digital marketing key strategies

Digital Marketing Key Strategies for Email and Social Media

Communication between businesses and their customers has shifted tremendously over the years. A sound digital marketing strategy can make the difference between a thriving business and one that falls through the cracks. While there are of course many digital marketing key strategies like pay-per-click, search engine optimization, advertising, landing pages, etc., in this article we’ll cover email and social media.

We’ll guide you on key email marketing strategies such as writing a compelling subject line, when and how often to send your emails, and how to clean your email list. We’ll also help you select the right social media platforms and tailor marketing key strategies for different social media audiences depending on age and location. We’ll also help you conduct primary and secondary research, observe your competitors’ engagement dynamics, and use different kinds of hashtags.

Here’s a glance at what you can learn from this article:

  • Digital Marketing Key Strategies for Email
    • Why clean your email list?
      • Tips for Cleaning Your Email List
  • Digital Marketing Key Strategies for Social Media
    • Selecting the Right Social Media Platforms
      • Digital Marketing Strategies for Social Media Platforms By Age Demographics
      • Digital Marketing Strategies for Social Media Platforms By Location
  • Primary and Secondary Research
  • Competitor Engagement Analysis
  • Hashtag Campaigns
    • Niche Hashtags
    • Brand-Specific Hashtags
    • Trending Hashtags

Digital Marketing Key Strategies for Email

Why should you prioritise email marketing among your digital marketing key strategies? According to Statista, the estimated worldwide email marketing revenue for 2024 is a whopping 9.7 billion U.S. dollars, topping its 2023 record of 8.3 billion dollars!

Some of the best ways to grow your email list is by creating a landing page where you offer a freebie in exchange for prospective customers’ email. You can combine this with search engine optimization that can drive traffic to the landing page. Partnerships, where you collaborate with others who have your same target audience, like joint giveaways or events, are also powerful.

One of the top digital marketing key strategies for email is to make it and personalized use the recipient’s name and mention past interactions or purchases. Try to make it feel like a personal chat instead of just sending out mass messages. Personalization is proven to improve results.

Craft a compelling subject line. It is your first (and sometimes last) chance to catch the reader’s attention. Make sure it’s engaging, informative, and relevant to the recipient. Avoid spammy or deceptive headlines that could lead to your email being ignored or the recipient unsubscribing.

Picking the right time is crucial in digital marketing strategies. Think carefully about when you send emails. Take time zones into account and try to send them when your target audience is most likely to read and respond to them. Experimenting with different send times can help you figure out the best time for getting people engaged.

Pay attention to how people respond to your emails and adjust accordingly. Keep an eye on metrics like open rate, click-through rate (CTR), conversion rate, bounce rate, and unsubscribe rate. Analysing these numbers can enhance your email strategy’s effectiveness, so you can make the right changes to improve your email strategy. For example:

  • Open Rate shows how many people open your emails, giving you an idea about the effectiveness of your subject lines.
  • Click-Through Rate (CTR) measures the percentage of email recipients who clicked on links in your email, showing how interesting or appealing your content or offer is.
  • Conversion Rate tells you how many people took the desired action after clicking a link in the email, such as making a purchase or signing up for a webinar, giving you an idea of the persuasiveness of your message.
  • Bounce Rate shows the percentage of your sent emails that couldn’t be delivered, indicating potential problems with the quality of your email list.
  • Unsubscribe Rate indicates how satisfied recipients are with your content and shows if you’re reaching the right audience personas.

Avoid bombarding your subscribers with too many emails, but don’t disappear either. Aim for a balanced frequency. Before sending out a bunch of emails, take a moment to think about who your subscribers are and what they might want from you. Keep in mind that different industries, buyer personas and demographics can handle different email frequencies:

B2B Clients: They might prefer more spaced-out, content-rich communication that provides value without disrupting their own busy workflow.

B2C Customers: They might appreciate regular updates on sales, new products, or content that aligns with their interests or lifestyle.

Be transparent about how often subscribers will hear from you and allow them to choose their preferred frequency. When users first sign up, provide a clear choice regarding the frequency of emails during the subscription process. This is also a form of personalization. Develop a user-friendly “Preference Center,” accessible through each email and your website, where subscribers can adjust their frequency settings. Distribute surveys or feedback forms asking how often subscribers wish to receive updates.

To boost deliverability and engagement metrics, regularly clean your email list by removing non-responsive or inactive subscribers. Remember, the aim of email marketing isn’t just to reach as many inboxes as possible, but to engage with genuinely interested recipients.

Why clean your email list?

  • Email servers employ intricate algorithms to assess the relevance and desirability of incoming emails. Lists containing many inactive or non-responsive email addresses can trip spam filters. Consequently, this hampers your emails from reaching active and engaged subscribers.
  • Most email marketing platforms charge based on the number of subscribers you have. By keeping only engaged subscribers on your list, you can reduce costs associated with sending out large numbers of emails.
  • Internet Service Providers (ISPs) monitor how recipients engage with your emails. Regularly cleaning your email list helps uphold a positive sender reputation, which is vital for ensuring that your future emails end up in inboxes rather than spam folders.

Tips for Cleaning Your Email List

  1. Use your email marketing tool to track subscriber activity. Determine a time frame, such as 6 months or a year, and tag those who haven’t engaged with your emails.
  2. Before you delete inactive users from your email list, try to reconnect with them. Send them a special email to see if they’re still interested. Provide a special discount or exclusive content. You can also ask them what they would like to see from your emails or why they’ve disengaged. Highlight key benefits or information they’ve missed out on by not being active. Remove them if they don’t respond after your efforts.
  3. Keep an eye on email addresses that bounce. “Soft” bounces often indicate a temporary problem with the email address, while “hard” bounces are permanent issues. Remove hard bounces immediately.
  4. Create feedback loops with ISPs. This helps you find and remove subscribers who are marking your emails as spam. Implement an automated process to remove complainers from your list as soon as you receive the FBL data. Monitor the complaints to identify if certain types of content are leading to higher spam rates. WHAT ARE ISPs? Internet service providers? And FBL?
  5.  Add a permission reminder to your emails. This is a quick note explaining why the recipient is getting your email. It serves as a reminder of their consent and helps them decide if they still want to receive your emails.
  6. Regularly use email verification services. They check if the email addresses on your list are valid. They do that through different techniques:
  • They check email addresses for proper syntax according to the standard email format. This involves verifying that the address contains the necessary elements such as an “@” symbol, domain name, and appropriate characters.
  • They check the DNS records associated with the domain of each email address to ensure that it exists and is configured to receive emails.
  • They verify the Mail Exchange (MX) records for the domain to confirm that it has a mail server configured to receive emails.
  • They also identify and flag addresses associated with temporary or disposable email services, which are often used for spam or fraudulent purposes.
  • Some advanced services establish a connection with the recipient’s mail server to simulate the sending of an email and verify whether the email address is deliverable in real time through Simple Mail Transfer Protocol (SMTP) verification.
  • They identify and flag email addresses that are likely to be spam traps, which are used by ISPs and anti-spam organizations to identify and blacklist senders with poor sending practices. Ensure your unsubscribe option is easy to find and simple to use. This lets subscribers easily choose to stop receiving emails, which is better than them ignoring your emails or, even worse, marking them as spam.

Digital Marketing Key Strategies for Social Media

To succeed in reaching your target audience, you need to understand them well and distinguish them from among the massive number of social media users worldwide, which hit 5 billion in early 2024. You should know who your audience is, what they enjoy, where they spend time online, and what kind of content they like. Tools like Google Analytics or insights provided by social platforms can help competitive marketers gather data about their audience’s demographics, behaviours, and preferences. For example, you might discover that while your X (Twitter) followers prefer timely news content, your Instagram followers like visually appealing posts or stories.

Find and share great content that educates, entertains, or brings value to your audience. This could include attractive graphics, informative blog posts, or engaging videos that grab attention in a busy online world. Also, remember to adjust your content to fit the specific social media platform you’re using.

Selecting the Right Social Media Platforms

There are several digital marketing key strategies for selecting the right social media platforms. First, make sure that the platforms align with your marketing objectives. For example, a B2B company might benefit more from using LinkedIn to connect with other professionals and generate leads. LinkedIn is a platform where industry experts share insights, professionals network, and companies showcase their expertise. The most successful digital marketing examples on LinkedIn tend to be informative, educational, and contribute value to professional discussions.

Here are some digital marketing examples to generate leads through content marketing on LinkedIn:

  • White Papers: Share white papers that offer in-depth research and demonstrate your company’s expertise on industry subjects. These white papers spark professional conversations and establish your brand as a leader in your field.
  • Long-form Articles and Posts: For elevating brand visibility and credibility, publish long-form articles directly through LinkedIn’s publishing platform. These articles can cover industry trends, how-to guides, or opinion pieces that invite engagement.
  • Corporate News and Insights: Regularly update your company’s achievements, milestones, or case studies. This not only keeps your target audience informed but also underscores the progress and success of your company.
  • Infographics and Videos: Infographics and videos are great for quickly and effectively sharing important information with professionals on LinkedIn who value content that respects their time. They cater to the fast-paced nature of the platform, where users often scroll through numerous posts in a short amount of time.

A fashion brand that relies on visuals might prefer Instagram or Pinterest for or advertising to display its products. These platforms focus heavily on imagery. Instagram, with its various features like Stories, Reels, and Shoppable Posts, provides an interactive way to showcase fashion items, connect with a trendy audience, and even enable direct purchases.

Stories, which let you share images or videos that vanish after 24 hours, are perfect for urgent promotions or giving followers a behind-the-scenes peek of the fashion world, building a close connection with them.

Reels, another feature on Instagram, have become hugely popular and are now a key part of digital marketing strategies. They allow creators to make short, engaging videos that can spread widely, giving even small fashion brands the chance to reach a global audience. Since fashion trends change fast, Reels offer a way to quickly join in on the latest crazes and show off products in a fun and easy-to-understand way.

Shoppable Posts turn your feed into a virtual store. By tagging products in images, followers can tap to see more details and buy without leaving the app. This smooth shopping experience is great for conversions, tapping into the impulse to buy that striking fashion items can trigger.

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Pinterest, on the other hand, allows users to create boards and “pin” their favourite items, making it great for content heavy on images and driving traffic to e-commerce websites. While Instagram is all about the here and now, Pinterest serves a different role in a fashion brand’s digital marketing strategy. It’s all about curation and exploration. People use Pinterest to find inspiration and create boards reflecting their personal style, whether it’s planning purchases or dreaming up their perfect wardrobe. Fashion brands can tap into this by crafting aspirational mood boards that match the aesthetic and lifestyle of their intended buyer personas and by advertising on Pinterest.

Pinterest’s algorithm is made to show users content that’s relevant not just to their past actions but also to broader trends on the platform. When a user “pins” a product from a fashion brand, it doesn’t just save it for themselves; it also makes it more likely for others to see it in their feeds. This natural way of sharing content can bring your ideal buyer personas back to e-commerce sites with a strong intention to buy, making Pinterest a great choice for fashion brands wanting more visibility and conversions and free advertising.

By using Rich Pins, which show additional details like pricing and availability right on the Pin itself, brands can give customers an even better look at their products. This could guide potential buyers directly to the checkout page of an e-commerce site, making the journey from inspiration to conversions much smoother.

Heads up for video marketers! After changing its name from Twitter to X, the platform is now committing heavily to video content. Data shows that 80% of all its user sessions used video. X has become a hotspot for viewers seeking engaging, immersive video experiences, particularly with its single-click, full-screen vertical video offerings. It also launched its Explore tab, which presents a curated video carousel, inviting users to discover an array of further video content with ease.

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Assess where your target audience spends time and focus your efforts there to generate leads and maximise engagement and ROI, and even to run paid advertising. Factors such as age, location, interests, and online behaviour should influence your decision.

Digital Marketing Strategies for Social Media Platforms By Age Demographics

Various age groups tend to prefer different social media platforms for different reasons. For example:

Generation Z: Generally born between 1997 and 2012, this generation is the pioneering force behind platforms such as TikTok and Snapchat, where quick, catchy content is digestible in a bite-sized format. Digital marketing key strategies for brands targeting Gen Z need to be authentic and trendy to make an impact, even if it’s pay-per-click advertising.

Millennials: Born between 1981 and 1996, millennials are skilled at navigating different social media platforms, but they’re especially active on Instagram. They appreciate visual storytelling and advertising and are drawn to high-value accounts that reflect their values and interests. Instagram Stories, Reels, and even in-feed posts offer account-based brands ample opportunity to engage with this demographic through visually appealing narratives such as behind-the-scenes posts.

Generation X: People born between 1965 and 1980 often use Facebook and LinkedIn. Facebook’s large network attracts this group for both social interactions and access to informative content. Therefore, brands targeting Gen X as the target audience can succeed with comprehensive Facebook digital marketing strategies that include groups, informative posts, and fostering community engagement.

Baby Boomers: People born between 1946 and 1964 are also commonly found on Facebook. While they might not be as familiar with digital platforms as younger generations, they still engage heavily with content that matches their interests and can be strong supporters of brands. Baby boomers appreciate detailed information, trustworthiness, and a sense of community in their online interactions.

Digital Marketing Strategies for Social Media Platforms By Location

Digital marketing strategies for social media also vary greatly by usage location. Choose social media platforms that dominate certain geographic areas over others.

Take the United States, for example, where the landscape of social media is heavily populated by Facebook users. Despite the development of new account-based platforms and the hanging preferences among younger users, Facebook continues to maintain a stronghold across various age groups. This suggests that marketing efforts on Facebook can reach a diverse range of audiences in the U.S., from millennials to baby boomers. Even outside the U.S., Facebook reigns as the top social media network across the globe in 2023.

In Asia, where cultural contexts and internet habits vary widely, platforms like Line and WeChat are the top choices. Line, especially popular in Japan, Taiwan, and Thailand, is more than just a messaging app—it’s a whole social ecosystem where users can chat, play games, make payments, and follow high-value accounts of brands and celebrities, making it a versatile tool for marketers and advertising.Likewise, WeChat dominates China, the largest social media market, offering messaging, social networking, and financial services all in one, making it a valued part of daily life for its billion-plus users.

Statista reports that the Northern (80.2%) and Western (78.2%) parts of Europe rank as the regions with the highest social media penetration rates around the world in April 2024. In Northern Europe, Sweden tops the list of social media users at more than 9 million. Although Facebook is still the most used, the Swedish, especially women ages 25 to 43, prefer Instagram, with 5.7 million users. TikTok is gaining popularity in Norway, used by 1 out of 5 people in the country.

Meanwhile, UAE tops all countries with the highest social media penetration rate at 115%! WhatsApp is the top social media platform in the country, used by almost every demographic from 16 to 64 years old. WhatsApp secures its position as a social media platform, grounded in the individuality of its users. Each member curates a unique presence through a personalized profile, which features both a profile image and a status update facility. This platform is a hub for exchanging information, encapsulated in messaging and voice communication, fostering a sense of community where users gather to engage in discussions centred around their interests.

Threads (By Instagram) is a fast-rising social media platform launched in July 2023. As of the end of that year, the country that downloaded the app the most is India, with 54.2 million downloads. Brazil comes in second place at 46.4 million. U.S. completes the Top 3 with 26.1 million downloads.

The differences in platform popularity raise important considerations for marketers. Using a one-size-fits-all strategy might lead to wasted resources and less engagement. Instead, a more detailed approach is necessary, taking into account the preferred communication channels in each target region.

Primary and Secondary Research

Competitive marketers employ the key digital marketing strategies of undertaking primary and secondary research. This enables them to map out their target audience’s social media usage patterns. This could involve surveying current customers, analysing competitors’ successful engagement strategies in different territories, and keeping abreast of social media trends and market research reports.

The first of digital marketing strategies for gaining insight is primary research. This involves a direct approach to gathering data. Marketers can deploy surveys among current customers to gather valuable feedback on their social media preferences. Surveys can be conducted through various means such as email questionnaires, direct messages, or even interactive polls on the social media platforms themselves.

Such surveys can cover aspects like:

  • Which social media platforms are favoured?
  • The time spent on these platforms.
  • Communication and engagement preferences, such as liking, sharing, or commenting.
  • Types of content that captivate them the most, be it text, images, or videos.

Another primary research tool is social listening. This goes beyond direct questions and into observing the conversations and mentions about your brand or related topics across social media. By employing tools that track such mentions, marketers can garner unfiltered insights into public sentiment and identify emerging trends or pain points.

While primary research provides direct customer feedback, secondary research acts as a complementary layer by offering a broader market perspective. This covers competitor engagement analysis where marketers study engagement strategies of competitors and successful brands in different territories. For instance, a deep dive into a competitor’s most shared posts, or understanding their hashtag campaigns, can provide clues to what might resonate with a broader audience.

Likes, comments, shares, and saves are more than just tally marks; they are indicators of content that resonates with the target audience. For marketers, every retweet, every “heart”, and every comment is a piece of the puzzle in understanding what sparks communication and connection. Here are audience reaction characteristics to take note of:

  • Likes: Often the simplest form of engagement, a “like” or “heart” serves as a nod of approval, a quick acknowledgement that can indicate topical interest or content approval.
  • Comments: Representing a deeper level of engagement, comments can offer direct feedback and can be a goldmine for insights into the target audience’s thoughts and feelings about the content.
  • Shares: When someone shares a post, they amplify its reach, signalling that the content is not only appreciated but also deemed worthy of being broadcasted to their network.
  • Saves: A “save” indicates that the content holds value worth revisiting, suggesting that it has a lasting impact beyond the initial consumption.

By performing a deep dive into a competitor’s most shared posts, marketers can glean insights into numerous aspects of content strategy:

  • Trending Topics: What subjects are currently garnering a lot of attention? Are there specific themes that consistently engage users?
  • Content Format Preference: Are videos, images, carousels, or text-based posts being shared more frequently? This can guide the format of future content creation.
  • Timing and Frequency: When are these posts shared? Is there a specific time or day when engagement peaks? How often does the competitor post share-worthy content?

While observing your competitors, understand when and how often your own audience engages online by studying their activity patterns. Identifying peak engagement times, whether it’s mid-morning for likes or late at night for shares, can be game-changing. Timing can differ between platforms and audiences, so ongoing testing and learning are crucial. Also, consider how often competitors post content that gets a lot of interaction. Do daily updates drive engagement, or is it weekly in-depth content that sparks deeper conversations?

Hashtag Campaigns

Hashtag campaigns are clever digital marketing strategies for organising conversations and extending content reach on platforms such as Twitter and Instagram. Studying a competitor’s hashtags can unearth tactics to boost visibility and create a ripple effect across social networks. Here are the characteristics of hashtag campaigns:

Niche Hashtags

Picture stepping into a crowded market square where every stall is vying for your attention. Amidst the noise, there’s a corner that speaks directly to your interests. That’s what niche hashtags do on social media. They’re not the broad, general tags like #fashion or #travel, but instead, they’re more specific like #bohochicstyle or #sustainabletravel. They pinpoint the areas where interests overlap, creating the Venn diagrams of the modern consumer’s online identity.

By incorporating a niche hashtag that aligns with their unique selling proposition (USP) or core product features, businesses can effectively tap into niche markets. For example, if a brand specializes in eco-friendly products, using hashtags like #ZeroWasteLifestyle or #GreenLiving can greatly enhance their message and reach among relevant consumers. These specific tags also act as beacons for forming tight-knit communities. When a user taps on or searches for a niche hashtag, they don’t just see a product—they discover an enclave of similarly-minded individuals. For a brand, participation in these spaces is vital. Engaging with the community, starting conversations, and sharing valuable content can foster loyalty and convert casual browsers into brand advocates.

Niche hashtags offer a clear path to stand out from the crowd. By tailoring content to these hashtags, brands avoid the vast ocean of generic tags where one’s visibility might sink. Instead, content can firmly anchor in the streams where it’s most valued – amidst audiences who are actively searching out those particular interests or solutions.

Brand-Specific Hashtags

Brand-specific hashtags can range from a simple combination of your brand’s name, such as #NikeRunning, to something more campaign-focused, like Coca-Cola’s #ShareACoke. By using these unique digital labels, brands make sure all their content is searchable under one term, boosting their visibility and recognition across social media platforms. Moreover, this strategy has a multiplying effect: customers and fans are motivated to use these hashtags in their own posts, naturally expanding the brand’s reach.

There are many of these brand hashtags that serve as digital marketing examples. Analysing competitors’ use of brand-specific hashtags can offer insights into how they are positioning themselves in the market and engaging with their community. For instance, observing a rival’s hashtag might reveal a focus on sustainability (#EcoFriendlyFashion), customer service excellence (#CustomerLove), or innovation (#TechForward). By assessing these digital marketing strategies, a brand can identify gaps or opportunities within the market and refine its approach to secure a unique position in the consumer’s mind.

The true power of brand-specific hashtags lies in the communities they help foster. Such hashtags act as beacons, attracting like-minded individuals who resonate with the brand’s message. For example, #MyCalvins not only promotes Calvin Klein’s products but also encourages customers to share their personal style and stories, further strengthening the relationship between the brand and its community.

Trending Hashtags

By identifying how competitors leverage trending tags, your strategy can also become timely and relevant, increasing the potential for user interaction.

One of the initial steps for integrating trending hashtags into your digital marketing efforts is through deliberate competitor analysis. Investigate how rival brands are using these hashtags to gain traction. By carefully observing their methods, you can determine:

  • Hashtag Relevance: Are your competitors using hashtags that are directly related to your industry or the interests of your target audience?
  • Engagement Metrics: How are trending hashtags affecting the engagement levels on competitors’ posts? Notice the likes, comments, shares, and overall interaction.
  • Contextual Use: Assess the context in which these hashtags are being employed. Does their content resonate with the trending topic, or is it merely an attempt to hop on the bandwagon?


In conclusion, mastering digital marketing key strategies for email and social media is essential for businesses seeking to thrive in today’s competitive landscape. From writing compelling subject lines to understanding the nuances of social media platforms, each element plays a crucial role in engaging with your intended buyer personas effectively. By implementing the digital marketing strategies outlined in this article, such as cleaning your email list regularly and leveraging niche hashtags on social media, you can drive engagement and increase conversions. You can add more strategies to these, like search engine optimization, partnerships and advertising. Remember, success in digital marketing requires a combination of creativity, data-driven insights, and a deep understanding of your target audience. So, take the time to refine your approach, experiment with different tactics, and always stay abreast of emerging trends in digital marketing.

It’s your turn! Join the discussion in the Comments section:

  1. Do you clean your email list? How often? If your answer is no, would you now consider cleaning your email list after reading this article?
  2. Which social media platform do you think fits your small business’s marketing objectives the most for posting and/or advertising? Why?

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