Inbox Influence: Build Your Brand with Smarter Email Marketing

Email marketing remains one of the most effective and affordable ways businesses can build and maintain customer relationships. It reaches people directly, offers high personalization and helps brands stay relevant without relying on unpredictable social media algorithms.

In rural communities, where loyalty and relationships matter, email puts you in control of your message, your data and your audience connection. Still, as customer expectations shift and inboxes become more crowded, it’s worth taking a step back to assess whether your approach is working as effectively as it could be.

The Importance of First-Party Data and Segmentation

As privacy concerns and tracking restrictions grow, owning your customer data is crucial. First-party data is information collected directly from your customers. It should be accurate, reliable and give you a clearer picture of your audience.

When you collect emails through purchases, website forms, event sign-ups or in-store visits, you create a list that you own. This becomes the foundation for marketing efforts across platforms. For example, you can use these email lists to retarget current customers with digital ads or build lookalike audiences on platforms, allowing you to reach new people who resemble your best customers. 

Once you’ve gathered strong first-party data, you can begin segmenting your audience based on their behavior, preferences or relationship with your business. Segmenting your list allows you to tailor content to specific groups, like new customers, longtime buyers or people interested in particular products. 

According to HubSpot, “78% of marketers report that subscriber segmentation is the most effective strategy they use for email marketing campaigns,” with segmented emails driving “30% more opens and 50% more clickthroughs than unsegmented ones.” Using high-quality data to develop your segmentation increases the relevance of your emails, improving customer engagement.

Growing Your Brand’s Email List

Growing a quality customer list takes consistency and a good value exchange. The sign-up process should be simple, transparent and comply with privacy rules. Make sure you have the individual’s permission to send them marketing messages and ensure you’re offering them something of value to nurture the relationship.

Here are some effective ways to grow your list:

• Offer sign-up incentives like discounts, early access or exclusive content
• Use website pop-ups with email subscription forms 
• Collect emails at checkout in-store or online
• Promote email sign-ups at in-person events or online through social media posts
• For B2B businesses, offer exclusive research, educational content or digital tools, accessible with an email sign-up
• Ask for referrals from current customers

The Value of Storytelling: A Look into Brand Newsletters on Substack

Substack is a media publishing platform that allows independent writers to publish long-form editorial content directly to subscribers, similar to an old-school blog. This content can be delivered to subscribers via an email newsletter, through the Substack website or mobile app.

Content Marketing Institute shares that the number of paid Substack subscriptions has jumped 67% in less than a year, with over 5 million paid subscriptions and millions more free subscriptions. With additional features like community chat channels and podcast, video and livestream media formats, the platform has grown into a space where creators and thought leaders can cultivate niche audiences through storytelling, community building and unique content in a generally ad-free, “slow-form” social media space.

Recently, there’s been a trend in brands joining Substack to share specialized, behind-the-scenes content that doesn’t exist on their main social media or marketing channels. Brands like Nike, NASCAR, Tory Burch, American Eagle and The RealReal are using Substack to connect with niche audiences by sharing content that feels personal, thoughtful and aligned with their core brand values. 

This branded content is often written by someone internal to the brand, a trusted voice customers recognize or a writer with their own Substack platform. It’s not designed to sell products directly and oftentimes won’t result in a measurable ROI. Instead, this channel helps build connection, culture and brand loyalty. It reflects a broader movement toward authenticity and deeper connection with smaller, more engaged audiences. 

Substack might not be the right platform for every brand, but the concept behind it is valuable. Creating a dedicated space to share behind-the-scenes stories, customer insights or commentary on your industry can help you stand out and strengthen your relationship with your audience. Whether that content lives on Substack, your website or as part of a monthly email update, it shows how intentional storytelling can strengthen your brand over time.

Building a Smarter Email Strategy

At Callis, we understand the unique challenges and opportunities rural businesses face. Whether you’re starting from scratch or looking to fine-tune your email marketing program, we can help you:

• Develop a tailored, value-driven email strategy that aligns with your marketing objectives and budget
• Build and manage your email list using first-party data and lead generation tools
• Create segmented campaigns and automated flows
• Craft messages that reflect your brand voice and connect with your audience

Explore our integrated marketing services and get in touch with us today.

SOURCES

https://contentmarketinginstitute.com/content-creation-distribution/substack-tips-b2b-b2c-brands

https://www.hubspot.com/marketing-statistics

https://blog.hubspot.com/marketing/email-marketing-guide

https://www.milkkarten.net/p/brands-posting-on-substack-strategy