparalleled expertise as the premier Naperville-based agency specializing in B2B and B2C email marketing services. Explore our pricing plans for comprehensive, full-service email marketing solutions.

Concluding the impact of email deliverability extends across various aspects. Increased engagement levels directly enhance the likelihood of your emails landing in the inbox successfully. Vigilant monitoring of email deliverability involves tracking metrics like bounce rates, open rates, and clicks.

By consistently implementing these recommended practices and utilizing a robust email marketing tool equipped with a reliable infrastructure and built-in deliverability features, you can expect your email marketing endeavors to yield positive outcomes. Prioritize engagement, relevance, and compliance to build a robust sender reputation and unlock the full potential of your email marketing efforts. 


Marketing, Sales, SEO, Video

In today’s digital landscape, video marketing has emerged as a powerhouse strategy for businesses looking to captivate their audience and drive engagement.

With the constant evolution of technology and consumer behavior, crafting a robust video marketing strategy is essential for staying ahead in the competitive market.

This ultimate guide will delve into the intricacies of creating an effective video marketing plan that resonates with your audience and achieves your business objectives.

How to Create a Video Marketing Strategy?

In a world overwhelmed with information, capturing and retaining the attention of your target audience is more challenging than ever. As today, individuals are engaging in live videos, interactive 360 videos, augmented reality, and much more.

Traditional marketing methods are no longer sufficient in today’s fast-paced digital environment. This is where video content marketing shines bright like a beacon, offering businesses a dynamic and engaging medium to convey their message.

So, let’s explore winning video strategies for a social video marketing guide!

1) Start With Your Video Goals

video content strategy

Before embarking on video production, establishing precise and quantifiable objectives for your video marketing initiative is imperative. Whether the aim is to heighten brand recognition, enhance website traffic, or amplify sales, ensure these objectives are in harmony with your broader business goals.

By clearly defining these goals, you lay a solid foundation for crafting an impactful, purposeful, and powerful video content strategy that resonates with your target audience. This strategic approach not only maximizes the effectiveness of your video marketing campaign but also contributes to the overall success and growth of your business endeavors.

Also, set goals for simple video ideas such as video format, video length, video type, video process, etc.

Check out our graphic design services for digital, print, and animation purposes.

2) Find Your Target Audience

Crafting compelling video content hinges on understanding your target audience. Thorough research reveals demographics, preferences, and pain points, enabling tailored videos that resonate. Delve into their interests and aspirations to create engaging content that captivates and connects.

By catering to their specific needs, you foster a deeper connection, increasing viewer engagement and loyalty. This approach ensures your videos are not only seen but cherished, fostering a community of dedicated followers.

Through continual refinement based on audience feedback, your content evolves, maintaining relevance and impact in an ever-changing landscape. Understanding your audience is the cornerstone of effective video content creation.

3) Frame Your Story

video marketing services

Crafting a compelling narrative lies at the core of successful video marketing. Whether through emotive storytelling, intriguing plot lines, or addressing pressing consumer needs, the art of narrative captivates audiences on a profound level.

Whether it’s showcasing your brand’s journey, sharing potential customer experiences, or demonstrating the value of your products and services, storytelling fosters a genuine connection with viewers. By weaving narratives that resonate with their aspirations, challenges, and desires, businesses can forge lasting bonds with their audience, driving engagement, loyalty, and ultimately, business growth.

In essence, storytelling transcends mere marketing; it becomes a powerful tool for building meaningful relationships with your target video audience.

Also, discover our Inbound Marketing Services to get the attention, engagement, and exposure your brand deserves.

4) Keep Creative Requirements in Mind

Maintaining a balance between creativity and relevance is paramount in crafting impactful video content. By incorporating engaging visuals, compelling storytelling, and impactful messaging, you can capture the attention of your audience and leave a lasting impression.

However, it’s essential to ensure that your creative elements align seamlessly with your brand identity and overarching marketing objectives. Whether it’s through captivating animations, authentic testimonials, or visually stunning product demonstrations, striking the right balance allows you to convey your message effectively while resonating with your target audience.

This approach not only fosters engagement but also strengthens brand recall and loyalty, ultimately driving the success of your video marketing efforts.

5) Stick to Your Timeline

Consistency is paramount in the realm of video marketing. Building a loyal audience requires a structured approach. Establishing a content calendar and adhering to a regular posting schedule are essential strategies to maintain momentum and sustain audience engagement.

Whether you opt for weekly series, monthly updates, or seasonal campaigns, maintaining a consistent presence will not only bolster brand awareness but also cultivate lasting brand loyalty among your audience.

By consistently delivering valuable content on a video platform aligned with your audience’s interests, you can establish trust and credibility, laying the foundation for long-term success in your video marketing endeavors.

6) Maintain a Realistic Video Budget

social video marketing

While video production can indeed require a significant financial investment, it’s imperative to operate within your budgetary limits. Prioritizing expenditures based on your specific objectives is crucial, ensuring that resources are allocated judiciously.

Whether you opt for outsourcing production to specialized agencies or leverage internal talent, the key is to optimize ROI while maintaining a commitment to delivering top-notch content.

By striking the right balance between cost-effectiveness and quality, you can harness the power of video marketing to achieve your business goals without stretching your financial resources beyond their limits.

Get in touch with us today, to take your social business to the next level with our Influencer Marketing Services.

Importance of Video Marketing

In the dynamic landscape of digital marketing, video has emerged as a powerful tool for businesses seeking to connect with their audience on a deeper level. Its immersive nature allows brands to convey their message effectively while captivating viewers’ attention.

Here’s why video marketing is essential for businesses in 2024 –

1) Video marketing encourages social shares, amplifying your brand’s reach and fostering community engagement. With platforms like Instagram, TikTok, and YouTube dominating social media, video content is highly shareable, making it an invaluable asset for organic growth and brand advocacy.

2) A video marketing campaign improves SEO and boosts sales and conversions. By using video content on your website and social media channels for social media marketing, you can increase dwell time, reduce bounce rates, and improve your search engine rankings. Additionally, compelling video content has been shown to drive higher conversion rates, leading to increased sales and revenue.

3) Video marketing appeals to mobile users, who represent a significant portion of internet traffic. With the rise of mobile devices, consumers prefer consuming content on the go, and video content is inherently mobile-friendly, making it accessible and engaging for users across various devices and platforms.

4) Lastly, video marketing is excellent for educating and building trust with your audience. Whether through product demonstrations, tutorials, or thought leadership content, videos allow you to showcase your expertise and establish credibility with your audience, fostering trust and loyalty over time.

The Challenges of Video Marketing

Challenges of Video Marketing

Video marketing undoubtedly offers immense potential for businesses to connect with their audience and achieve their marketing objectives. However, navigating the dynamic landscape of digital marketing presents its own set of challenges. With ever-evolving algorithms and platforms, businesses must remain agile and adaptable to stay ahead of the curve.

One of the primary challenges of video marketing is creating content that resonates with viewers. In an era where attention spans are shorter than ever, businesses must produce videos that not only capture attention but also hold it. This requires a deep understanding of your target audience’s preferences, interests, and pain points.

Moreover, developing a comprehensive video marketing strategy that aligns with your business goals and delivers tangible results can be daunting. From setting clear objectives to measuring success, every aspect of the strategy requires meticulous video content planning and execution.

Additionally, in a saturated market flooded with video content, standing out from the crowd is essential. Creating videos that not only attract views but also encourage sharing and engagement is crucial for maximizing the impact of your video marketing efforts.

Despite these challenges, businesses can overcome them by staying abreast of industry trends, leveraging data-driven insights, and continuously refining their approach to video marketing.

Also, learn about our Website & Mobile Design Services to resonate, simplify and convert with responsive website design.

How Does Video Improve Your SEO?

One of the key ways video content impacts SEO is by increasing dwell time, the duration users spend on your website or platform. Engaging videos that captivate viewers encourage them to stay longer, signaling to search engines that your content is valuable and relevant.

Additionally, videos can help reduce bounce rates by providing dynamic and interactive content that keeps users on your site. By strategically incorporating relevant keywords into video titles, descriptions, and tags, you can further enhance your SEO strategy, increasing the likelihood of your content ranking higher through analytics in SERPs and attracting a broader audience.

Thus, integrating product video content into your video marketing services is essential for maximizing online visibility and driving organic traffic to your digital assets. Short video marketing such as product or service video ads and explainer videos also helps in maximizing online presence.

Ready, Start Your Video Marketing Today!

Armed with the right video marketing tips and insights outlined in this ultimate guide, you’re now equipped to embark on your video marketing journey with confidence.

Whether you’re a small business owner or a marketing professional, harnessing the power of video content can elevate your brand presence, drive meaningful engagement, and ultimately, propel your business towards success. At Forge Digital Marketing, we sculpt success through the lens of innovation. From concept to delivery, our video marketing strategy turns ideas into immersive experiences.

So, what are you waiting for? Forge ahead with confidence, turning visions into dynamic videos that leave a lasting impression.



Advertising, Marketing, SEO

Marketing is one the most important pillars that aids the growth of your business. No matter what market segment your business serves. Marketing is the only thing that shouts for the growth and well-being of your business. It’s a catalyst to your business growth and existence.

The numerous strategies of marketing often confuse marketers. Two of these strategies are inbound marketing and outbound marketing. At a basic level, it may seem that both strategies are completely opposite of each other. But when one takes a closer and contemplative look. Both strategies do overlap, and it may seem that both inbound and outbound marketing strategies are working together as if they are overlapping.

Before we go into the nuances, we need to start with the basics of inbound vs outbound marketing. Let’s start by understanding inbound marketing!

What is Inbound Marketing?

Inbound marketing

Inbound marketing is growing your business by ‘pulling’ the customers to your business by identifying the problems, pains, and needs of your target audience. 

There are various methods to achieve this. But you cannot just start with whatever comes to your hand. In the age of information, make use of ‘data‘.

Data will provide you with an exact picture of what your target audience is looking for. There are several high-quality software that show you real-time stats of what your audience is craving. Refer to the list of software below. These will showcase the volume of the most searched queries.

  1. Semrush
  2. Ahrefs
  3. KWFinder
  4. Keyword Everywhere
  5. Google Trends

These will help you find the most searched monthly keywords your audience searched using search engines. You have to focus on high-volume, low-competition keywords. This is often called SEO. You optimize your website for search engines and potential customers alike.

Once you know the wants and needs of your customers. You are ready to implement strategies like content marketing, blogging, Videos, Google Ads, and Facebook ads to capture the attention of your customers. Now let’s turn to some of the advantages of utilizing inbound marketing in your venture.

Advantages of Inbound Marketing

Advantages of Inbound Marketing

Numerous expert marketers trust the power of inbound marketing. There must be a reason behind it. Let’s explore them!

  1. Inbound marketing helps attract a high-quality audience to your website or store.
  2. It places you as an expert on the product or service in your market segment.
  3. Inbound marketing is loved for its high ROI (Return on investment).
  4. Efficient and cost-effective method of improving brand awareness.
  5. This marketing method can be implemented on multiple channels. For this reason, it’s one of the multi-channel marketing methods. These channels are search engine optimization, social media platforms, blog content marketing, etc.

Challenges of Inbound Marketing

When it comes to the challenges, there aren’t many. But one needs to stay careful. One mistake can cause a lot of repercussions. Let’s delve into the challenges businesses can face while implementing Inbound marketing.

  1. Generating high-quality and engaging content consistently can be a challenge, as it requires creativity, research, and time investment.
  2. Attracting a steady stream of organic traffic without relying on paid advertising can be difficult, especially in competitive markets.
  3. It can be challenging to accurately measure the return on investment (ROI) of inbound marketing efforts, as some results, such as brand awareness, are more challenging to quantify.
  4. Search engine and social media algorithms frequently change, requiring constant adaptation to stay visible and maintain effectiveness in inbound marketing strategies.
  5. Inbound marketing often targets leads in the early stages of the buying process, and converting them into customers may take time, making it challenging to demonstrate immediate results.

What is Outbound Marketing?

Outbound Marketing

In outbound marketing strategy, the strategy is to ‘push’ the marketing to bring in the customer. It’s often known as a traditional marketing method. It is like throwing bait, and hoping that it will trap the potential customer.

The out marketing can be achieved through outbound strategies. Here, strategies like sales funnel are not followed. Instead, various outbound strategies are implemented to increase brand awareness. Let’s take a look at some of the outbound marketing strategies:

  1. Email marketing 
  2. Billboards
  3. Telemarketing
  4. Radio Ads
  5. Trade shows or informational seminars

Learn more: Cold Email Marketing: What is it?

Benefits of Outbound Marketing

No doubt, the trust and reliability of outbound marketing is constantly diminishing, but you cannot deny the benefits of outbound marketing. Let’s have a look at the benefits of utilizing outbound marketing for your business.

  1. Outbound marketing methods, such as advertising and cold calling, can yield quicker results in lead generation and sales compared to the longer-term focus of inbound strategies.
  2. Outbound marketing allows for precise targeting of specific audiences through direct mail, enabling businesses to reach potential customers based on demographics and behavior.
  3. Outbound marketing, such as TV commercials or billboards, can quickly nurture brand visibility on a large scale, helping to create awareness among a broad audience.
  4. With outbound marketing, businesses have more control over the message they want to convey, ensuring a consistent brand image across different channels.
  5. Outbound marketing allows businesses to take a proactive approach by reaching out to potential customers directly, making it suitable for industries where personal interaction is crucial for sales.

Challenges of Outbound Marketing

Challenges of Outbound Marketing

  1. Outbound marketing methods, such as TV ads or direct mail, can be expensive compared to digital marketing channels, making it challenging for businesses with limited budgets.
  2. Outbound marketing often has a broader reach, which can result in reaching audiences that may not be interested in the product or service, leading to lower conversion rates.
  3. Outbound marketing tactics can be seen as intrusive or interruptive, especially in today’s consumer-centric environment, potentially leading to negative perceptions and resistance.
  4. Tracking the effectiveness of outbound marketing campaigns and accurately measuring return on investment can be challenging compared to the more measurable metrics of digital marketing.
  5. The Main difference between inbound vs outbound marketing is that outbound marketing relies on one-way communication, and it may not foster the same level of engagement or relationship-building as inbound strategies, which focus on creating valuable interactions with the audience.

Inbound Vs Outbound Marketing: Differences

Inbound Vs Outbound Marketing-Differences

Now, let’s delve into the difference between inbound and outbound marketing strategies. Refer to the table below to get a better understanding of inbound vs outbound marketing.


Inbound Marketing

Outbound Marketing


Pull strategy – attracts and engages potential customers

Push strategy – proactively reaches out to potential customers




Content Focus

Educational, informative, and valuable content

Promotional and persuasive content


Content marketing, SEO, social media, blogs, email

TV/radio ads, print ads, direct mail, cold calling


Typically lower costs

There can be higher costs, especially for traditional media

Targeting Precision

Highly targeted based on buyer personas and behaviors

Broader reach may lack precision


Two-way communication encourages engagement

One-way communication, often interruptive

Measuring ROI

Measurable through analytics and lead tracking

ROI measurement can be more challenging

Time to Results

Longer-term focus, gradual results

Potentially quicker results, especially for immediate sales

Relationship Building

Emphasis on building relationships and trust

Limited emphasis on relation

Which is Better: Inbound Marketing or Outbound Marketing?

Which is Better Inbound Marketing or Outbound Marketing

If you are confused about what marketing strategy is better for you, then, I recommend implementing inbound marketing strategies. As they can provide better ROI. If you have a high marketing budget; then, both inbound and outbound marketing strategies combined will work wonders for your business. Forge ahead in B2B excellence with our Inbound Marketing Mastery! At Forge Digital Marketing, we specialize in crafting compelling strategies to attract, engage, and convert your target audience. Elevate your brand’s digital presence – discover the difference!


CRO, Marketing, SEO

Do you know why you should pay attention to SEO for law firms? In the competitive landscape of the legal industry, establishing a strong online presence is paramount for law firms to thrive. Transitioning seamlessly from traditional marketing strategies to the digital realm, Search Engine Optimization (SEO) emerges as a pivotal tool in enhancing visibility and attracting potential clients.

Although SEO is technical, time-consuming, and an ongoing process, the goal is straightforward. Boost your law firm’s SEO with the experts to elevate your law firm’s organic search engine performance to one step above using content, backlinks and off-page citations, and technical SEO.

In this ultimate guide, we will explore the various services of law firm SEO, explaining how it can significantly elevate your firm’s online standing. So, let’s dig into the SEO for law firms!

How SEO Can Help You Generate Leads?

In the dynamic landscape of the digital world, law firms cope with the ongoing challenge of lead generation. Search Engine Optimization (SEO) emerges as a crucial tool, akin to a guiding beacon that directs potential clients to the virtual doorstep of legal services. Its strategic implementation involves optimizing the firm’s website for pertinent keywords and crafting high-quality, informative content.

By doing so, attorney SEO marketing for law firms ensures a prominent visibility in organic search results, becoming a catalyst for attracting targeted traffic. This influx of potential clients heightens the probability of converting website visitors into valuable leads, thereby establishing a symbiotic relationship between effective SEO practices and the sustained growth of law firms in the competitive online arena.

However, as the digital ecosystem continues to evolve, the significance of SEO in shaping the client acquisition landscape for law firms remains paramount.

7 Powerful SEO Tips to Boost Lead Generation

SEO Tips to Boost Lead Generation

In the competitive landscape of online marketing, law firms strive to enhance their visibility and attract potential clients. To achieve this, implementing effective Search Engine Optimization (SEO) strategies becomes imperative.

1) Firstly, Begin by Conducting Keyword Research: Identify relevant and high-intent keywords specific to your legal services. This foundational step ensures that your content aligns with the queries potential clients are searching for.

2) Next, Optimize On-Page Elements: Craft compelling meta titles and descriptions incorporating the chosen keywords. Optimize your website’s headers, content, and images to create a seamless user experience while signaling search engines about the relevance of your content.

3) Create High-Quality, Informative Content: Develop content that addresses the legal concerns and questions of your target audience. Regularly updating your blog with insightful articles not only establishes your authority but also attracts organic traffic over time.

4) In addition to content creation, Leverage Local SEO Strategies: Register your law firm on Google My Business, ensuring accurate and up-to-date information. Encourage satisfied clients to leave positive reviews, as these play a crucial role in local search rankings.

5) Furthermore, Prioritize Mobile Optimization: With an increasing number of users accessing information through mobile devices, optimizing your website for mobile is non-negotiable. A mobile-friendly site enhances user experience and positively influences search rankings.

6) Monitor and Analyze Performance: Regularly assess the effectiveness of your SEO efforts using tools like Google Analytics. Identify top-performing keywords, track user behavior, and adapt your conversion rate optimization strategy accordingly.

7) Lastly, Stay Updated with Algorithm Changes: Search engine algorithms evolve, impacting search rankings. Keep abreast of industry updates and algorithm changes to adjust your SEO strategy proactively.

Integrating these SEO tips into your law firm’s marketing strategy will not only boost your online visibility but also enhance lead generation by connecting with individuals actively seeking legal services.

What Services of SEO for Law Firms are Available?

In order to unlock the complete benefits of Search Engine Optimization (SEO), law firms can leverage a diverse range of services customized to suit their specific requirements. This encompasses vital aspects such as meticulous keyword research, meticulous on-page SEO techniques, strategic content creation, and effective link building strategies.

Embracing a holistic SEO strategy becomes paramount for establishing a distinctive presence in the fiercely competitive digital realm. Opting for professional law firm SEO firm service, guarantees that the online initiatives of your law firm seamlessly integrate with your overarching business objectives, fostering enhanced visibility and accessibility.

By entrusting experts in the field, SEO for law firms can navigate the intricacies of search algorithms and stay ahead in the dynamic landscape of online marketing, ultimately establishing themselves as authoritative and trustworthy entities in their legal domain.

Benefits of SEO Services for Law Firms

Services of SEO for Law Firms

SEO for law firms extends far beyond enhancing visibility; it’s a multifaceted strategy that bestows numerous benefits. Beyond mere exposure, it cultivates credibility and trust, positioning your law firm as an authoritative voice in the legal landscape.

By optimizing content and employing effective SEO techniques, your online presence not only attracts but also engages potential clients. The user-friendly experience fostered by SEO for attorneys ensures that visitors can seamlessly navigate your website, establishing a positive impression.

As your digital footprint expands, so does the reach of your firm, resulting in a burgeoning client base and, consequently, sustained growth and success. The strategic implementation of SEO principles is not merely about climbing search engine rankings. It’s about crafting a reputable and influential online identity that resonates with both search algorithms and potential clients alike.

How to Monitor SEO Performance?

In the realm of digital marketing, the efficacy of strategies employed by a law firm hinges on continuous evaluation. Vigilantly scrutinizing the performance of the SEO strategy is paramount, serving as a locking pin for identifying areas of enhancement and leveraging triumphs.

An active approach to monitoring involves the adept use of analytical tools, which facilitate the assessment of keyword rankings and the analysis of crucial website traffic metrics. By harnessing these tools, a law firm can not only stay abreast of its digital presence but also adapt swiftly to the ever-evolving landscape of search engine algorithms.

This proactive approach not only ensures the maintenance of a robust online visibility but also empowers the firm to make data-driven decisions, ultimately amplifying its effectiveness in the highly competitive digital arena.

How Can Your Website Rank in Google?

Securing a prominent position on Google, the pinnacle of SEO achievement, demands a profound comprehension of Google’s algorithms. Navigating this complex landscape necessitates a commitment to optimizing your website’s standing in search engine results.

Regularly updating content with relevance, ensuring a mobile-friendly design, and cultivating a sturdy backlink profile collectively bolster your website’s credibility in the discerning eyes of search engines. These strategies align with the dynamic nature of SEO, where staying ahead of trends is as crucial as mastering the foundational principles.

As the digital landscape evolves, the pursuit of a high Google ranking demands an adaptive approach, blending technical expertise from website optimization strategies to an unwavering commitment to delivering valuable, up-to-date content to your audience.

Navigating the Marketing Mix With SEO

In the expansive realm of digital marketing, law firms face the crucial decision of allocating resources between various channels. Amid the influential roles played by paid advertising, social media, SEO emerges as a distinctive long-term investment.

Unlike the transient nature of paid campaigns, the outcomes of successful SEO strategies persist. So, consistently draw organic traffic and nurture enduring client relationships. However, SEO not only enhances a firm’s online visibility but also establishes credibility and trust, crucial elements in the legal domain.

By optimizing for relevant keywords and creating valuable content, law firms position themselves as authoritative resources within their field. Moreover, paid advertising and social media marketing contribute to immediate visibility. SEO serves as a cornerstone for long-lasting, organic growth, making it an indispensable element in the comprehensive digital marketing strategy for law firms.

Learn more: TikTok Vs Instagram: Which is Better?

Wrapping Up!

In the ever-evolving landscape of law firm marketing, SEO for law firms emerges as the locking pin for success. From generating leads and enhancing visibility to establishing credibility and fostering trust, the benefits of SEO services for lawyers are manifold.

Craft a comprehensive strategy, monitor performance, and stay abreast of industry trends. Law firms can navigate the digital terrain with confidence, ensuring a prominent and enduring online presence.

As you embark on this journey, remember that effective SEO is not just about rankings. It’s about building lasting connections with your audience in the vast digital realm.


Advertising, Email Marketing, Marketing, SEO

In the ever-evolving realm of e-commerce, staying at the forefront is essential for achieving success. One of the most powerful tools at your disposal is email marketing, and when it comes to seamlessly integrating it into your online store, Shopify stands out as a leader. Shopify merchants can leverage email marketing to distribute newsletters, receipts, promotions, and transactional emails such as abandoned cart recovery or welcome messages. However, with a plethora of email marketing apps available for Shopify, setting them up efficiently can be a challenge. It is crucial to acquire the knowledge of creating a successful email marketing campaign within the Shopify platform. In this ultimate guide for 2024, we’ll explore the ins and outs of Shopify email marketing to help you drive sales, build customer loyalty, and elevate your brand.

Why Email Marketing Matters?

Email marketing remains a cornerstone of online business strategies for a reason. It provides a direct line of communication with your customers, allowing you to nurture relationships, promote products, and drive sales. Here are some compelling reasons why email marketing should be a priority for your Shopify store:

1. Personalization and Targeting

  • Using Shopify will allow you to collect valuable customer data, enabling you to create highly targeted and personalized email campaigns. Tailoring your messages to specific customer segments can significantly increase engagement and conversions.

2. Automation for Efficiency

  • With Shopify’s robust automation tools, you can set up email sequences triggered by specific customer actions, such as abandoned carts, first-time purchases, or product views. This automation streamlines your marketing efforts, saving time and ensuring timely communication.

3. Building Customer Loyalty

  • Email marketing is an effective way to build and nurture customer loyalty. By delivering valuable content, exclusive offers, and personalized recommendations, you can turn one-time buyers into repeat customers and brand advocates.

4. Measurable Results

  • Shopify’s analytics and reporting features allow you to track the performance of your email campaigns. This data-driven approach helps you understand what works and what doesn’t, enabling continuous improvement.

What is Known as Shopify Email Marketing?

Engaging in Shopify email marketing involves selecting email campaigns as a key channel for promoting your brand. This strategy begins when visitors to your website willingly subscribe to receive communications from your brand via email.

This marketing channel enables you to build awareness and enhance customer loyalty through regular, non-intrusive email communication.

Explore the comprehensive Shopify marketing guide to discover techniques for:

  1. Boosting lead generation
  2. Enhancing open, click-through, and conversion rates
  3. Implementing targeted Shopify automated emails, Shopify email templates, and more!

Shopify email marketing can be approached in two main ways:

  1. Utilize a third-party email marketing service that seamlessly integrates with Shopify. The pricing and available features will vary depending on the chosen service.

  2. Use Shopify Email Marketing app, developed directly by the Shopify team. This option provides a specific number of free monthly sends (up to 10,000 emails), and any additional emails beyond that allocation are charged at $0.001 per email.

Setting Up Your Shopify Email Marketing Strategy

Email outperforms all other channels in driving sales significantly. Given this, it’s essential to craft content that ensures your presence remains prominent in subscribers’ inboxes.

However, before delving into content creation, it’s crucial to comprehend the various types of email marketing.

In general, email marketing campaigns can be categorized into three main types:

  1. Promotional emails – designed to secure sales.
  2. Engagement emails – centered around brand values and top-of-mind awareness.
  3. Automated emails – triggered by specific subscriber actions.

Pro Tip: Before finalizing your email campaign, it’s advisable to familiarize yourself with best practices in email design.

1. Collecting Subscribers:

  • Leverage Shopify’s built-in tools to collect email addresses from your store visitors. You can offer  them incentives like discounts or exclusive content to encourage sign-ups.

2. Segmentation:

  • Divide your email list into segments based on customer behavior, preferences, or demographics. This type of segmentation will enable you to send targeted and relevant content to specific groups.

3. Compelling Content:

  • Craft compelling and visually appealing emails. Use Shopify’s customizable email templates to create branded and professional-looking campaigns. Incorporate engaging visuals, persuasive copy, and clear calls to action.

4. Automation Workflows:

  • Take advantage of Shopify’s automation features to set up workflows for various scenarios, such as welcome emails, abandoned cart reminders, and post-purchase follow-ups. Automation may ensure timely and relevant communication with your subscribers without manual intervention.

Read more: What is Connective Ecommerce?

Advanced Strategies for Shopify Email Marketing

Shopify email templates
1. Dynamic Product Recommendations:

  • Implement dynamic product recommendations in your emails based on customers’ browsing and purchase history. This personalized touch can significantly increase the chances of conversion for your products.

2. Abandoned Cart Recovery:

  • Fine-tune your abandoned cart recovery emails to entice customers to complete their purchases. Consider offering discounts or highlighting the benefits of the products left in the cart.

3. Customer Feedback and Reviews:

  • Encourage customer feedback and reviews through email campaigns. Positive reviews can be showcased in future email campaigns, building trust and credibility.

4. A/B Testing:

  • Start experimenting with A/B testing to optimize your email campaigns. Test different subject lines, visuals, and calls to action to identify the most effective elements for your audience.

Compliance and Best Practices

1. GDPR Compliance:

  • Ensure that your email marketing practices comply with data protection regulations, such as GDPR. Obtain explicit consent for collecting and using customer data.

2. Mobile Optimization:

  • Given the prevalence of mobile users, optimize your emails for mobile devices. Shopify’s email templates are mobile-responsive, ensuring a seamless experience for users on smartphones and tablets.

3. Monitoring and Analysis:

  • Regularly monitor the performance of your email campaigns through Shopify analytics. Use the insights gained to refine your strategy and improve future campaigns.

Read more: How to increase sales on Shopify? 22 Proven Examples

How to Create Your Email List on Shopify?

Achieving success in Shopify email marketing begins with effectively growing your email list. Before you can initiate email campaigns, you need a base of subscribers. So, how do you convince individuals to sign up for your emails? Here are a few strategies:

  1. Exit-Intent Pop-Ups: Utilize exit-intent pop-ups, a less intrusive method targeting visitors leaving your website without making a purchase. This approach effectively captures the attention of departing visitors, providing an excellent opportunity to convert them into valuable email subscribers.

  2. Add an Opt-In Bar to Your Homepage: Complementing pop-ups, placing an opt-in email form directly on your homepage can entice users to subscribe. Positioning opt-in forms strategically, such as at the bottom of the page or in the footer, ensures visibility as visitors navigate through your site.

  3. Create a Landing Page for Sign-up Forms: Design dedicated landing pages that motivate people to join your email list. These pages offer additional space to elaborate on your products or highlight the benefits of subscribing. Including social proof, such as testimonials or subscriber counts, enhances credibility.

  4. Run a Contest and Announce a Giveaway: Engage your audience by organizing contests that encourage email sign-ups. Contests, being highly shareable, can effectively promote your Shopify store through word of mouth. Ensure the prize is appealing, incorporate social media sharing buttons, and create a theme relevant to your target market.

  5. Give Them What They Want: Offer incentives for joining your email list that may not necessarily be tied to an ecommerce transaction. Understand your audience’s challenges and provide content that helps them resolve issues while subtly directing them to your products. This approach not only encourages sign-ups but also positions your brand as an authority in your niche.

In addition to these strategies, consider leveraging the expertise of an email marketing agency. Choose an agency with a good reputation, aligning with your budget and schedule, to enhance the effectiveness of your Shopify email marketing efforts.

Types of Shopify Email Campaigns 

email marketing for ecommerce

1) Introduction to Welcome Emails 

One of the most effective ways to engage with new email subscribers is by promptly sending an automated “welcome email” upon their registration. These initial test emails play a pivotal role in shaping the tone and character of your email interactions with the subscriber, underscoring the need to accord them the highest priority.

Neglecting to dispatch welcome emails to new subscribers equates to overlooking a valuable opportunity and potentially forfeiting substantial revenue.

Shopify welcome emails serve the additional purpose of establishing clear expectations for your email communication practices. This involves detailing the types of emails you intend to send and specifying the frequency of their delivery.

2) Confirmation of Orders via Email

Emails confirming orders, similar to other automated messages by Shopify admin such as welcome emails, thank-you emails, or confirmation emails, go beyond being a mere formality to inform your customers about the transaction. They also serve as an excellent means to build a connection with your customers.

Utilizing personalization is a fantastic strategy to ensure that your Shopify order confirmation email comes across as genuinely sincere to your customers!

3) Emails for Abandoned Carts 

Utilize Shopify’s abandoned cart emails to reconnect, communicate, and establish connections with individuals who abandon their carts without finalizing their purchases. Various factors contribute to cart abandonment on Shopify.

In conclusion, Shopify email marketing is a potent tool for driving engagement and sales. By leveraging the platform’s features, personalizing your communication, and adhering to best practices, you can create powerful marketing emails that propel your Shopify store to new heights in 2024. Stay connected, stay relevant, and watch your business thrive in the competitive world of e-commerce.

Unlock Success: Elevate Your Business with Shopify Email Marketing Magic!

Finally, embracing the power of Shopify email marketing can be a transformative step towards unlocking success for your business. You learned here different email campaigns and the tips to create an email list on Shopify, so get started soon.

Moreover, by leveraging the expertise of Forge Digital Marketing, you are not just tapping into a powerful platform but also harnessing the prowess of a seasoned digital marketing partner. We are a specialized agency in Shopify marketing, focusing on the expansion of Shopify stores and Direct-to-Consumer E-commerce Brands. Shopify email marketing tools, coupled with the strategic insights enable you to not only reach your target audience but also build lasting relationships that foster brand loyalty.

As you embark on this journey, remember that the key lies not just in sending emails, but in crafting meaningful narratives or email content that resonate with your audience. 

FAQs About Shopify Email Marketing

1) How can Shopify marketing enhance my ecommerce email marketing strategy?

Shopify marketing offers a robust platform to integrate and streamline your ecommerce email marketing tool efforts. With built-in tools and features, it enables seamless creation, management, and tracking of email campaigns tailored for your online store.

2) What are the benefits of using Shopify email templates for my e-commerce business?

Shopify email templates provide a visually appealing and professionally designed framework for your ecommerce email marketing campaigns. They not only save time but also ensure consistency in branding, making your emails more engaging and recognizable to your audience.

3) How does Mailchimp integrate with Shopify, and what advantages does it offer for e-commerce email marketing?

Mailchimp Shopify integration facilitates a seamless connection between your e-commerce store and email marketing efforts. This integration allows for automated workflows, personalized customer communication, and in-depth analytics, enhancing the effectiveness of your email marketing for e-commerce.

4) Can Shopify assist in creating targeted email marketing campaigns for my ecommerce store?

Yes, Shopify provides tools to segment your customer base and create targeted email marketing campaigns. By leveraging customer data, purchase history, and behavior analytics, you can tailor your messages, promotions, and product recommendations to specific customer segments, increasing the relevance and impact of your campaigns.

5) How can I optimize my ecommerce email marketing strategy on Shopify for better results?

To optimize your ecommerce email marketing on Shopify, focus on regular performance analysis, A/B testing of campaigns, and refining your strategies based on customer feedback. Additionally, explore advanced features within Shopify and third-party apps to continually improve the effectiveness of your email marketing campaigns.