Even though the average offline marketing spend is projected to decline by 5.5% in the US, offline marketing strategies are still fruitful—especially for brand awareness and local advertising.

Check out this offline marketing guide to remember good-old marketing times and discover how they fit into the modern world.

What Is Offline Marketing?

Offline marketing—also known as traditional—refers to all types of marketing activities that don’t require internet access on the consumer’s end. Well-known offline marketing strategies include TV commercials, flyers, billboards, and press releases.

Offline doesn’t mean obsolete. Businesses have modernized those promotional means to reach consumer expectations and stand out from competitors. Take digital signage as a reference. Instead of adding static informational boards inside stores, business owners use electronic displays with alternating content to capture visitors’ attention.

Offline doesn’t mean offline-only, either. You can merge traditional and online marketing tactics to create an enhanced user experience across different touchpoints. For instance, adding QR codes to handouts leading to your website or social media is a common combo.

Offline Marketing Benefits

Still hesitant or undecided? Let’s see some of the top benefits of offline marketing efforts:

• Builds local trust and connection: It helps local businesses establish their brand in their area and build in-person relationships with visitors and customers.
• Reaches specific audience segments: Some audiences, such as Baby Boomers, don’t always make purchase decisions online, so offline marketing efforts are more fitting.
• Enhances brand credibility: Press releases, TV placements, and billboards signal professionalism, as they’ve been approved by notable stakeholders before broadcasting.
• Supports relationship-based sales: Consumers need to feel trust before making purchases. Guidance through in-person interactions can boost that feeling.
• Has less competition than online: Algorithms and doomscrolling can “doom” your promotional efforts, while offline marketing channels create more memorable experiences.

Offline Marketing Limitations

There are always two sides to a coin. Here are some offline marketing disadvantages to keep in mind when crafting your promotional strategies:

• It’s usually more expensive than digital marketing tactics, especially organic ones, and requires more resources and time to deliver results.
• The return on investment and conversions of traditional marketing tactics are harder to track compared to digital ones.
• Offline marketing has a more limited reach and burdens businesses wanting to expand to a wider audience.
• Traditional tactics such as printed ads are usually less sustainable than digital ones.
• It’s less flexible and slower to iterate—if a mistake is made, it’s hard to take it back in time.

Do these limitations make it an off-the-list tactic? No, as with the right approach, it can work magic. You just need a good marketing plan and thoughtful budgeting.

Most Common Types of Offline Marketing with Examples

Let’s explore some widely used offline promotional materials and marketing strategies that can help businesses stand out:

Business cards

Business cards don’t just carry contact information anymore. With the right design and copy twists, you can turn them into brand assets. Apart from your logo, add your brand colors to give people a first impression of your business. Include your slogan or main services to make it more engaging and informative.

Apart from contact information, such as name, telephone number, and email address, merge digital channels, too. Add your website address or a QR code and social media handles to invite them online to continue their journey with your brand.

Here’s a business card example that checks most boxes:

Direct mail

Remember the last time you received a card or letter by post mail? If you run a local store, sending direct mail campaigns is a clever tactic to surprise and delight existing customers or attract new ones.

Seasonal greeting cards, product catalogs, brochures, coupon codes; find the best initiative for your business and start distribution. The more personalized your direct mail campaigns look, the better—especially post cards and letters.

IKEA has nailed this tactic through catalogs for years:

Product samples

Want to give potential customers or existing ones a taste of what you offer? Share samples to try out your products, and hopefully, stick to their minds. You can offer samples at local events or stores to gain momentum.

Also, you can create product bundles or branded merchandise (swag) featuring your logo to showcase your brand across a variety of items and formats. If you’re considering sending them to influencers to explore collaborations or gain popularity from user-generated content, make sure that your target audiences align.

Experiential marketing

Another exciting offline marketing idea that leaves an impression on customers and prospects is experiential—or live—marketing. Instead of showing your products to potential customers, design an immersive and truly engaging experience they can enjoy as participants or bystanders.

For example, place pop-up stores in high-traffic areas, run workshops during conferences, and join concerts or sporting events. Offline demos can also loosely fit in this category when displayed during events or in-person networking sessions. So does guerilla marketing—the launch of creative marketing campaigns noone would expect.

Here’s an example from McDonalds:

Shopper marketing

Have you ever caught yourself adding a few last-minute items to your cart while going to checkout? Shopper marketing did its trick—the process of optimizing customer experience at critical points throughout the journey with your brand using behavioral insights.

Visual merchandising, free samples at checkout, loyalty programs, and product demos are some of the main tactics marketers use to drive more sales and brand awareness. So, if you’re looking for ways to revamp your store, step into your customers’ shoes and visualize how they would exit satisfied and curious about your brand.

Hand-outs

Even though pamphlets and flyers are considered old-fashioned and are linked to a negative environmental impact, you don’t need to cross them out of your marketing list for good. Distribute them more mindfully, for example, during events or tradeshows or to promote your business locally.

Spread your brand message using creative elements and vivid images. You can also integrate online with offline marketing campaigns, by printing out social media posts with positive reviews or QR codes to attract more people to your digital channels.

Radio/TV ads

Would you promote your products or services through TV commercials or radio ads? Brands with a global audience still trust these offline channels to reach customers and prospects—especially people who don’t use the Internet.

Those ads should be placed strategically during a program for a greater impact. We’ve all seen a rise in toy TV commercials around Christmas or food market ads before Thanksgiving—and it makes sense. Instead of ads, you can also feature your products on radio or TV programs.

Those commercials are usually expensive, but you can use your budget effectively by placing the same ads on multiple channels. For instance, a TV ad can also work on YouTube while a radio ad can play on a podcast.

Check out this amazing commercial by Coca Cola, aiming to delight younger audience:

Press releases

News and print media still have power. Craft informative press releases focusing on benefits and manufacturing assets of your products or services and send them to journalists and PR you–and your audience—trust.

Choose media firms and means that can give you access to your target audience. They’ll also act as a form of social proof. Later, you can use their logos on your digital channels to earn your audience’s trust faster.

For instance, Bite was approved by well-known firms such as Cosmopolitan and Healthline, with direct access to their target audiences.

Events/Trade shows

When was the last time you joined a local event or tradeshow to promote your business? Even though participating in such initiatives can be costly, displaying your brand to the right people and mingling with them can be a gamechanger.

First, network with decision-makers in your target market and introduce them to your brand in a way that sticks. Run an interactive product demo. Hand over a flyer with a QR code and a coupon. Or even join a heart-warming conversation about the challenges someone experiences that your business could address.

Presenting workshops or offering free consultations are also great offline marketing methods. For instance, if you have a career coaching service, you can attend an academic conference and offer quick resume checks for graduates.

Community service

Consumers have become more conscious about their purchase decisions and increasingly select brands with environmental and social concerns. But instead of stating, you need to practice them to convince your audience.

Sponsorships, volunteering, or donations to non-profits are common business practices. Partnering with local services is also a great idea. Make sure that your brand values align with those of the organizations and causes you support so that employees or customers “enlist” faster.

For example, Warby Parker’s “Buy a Pair, Give a Pair” initiative has gained many supporters over the years:

Billboards

Remember when millions of social media promotional posts were just a few billboards in high-traffic areas? Billboards still count, even though they’re mainly affordable for corporations as they require a big budget.

However, billboards remain prestigious and high-quality brand awareness tools. If you believe they’re worth your time and budget, think of the best location to place them, among travel stations, shopping centers, or tourist attractions based on your target audience.

And of course, you need something epic to grab attention. Think of Nike’s billboards with Serena Williams and other athletic legends people look up to. Or Surreal’s unique, humorous ads that are hard to miss and forget.

Cross-promotions

Another great offline strategy is partnering with other businesses operating in your target market. You can co-develop new products or offer complementary services. For example, if you have a skincare brand, share flyers or business cards of a beauty salon you partner with, who can use your products for treatments.

Just make sure that businesses you partner with share similar values with you and target audiences with the same demographics.

Offline Marketing Best Practices

One of the drawbacks of offline marketing is measuring its impact. How can you track the success of a billboard or freebies? While it’s not always easy, there are certain tactics that can bring results—and merging offline with online marketing is one of them:

1. Ensure consistent branding across channels

All your marketing materials, offline and online, should have a cohesive message to be impactful. Using your logo, brand colors, and messaging will help consumers recognize you faster next time and connect you with your products.

Plus, cross promoting your channels can get you a long way. For example, add social media and your website URL on business cards and hand-outs or invite ecommerce customers to your physical stores through your website or email campaigns. More touchpoints, better memorizing.

Remember that each offline channel is unique. You cannot use the same content for press releases and flyers—tailor it to each medium based on its purpose.

2. Build clear call-to-actions

What would you like a customer or prospect to do after interacting with your offline marketing materials? Do you want them to visit your website, drop by your store, or claim a coupon you shared with them?

Having a clear call-to-action in mind for offline and digital ads can highly affect their success if they’re clear. For example, add incentives like coupon codes on handouts and billboards or share a QR code with a calendar link during events to invite prospects to product demos.

Sometimes call-to-actions are subtle. Offline strategies such as community engagement and press releases are more like calls for trust and inspiration. However, visualizing how a prospect should act or feel when interacting with an offline ad can lead to better experiences.

3. Write engaging messages without overselling

Apart from discounts and deals, consumers also look for values and vision. Overloading them with sales or forceful language to claim your products doesn’t always bear fruit.

Instead, focus on earning their trust by explaining how your products and services will fit in with their daily lives and make it better. Social proof is always key. Partnering with influencers for off- and online campaigns or highlighting some of your best testimonials can be a powerful word-of-mouth strategy.

Finally, ensure that your offline messages align with your online ones. Just tailor them to the medium you use each time to make it more relevant.

4. Consider local relevance and timing

To drive action, create time-relevant offline campaigns that appeal to the culture and values of the people you’re targeting in your local area.

Let’s imagine that you have a retail store. You can plan seasonal campaigns, such as Christmas ads, to invite people to your stores to buy Christmas gifts or goodies. Or run back-to-school campaigns to help parents—and children—get ready for school early on.

Minding these parameters can boost engagement and give you a competitive advantage over similar brands. Consumers will feel that you really understand their needs by offering solutions proactively.

5. Integrate offline with online tactics

When in tandem, offline and online marketing techniques can get your brand far and wide.

Let’s explore some examples:

• Collecting emails during in-person interactions to send follow-ups.
• Adding QR codes to offline campaigns leading to digital touchpoints.
• Coming-soon campaigns that interconnect across channels and build anticipation.
• Social proof collected in-store and online to praise customer experience.

This integration will help you reach out to your audience in different touchpoints and nurture them where they prefer to hang out.

6. Measure offline marketing

Measuring the success of an offline campaign can be challenging. You often need to combine digital methods to reach safer conclusions. For example, you can use tracking codes, such as QR codes or dedicated phone numbers to measure the success of certain ads.

If you run offline ads, such as billboards, events, or flyers, track the sales in this specific region to understand their effectiveness. Or run surveys asking participants where they heard about your product to get a holistic understanding of how your campaigns work.

Finally, track conversations online through social listening tools to see how people responded to certain bigger-scale activities, such as tradeshows and workshops.

Yes, Offline Marketing Is Still On

It’s official! Offline marketing is still valuable and can give you access to new audiences, especially when targeting local areas. Just find the tactics that can elevate your brand and think of best practices to capture people’s attention in real, non-digital life.

Finally, find the best mix of offline and online tactics to meet your audiences where they are and delight them with your brand assets.

FAQs

Here are some frequently asked questions around our topic:

1. What’s the difference between online and offline marketing?

Online marketing refers to the marketing and brand materials consumers can see while browsing the Internet (e.g., social media, paid ads, etc.) while offline takes place during in-person interactions (e.g., billboards, events, etc.)

2. Is traditional marketing outdated?

No—traditional marketing has been modernized over the years with the rise of digital tools. However, relying solely on offline tactics will limit your brand exposure.

3. What are the best offline marketing tactics for events?

During events, you can give product presentations, run interactive demos, distribute flyers and coupons, and take part in workshops and networking sessions.

4. Why should startups consider offline marketing in the digital era?

Offline marketing is less competitive, leading to more memorable marketing experiences, and higher trust. Plus, it helps reach non-digital audiences.

The post What is Offline Marketing? Types, Strategies & Examples appeared first on Email Marketing Automation Platform for Thriving Businesses.

But here’s the problem: you’re not the only one eyeing that data.

As many customer surveys contain personal and behavioral information, cybercriminals are eager to obtain them. In the first quarter of 2025 alone, the Identity Theft Resource Center (ITRC) has reported 824 major data breach incidents.

For affected customers, this means exposure to identity theft, financial fraud, phishing attacks, and long-term damage to their credit scores. Failing to protect your customers doesn’t just expose them to dangers; it can also become a PR and legal nightmare for your organization.

In this guide, we’ll explore the types of data businesses collect through surveys, how it’s typically gathered, and essential customer survey best practices to follow for maintaining its security.

What Type of Data Do Customer Surveys Collect?

Customer surveys are designed to help businesses better understand their audience, which means they often collect a wide range of data. The exact type of information gathered depends on the company’s goals and the survey’s purpose.

Personally identifiable information (PII)

Any information that can identify an individual, on its own or when combined with other data, is considered Personally Identifiable Information (PII).

This includes a customer’s full name, phone number, home address, email address, or date of birth.

PII is a prime target for cybercriminals. It can be used for identity theft or sold on the dark web for profit.

Demographic information

This includes age, gender, income bracket, occupation, and education level.

While this data helps businesses build customer segments and tailor their marketing efforts, it also provides hackers with enough context to craft convincing phishing or social engineering attacks.

Behavioral insights

Understanding how customers interact with your product, what they enjoy, what they avoid, and how often they engage helps shape better product experiences.

However, this behavioral data can also be exploited by malicious actors (such as impersonators and scammers) to mimic user behavior or manipulate customers more effectively.

Transactional data

Surveys may include questions about past purchases, preferred payment methods, or general spending habits. While useful for understanding buying behavior, this financial data can give cybercriminals deeper insight into a customer’s routines, making their scams more convincing and more complex to detect.

Location and device data

Many surveys also collect metadata such as IP addresses and device types. On their own, these details might seem harmless. But when combined with other information, they can help hackers map a user’s digital footprint and launch more targeted social engineering attacks.

How Businesses Collect Survey Data

Thanks to advancements in technology, launching surveys and collecting data has become easier than ever.

Companies now have so many ways to connect with customers and collect their feedback.

Online survey tools

Google Forms, Typeform, SurveyMonkey, and other dedicated survey tools allow businesses to collect survey data in an organized and scalable way.

Some of these tools also support integrations with customer relationship management (CRM) systems, email automation tools, and data analytics platforms.

Onsite forms

Some companies might choose to host surveys on their website using on-site forms instead of relying on dedicated survey platforms.

This gives them more control over the design and structure of the survey. However, it might not be as scalable as a dedicated survey platform.

Email surveys

Email ranks among the best ways to reach customers with surveys. Companies often include links to their surveys or simply embed the questions within the email body. Email surveys typically have high engagement rates because they’re designed for a warm audience, are easily accessible, and can be personalized.

Here’s an example from The New York Times:

Social media surveys

Social media platforms like X, Instagram, and Facebook offer built-in tools for running quick, informal surveys.

These are often part of broader engagement strategies, designed to feel natural within the platform’s environment.

For example, a clothing brand might use Instagram Stories to poll followers about their favorite summer looks, blending data collection with real-time interaction.

Customer Survey Best Practices for Protecting Respondent Data

As technology advances, hackers become increasingly sophisticated and creative, pushing the boundaries of existing security protocols.

According to Check Point, the first quarter of 2025 recorded an average of 1925 cyberattacks per week, a 48% rise compared to the same quarter in 2024.

So, if you’re serious about protecting your respondent data from these malicious groups, now is the time to step up your game.

1. Encrypt your respondent data

Encryption works by turning readable information (plaintext) into unreadable formats (ciphertexts). That way, even if an unauthorized person intercepts the information, they won’t be able to make sense of it.

Start by ensuring your surveys are shared using HTTPS. This keeps the survey data encrypted during transmission (after the respondent has submitted their data). Additionally, utilize encrypted databases to ensure the data remains secure during storage.

If you’re using a survey platform, carefully assess its security features and how it handles data encryption. The best platforms adhere to the latest encryption standards (such as AES-256 for stored data) and regularly update their approach to match prevailing security scenarios.

Hosting your own data gives you more control over how it’s secured and accessed. Just ensure you employ robust encryption mechanisms to prevent exposure.

2. Only collect what you need

While running customer surveys for your integrated marketing campaigns, you may be tempted to collect as much data as possible, including details that aren’t critical for your research.

First, major privacy regulations, such as GDPR and CCPA, are built around the principle of data minimization. That means collecting unnecessary data can be a violation, even if you don’t misuse it.

Second, the more data you collect, the greater the potential reward for hackers. In the event of a breach, limiting what’s exposed can significantly reduce the impact. Unnecessary data only increases the risk.

Before launching your survey, clearly define what information you actually need. If you include optional questions, make that clear and explain why you’re asking. It shows respect for your customers’ privacy and builds trust.

3. Anonymize responses

Always prioritize structuring your surveys in a way that doesn’t collect personally identifiable information, such as emails, full names, and location details.

In situations where you need such details for follow-ups or rewards, make sure you use tools that automatically separate the identifying information from the survey responses. Many affordable email marketing platforms offer built-in features to securely handle this kind of data separation.

When the survey responses and identifying information are separated, two datasets are generated. Anonymization works by using a unique identifier to link the two datasets without directly connecting them to the primary research data.

Source

That way, when reviewing survey results, you’re not handling personal information, but making the core research data far less sensitive from a privacy perspective.

4. Don’t keep the survey data for longer than needed

Data privacy and security regulations require you to discard customer data once it has served its original purpose. The longer data remains in your system, the greater the opportunity it creates for potential breaches.

To prevent this, establish a strict data retention policy before launching your customer survey. Then, define how long the collected data will be stored in your repository for analysis, reporting, and follow-ups.

Also, to prevent oversight errors, automate the deletion of this data and schedule regular audits to ensure that you’re not retaining outdated data.

When deleting customer data, ensure that no traces remain by overwriting it multiple times. If you’re using online survey platforms, always inquire about their policies and features regarding data retention and deletion.

5. Implement Role-Based Access Control (RBAC) mechanisms

RBAC is a security approach that restricts system access based on a user’s role within the organization. It ensures that only authorized individuals can access specific data and only in ways that align with their responsibilities.

When setting up RBAC, define what data each role can access and what actions they can take. Follow the principle of least privilege, which means users should have only the minimum access necessary to perform their jobs and no more.

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Where possible, mask sensitive data so users only see what they’re permitted to. This adds an extra layer of protection without disrupting workflows.

Then, use audit logs to track who gained access to the stored data, when it occurred, and what actions were taken with it. Regularly review these logs and set up alerts for suspicious behavior, such as repeated login failures or logins from unknown devices or locations.

This approach is particularly critical in environments such as call centers, where multiple agents and managers may require different levels of access to customer data. Proper access control not only strengthens security but also supports accurate analytics by ensuring only clean, authorized data is used for performance tracking.

6. Maintain a regular schedule for security audits

Data security is an ongoing process because hackers don’t take breaks. They constantly switch strategies and explore different angles to penetrate even the most secure systems.

If you must keep them at bay, never get too comfortable or assume your systems are impenetrable. Set a schedule for security audits to review your current security systems for vulnerabilities. This helps you spot loopholes early and stay ahead of cybercriminals.

Also, ensure you’re monitoring guidelines from relevant data privacy and security regulators, such as GDPR and CCPA. These bodies continually adjust their policies in response to current realities.

Always document each audit and track any issues discovered along with every improvement made.

7. Have a solid incident response plan

An incident response plan should be a big part of your security practices. This is because there’s always a chance of a security incident, regardless of how robust your security systems are.

Your incident response plan should clearly outline the actions that must be taken immediately after a breach occurs. Processes such as system isolation, incident investigation, and threat elimination, especially when managed through tools like AI-powered ticketing, should be well-documented with clear steps to accomplish them.

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In your incident response plan, define roles beforehand:

• Who’s responsible for sending out notifications?
• Who’s responsible for containing the breach?
• Who’s accountable for documentation?

This keeps your team prepared ahead of time. So, if anything happens, you’re always prepared to take action.

8. Stay compliant with relevant data protection policies

Data protection policies, such as the GDPR, CCPA, and HIPAA, exist to help you stay on top of security threats.

Ignoring their guidelines will not only expose you and your customers to risks but also land you in trouble.

Depending on your industry and the jurisdiction in which your business is established, the data protection policies applicable to you can differ.

These policies are constantly changing in response to evolving security concerns. Always have their updated guidelines and review them against your current security systems. That way, you’ll never be caught off guard by cybercriminals or auditors.

9. Be more careful with your third-party integrations

While third-party integrations can improve workflows and system performance, they also introduce new vulnerabilities. Each connected app adds to your overall “attack surface,” giving cybercriminals more potential entry points.

That doesn’t mean you have to choose between efficiency and security. It just means you need to be selective and intentional about which tools have access to your survey data, and how much they can see or do.

According to SecurityScorecard, at least 35.5% of data breaches in 2024 originated from third-party compromises.

Before integrating any third-party application, carefully review their security documentation to ensure they adhere to the highest security standards. Prioritize platforms that hold strong certifications, such as SOC-2 and ISO 27001.

Also, ensure that you limit the amount of data each integration is permitted to access, focusing only on those that are necessary to prevent identity theft.

10. Educate your team

According to Infosecurity, 95% of data breaches happen as a result of human error. Without proper training and enlightenment, employees can pose the biggest threats to data security.

Here are some simple steps to follow:

• Host interactive sessions or webinars with your team to raise awareness about current security threats and hacker strategies.
• Educate employees on social engineering tactics, including how attackers manipulate people into sharing confidential information.
• Train them to recognize suspicious emails, especially those with urgent language or unexpected requests.
• Instruct them never to click on links or download attachments from unknown or unverified senders.

Most importantly, encourage them to keep learning. Cybercriminals are constantly changing their strategies, and employees need to stay on top of every new development. They must understand that cybersecurity isn’t an IT problem but a responsibility for everyone.

What to Do in Case of a Data Breach

Data breaches can happen to anyone, regardless of how robust their security protocols are.

So, if you ever fall victim, don’t beat yourself up or start pointing fingers. Every second counts, and you don’t want to waste it on a panic attack.

Contain the breach immediately

The first step is to find the source of the breach and isolate it immediately. If finding the compromised system is difficult, you may need to disconnect all devices that have access to your database. This includes analytics tools, CRMs, internal applications, etc.

It might feel drastic to disconnect so many systems, but in the immediate aftermath of a suspected breach, it’s much better to err on the side of caution. You need to secure the environment before you can properly investigate and remediate it.

Secure your backup data and double-check its integrity

Once you’ve contained the breach, check your backup systems to confirm that they’ve not been compromised as well.

If they’re still clean, make copies and store them separately. We strongly recommend encrypting your backups and storing them offline.

Gather forensic evidence

Before making any significant changes to the compromised systems, you must collect forensic evidence. Focus on items such as server logs, traffic data, system snapshots, database queries, and any other information that can reveal when and how the breach occurred.

Set up write blockers to prevent overwriting any critical evidence. If possible, create a full disk image of the affected systems. This will enable forensic investigators to determine how the breach occurred and the extent to which it penetrated.

Assess the scope of the breach

Perform a thorough analysis of the data breach to understand exactly what the hackers gained access to.

Identify all PII, financial data, health information, and other sensitive customer details that may have been exposed. Make a list of these and prioritize them according to the level of sensitivity and potential damage.

Verify whether the breach involves passwords, payment details, or other sensitive data points. This will help you understand the extent of the breach and also provide facts to those who require them.

Notify relevant authorities and affected customers

In many cases, you might need to report this incident to authorities within a specified timeframe, although it depends on your industry and jurisdiction. GDPR, for instance, requires a report to be submitted within 72 hours.

Prepare a detailed report describing the incident, the evidence you have, and what steps you’ve taken to contain the breach and bounce back.

More importantly, you need to inform your customers. Create a clear and concise message for them explaining the situation. Let them know that the company is working with the relevant authorities to control the situation and get to the root of the problem. Also, enlighten them on what they must do to protect themselves, like changing their passwords or monitoring credit reports.

Find the root cause and start corrective measures

Document the entire chain of attack, including the entry point, escalations, and actions taken by the attacker.

Ask yourself the following questions:

• What loopholes did the perpetrators exploit?
• Was there a vulnerability in your third-party integrations?
• Was your password policy not strong enough?
• Did an in-house staff fall for a phishing attack?
• Or was it something entirely different?

Based on the outcome of your root cause analysis, start implementing corrective procedures. This may involve updating software, decommissioning legacy systems, revising password policies, disconnecting specific applications, and implementing more stringent data protection strategies.

Your Customer’s Data Is Your Responsibility

When customers give you their data, they essentially give you a piece of themselves. By hitting the “submit” button, they’re trusting that you’ll go above and beyond to keep their data safe.

However, cybercriminals don’t care. They’re constantly on the prowl, looking for new ways to breach that trust.

Following the best practices discussed in this guide will help you keep hackers at bay, stay on the right side of the law, and seal your place as a trusted brand.

The post Customer Survey Best Practices to Protect Respondent Data [2025] appeared first on Email Marketing Automation Platform for Thriving Businesses.

In this post, we’ll walk you through the best campaign management software solutions based on the specific needs they target. For each tool, you’ll get a quick rundown of its ideal use case, its standout features, pros and cons, and what to keep in mind before committing.

Whether you’re a solo marketer, a growing team, or a large enterprise, this guide will help you confidently choose the right platform to run your campaigns smarter.

What is Campaign Management?

Campaign management refers to the end-to-end process of planning, executing, monitoring, and analyzing your marketing campaigns across various channels—such as email, social media, and search. It involves setting your goals, targeting the right audience, managing content and budgets, and measuring results.

The main goal? To boost engagement and get results. When done well, campaign management helps make sure every marketing activity supports your business goals and actually makes a difference.

What is Campaign Management Software?

Campaign management software is a digital tool that helps marketers plan, run, and automate campaigns. These platforms typically include features like scheduling, segmentation, asset management, workflow automation, and performance tracking.

They bring together emails, social posts, landing pages, and ad creatives so teams can manage campaigns from a single dashboard.

Common use cases include product launches, email drip campaigns, seasonal promotions, social media pushes, and multi-channel brand awareness efforts.

What Are the Benefits of Using Campaign Management Tools?

Campaign management tools help marketers work smarter. Here’s how:

• Better collaboration: Keep teams aligned with shared tasks, assets, and timelines.
• Automation at scale: Save time by automating repetitive tasks like email sends, social posting, or lead follow-ups.
• Consistent messaging: Maintain brand voice across all channels.
• Real-time insights: See what’s working and adjust your strategy with live performance tracking.
• Better targeting: Use built-in segmentation and audience tools to deliver more personalized content.
• Resource optimization: Allocate budgets, time, and assets more effectively with detailed planning tools.

Best Campaign Management Tools Quick Overview

Before we explore each solution in detail, let’s see the top campaign management tools at a glance.

1. Moosend – Best for email campaign automation
2. Constant Contact – Best for running email and event-based campaigns with ease
3. HubSpot – Best for all-in-one campaign management
4. Hootsuite – Best for social media marketing
5. Trello – Best for visual task management
6. ActiveCampaign – Best for multi-step campaign automation with CRM
7. Mailchimp – Best for running email and ad campaigns
8. Salesforce – Best for data-driven campaigns across multiple channels
9. SimpleTexting – Best for SMS marketing campaigns
10. Asana – Best for team collaboration

1. Moosend

Moosend pros:

• Intuitive automation builder with a vast range of triggers
• Affordable pricing

Moosend cons:

• Limited native integrations compared to other platforms
• CRM functionality is basic and better suited for smaller teams

Moosend is an email marketing and automation platform that works well as a lightweight yet powerful campaign management tool, especially for small to mid-sized businesses. Its core strength lies in its drag-and-drop automation builder, which allows marketers to design workflows based on behavior, custom events, website activity, and list segments. Whether you’re setting up a welcome series, re-engagement flow, cart abandonment reminders, or seasonal promotions, Moosend makes it easy to automate and personalize every touchpoint.

You can manage email campaigns, landing pages, signup forms, and product recommendations from a single dashboard.

AI-powered features like product recommendation blocks, subject line suggestions, and campaign performance insights help improve customer engagement and refine your strategies. Moosend also includes detailed real-time analytics, letting you track opens, clicks, conversions, and revenue at a glance.

The platform also offers contact management features for better targeting and lead nurturing. It also integrates with popular tools like WooCommerce, Zapier, and Salesforce to help expand its reach.

Overall, Moosend is best for marketers who want a cost-effective, easy-to-use solution with strong automation and analytics without the steep learning curve or price tag of enterprise platforms.

Pricing

Paid plans start at $9/month, giving you access to all core features. There is also a 30-day free trial, so you can test whether the platform fits your needs.

2. Constant Contact

Constant Contact pros:

• Easy to use with excellent email and event marketing features
• Helpful support and onboarding for small businesses

Constant Contact cons:

• Limited automation on entry plans
• Template designs can feel dated

Constant Contact is a user-friendly campaign management platform best known for its email marketing and event promotion capabilities. You get customizable email templates, list segmentation, drag-and-drop editing, and real-time reporting.

In addition to email, Constant Contact supports social media posting, Facebook and Google ads, surveys, and event registration tools, making it a strong fit for organizations that regularly host webinars, fundraisers, or in-person events. As for its automation capabilities, the platform offers an AI campaign builder, custom automation paths, and eCommerce templates.

The platform also includes contact list management, A/B testing, SEO recommendations, and integrations with eCommerce platforms like Shopify and WooCommerce. As such, the tool is a solid choice for small businesses looking to run simple, effective campaigns without steep learning curves.

Pricing

Constant Contact’s pricing starts as low as $12/month, giving you access to a wealth of features to manage your campaigns. You can also test the tool by using the 30-day trial period.

3. HubSpot

HubSpot pros:

• Intuitive interface
• Comprehensive CRM system (available with free plan)

HubSpot cons:

• Premium plans are expensive (not suitable for small businesses)
• Has a learning curve for more advanced features

HubSpot is an inbound marketing platform known for its intuitive interface and robust CRM. It includes tools for managing leads, automating emails, creating landing pages, producing content, deploying chatbots, and analyzing performance across channels.

You can connect your social media profiles and manage everything from one central location. What’s more, you can reach and engage your audience with SMS marketing campaigns. This means you can launch multi-channel campaigns, automate follow-ups, and track performance without switching between tabs.

What you’ll appreciate about HubSpot is its onboarding experience. Everything is smooth and guided. Navigation is easy, the drag-and-drop builder makes campaign creation simple even for beginners, while the AI tools speed up the process.

Finally, HubSpot has a vast list of integrations with popular apps and services, so it’s easy to fit into your existing setup.

Pricing

Paid plans start at $20/month (for small teams), while the Marketing Hub Professional plan starts at $890/month, including omnichannel campaigns and advanced automation.

A free plan is also available with basic tools to get started.

4. Hootsuite

Hootsuite pros:

• Strong social media scheduling and monitoring features
• In-depth analytics

Hootsuite cons:

• The interface can feel cluttered for new users
• Expensive solution

Hootsuite is a leading campaign management tool, designed to help teams schedule, publish, and analyze content across multiple social media channels, including Facebook, X (Twitter), Instagram, LinkedIn, TikTok, and Pinterest. You can create content calendars, assign tasks, and monitor engagement from one dashboard.

This social media management platform also includes listening tools to track brand mentions and keywords so you can respond quickly. For social ads, Hootsuite integrates with major ad platforms to help combine paid and organic content. Built with collaboration in mind, it helps marketing teams maintain a consistent brand voice across social channels.

While primarily known for social media, it plays a key role in multi-channel strategies, especially when timing and responsiveness are key.

Pricing

Paid plans start at $149/month per user (billed monthly). There is also a free 30-day trial available to test the platform’s functionality.

5. Trello

Trello pros:

• Visual, drag-and-drop interface that’s easy to use
• Flexible for organizing campaign tasks and timelines

Trello cons:

• Limited built-in marketing features (requires add-ons)
• Not ideal for tracking performance metrics

Trello is a project management tool offering visual workflows, helping marketing teams with campaign planning and coordination. Using boards, lists, and cards, you can map out campaign stages, assign tasks, set deadlines, and track progress in real time.

While Trello doesn’t include native marketing automation or analytics, you can connect it with tools like Google Drive, Slack, Mailchimp, and HubSpot via Power-Ups, extending its functionality. You can also manage content creation, approvals, and publishing schedules through custom fields, labels, checklists, and calendar views.

Trello works best for teams that need a centralized hub to plan campaigns, organize assets, and collaborate without complexity. It’s particularly effective for content calendars, launch checklists, and multi-step workflows.

Pricing

Paid plans start at $6/month per user (Standard plan) when billed monthly. There is also a free plan available, allowing up to 10 collaborators per Workspace.

6. ActiveCampaign

ActiveCampaign pros:

• Powerful marketing automation with behavior-based triggers
• Built-in CRM bridges marketing and sales seamlessly

ActiveCampaign cons:

• It can be overwhelming for beginners
• Substantial learning curve

ActiveCampaign is a robust campaign management tool built for automation-first marketers. You can create sophisticated, behavior-based workflows that span email, SMS, web content, and sales outreach. Marketers can automate entire customer journeys—from onboarding sequences to re-engagement flows—based on user actions, preferences, or custom triggers.

Using its AI-powered predictive content and send-time optimization, you can deliver more personalized and timely campaigns. The integrated CRM keeps marketing and sales efforts aligned, making it easier to manage leads, nurture prospects, and convert customers without switching tools.

With visual automation maps, detailed reporting, and a deep library of templates, ActiveCampaign is ideal for marketers looking to streamline high-volume, multi-step campaigns while keeping personalization at the forefront.

Pricing

ActiveCampaign’s pricing starts at $19/month (billed monthly). You can also use its 14-day trial period to test its functionality.

7. Mailchimp

Mailchimp pros:

• Pre-built campaign journeys
• Extensive template library for emails and landing pages
• Social media ad builder tool

Mailchimp cons:

• Some key features are locked behind higher-tier plans
• Reporting tools are less advanced than competitors like ActiveCampaign

Mailchimp is a well-known digital marketing platform that offers solid campaign management tools, particularly for email and multichannel marketing. Its intuitive interface helps you build campaigns with emails, landing pages, digital ads, and social posts, all within a unified workspace.

One of Mailchimp’s standout features is its pre-built customer journeys. These are automated paths triggered by user actions or lifecycle stages, which help streamline nurturing and re-engagement efforts. It also includes predictive demographics and content optimizer tools that help refine messaging for better performance.

Beyond email, marketers can manage basic ad campaigns, schedule organic social content, and track performance using campaign reports and click maps. While it’s especially popular with small businesses, Mailchimp also scales well for mid-sized teams that want an easy entry point into cross-channel campaign management.

Pricing

Paid plans start at $13/month (Essentials plan). Mailchimp also offers a free plan, but it comes with limitations.

8. Salesforce

Salesforce pros:

• Enterprise-grade tools with deep customization and scalability
• Seamless data integration across marketing, sales, and service

Salesforce cons:

• Steep learning curve for new users
• High cost and complexity for small teams

Salesforce offers a powerful campaign management solution through its Marketing Cloud, designed for enterprises running complex, data-driven campaigns across multiple channels. You can build personalized journeys across email, SMS, push notifications, ads, and more, all while syncing with Salesforce CRM to keep campaign data aligned with customer records in real time.

The platform excels at segmentation and targeting, with AI-powered tools like Einstein helping you optimize send times, suggest content variations, and predict customer behavior. You can also orchestrate campaigns that adapt dynamically based on user interactions, making personalization at scale more achievable.

What’s more, you get advanced analytics and attribution modeling to measure the true impact of each campaign touchpoint across the customer lifecycle. This is especially valuable for large organizations with multiple customer segments and regions to manage.

Pricing

Paid plans start at $1,500/month for the Marketing Cloud Growth Edition. There is also a Starter Suite (more user-friendly for beginners) starting at $25/month.

9. SimpleTexting

SimpleTexting pros:

• Easy-to-use platform for SMS and MMS campaigns
• Strong contact management and automation features

SimpleTexting cons:

• Limited support for non-SMS campaign channels
• Pricing can rise quickly with higher message volume

SimpleTexting is a dedicated SMS marketing platform built for teams that want to run mobile-first campaigns. You can send bulk texts, set up drip campaigns, and manage two-way conversations. Also, you can segment contacts, personalize messages, and automate responses based on keywords or triggers like form submissions or appointment confirmations.

Through its automation, you can set up welcome series, follow-up texts, reminders, and special promotions. This makes the tool ideal for businesses focused on fast, direct communication. MMS capabilities let you include images, videos, or clickable links to boost engagement.

SimpleTexting also supports integrations with platforms like Zapier, making it easy to sync with your broader marketing stack. For campaign tracking, built-in analytics provide open rates, click-throughs, and engagement metrics to optimize your performance.

It’s a strong fit for service businesses, local retailers, event organizers, and eCommerce teams looking to boost reach and response via SMS.

Pricing

Paid plans start at $39/month for 500 texts. There is also a 14-day free trial available.

10. Asana

Asana pros:

• Great for managing complex campaign timelines and team workflows
• Highly customizable with templates and project views

Asana cons:

• Lacks native marketing-specific tools like email or ad management
• Can be overwhelming for simple campaign needs

Asana is a powerful work management platform that excels at organizing and tracking marketing campaigns from start to finish. It’s especially effective for teams that need to manage deadlines, delegate tasks, and coordinate deliverables across departments. With features like Gantt-style timelines, Kanban boards, workload balancing, and approval workflows, you can keep campaigns on schedule and aligned.

While it doesn’t include direct tools for executing campaigns, Asana shines as a central hub for planning. Campaign templates let you standardize recurring processes, while integrations with platforms like Google Drive, Slack, and Adobe Creative Cloud streamline collaboration. You can also connect it with automation tools like Zapier to trigger actions in other apps.

Asana is best for marketing teams running multi-stage campaigns involving multiple stakeholders, from content creation and design to social media scheduling and launch.

Pricing

Paid plans start at $13.49 billed monthly (or $10.99 with annual billing). There is also a free forever plan for individuals and small teams looking to start managing their tasks.

Final Thoughts

Choosing the right campaign management software depends on your goals, team size, and the channels you rely on most. Whether you need robust automation, visual task tracking, or a simple way to stay organized, there’s a tool out there to match your workflow. Use this guide to compare features, weigh pros and cons, and find the solution that fits your campaign strategy best.

The post Campaign Management Software: Top Picks in 2025 appeared first on Email Marketing Automation Platform for Thriving Businesses.

If you’re running an online store, you probably already know the power of Merchant Center for listing your products across Google. But here’s the thing: the data you collect there doesn’t have to stay in a silo. It can actually help you build better email campaigns.

In this post, we’ll break down what Merchant Center is, what kind of data it tracks, and how recent updates (including new reporting features introduced in April 2025) give you more detailed insights. More importantly, we’ll show you how to turn that data into action, creating targeted email campaigns that drive more clicks, more conversions, and more sales.

What is Google Merchant Center?

Google Merchant Center is a free platform that helps you upload and manage your store’s product information, so it can appear across Google’s services like Google Search, Shopping ads, YouTube, and more.

In simple terms, it’s where you submit your product details (titles, prices, images, availability, etc.) so Google can show them to potential customers when they search online. It’s especially useful if you run ads through Google Shopping, since it feeds product data directly into your campaigns.

Merchant Center also connects with other tools like Google Ads and Google Analytics, giving you valuable insights into how your products are performing, including how often they’re viewed, clicked, and purchased.

For retailers, this platform isn’t just about visibility. It’s a way to keep your product info accurate across Google, run smarter campaigns, and understand what’s driving results.

How Does Google Merchant Center Work?

Setting up Google Merchant Center is easy, even for beginners. Here’s how it works, step by step.

1. Set up your Merchant Center account

Sign up using a Google account. If you already have a Gmail address or a Google Business Profile, you can use that to get started. Otherwise, you’ll need to create one.

2. Provide information about your online shop

The next step is to provide Google with some information about your online business. This includes a valid physical address, a customer support contact number, your store’s domain, and a secure checkout process.

3. Add product data in a way that Google understands

Now you can start providing information about your products. Essential details about each product are: a unique product ID, title, a link to the product on your website, pricing, and shipping information.

This data must be in a format Google accepts, such as TXT or XML files exported from Excel. Alternatively, you can add product details using a Google Sheets spreadsheet.

There is also the option to sync all data via integration with your ecommerce platform, e.g., by connecting to your Shopify store.

Once your product data is in, Google reviews it to make sure everything meets their guidelines. If all looks good, your products will be eligible to show up in places like Google Shopping results and ads.

Benefits of Using Google Merchant Center

With Merchant Center, retailers can create a more complete marketing strategy. Let’s see what makes it especially valuable:

• Greater product visibility: Merchant Center helps your products appear across Google properties like Shopping, Search, and YouTube, where millions of people are actively browsing and buying.
• Real-time product accuracy: Inventory, pricing, and availability can be updated automatically. This reduces the risk of showing out-of-stock items or outdated pricing, improving trust and user experience.
• Better ad performance: When combined with Google Ads, Merchant Center powers high-performing Shopping campaigns with rich product data that’s more likely to convert.
• Data you can act on: It highlights what’s working and what needs improvement. You can see which products get attention and which ones are underperforming.
• Stronger cross-channel marketing: By syncing Merchant Center data with your email marketing or analytics tools, you can build more relevant, personalized campaigns across channels.

Recent Changes and How They Affect Email Marketing

While some recent changes in Google Merchant Center (like the retirement of the Email Archive feature on June 25th) may not directly impact your day-to-day strategy, others bring exciting new opportunities you can act on right away.

One of the most useful updates is the introduction of a unified reporting dashboard. Now, you can view impressions, clicks, and conversions side by side, with filtering options by product type, brand, or campaign. This makes it much easier to spot trends and create targeted email segments based on what is actually working.

But the most significant change for marketers? Google’s new “Marketing Content Usage” feature, introduced in April.

This update automatically opts merchants into a program that allows Google to extract promotional content from your marketing emails, just like it crawls and indexes websites, to boost visibility across Search, Shopping, and other Google services.

The types of content Google may extract include:

• Sales promotions (upcoming or current)
• New product announcements
• Social media links
• Highlighted social content
• Images and videos

What does this mean for your email marketing strategy?

• Dynamic ad generation: Google can use your email content to automatically generate relevant ads, keeping your promotions fresh without extra work.
• Increased reach: Google doesn’t rely only on your website anymore. By using your email marketing content, it can access up-to-date details about your products, offers, and announcements, giving your business more visibility across its ecosystem.
• Control over the content: Although you’re opted in by default, you can choose to opt out if you prefer not to share email content with Google.

With these changes, Google Merchant Center is becoming more integrated with your marketing ecosystem. Let’s explore how to turn these features to your advantage.

How to Combine Merchant Center with Email Marketing

As we saw before, Google Merchant Center’s recent updates provide opportunities for marketers to improve their targeting and increase sales. Here’s how:

1. Use strategic messaging

Now that Google can extract promotional details directly from your marketing emails, your messaging needs to be more intentional.

For example, if your email announces a sale or special offer but doesn’t clearly state when it ends, Google won’t know either. This can confuse or even frustrate shoppers who see expired offers in your ads.

To avoid that, be crystal clear in your emails, especially in the footer or near the CTA.

What to include:

• Sale or promo start and end dates
• Any important restrictions or exclusions
• A clear mention of which products are included
• Consistent brand tone across email, ads, and listings

Here’s an example:

“Don’t miss out! Offer valid until Sunday, June 16 at 11:59 PM.”

These small but essential details build trust with your subscribers and help Google present your products accurately to a wider audience.

2. Craft email campaigns around bestsellers

With Merchant Center’s reporting tools, you can quickly see which products are getting the most clicks, impressions, or conversions across Google platforms. First, you’ll need to go to the performance dashboard in Merchant Center and filter by highest-clicked or top-converting products over the last 7 or 30 days.

Then, build a themed email campaign that highlights these products as popular picks. You can use phrases like “Back by popular demand” or “Shoppers can’t get enough of…”.

To boost conversions, add urgency using low stock alerts and limited-time offers. You can also add social proof or reviews from customers who have already purchased (and loved!) those products.

3. Deliver abandoned product follow-ups

Your Google Merchant Center should ideally be linked to:

• Google Ads (to track Shopping ad clicks)
• GA4 (for on-site behavior)
• Your email marketing platform (like Moosend, Klaviyo, or Mailchimp)

When these systems work together, you can identify visitors who clicked on a Shopping ad but left without converting. These are high-intent users, perfect for retargeting via email.

But how can you capture email addresses after an anonymous ad click?

• Popup forms: Trigger a signup form when someone visits a product page (especially if referred from Google Shopping). Offer a discount, free shipping, or early access.
• Exit-intent offers: Show a form when the user is about to leave the site without buying.
• Gated offers: Require an email to use features like “save to wishlist,” “back-in-stock alerts,” or “price drop notifications.”

4. Use Merchant Center data for seasonal promotions

Your past performance reports show which products performed well during specific seasons. You can use that insight to shape your upcoming email campaigns.

To identify your seasonal bestsellers, head to the Performance tab. This area provides insights into clicks, impressions, conversions, CTR and performance by product, brand, or category.

Use the date picker to select the same period from a previous year—e.g., June 1–July 15, 2024, to analyze last year’s Summer Sale. You can compare it with the current period to spot trends.

Sort by product or category to see what drove the most clicks and conversions. These are your seasonal high performers worth spotlighting again.

Just as important: look for products that underperformed. These may need better descriptions, updated visuals, or different messaging this time around.

5. Create targeted email segments

While Merchant Center can’t build the segments for you, it can provide the intel to make them smarter.

Combine Merchant Center with GA4 data to identify what products or categories a user viewed or clicked on. Then, build segments based on product interest and onsite behavior such as:

• Clicked an ad and visited the product page
• Viewed 3+ items in the same category (e.g., skincare or kitchen appliances)
• Visited a product page but didn’t buy

These users are ideal for retargeting with personalized reminders, testimonials, or discounts to nudge them toward checkout.

Wrapping Up

Combining Google Merchant Center with your email marketing isn’t just a smart move. It’s a competitive advantage. With real-time product insights, improved reporting, and Google’s new ability to use your email content, you have more opportunities to deliver timely, relevant messages that convert.

If you haven’t already, audit your current setup. Is your Merchant Center connected to Google Ads and GA4? Can your email platform pull in product or behavioral data? Identifying and closing these gaps can open the door to more powerful, automated campaigns.

Start small by testing a product-based trigger like a price drop alert or a back-in-stock email. Then track the results. You’ll likely find that when your messaging reflects what people are actually browsing, clicking, and considering, engagement follows naturally.

You’ve got the data. Now it’s time to put it to work.

The post Google Merchant Center Changes: The Impact on Email Marketing [2025] appeared first on Email Marketing Automation Platform for Thriving Businesses.

As a result, some companies are scaling back, while others are working to show genuine, long-term support.

In this post, we’ll see what Pride Month marketing means today and how to approach it without being performative. We’ll also share examples and explore why representation should not be limited to one month.

The State of Pride Month Marketing

Pride Month is now a regular part of many marketing calendars.

But it started as an act of resistance, most notably the Stonewall uprising in 1969. Since then, Pride has grown into a global movement focusing on activism, visibility, and community.

Today, more brands take part, launching themed products and campaigns. But showing up in June isn’t enough. Consumers want to know how a brand supports the LGBTQIA+ community and why.

A rainbow logo or limited-edition item means little without real, year-round action behind it. In fact, 62% of consumers believe that launching Pride-themed products is done mostly for profit, while only 34% view it as a gesture of social good.

Source

To be taken seriously, Pride campaigns need to be part of long-term support, not seasonal visibility.

However, recent data highlights a growing gap between what companies do during Pride Month and what the LGBTQIA+ community and its allies expect.

Here are key takeaways from SurveyMonkey’s poll:

• 64% of LGBTQIA+ individuals and allies believe most Pride campaigns are performative.
• 71% expect companies to be transparent about their Pride initiatives.
• 29% call rainbow-washing one of the worst things a brand can do during Pride.
• 69% say hosting educational panels or workshops on LGBTQIA+ topics feels genuinely supportive.
• 41% are more likely to support brands that show year-round commitment to LGBTQIA+ inclusion, not just in June.
• 30% say they research a brand’s LGBTQIA+ policies before making a purchase, which rises to 49% among those who buy Pride merchandise.

These expectations have raised the bar. As a result, audiences want more than visibility. They demand consistency, transparency, and real advocacy. And when those expectations aren’t met, skepticism grows.

That disconnect may explain why Pride Month marketing is noticeably quieter this year.

Why Is Pride Month Marketing Quieter This Year?

While some brands are scaling back their visibility, others have chosen not to promote Pride-related content at all.

This shift reflects lessons from last year, when backlash, political pressure, and consumer skepticism prompted many companies to rethink their approach.

Increased scrutiny around “rainbow-washing”

One of the main reasons why Pride Month marketing is losing traction is that many brands have faced criticism for rainbow-washing. The term refers to using Pride Month for visibility without demonstrating long-term support for LGBTQIA+ communities.

Consumers and creators have become more vocal in calling out campaigns that appear performative or disconnected from real impact.

In 2024, several brands like ‘The Phluid Project’ saw a drop (25%) in brand partnerships compared to previous years.

According to Inc., the founder and CEO, Rob Smith, tried to explain this phenomenon by mentioning that retailers decided to “play it safe” due to the elections and changes that the new administration enforced (e.g., new passport policy).

Some advocacy organizations like GLSEN, which helps businesses create inclusive messages, also reported declining corporate involvement and financial support tied to Pride campaigns.

However, the lack of involvement isn’t the only reason why Pride Month marketing has taken a hit.

Risk of backlash and boycotts

After facing backlash in 2023, brands like Target and Nike scaled back their Pride campaigns in 2024.

More specifically, Target reduced the number of stores featuring Pride merchandise, citing safety concerns after displays were disrupted the year before. Nike, which had offered Pride collections since 1999, opted out entirely in 2024, instead focusing on ongoing support programs.

Not all changes indicate complete withdrawal, though. While some companies stepped away, others are shifting toward sustained, year-round inclusion rather than seasonal visibility.

This shift raises an important question: Should every brand participate in Pride Month marketing or only those actively supporting the LGBTQIA+ community throughout the year?

Which Brands Should Participate in Pride Month Marketing?

While visibility matters, Pride Month should not be approached as a branding opportunity alone.

Campaigns that lack substance or internal backing can do more harm than good both to the brand and the community it claims to support.

Brands that show ongoing commitment

Brands that have demonstrated consistent support for the LGBTQIA+ community through hiring practices, internal policies, and community partnerships can easily run a more dedicated campaign during Pride Month.

Levi’s, for example, has been an active supporter since 1992.

Their Pride campaigns feel like more of an extension of that commitment and ongoing efforts rather than following marketing trends and chasing the seasonality hype.

Brands that want to get involved long-term

Brands that are new to LGBTQIA+ advocacy can still take part, but they should begin with transparency.

If support is recent, that should be acknowledged, and plans for long-term action should be clear. Pride campaigns can serve as a starting poin,t but only if they come with real intent and follow-through.

To avoid backlash, plan your inclusion efforts well in advance and use Pride Month to share progress, not just promises.

Brands that aren’t ready to commit should take a step back

If a company has no internal policies, partnerships, or diversity initiatives related to LGBTQIA+ inclusion, launching a Pride campaign may backfire.

As you can see below, 40% believe that the worst mistake a brand could make in celebrating Pride is neglecting such policies.

Source

If your brand has yet to commit, stepping back is more responsible than sending a message that lacks support.

So, what about the brands that genuinely want to support Pride but are unsure how to do so respectfully?

How to Participate in Pride Month Without Being Performative

As mentioned above, Pride Month shouldn’t be treated as a seasonal branding opportunity because this leads to performative marketing.

To avoid that, be transparent across all channels, including email, social media, in-store, and web. Show that your brand’s support isn’t limited to June but part of a consistent, long-term commitment.

1. Update your logo if it supports real action

Changing a logo or product packaging with rainbow colors is common, but it shouldn’t be the whole campaign. If you choose to change your branding for Pride, it should come with context.

For example, tying the change to an initiative, such as donations to LGBTQIA+ nonprofits, support for queer-owned businesses, or employee-led events, will provide that.

Here’s what a popular brand like IKEA did:

• Participated in Pride events across the U.S., including the DC Capital Pride Parade
• Hosted an “Embrace Your Space” booth to welcome and celebrate attendees
• Donated $1 per rainbow cake sold (up to $100,000) to True Colors United to help end LGBTQIA+ youth homelessness
• Donated 100% of STORSTOMMA bag sales (up to $50,000) to Rainbow Railroad, supporting LGBTQIA+ individuals facing persecution

With actions like these, IKEA has more than enough reasons to update its logo for Pride. The difference is they didn’t, and that’s the point.

When a brand backs its words with real impact, it doesn’t need to rely on a temporary logo swap to prove anything. A visual change without substance risks being seen as rainbow-washing. But substance without spectacle? That speaks for itself.

If your brand is doing the work, show it through your actions. You don’t have to follow every trend to make your support visible, especially when your commitment is already clear.

2. Spotlight LGBTQIA+ employees, partners, or customers

Highlighting LGBTQIA+ members is one of the most direct ways to give visibility to the community.

This can be done through dedicated email marketing campaigns, social media takeovers, blog interviews, or short videos. Stories should be shared with consent and without editing out the actual experiences.

Also, avoid turning these stories into emotional appeals or marketing hooks. Let them be part of a broader effort to recognize LGBTQIA+ voices year-round.

Here’s a good example from Bobbi Brown’s Pride Month campaign, spotlighting friends in the LGBTQIA+ community, including their own Executive Director.

To do this yourself:

• Start by asking your LGBTQIA+ employees, creators, or partners if they want to be featured.
• Use simple Q&A formats, quotes, or short videos.
• Let them speak about what Pride means to them, in their own words.
• Publish across your main channels and link to actions your brand is taking so the story has context and purpose.

3. Prioritize impact over promotion

If you’re launching a Pride collection, make the purpose clear. Who benefits? How is the community involved? Products without a clear goal or contribution often feel performative.

Happy Socks is a good example of how to approach this the right way.

Their Pride collection is available year-round, not just in June. They also donate 10% of proceeds to InterPride, a global organization supporting LGBTQIA+ communities. The campaign centers on inclusion and long-term visibility, favoring impact over seasonal promotion.

When brands are transparent about where funds go and why the initiative matters, it shows intent.

4. Distribute valuable content through email

Email is a direct way to communicate your Pride Month efforts, but it needs to go beyond product promotion.

To avoid performative messaging, use email to show your actions and community involvement.

Here’s a good example from MeUndies.

Subject line: We LA LGBT Center

In their Pride Month email marketing campaign, they clearly outline their $75,000 donation to the LA LGBT Center and break down how the funds will be used, from educational support and meals to transitional housing for homeless LGBTQIA+ youth.

The email includes specific numbers, details, and follow-through actions like product donations and team volunteering. It’s clear, measurable, and shows the impact.

For your brand, use email marketing to:

• Explain your campaign’s purpose and who benefits
• Share real partnerships and internal initiatives
• Include direct links to resources or donation pages
• Follow up later with impact metrics or community feedback

Avoid vague phrases like “we stand with the LGBTQIA+ community” unless you can show how.

The more specific you are, the more trustworthy your message becomes.

5. Use social media to show your actions

Social media is often the most visible part of a Pride campaign, but it’s also where performative marketing is easiest to spot.

To be respectful, brands should use their platforms to educate, amplify, and share actions.

Accenture’s 2024 Pride video is a great example of how to do it.

Source

Instead of promoting products, the company highlights some important actions, including the fact that 99% of employees have access to transgender-inclusive health care.

The campaign shows what inclusion looks like through facts, not slogans. That’s the kind of content that earns trust.

6. Feature LGBTQIA+ brands and creators

As mentioned, respectful Pride Month marketing doesn’t need to rely on rainbows to be effective. Instead of filling shelves or banners with symbolic colors alone, focus on substance.

Use your in-store displays or homepage to spotlight products created by LGBTQIA+ artists or businesses. Share their stories, not just their designs. Highlight their role in shaping the collection and explain why your brand collaborated with them.

This not only promotes real voices but shifts the focus from decoration to meaningful participation.

Now, let’s examine Target’s infamous 2023 Pride campaign. The backlash didn’t come from featuring LGBTQIA+ creators but from how the campaign was handled.

Source

Overly broad, heavily branded displays lacked nuance and drew unnecessary attention from extremist groups. Worse, employees were left without clear support when controversy arose.

Instead of plastering rainbows across products, Target could have taken a more thoughtful approach, uplifting small LGBTQIA+-owned brands, highlighting individual creators, and scaling visibility based on context.

If there’s a lesson to be learned here, it’s that Pride doesn’t require mass-produced (rainbow-colored) merchandise.

Pride Month Marketing Campaign Examples: The Good & the Problematic

Some brands have delivered Pride campaigns that are thoughtful, authentic, and deeply aligned with their values.

Others, however, have missed the mark, falling into performative gestures or disconnected messaging.

Let’s take a closer look to help you avoid common pitfalls in the future.

Freeletics’ successful LGBTQIA+ spotlight

This campaign by Freeletics is a great example of how to use storytelling, representation, and purpose-driven content to meaningfully support Pride Month.

Subject line: Outrunning stereotypes

Let’s see what works:

• Focus on storytelling over sales: The email centers on Anthony, an LGBTQIA+ athlete and coach, sharing his personal journey. The message is authentic, inspiring, and free of sales-heavy language.
• Real representation: Instead of rainbow graphics or generic statements, the campaign highlights real experience. Quotes and photos put a face to the message of inclusion in fitness.
• Purpose-led content: The CTA buttons align with the broader theme of empowerment, without pushing a discount or limited-time offer. It connects product to purpose.
• Thoughtful design: The email uses clean visuals, inclusive language, and a minimal Pride-themed banner (Flex your pride) without overwhelming the story.
• Clear internal alignment: Highlighting an LGBTQIA+ team member in a feature story signals internal support, not just outward-facing branding.

Why it’s a good Pride Month campaign:

It avoids rainbow-washing by showing real people, elevating authentic stories, and using Pride Month to reinforce the brand’s values around inclusion, performance, and representation. There’s no forced tone shift, and the campaign would still feel credible even outside of June.

Lego’s “Everyone is Awesome”

LEGO’s “Everyone is Awesome” campaign is a powerful example of how a brand can merge product, storytelling, and internal values into one cohesive Pride initiative, without performative overtones.

Here’s why it worked:

• Designed by and for the LGBTQIA+ community: The set was conceived and designed by LEGO’s Vice President of Design, Matthew Ashton, who is openly gay. His personal story powers the product, giving it authenticity from the inside out.
• Focused on self-expression: The product, while commercial, isn’t just merchandise. Ashton shares how a set like this would have meant everything during his own coming out, changing the narrative from product to purpose.
• Representation with intention: The minifigures represent the full spectrum of the LGBTQIA+ community, including Black, Brown, and trans individuals. The inclusion of a purple drag queen figure also celebrates queer culture in a respectful way.
• Emotional storytelling: Ashton speaks openly about growing up in the 80s, facing pressure to conform, and how this project became both a personal milestone and a signal of support to others. It’s a heartfelt message, not a marketing script.
• Internal alignment and allyship: This initiative wasn’t created in isolation and reflects LEGO’s broader commitment to inclusion.

Why it’s a good Pride Month campaign:

LEGO’s example showed what Pride marketing should be: inclusive by design and focused on community. It doesn’t just say “Everyone is awesome.” It shows us why and how that belief is lived out in practice.

Skittles & GLAAD: “When You Find Your Community, Your Colors Shine”

Skittles has become a recognizable presence in Pride Month marketing over the past five years, not through flashy campaigns, but by consistently evolving how they show up for the LGBTQIA+ community.

Their Pride campaign built on that legacy with a deeply community-oriented approach.

Let’s see what worked:

• Ongoing commitment: Skittles has partnered with GLAAD for five years, showing long-term support beyond just Pride Month. Their messaging stays visible year-round.
• Transparent impact: $1 from every Pride Pack (up to $100K) goes to GLAAD, plus $25K in donation matching. The brand is clear about where the money goes.
• Community first: Instead of just branding, Skittles funds LGBTQIA+ groups across the U.S., supporting everything from roller derby teams to queer film festivals.
• Purposeful packaging: From their iconic grey packs to current custom art by queer creators, Skittles uses packaging to shift focus from candy to community.
• Identity over aesthetic: The tagline “When you find your community, your colors shine” reframes the rainbow’s use as personal expression, not a marketing symbol.

Why it’s a good Pride Month campaign:

Skittles doesn’t just show up during Pride Month. Through product design, sustained donations, and localized impact, they’ve embedded support for the LGBTQIA+ community into their brand narrative. It’s bold, fun, and, most importantly, full of substance.

Now, let’s see some not-so-great campaigns and why they were met with criticism.

Bud Light’s & Dylan Mulvaney

In April 2023, Bud Light partnered with transgender influencer Dylan Mulvaney in a single sponsored post to celebrate her “365 Days of Girlhood.”

The campaign aimed to align the brand with Pride and broader inclusion efforts. Instead, it sparked one of the most significant and prolonged brand backlashes in recent marketing history.

What happened:

• Backlash began immediately after the post went live, largely fueled by conservative voices on social media. High-profile figures called for boycotts and publicly denounced the brand.
• Sales plummeted, with a 28% drop in purchase incidence across the U.S. in the first three months. In heavily Republican counties, the decline reached 32%.
• Unlike other short-lived boycotts, Bud Light’s sales remained down by 32% into Q4 2023.

Why it missed the mark:

• No internal support: The campaign was limited to a single social post, with no broader message or visible support when backlash hit. Bud Light stayed silent instead of standing by its partner.
• No long-term inclusion strategy: There were no prior or follow-up LGBTQIA+ collaborations. Without consistency, the effort felt opportunistic rather than genuine.
• Retreat under pressure: Anheuser-Busch ended its 30-year sponsorship of Pride St. Louis, leaving organizers with a $150,000 funding gap.
• Ongoing visibility loss: Retailers cut Bud Light shelf space, further lowering sales and visibility and trapping the brand in a long-term decline.

Bud Light’s campaign wasn’t flawed because it supported a trans influencer. It failed because it lacked preparation, consistency, and commitment.

Burger King’s “Pride Whopper”

While “Pride Whopper” began as an attempt to support the LGBTQIA+ community during Pride Month, it has since become one of Burger King’s most criticized campaigns.

While the brand partnered with advocacy groups and included a donation pledge, the execution fell flat, resulting in backlash from the very audience it intended to support.

Source

Why it missed the mark:

• Poor creative judgment: Serving the Whopper with “two top buns or two bottom buns” was meant to be symbolic but came off as tone-deaf, reducing LGBTQIA+ identity to a clumsy pun.
• Perceived rainbow-washing: With no visible history of LGBTQIA+ support, the campaign felt more like a marketing ploy than real advocacy.
• No internal alignment: Burger King offered no updates on inclusion policies or employee support, only a temporary product and vague messaging.
• No community consultation: The agency responsible for the campaign admitted they didn’t involve LGBTQIA+ voices during development, underlining the lack of meaningful collaboration.
• Poor response to backlash: Rather than take accountability, Burger King deleted content and stayed silent. The only apology came from the agency, not the brand.

Email Marketing for Pride Month

Unlike social media and offline marketing, emails allow space to share meaningful context, explain your actions clearly, and reach people who have already chosen to hear from you.

Done right, email can educate, inform, and promote, without being performative. Let’s see what you need to know about Pride Month email marketing below.

Actionable tips for a good Pride Month email

Creating a good email for Pride Month shouldn’t be a problem if you’re already familiar with email marketing best practices.

You must adapt them to reflect care, clarity, and genuine intent to make it work.

• Write respectful subject lines: Avoid clickbait or using Pride purely for open-rate boosts. Instead, keep your subject lines direct and value-driven. For example, “Pride Is More Than a Month: Here’s What We’re Doing” will be more considerate than “20% off Pride Month.”
• Use inclusive copy: State what you’re doing, who you’re supporting, and why it matters. Use inclusive email copy and avoid stereotypes or vague statements. For example, share real stories and let LGBTQIA+ employees, partners, or collaborators speak through quotes or spotlights.
• Don’t rainbow-wash your design: Design your Pride emails with intention. Use Pride colors meaningfully, not decoratively. Prioritize accessibility with clear contrast and alt text.
• Add contextual CTAs: Link CTAs to impact-focused content like donations, education, or campaign results, not only product pages.
• Keep your messaging aligned: Your messages must align with your brand voice and be tied to real actions. Avoid tone shifts that feel forced or disconnected from your usual communication style.
• Be mindful of email frequency: Send one to three emails during Pride Month: a kickoff, a mid-month update, and a final results email. Don’t over-send and prioritize relevance over volume to maintain trust and engagement.

Lastly, not every subscriber may want to receive content related to Pride. Respect this by including an opt-out link in your emails or a preferences center, allowing subscribers to control what messages they receive.

This shows consideration and protects trust.

Further reading: Check out our June email marketing planner to learn how to structure your LGBTQIA+ month campaign properly.

Pride Month newsletter templates

A well-designed email template can help you launch your Pride campaign quickly and with better design control.

It also ensures your emails look polished across devices and reduces the chance of design errors.

Moosend offers ready-to-use templates that you can fully customize with your brand’s messaging, visuals, and tone. These give you a strong starting point while keeping your campaign aligned and professional.

Try them for free

True colors newsletter design

This Pride Month template uses a clean, structured layout that balances visuals and copy.

It opens with a bold announcement bar, followed by a centered headline in large type for immediate impact. The copy blocks are placed just below the header to highlight the offer.

The call-to-action button is also large and prominent, making it easy to navigate. The footer includes clear social links and an unsubscribe option, making customization easy while maintaining accessibility and mobile responsiveness.

For a more engaging campaign, add a donation link, a note about where proceeds go, or a brief statement of support.

Subject line ideas to use:

• Pride with Purpose: See How We’re Giving Back
• Celebrating Pride Month, Backed by Action
• Our Pride, Our Commitment, Beyond Just a Logo
• This Month, Every Color Counts

Inner rainbow newsletter template

This template is perfect for beauty brands looking to highlight colorful products.

The layout has clear sections featuring vibrant visuals and simple descriptions, each supported by a bold CTA button. The mid-section introduces a spotlight product, and the email wraps up with a photo collage for visual impact.

To avoid performative marketing, brands should pair this format with action highlights or quotes.

Email content ideas:

• Include a short bio or quote from an LGBTQIA+ artist, model, or collaborator featured in the campaign.
• Add a short section or link to a blog post or video showing how the campaign was created, especially if LGBTQIA+ talent helped shape it.
• Insert a testimonial or social photo from a real customer expressing themselves with your products during Pride Month.
• Offer a link to an LGBTQIA+ advocacy organization or educational content related to Pride.

Rainbow for all newsletter design

This Pride-themed template is vibrant and visually engaging, structured around bold colors and playful product highlights.

The header introduces the theme with a welcoming title and a short paragraph encouraging self-expression and authenticity. Each product section features styled imagery paired with a quick description and color-coded CTA buttons like “Pick a Hue,” leading the reader through a visually guided journey.

Consider modifying the CTA and copy to reflect purpose-driven messaging for a more respectful and balanced approach.

CTA suggestions for impactful campaigns:

• See Who Made This
• Support LGBTQIA+ Creators
• Shop With Purpose
• See the Story Behind the Style
• Gifts That Give Back
• Shop Inclusive Essentials

For more, take a look at our Seasonal email designs and Nonprofit email templates.

Pride Marketing Do’s and Don’ts

Now that we’ve explored how to run a meaningful Pride campaign, let’s summarize the essential dos and don’ts to help you avoid common missteps.

Do’s

• Reflect internal values in external messaging.
• Support with donations, partnerships, and volunteer efforts.
• Involve LGBTQIA+ voices in your content and planning.
• Be transparent about the impact and where the support goes.
• Share year-round efforts, not just June visibility.
• Maintain inclusive policies and safe environments.

Don’ts

• Don’t launch campaigns without internal backing.
• Don’t use identities for aesthetics or sales only.
• Don’t ignore backlash, but address it with accountability.
• Don’t go silent after Pride Month ends.
• Don’t rainbow-wash with no substance behind it.

Rethink Pride Month Marketing

Pride Month reminds us of the ongoing fight for visibility, equality, and acceptance. If your brand plans to participate, do so with purpose. If not, it’s better to step back.

LGBTQIA+ audiences and their allies are paying attention. And they don’t need more rainbow packaging or vague promises. They want real support, honest messaging, and actions that continue beyond June.

So, before you plan a campaign, ask yourself: Are we doing this because we care or because it’s profitable? If it’s the latter, you should find another way. Luckily, June offers numerous other opportunities to do so.

The post Pride Month Marketing: Best Practices & Examples [2025] appeared first on Email Marketing Automation Platform for Thriving Businesses.

Consumers today interact with brands across various channels. They might discover your product on TikTok or while listening to a podcast and then visit a physical store to make a purchase. Instead of focusing on just one channel, merging various online and offline tactics can be far more effective.

In this guide, we’ll discuss how to blend online and offline marketing strategies to maximize your reach and impact.

Why You Should Combine Online and Offline Marketing Strategies

According to research by SSRN, consumers use multiple touchpoints before buying a product. While most of the research is done online, they usually buy offline, after looking for discounts and deals.

Integrating online and offline marketing techniques helps businesses:

• Reach a wider audience: Online lets you reach a global audience while offline marketing is usually targeted to local markets. Combining both ensures everyone’s included.
• Build brand trust: Offline marketing tactics, such as events, print ads, and direct mail can build a personal connection with the target audience. Online assets are more convenient and accessible, contributing to a cohesive experience.
• Boost customer engagement: Consumers can connect with your brand in real-time through online and face-to-face through offline practices, creating an engaging customer journey for different customer preferences.
• Gather enhanced data: Combining insights from traditional and digital channels tactics can help understand more about customers’ preferences and behavior to improve your marketing strategies.
• Increase ROI: Integrating online and offline marketing tactics will ultimately boost return-on-investment and conversion rates by combining powerful tactics and touchpoints.

While this integrative marketing approach may require a higher budget to succeed, it can lead to huge success when done properly. Plus, there is always a more cost-effective alternative for risk-aversive marketers and business leaders, based on the marketing efforts they adopt.

Online and Offline Marketing Strategies to Deliver Great Results

Whether you’re a small business owner or a corporate marketing leader, experimenting with different marketing strategies will help you find what resonates with your audience best. Here are some winning tactics to get inspired:

1. Create a consistent experience across assets

Aligning your online presence with your offline efforts contributes to a more cohesive marketing experience. Multiple touchpoints with similar aesthetics help people recognize and remember your brand. Additionally, it’s safer for your budget—relying on a single channel limits your audience reach and increases vulnerability to competition.

For instance, a consumer might watch TV commercials from various car manufacturers without remembering the brand names. But when they come across a similar ad on a billboard or a YouTube video, they begin to make the connection.

Maintaining a stable visual identity is key. The colors, fonts, and website aesthetics should resemble your printed ads, the visuals you use in TV commercials or the banners you create for events.

The same applies to your messaging. While offline marketing campaigns such as billboards and radio ads require different content formats to work out, your tone of voice, values, and copy should align.

Check out this billboard by Porsche. Its simplicity and the main slogan stand out:

Have a look at the commercial for a similar Porsche model and note the similarities in branding and messaging: 

2. Collect emails to send follow-ups

Having multiple touchpoints can increase engagement. But if a buyer purchases in a physical store, how can you keep in contact? By continuing the conversation elsewhere. For example, you can request email addresses at the checkout or during in-person events. You can also offer incentives such as exclusive discounts or coupons to attract more people.

Email marketing offers many opportunities to marketers—from sending personalized emails based on previous purchases, to automating campaigns, to confirming transactions.

To reap those benefits, use email marketing platforms with list management and automation features to hyper-personalize your email campaigns. Add a preference center to the form to learn about their interests and divide them into different segments.

Moosend, for instance, can help you manage your list growth process step-by-step. You can build signup forms and customize premade templates and workflows to send branded emails to your audience, based on their unique preferences.

Try Moosend for free

3. Add QR codes on printed materials

Placing QR codes on printed marketing materials is a well-known, easy-to-implement marketing tactic. These links can lead to various marketing assets based on the goal you’ve set, even call-to-actions to boost conversions.

Let’s explore some common use cases:

• Business cards linking to a website or LinkedIn profile to share more about your expertise.
• Product packaging QR codes leading to product manuals or demos to offer a more enhanced customer experience.
• Brochures with special discounts or coupons directing readers to your website.
• In-store signage offering more information about products and customer reviews.
• Event materials linking to your website, social media or sign-up forms to capture leads.

For example, we recently shared a printed leaflet with a QR code during a conference with a special discount to attract new leads:

4. Cross-promote across online and offline channels

While cross-promotion happens usually among brands, it can also occur across channels. Merge offline channels with online to boost user experience. Apart from QR codes, place social media handles or hashtags on physical documents or in-store. You can also place tablets with interactive content such as quizzes to offer personalized product recommendations.

Moreover, add pictures of your stores on your website and inform visitors about exclusive deals they can claim there. Or promote your in-person events via email invitations with a countdown timer to boost urgency.

Another tactic is adding content from traditional marketing methods on your website or social media. For example, place your latest TV commercial or photos from a recent event on your homepage to boost engagement.

Here, Starbucks sent a birthday email inviting subscribers to redeem their gift in-store.

Subject line: Open on your birthday (Actually, you can open now)

5. Combine your analytics strategies

It’s usually easier to gather insights from online marketing strategies than from offline ones. CRM solutions and Google Analytics let users analyze information and make data-driven decisions. But what about offline strategies? To track their progress, you need to blend in online tools.

Share surveys or quick feedback forms with NPS score in-store or during events. Track initiatives such as discounts, freebies, or coupons to see what worked and what needs improvement.

Use trackable URLs, phone numbers, or UTMs to monitor the performance of a printed ad. Discover what initiatives bring more leads and conversions to understand the behavior and preferences of potential customers in-depth.

To gain a holistic view of these strategies, merge analytics platforms and build a unified dashboard with important information. This will also contribute to attribution and ROI analysis, shedding light into strategies that truly work for your target audience, and insights on what improve the rest.

6. Share social proof across channels

Social proof, such as customer testimonials or reviews, plays a key role in boosting brand trust and credibility around certain products and services. Encourage regular in-store visitors to share an online testimonial or post a photo of using a product with a certain hashtag to bring in that effect.

Showcase online reviews in-store next to certain products to motivate visitors to purchase. If you use in-store QR codes or digital signage software like Yodeck to display important product information demos, add reviews to the presentation for maximum visibility.

Finally, collect testimonials from online and offline sources, and send them through an email campaign to boost click-through rates and conversions.

For example, Bite included reviews from notable publishers to increase brand awareness and credibility:

Subject line: We can’t stop smiling

7. Partner with influencers online and offline

Influencers and affiliates are usually associated with social media marketing, but you can also recruit them during offline marketing efforts. For instance, invite them to trade shows or events to share their expertise and experience with your product or services or collaborate with them to create a product line with their signature.

If you partner with athletes or artists, display them on TV commercials or billboards to gain more traction. Nike has nailed this tactic over the years. In this ad, they portrayed female athletes they partner with who broke the barriers:

Plus, encourage them to make public appearances using your products and offer some freebies to share with their family and friends and bring new customers on board.

8. Run “coming soon” or to “be continued” campaigns

Teaser campaigns can build anticipation and boost engagement metrics, especially if you target younger audiences. Add in-store teasers and include QR codes to direct them to your website for more information. Follow similar practices during offline events to promote your online events or initiatives.

You can also share a “coming soon” post or landing page on social media or offline to collect email addresses and send a special incentive to participants. Create follow-up content to nurture those prospects and convert them into customers.

Storytelling plays a key role in those strategies. Exclusivity and urgency are great motivators. Add a countdown timer to visualize that effect and create FOMO to gain more followers–online and offline.

Combine the Best of Both Worlds

What tactics would you merge first? Think of your audience’s demographics, preferences, and habits and find what suits them best. Collect data from all tactics and spot workable patterns to increase brand awareness and ROI going forward.

Will it happen overnight? No, but you can have fun in the process and learn more about your audience. And this can turn into a great business capital.

FAQs

Here are some frequently asked questions around online and offline marketing:

1. What is online marketing?

Online or digital marketing involves using the Internet and digital tools, such as SEO, social media, email marketing and paid ads, to promote your brands, products or services.

2. What is offline marketing?

Offline marketing refers to the use of traditional marketing tactics to promote a business, such as print media, TV or ad commercials, billboards, and direct mail.

3. What is omni-channel marketing?

Omnichannel marketing is the integration of different online and offline marketing tactics to build a consistent customer experience across different touchpoints, catering to unique customer preferences and habits.

4. What are the benefits of traditional marketing?

Traditional marketing methods are linked to higher credibility and brand recognition, especially for local markets. They leave an impression to prospects as there’s less competition than online platforms.

5. What are the benefits of online marketing?

Online marketing offers cost-effective solutions to reach a global audience, target customers with specific characteristics and even personalize your messaging. You can also deliver different content types, such as podcasts and blog posts, to engage your audience.

The post 8 Best Ways to Integrate Online and Offline Marketing appeared first on Email Marketing Automation Platform for Thriving Businesses.

High-value deals are no longer won through mass outreach or generic campaigns but through precision, alignment, and direct engagement with key decision-makers.

That’s what account-based marketing (ABM) delivers: a focused, strategic approach that treats your most valuable accounts like individual markets.

As Daphne Deiktaki, Global Marketing Director at Hack the Box, puts it, “[…] Targeting the right accounts drives higher value, and misalignment can make or break a GTM function in the B2B world.”

In this guide, we’ll cover what ABM is and why it matters, along with:

• ABM tactics, from digital advertising to direct outreach
• The core components of a successful strategy
• Real-world ABM case studies showcasing revenue impact
• Steps to plan, execute, and optimize your ABM campaigns

What is Account-Based Marketing? (ABM)

ABM, or key account marketing, is a revenue-driven strategy that aligns marketing and sales to target and engage high-value accounts as individual markets.

Instead of casting a wide net, ABM focuses resources on prospects and existing customers with the highest revenue potential, delivering personalized, multi-channel campaigns designed to accelerate deal cycles, build stronger relationships, and drive measurable business impact.

According to Emilia Korczynska, VP of Marketing at Userpilot, “Account-based marketing […] is great for targeting larger accounts with a higher ACV. Meanwhile, our biggest channel to date, SEO, is not scaling like it used to – AI overviews and ChatGPT perplexity are cannibalizing traffic, and with constant Google updates, it’s harder to stay on top of things with SEO than ever.”

As traditional inbound marketing strategies face new challenges, ABM provides a direct, data-driven approach to convert specific accounts, ensuring businesses can cut through the noise and maintain control over their revenue growth.

ABM Core Components

To execute a successful ABM strategy, businesses need more than just a list of target accounts.

Here are all the key components you need to make it happen.

Target account selection

Unlike traditional demand generation, ABM shifts the focus from a broad audience to a carefully curated list of accounts most likely to convert and drive long-term growth.

Why it matters: For B2B marketing, ROI and efficiency are non-negotiable. Wasting resources on low-value leads is not an option. Target account selection ensures that marketing and sales teams focus their efforts where they matter most, leading to:

• Higher conversion rates by targeting accounts that fit your Ideal Customer Profile (ICP).
• Faster sales cycles with highly engaged, high-value prospects.
• Better resource allocation for marketing and sales.

Sales and marketing alignment

ABM requires tight coordination between sales and marketing, as misalignment leads to wasted efforts, inconsistent messaging, and missed opportunities.

Instead of operating in silos, both teams must work together as a single revenue-driving unit, ensuring that outreach is highly relevant, timely, and tailored to each account’s journey.

Why it matters: Proper alignment leads to more sales-ready opportunities, not just leads, as well as:

• Smoother deal progression by reducing friction in the buying process through coordinated messaging and touchpoints.
• Better and more personalized experiences.

Personalized content

Generic content doesn’t move high-value accounts; personalized, insight-driven content does.

Businesses can create meaningful engagement that drives conversions by tailoring messaging to each account’s industry, challenges, and decision-making process.

Why it matters: Decision-makers are flooded with content daily, and only hyper-relevant messaging breaks through the noise. Personalization ensures:

• Higher engagement rates as prospects receive content that directly addresses their specific pain points.
• Increased trust and credibility by deeply understanding the account’s business challenges.
• More influence over the buying process by positioning your brand as the best-fit solution for their unique needs.

Multi-channel engagement

B2B professionals interact with a variety of channels, including email, social media, and podcasts.

A successful ABM strategy delivers messages across multiple touchpoints to keep your brand top-of-mind throughout the buyer’s journey.

Why it matters: B2B deals involve multiple stakeholders and long sales cycles. Multi-channel engagement ensures:

• Higher engagement by reaching decision-makers on their preferred channels.
• Faster sales cycles through consistent messaging.
• Stronger brand presence with continuous, trust-building touchpoints.

Data insights

Without the right tools, personalized engagement and account tracking become impossible.

These let your marketing and sales teams efficiently manage and optimize campaigns, delivering the right message to the right person at the right time.

Why it matters: ABM success depends on real-time data to keep track of your progress at every stage. With the right tools, you’ll get access to:

• More accurate targeting by using intent signals and predictive analytics to prioritize high-value accounts.
• Scalable personalization through AI-driven content and automated workflows.
• Better visibility into engagement so teams can measure impact, refine strategies, and maximize ROI.

Opportunities & Limitations of Account-Based Marketing

While ABM is a powerful strategy for closing important accounts, it’s not a one-size-fits-all marketing approach.

Understanding the benefits and limitations of ABM helps businesses determine whether it is the right fit for their goals.

Opportunities of ABM

ABM can have a clear revenue impact. For example, Userpilot’s three-month ABM pilot saw a 10x return on pipeline-to-spend, demonstrating its effectiveness in engaging larger accounts with higher ACV.

But higher revenue isn’t the only benefit:

• Instead of casting a wide net, ABM ensures marketing budgets and efforts are concentrated where they matter most.
• Engaging key decision-makers directly reduces friction and accelerates deal closures.
• Since ABM targets only the most relevant accounts, leads are more likely to convert into revenue.
• Personalized engagement builds trust, increasing customer loyalty and lifetime value.
• Collaboration between teams leads to more efficient deal progression and higher conversion rates.

Limitations of ABM

ABM isn’t the right fit for every business, and it comes with certain limitations.

While it offers high-value engagement, scalability can be a challenge compared to traditional inbound tactics.

Before committing to ABM, consider the following:

• ABM is a long-term strategy that demands close coordination between teams, personalized content, and dedicated technology.
• Businesses that rely on small, quick transactions may not benefit from ABM’s resource-heavy approach.
• ABM works best for companies with a defined list of key accounts but may not be as effective for those targeting a broad audience.
• It requires CRM integration, analytics tools, and automation, which can be costly and complex.
• Unlike traditional lead generation, ABM focuses on nurturing long-term relationships, meaning ROI may not be immediate.

Top Account-Based Marketing Tactics to Consider

To engage and convert potential customers with high-value accounts, businesses must combine high-impact tactics that align with their target audience’s behavior and decision-making process.

Rep outreach

Purpose: Direct, personalized engagement

ABM thrives on relationship-building, and sales reps play a major role in initiating and maintaining important conversations.

Rep outreach should be:

• Personalized: Tailored messages based on account insights, not generic pitches.
• Timely: Triggered by engagement signals (e.g., content downloads, event attendance).
• Multi-threaded: Engaging multiple decision-makers within an account for better influence.

How to use: Assign dedicated account reps to each target account, equipping them with data-driven insights to deliver relevant, high-touch interactions across email, LinkedIn, and direct calls.

Here’s a great example from GumGum targeting T-Mobile’s CEO:

The company created a custom comic book, tailoring its pitch to the CEO’s love for Batman. Instead of a standard pitch, GumGum turned the CEO into the hero of a custom comic book, with their company as the sidekick.

The story showed how GumGum’s technology could support T-Mobile, making their value proposition both engaging and memorable.

This creative, hyper-personalized tactic won a deal and public recognition when the CEO shared it online.

Digital advertising

Purpose: Precision targeting

Paid media is a powerful tool for keeping your brand top-of-mind and engaging decision-makers before direct outreach begins.

ABM advertising should be:

• Account-specific: Use IP-based or platform-based targeting (LinkedIn, Demandbase, Terminus).
• Retargeting-driven: Target accounts that have engaged with content or visited your site.
• Contextual and relevant: Showcase thought leadership content, case studies, or industry insights instead of generic promotions.

How to use: Run account-based LinkedIn ads featuring thought leadership or exclusive reports tailored to each industry.

Marketing emails

Purpose: High-touch, strategic nurturing

Email marketing remains one of the most effective channels for maintaining engagement with account-based marketing accounts.

However, it must be highly personalized and multi-stage to be effective. Best practices include:

• Hyper-personalization: Use dynamic content based on firmographics, past engagement, and intent signals. Rather than generic outreach, leverage real-time behavioral data to craft messaging that speaks to an account’s current needs.
• Executive-level messaging: C-suite and senior decision-makers aren’t interested in feature lists. Instead, they care about ROI, industry shifts, and competitive advantages. ABM emails should position your company as a trusted advisor, offering insights that help them make informed business decisions.
• Sequenced engagement: Multi-touch email flows guide accounts through the buying process, nurturing them with case studies, whitepapers, and executive briefings before transitioning to direct sales conversations.

How to use: Create newsletters that focus on delivering actionable insights and tips. Use automation to segment accounts based on engagement, ensuring timely, relevant, and personalized follow-ups to each account’s needs.

Here’s a great example from Bonjoro:

As Sarah Higgins, Global VP of Field Marketing and Operations at Harri, puts it, “Conversational email allows the marketing team to take outreach and messaging into our own hands and not rely on sales teams to amplify the message. This allows us to get campaigns up and running quickly, without adding.”

Email marketing platforms like Moosend allow you to personalize every step of the process using automation tools. You can find out more by contacting sales or exploring the platform by signing up for a Moosend trial.

Direct mail

With everyone using email for B2B outreach, direct mail has become a rare but powerful way to stand out.

Receiving something apt and personalized is unexpected. Thus, it can be an excellent tool for strengthening relationships with key decision-makers.

• Personalized to the recipient: Avoid generic swag; tailor gifts to industry or company interests.
• Strategically timed: Sent after key interactions (e.g., a high-value webinar or sales meeting).
• Action-oriented: Include a clear next step (e.g., an invitation to an executive briefing or a follow-up call).

How to use: Instead of a standard promotional item, send a valuable package, such as an industry report, executive gift, or book, accompanied by a handwritten note from leadership. This human touch can make all the difference and move an account closer to conversion.

In-person and virtual events

Events create opportunities for further engagement, knowledge exchange, and networking. ABM-focused events should be:

• Exclusive and valuable: Organize executive roundtables, invite-only summits, or VIP dinners.
• Account-relevant: Feature content and discussions tailored to the industries and challenges of your top accounts.
• Integrated with sales follow-up: Ensure attendees receive immediate post-event outreach.

How to use: Host private executive briefings where prospects can discuss industry trends and B2B growth-related topics with your leadership team.

5 Account-Based Marketing Examples

The following case studies highlight how different companies have successfully implemented ABM to drive measurable results.

Let’s look at the tactics, challenges, ABM strategy, and the outcomes.

Workday

Tactics: Digital advertising, account segmentation, and LinkedIn outreach

Workday, a cloud application for finance and HR for enterprises provider, needed to change from a traditional lead-based strategy to an account-based approach after acquiring Adaptive Insights.

Their goal was to identify and engage profitable enterprise accounts more effectively.

The challenge

• Align their enterprise-focused ABM efforts to target high-profile accounts.
• Pinpoint the accounts with the highest revenue potential.
• Refine their targeting and ad strategy to engage decision-makers more effectively.

The ABM strategy

To execute a data-driven, multi-channel ABM program, Workday first identified and prioritized high-value target accounts based on firmographic data and engagement insights.

They then refined their ad targeting through DemandBase’s integration with LinkedIn, ensuring their messaging reached the most relevant decision-makers.

Finally, they segmented accounts by engagement levels and product interest, enabling hyper-personalized outreach that resonated with each account’s specific needs.

The results

Workday increased the relevance of their ads through precise account targeting. They also Improved conversion rates by focusing on specific accounts and strengthened sales and marketing alignment to help its teams act on key engagement signals.

As Matthew Miller, Global ABX Principal at Workday, puts it, “Our sales leaders have told us that their most successful salespeople are the ones using account insights daily.”

T-Mobile

Tactics: Direct mail, personalized video content, augmented reality (AR), and digital nurture

T-Mobile, widely recognized in the consumer sector, faced a challenge in building awareness and engagement in the public sector, particularly within higher education leadership.

They needed an ABM approach that went beyond conventional outreach to break through and position themselves as a key player.

The challenge

• Limited awareness in the public sector despite strong consumer brand recognition.
• Difficulty engaging higher education decision-makers in a meaningful way.
• Need for an innovative approach to capture attention and drive consideration.

The ABM strategy

T-Mobile deployed a multi-channel, high-impact ABM campaign to engage educational leaders with digital and apt customer experiences. Their approach included:

• Dimensional mailers to create memorable brand engagement.
• Personalized video content tailored to each institution and leadership role, making messaging highly relevant.
• Augmented Reality (AR) experiences showcasing innovative solutions in an interactive, immersive format.
• A structured digital nurture sequence to sustain engagement and drive long-term consideration.

The results

By leveraging a creative, multi-touch account-based marketing approach, T-Mobile effectively captured the attention of higher education accounts, breaking through a traditionally difficult-to-engage sector.

Their personalized outreach, tailored to different leadership roles, increased engagement and ensured messaging resonated with key stakeholders.

This strategy increased awareness and built long-term connections with key accounts, reinforcing T-Mobile’s presence and credibility in the public sector.

Harri

ABM tactic: Conversational email, AI-powered automation, and predictive analytics

Frontline employee experience platform Harri needed a more targeted, data-driven marketing strategy to effectively target high-profile accounts.

With increasing competition in the service industry, their marketing efforts lacked precision. They often prioritized content volume over strategic, sales-aligned outreach.

The challenge

• Wasted sales resources due to data overload, making it difficult to identify purchase-ready prospects.
• Lack of targeted campaigns, with marketing efforts focused on a broad content marketing strategy rather than supporting key aspects of the customer journey.
• Inefficient pipeline acceleration, leading to missed opportunities for upsells and continued engagement.

The ABM strategy

To streamline their outreach and focus on high-intent prospects, Harri adopted a precision-based ABM approach that leveraged:

• Smaller, highly targeted account lists instead of broad outreach, increasing engagement with qualified leads.
• AI-powered outreach to automate personalized email engagement, improving efficiency and response rates.
• Predictive analytics to find accounts most likely to convert.

The results

Harri’s data-driven ABM approach delivered significant revenue growth in just one quarter:

• $12 million in the pipeline and $3 million in closed-won deals from high-intent accounts.
• 4% qualified rate through AI-driven email outreach.
• 34% view-through rate (VTR), surpassing the 20% benchmark.

By embracing precision targeting and AI-powered engagement, Harri successfully optimized its sales pipeline, reduced inefficiencies, and enhanced customer engagement, proving that quality over quantity is the key to ABM’s success.

BillingTree

Tactics: Direct mail, video messaging, and personalized executive outreach

BillingTree (now REPAY), a leader in payment processing technology, needed a way to capture the attention of high-value decision-makers and convert them into sales opportunities.

The challenge

• Low engagement with key decision-makers, making it difficult to book high-value meetings.
• Inefficient sales process, where scheduled meetings often involved individuals without purchasing power.
• Needed a high-impact strategy to stand out and make a lasting impression.

The ABM Strategy

Instead of casting a wide net, BillingTree focused on its top 100 high-value prospects with an unconventional direct mail campaign to create curiosity and engagement.

The campaign included:

• A rugged, locked case branded with BillingTree’s branding was sent to each executive.
• Two combination padlocks secured the case, creating intrigue.
• A personalized notecard stated that the case contained an Amazon gift card worth up to $100, but it did not include the combination to unlock it.
• A built-in video player that activated upon opening played a custom animated video pitch about BillingTree’s solutions.

The results

The campaign reversed the traditional outreach model, requiring prospects to contact BillingTree instead of the other way around.

• Over 60% of recipients proactively reached out to BillingTree.
• 15% of engaged prospects converted into sales opportunities.
• Achieved 700%+ ROI, with over $159,000 in closed revenue and nearly $200,000 in the pipeline.

Beyond financial success, the campaign earned industry recognition, winning the 2019 Next Generation Innovative B2B Campaign Award, and even caught the attention of BillingTree’s board of directors for its creativity and effectiveness.

PitchBook

Tactics: Digital advertising, priority-based segmentation, SEM, display ads, and email marketing

PitchBook, a Seattle-based financial research firm, needed to refine its go-to-market strategy to drive demand, accelerate pipeline growth, and improve digital marketing efficiency.

Focusing on highly personalized messaging and smarter audience segmentation, they implemented a targeted account-based marketing approach to engage key decision-makers and enhance their sales process.

The challenge

• Increase demand generation by ensuring ads and outreach resonate with the right audience.
• Accelerate sales cycles and improve pipeline efficiency by engaging decision-makers earlier in the journey.
• Enhance digital marketing performance to drive higher win rates and larger deal sizes.

The ABM strategy

To make its outreach more precise and impactful, PitchBook shifted away from broad targeting and focused its efforts on high-priority accounts using a full-funnel ABM approach:

• Instead of generic content, they personalized ads to directly reflect product value and even included account names for relevance.
• Reduced their target list from 10,000+ accounts to focus on high-fit A and B-tier prospects, improving ad efficiency and lowering cost-per-click (CPC) by nearly 40% in two weeks.
• Prioritized open opportunities by nurturing prospects through continuous multi-touch engagement.
• Combined SEM, display, social, and email marketing to nurture accounts at different stages and support SDR outreach.

The results

• A 15% faster sales cycle, with deals closing more quickly when influenced by targeted ads.
• A 24% higher win rate, proving that ABM-led opportunities were more likely to succeed.
• A 37% increase in average deal size, reinforcing that precision targeting led to more profitable conversions.
• Stronger marketing-sales alignment, allowing Sales Development Representatives (SDRs) to engage with well-nurtured, high-intent prospects.

How to Execute a Successful ABM Strategy

From focusing on the right accounts to monitoring your campaign results, here are some actionable steps businesses need to implement to turn ABM into a powerful growth engine.

1. Define your target accounts

To ensure your ABM strategy is focused on the right opportunities, you must prioritize accounts with the highest revenue potential.

Start by defining the firmographics, industry, company size, pain points, and buying signals that characterize your best-fit accounts. This will help you target businesses most likely to convert and benefit from your solution.

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Once you have a clear persona (ICP), analyze intent data, Customer Relationship Management (CRM) insights, and predictive analytics to determine which accounts are actively researching solutions and showing strong buying signals.

Then, you can focus on the most promising opportunities rather than wasting time on low-intent prospects.

Since not all accounts require the same level of engagement, segment them into tiers based on their value and buying readiness. This allows your team to apply the right level of effort to each account, maximizing efficiency and impact.

For example:

• Tier 1 (high-touch): Personalized, one-to-one engagement.
• Tier 2 (moderate-touch): Account-based nurturing with targeted content.
• Tier 3 (scalable): Automated campaigns with personalized elements.

2. Align your sales and marketing teams

Without alignment, accounts slip through the cracks, messaging becomes inconsistent, and revenue potential is lost.

For ABM to drive results, sales and marketing need to work toward common revenue-focused goals, not separate metrics.

This means aligning around pipeline acceleration, deal velocity, and revenue impact. Instead of tracking leads in isolation, both teams should focus on account-level engagement and how effectively prospects move through the buying journey.

Clearly defining roles and responsibilities prevents miscommunication and ensures a smooth account handoff. Both teams must also have real-time visibility into account activity and engagement signals.

Using CRM, email tracking, and behavioral analytics, your teams can:

• Track account interactions across multiple channels.
• Identify when an account is sales-ready.
• Refine messaging and engagement tactics based on behavioral data.

Remember, if both teams operate in silos, the strategy falls apart. So, ensure the information flows.

3. Craft targeted messaging

A successful ABM strategy requires highly personalized messaging that resonates with each account’s unique challenges, priorities, and decision-making process.

Unlike broad marketing campaigns that rely on one-size-fits-all content, ABM tailors communication to directly address the needs of key stakeholders.

There are three simple steps your teams can take to implement this account-based marketing strategy:

• Show that you understand the market shifts affecting each account and how your solution addresses them.
• Position your offering as a strategic enabler, directly aligning with your target account’s goals and pain points.
• Use data-driven insights and success stories to demonstrate the concrete value of your solution.

Different people within an account consume content in various ways, making a multi-format approach essential. To nurture engagement effectively, you can use:

• Personalized emails to deliver relevant insights to key contacts.
• Industry reports and whitepapers to establish thought leadership and credibility.
• Webinars and virtual events to provide opportunities for interactive discussions.
• LinkedIn thought leadership and targeted ads to keep your brand top-of-mind.
• Case studies and success stories showcase how similar companies have achieved results.

By implementing a multi-channel content approach through the tactics mentioned earlier, you ensure that each decision-maker receives the right insights in a format that resonates with them.

4. Automate and personalize outreach at scale

Email remains one of the most effective channels for engaging and converting high-value accounts in ABM.

As Manos Tavladorakis, Business Development at Albatros Spa & Resort Hotel, points out, businesses have a valuable opportunity to engage directly with their audience and build stronger relationships through targeted email marketing.

In ABM, personalized email campaigns keep accounts engaged and streamline their journey toward conversion.

Here are three of the most effective email automation tactics for ABM:

• Trigger-based nurture sequences: Automatically send emails based on an account’s behavior, such as downloading a report, attending a webinar, or engaging with previous content.
• Dynamic personalization: Customize subject lines, messaging, and content based on firmographics and engagement signals.
• Automated follow-ups: Reduce manual outreach by triggering personalized follow-up emails when an account shows buying intent.

Example:

A B2B software company targets CFOs at enterprise-level companies for its financial analytics platform. Using email automation, they:

• Send a personalized welcome email when an account engages with a high-value whitepaper.
• Follow up with a case study email featuring a similar company in their industry.
• If the account clicks but doesn’t respond, they receive an automated invite to an exclusive CFO roundtable.
• If they register for the event, a sales rep is automatically alerted to follow up with a tailored offer.

Email automation and AI-driven personalization allow businesses to scale ABM outreach efficiently while keeping engagement timely, relevant, and high-impact.

Marketing automation tools like Moosend help teams automate these processes seamlessly, ensuring every interaction feels personal and strategic.

Onboarding recipes (templates) like the one above will help you target your accounts with timely and relevant messages, personalizing every step of the journey.

Discover additional workflows for different scenarios in our guide.

You can contact our team for more or explore the automation builder and workflows by registering for a Moosend trial.

5. Choose the right channels for each stage

While email automation plays a vital role in nurturing accounts, relying on a single channel limits engagement.

A strategic, multi-touch approach ensures that your brand has chosen the most suitable channel for each stage and that each touchpoint adds value and moves the account further down your sales funnel.

Now, let’s see how to choose channels based on the different buying stages.

Awareness Stage

Prospects may not be actively looking for a solution, so the goal is to build awareness and establish credibility.

• LinkedIn and X (formerly Twitter): Engage decision-makers through thought leadership posts, industry insights, and interactive discussions.
• Account-based ads: Use display and LinkedIn ads to reach accounts showing intent signals.
• Content marketing: Publish industry reports and articles where your target accounts are already consuming content.

Consideration Stage

Once an account engages, your focus shifts to demonstrating value and keeping them engaged. Content must be educational, relevant, and personalized.

• Email marketing: Personalized nurture sequences with case studies, whitepapers, and ROI-driven insights.
• Webinars & virtual events: Interactive sessions showcasing use cases, product capabilities, or industry trends.
• Retargeting ads: Reinforce messaging by serving tailored ads based on engagement behavior.

Decision Stage

When accounts show strong buying intent, it’s time to focus on direct engagement.

• Direct sales outreach: One-on-one meetings, customized demos, and executive calls to discuss business-specific needs.
• Direct mail: Sending high-value prospects personalized packages with a compelling call to action.
• Social proof: Leverage testimonials, case studies, and referrals to reinforce credibility.

6. Track and measure results

To ensure your efforts drive revenue, you need to track engagement, measure impact, and refine your approach based on real-time insights.

Start by defining the right account-based marketing key performance indicators (KPIs) that align with business objectives. Marketing metrics, such as email opens, ad clicks, and content downloads, indicate how well your messaging resonates.

Account progression metrics also show how far targeted accounts move down the sales funnel, revealing whether your strategy effectively nurtures prospects.

Most importantly, pipeline and revenue impact (measured by ABM-influenced deals and conversion rates) determine the real return on investment.

7. Optimize your ABM campaigns

A/B testing plays a crucial role in refining your ABM efforts.

Testing subject lines, value propositions, and CTAs helps determine what drives the highest response rates, while experimenting with content formats, like whitepapers, webinars, or case studies, reveals what decision-makers engage with most.

Channel optimization is equally critical; some accounts respond best to LinkedIn ads, while others engage more through personalized emails or direct sales outreach. Even engagement timing impacts response rates, making testing send times and ad sequencing essential.

Beyond testing, direct feedback from sales and marketing provides valuable insights into account behaviors. Combining data-driven insights with real-time feedback will help you build a flexible engagement model, ensuring each account receives the right amount of personalization and interaction, maximizing engagement and accelerating deal velocity.

Getting Started with Account-Based Marketing

ABM can be a business growth engine. By focusing on high-value accounts, aligning sales and marketing, and executing personalized, data-driven engagement, companies can accelerate deal cycles and maximize revenue impact.

To succeed with ABM, remember:

• Precision matters: Target accounts with the highest revenue potential.
• Alignment is key: Sales and marketing must work as one.
• Personalization drives engagement: Tailor messaging and outreach to decision-makers.
• Email and automation scale impact: Deliver timely, relevant interactions at every stage.
• Optimization fuels long-term success: Track, test, and refine to stay ahead.

ABM works because it prioritizes quality over quantity, ensuring your efforts go where they matter most.

Ready to turn strategy into action? Now’s the time to build your ABM playbook and drive better results.

The post Account-Based Marketing: Examples, Tactics & Strategy [2025] appeared first on Email Marketing Automation Platform for Thriving Businesses.

Whether turning a hobby into cash or working a few extra hours, people are getting creative about making money outside their regular 9-to-5. For young adults, side hustles are more than a trend—they’re a smart way to keep up with rising costs, hit financial goals, and even explore new passions.

In this article, we’ll explore some of the best side hustles for Gen Z. But before diving into the list, let’s take a moment to understand what they are all about and why you might want to start one yourself.

What is a Side Hustle?

A side hustle is any gig you take on to earn extra cash outside your regular job. In fact, 36% of adults in the U.S. have one, using it to supplement their income, explore passions, or achieve financial goals.

For Gen Z, it’s more than just a way to make ends meet—it’s an opportunity to pay off student loans, save for a house, or simply have some extra spending money.

Some side hustlers keep it simple, like picking up part-time shifts at local businesses. Others take bigger risks with entrepreneurial ventures, like selling handmade crafts online or starting freelance work. The path you choose depends on your lifestyle and goals.

A part-time job might be the way to go if you need stability. However, diving into a passion project or online hustle could lead to bigger rewards if you’re free to take risks.

10 Best Side Hustles for Gen Z

No matter which style of side hustle makes the most sense for you, there are plenty of options to explore.

Here are ten of the best side hustles from home and outside of the house for Gen Z.

1. Sell handmade arts and crafts

Potential earnings: $200–$1,000+ per month, depending on demand and pricing

Difficulty: Moderate – requires creativity, time, and marketing effort

If you are artistic or crafty, consider selling your handmaid creations online. Whether you paint, knit, 3D print, Cricut, etch or embroider, there may be a market for what you offer.

Some popular types of arts and crafts you could sell include:

• Custom apparel (T-shirts, sweatshirts, and more)
• Holiday and home decor
• Novelty items
• Custom gifts

Platforms like Etsy and Amazon Handmade are great marketplaces for those who are just getting started and don’t yet have the customer base to go direct-to-consumer.

However, remember that these platforms charge listing and transaction fees, so you’ll need to factor those costs into your pricing to ensure you’re making a profit.

2. Tap into affiliate marketing

Potential earnings: Varies widely; beginners may earn up to $1,000 per month, while more experienced marketers can earn $10,000 or more monthly.

Difficulty: Moderate to High – requires strategic planning, consistent content creation, and audience engagement.

Affiliate marketing is a versatile way to earn commissions by promoting products or services across various industries. Simply put, you partner with a company, share their products or services through unique affiliate links, and earn a percentage whenever someone purchases through your link.

Here’s how to get started:

• Choose a niche: Focus on an area you’re passionate about or have expertise in.
• Join affiliate programs: Sign up for programs that align with your niche.
• Select products to promote: Choose products or services that offer value to your target audience.
• Create marketing content: Develop engaging resources tailored to your audience’s interests.
• Automate with tools: Use WordPress, Moosend, HubSpot, or WooCommerce to streamline your marketing efforts.

For example, if you’re passionate about travel, you could become an affiliate for tourism-related services like hotels, restaurants, or guided tours.

Source

You can earn a commission whenever someone makes a booking through your referral by sharing affiliate links through your blog, emails, newsletters, or social media posts.

Email marketing is a great way to directly reach your audience and effectively promote your affiliate links, helping you build trust and drive consistent earnings.

Affiliate marketing success requires dedication, planning, and ongoing effort to build and maintain an engaged audience.

Additional resources:

• How to Promote Affiliate Links: 10 Must-Try Methods
• 40+ Best Affiliate Programs With High Commission
• High Ticket Affiliate Marketing Programs
• Best Ecommerce Affiliate Marketing Programs
• Best Affiliate Email Marketing Programs

3. Monetize YouTube content

Potential earnings: $500–$10,000+ per month, depending on views and engagement

Difficulty: Moderate to High – requires consistency, creativity, and time to grow an audience

If you like creating visual content and have something valuable to share, consider creating and monetizing YouTube videos.

Some ways to monetize YouTube Videos include:

• ad revenue
• channel memberships
• merchandise sales
• sponsored content partnerships

With YouTube’s analytics, you can optimize your content to connect better with your target audience. Increasing your viewership and engagement is crucial as it boosts your revenue.

The possibilities are endless, whether you’re making explainer videos, tutorials, or lighthearted, just-for-fun content. Pick a niche you’re genuinely passionate about—like men’s fashion or tech reviews—and post consistently to build an audience that keeps coming back for more.

For example, Sartorial Styles, a men’s fashion channel, shares tips on men’s clothing and style. Once it built a steady following, it joined YouTube’s monetization program and earned income through ads.

Additionally, they secured paid promotions, such as sponsorship from StudioSuits, which featured a detailed review of their custom men’s suits.

This dual income stream of ad revenue and sponsorships allows creators to monetize their content, providing a stable income while pursuing what they love.

4. Offer babysitting services

Potential earnings: About $22.50 per hour, depending on hours worked and location.

Difficulty: Easy to moderate – requires responsibility, trustworthiness, and experience with children.

If you have experience caring for children—professionally or for family and friends—babysitting could be your perfect side hustle. This gig is ideal for those who enjoy working with kids and possess essential caretaking skills like responsibility, communication, and safety awareness.

Babysitting offers flexibility to fit any work schedule since families have different needs. For instance, you could work daytime hours as a nanny or take on evening and weekend roles as a date-night sitter.

Remember that babysitting is a serious responsibility that involves building trust with children and their parents. A fun activity or story time can help you bond with the kids while showing parents that their little ones are in capable hands. Being trusted with someone’s most precious asset—their children—is a role that should always be taken seriously.

To get started, sign up on platforms like Care.com and Sittercity or even explore local community groups on social media.

These platforms help connect you with families looking for reliable sitters and make showcasing your experience and availability easy.

5. Provide pet-sitting services

Potential earnings: Depending on the services provided and the location, potential earnings are about $25 per 30-minute visit, $20–$30 per day, or $45–$75 per overnight stay.

Difficulty: Easy – requires trustworthiness, reliability, and experience in animal care.

If babysitting isn’t quite your thing but you’re still interested in caregiving, pet sitting could be the perfect alternative—especially if you’d rather care for four-legged friends than little ones. Pet sitting gigs range from walking dogs during the day while their owners are at work to overnight stays when families are out of town.

Just like babysitting, this role requires trustworthiness and reliability, but you’ll also need to be attuned to animals’ unique needs. Experience with feeding, walking, and general pet care is essential to ensure you can handle the job confidently.

While many successful pet sitters build their business through repeat clients and referrals, you can start by creating profiles on platforms like Rover or even leveraging social media networks like Facebook to connect with pet owners in your area.

Babysitting and pet sitting are rewarding side hustles for those who enjoy caregiving. It depends on whether you enjoy kids or pets.

6. Become a tutor

Potential earnings: About $25.31 per hour based on hours worked and subject expertise.

Difficulty: Moderate – requires subject matter expertise, communication skills, and the ability to adapt to different learning styles.

Tutoring could be an excellent side hustle if you know a specific subject. You could tutor students at various levels, from grade school to college, depending on your strengths.

Specializing in a particular subject—like math, science, or language arts—can make you more appealing to potential clients, especially if you don’t have teaching experience.

One of the perks of tutoring as a side hustle is the control it gives you over your earnings and workload, compared to working at a tutoring center.

Platforms like Wyzant, TutorMe, and Preply are great options for marketing your services. These platforms allow you to set your own rates and schedule while connecting with many students seeking help.

Exploring local networks, schools, or community groups can help you find in-person tutoring opportunities.

7. Shoot stock photography

Potential earnings: Some contributors report earning approximately $0.05 per image per month, while more successful photographers can earn up to $3 per image annually.

Difficulty: Moderate – requires photography skills, consistency, and understanding of market demand.

While AI-generated content has increased, many businesses still prefer authentic visuals, leading to a sustained demand for stock photography. If you have a knack for photography and access to quality equipment, you can monetize your skills by contributing to stock platforms.

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Here’s how to get started:

• Capture high-quality images: Focus on diverse subjects in demand, such as business settings, lifestyle scenes, or nature.
• Choose reputable platforms: Upload your photos to stock websites like Shutterstock, Adobe Stock, or Alamy.
• Optimize metadata: Use relevant keywords and descriptions to increase the visibility of your images.
• Expand your portfolio: Regularly add new photos to enhance your earning potential.

Also, if you have the necessary equipment and skills, consider diversifying into stock videos or drone footage, as these formats are also in demand.

Keep in mind that building a substantial income from stock photography requires time and persistence. Success often depends on the quality and volume of your portfolio and staying attuned to current market trends.

8. Explore content writing and leverage AI

Potential earnings: Freelance writers in the U.S. earn an average of $23 per hour, with annual earnings ranging from $42,500 to $65,500, depending on experience and workload.

Difficulty: Moderate – needs strong writing skills, adaptability, and the ability to meet deadlines.

If you have a knack for writing, content creation can be a lucrative side hustle for Gez that you can do from home. Opportunities include crafting blog posts, landing pages, press releases, and marketing materials.

Consider leveraging AI-powered tools like Grammarly, ProWritingAid, or Jasper AI to enhance efficiency and output. These tools can help you identify grammar, spelling, and style errors, ensuring a polished final product.

Integrating AI into your workflow allows you to take on more projects while maintaining high-quality standards, making it an ideal approach to scale your side hustle efficiently.

Here are some popular platforms to get started:

• Upwork: Find freelance writing gigs in various niches.
• Fiverr: Create a profile and offer writing or editing services.
• Freelancer: Browse and bid on content writing projects.
• LinkedIn ProFinder: Connect with clients looking for professional writers.

Source

Additional resources

• Email Copywriting: The Complete Guide For Beginners
• How To Write A Blog Post: The Ultimate Guide
• How To Write Amazing Landing Page Copy

9. Offer web design services

Potential earnings: Freelance web designers can earn between $30 to $200 per hour

Difficulty: Moderate – requires an eye for design, understanding of user experience, and familiarity with web design tools.

Web design is a popular side hustle that can be done easily from home. It’s a great opportunity for those with an eye for design and an interest in branding. Many businesses and individuals need simple, professional-looking websites, which makes this a profitable option even for beginners.

You don’t need extensive technical skills to get started. The demand for clean and functional websites means you can focus on creating visually appealing designs that align with your client’s goals. This side hustle also allows you to work flexibly, taking on projects that fit your schedule.

If you’re new to web design, drag-and-drop website builders like Wix, Squarespace, WordPress, or One are excellent tools. These platforms offer pre-built templates and customizable features, making creating websites quickly and efficiently easy without coding experience.

Additional resources

• The Best Free Website Builders
• Best Landing Page Builder Tools
• Ecommerce Website Design: Best Practices

10. Become a musician for hire

Potential earnings: $22.97/hour on average

Difficulty: Moderate to High – Requires musical skill, strong networking, and consistent self-promotion in a competitive industry.

If you’re a musician, whether formally trained or naturally gifted, offering your musical services can be a rewarding side hustle.

These services could range from live performances at special events like weddings and parties to producing beats or tracks for other artists and creators.

This is a fantastic opportunity to build a career in music while expanding your connections in the industry.

To stand out and grow your client base, consider these ways to promote your music:

• Leverage social media: Share your performances, beats, or original music on platforms like Instagram, TikTok, and YouTube to showcase your talent and attract potential clients.
• Network locally: Partner with event planners, wedding coordinators, and local venues to find performance opportunities.
• List your services online: Sign up on platforms like Fiverr, GigSalad, or SoundBetter to connect with clients who are looking for musicians to hire.
• Collaborate with other artists: Producing beats or collaborating on tracks can help you build industry connections while earning income.
• Build a website or portfolio: Create a professional site or portfolio where potential clients can listen to your music samples and learn about your services.

By combining your musical skills with a strategic approach to promotion, you can turn your talent into a thriving side hustle and gain valuable experience in the music industry.

5 Side Hustle Mistakes to Avoid

With a better idea of some of the best side hustles for Gen Z, let’s review a few mistakes to avoid when pursuing a side hustle.

1. Joining MLM/Pyramid schemes

Multi-level marketing, also known as MLMs, network marketing, or pyramid schemes, is a business structure that many companies use to make their customers their salespeople. When sellers sign additional sellers under them, they make more money, hence the incentive to perpetuate the pyramid structure.

MLM companies often encourage representatives to sell products to their personal networks and offer enticing incentives such as free trips, cars, and products.

However, the financial outcomes for participants are frequently modest, with only a small portion earning significant money. While these incentives may seem appealing, they often mask the reality that achieving substantial financial success in an MLM is uncommon.

Some examples of popular MLMs are PartyLite, MaryKay, Herbalife, and BODi (formerly known as Beachbody).

2. Not handling the legalities

Sometimes, contractors or gig workers face legal issues. That’s why many side hustlers operate as sole proprietors or under an LLC. It adds legitimacy to their hustles and keeps things cohesive when they apply for licensures to avoid fines.

If you’re unfamiliar with the concept, a limited liability company (LLC) is a separate business structure that protects its owners from the business’s liabilities and debts. If the business fails or faces legal action, the owners are off the hook, and the LLC assumes liability.

LLCs have many other advantages, too, including tax and flexibility. That’s why you must choose between the best LLC formation services to ensure you follow the right path when forming your business entity.

3. Not saving for taxes

When you’re self-employed, you’re responsible for your own income taxes. That means you need to set aside money to pay quarterly. Check the details early on or hire an accountant to do the paperwork to avoid falling behind when tax time rolls around.

Managing your taxes can feel overwhelming when you’re running a side hustle, but it doesn’t have to be. Asset protection planning can help you leverage tax strategies to stay on top of your financial obligations.

With asset protection planning, you can avoid surprises during tax season by organizing your finances and setting aside the right tax amount. Plus, this planning helps you fulfill your tax obligations while protecting your assets so you can focus on growing your hustle without unnecessary stress.

4. Over-investing

Starting a new business can be exciting, but getting in over your head can also be easy. A side hustle is meant to give you an additional source of income, so make sure you’re not overspending when you’re getting started.

It’s easy to get carried away buying a state-of-the-art drone or stocking up on fun crafting supplies. Keep track of expenses, and make sure you don’t end up in the red. Also, pay attention to what’s deductible and what’s not. Not everything is a write-off.

5. Burnout

Making extra money can be exciting, but pushing yourself too far and becoming exhausted is easy. For Gen Zers juggling multiple gigs or side hustles, managing your time is key to avoiding burnout.

One simple time-management hack is to use a planner. Whether it’s a physical one or a digital app like Notion or Google Calendar, a planner is a great way to visualize your schedule and stay on top of your commitments.

It’s also important to set boundaries and know when to say “no.” As a gig worker, your energy is your biggest resource, and you don’t owe anyone more than you’ve already committed to. Protect your time, and don’t be too thin when you’re already at capacity.

Remember, side hustles are meant to complement your life, not take over it. Balance is everything!

The Best Side Hustles for Gen Success

Side hustles are the perfect way to explore your passions, build new skills, and make money on your terms.

Whether you’re ready to dive into an entrepreneurial adventure or prefer the stability of a part-time gig, there’s no shortage of opportunities to fit your lifestyle.

The post 10 Best Side Hustles for Gen Z to Make Money in 2025 appeared first on Email Marketing Automation Platform for Thriving Businesses.

So, is creating lead magnets worth all that effort? While they can be ideal for boosting brand awareness, what about actual conversions?

In this post, we’ll dive into the world of lead magnets and reveal how to create resources that align with your goals. Discover some of the most effective types of lead magnets and tips to boost conversions.

What Is a Lead Magnet?

A lead magnet is a free, valuable marketing item, such as a worksheet, guide, or case study, offered to potential customers in exchange for their contact information. By adding those leads to their email lists and nurturing them with helpful content, marketers position themselves as thought leaders in their field and boost their conversion rates.

A good lead magnet resolves a pain point prospects face. With a dedicated follow-up strategy, it can also gradually introduce them to your products or services. It should be credible and up-to-date, full of valuable information to gain people’s trust and move them down the funnel.

Lead Magnets Pros & Cons

Lead magnets often pose a dilemma about their usefulness among marketing professionals. Some claim they help collect emails you wouldn’t get otherwise, while others say that they don’t bring qualified leads, and instead brim email lists with disengaged contacts.

To clear the air, let’s explore some pros and cons:

Lead Magnets Pros

• Help businesses build their email lists fast and gradually nurture leads through valuable content.
• Inform marketers about the interests and pain points of their target audience to capitalize on them in the future.
• Lead to high conversion rates if they align with consumers’ pain points and needs, when combined with smart lead nurturing actions.
• Help marketers spread the word about a brand to people who aren’t aware of it.
• Position businesses as industry experts to win people’s trust.
• Stand out among competitors through original content.

Lead Magnet Cons

• Need time and several resources to create, such are graphic design skills and tools.
• Have a short life span and need to be updated regularly to stay relevant.
• Need to set up a dedicated nurturing strategy to turn those leads into customers and prevent low engagement.
• Potentially hinder email engagement rates and brand reputation when they don’t fulfill subscribers’ expectations.
• No guarantee that people are interested in similar content, and that they’ll engage with the brand.

So, are lead magnets effective? The correct answer would be: It depends.

eCommerce and SaaS businesses can benefit hugely from lead magnets if they appeal to their target audience. Plus, considering what customers would like to see in each customer journey stage can lead to higher success rates.

However, if you don’t have the resources to create lead magnets or lack lead generation expertise, maybe you should try other techniques instead. Besides, if you have a long sales cycle, lead magnets may get lost in the noise, compared to other targeted customer acquisition tactics, such as retargeting ads.

Best Types of Lead Magnets with Examples

Here are 10 popular lead magnet ideas most brands use to grow their email lists. Plus, explore top lead magnet examples for each case to get inspired:

1. Ebooks/Guides

Create free ebooks and guides to share in-depth information about a topic potential customers would love to explore. While they take time to create, they show prospects how much effort you put in for them. Audiobooks and gated podcasts can also fit in this category.

For instance, HubSpot offers various digital marketing ebooks to gradually introduce website visitors interested in their platforms to their assets and eventually convert them.

2. Templates

These premade resources not only help potential customers resolve a specific pain point but also save valuable time during working hours. For example, a worksheet or a roadmap can do the trick.

Here’s a marketing calendar template by Moosend helping users complete important strategic tasks, such as SWOT analysis and budgeting:

3. Checklists/ Cheatsheets

Help prospects keep track of a certain task related to your offers, hinting at them how your product or service can elevate their performance or experience. You can also create an infographic to make it more interactive or a ready-made spreadsheet.

Check out this amazing checklist example by Calm helping prospects to grow their mindful management skills:

4. Quizzes

Interactive quizzes help businesses collect email addresses from potential customers and offer a highly targeted experience to them. And a personalized marketing approach can be powerful for a business.

Here’s a relevant example by Gentleman’s Gazette to put ideal customers in their sales funnel:

5. Webinars

Get your potential customers’ opt-in by hosting free webinars–or even online courses–that will grab their attention. These new leads will get to know different aspects of your business straight away. From viewing you as a thought leader in your niche to learning about your assets, it’s easy to win their trust faster.

Check out this lead magnet by Zoom targeting healthcare business owners and professionals:

6. Free Trials/Demos

If you’re in the SaaS industry and want to give prospects a real-time experience of your product or service, set up free trials or demos. Most businesses provide free trials for 14 or 30 days to increase the chances of converting those leads. Or they offer demos to clients with high revenue potential, providing them with a more enhanced experience.

For example, Prime Video has a 7-day free trial, followed by an automatic renewal to gain more customers.

7. Case studies

Social proof plays a key role in attracting new customers. Show them how other businesses met their goals with your products or services. This way, they’ll understand how your offers work and will be tempted to join you.

If you target different industries, it’s best to create different case studies or ask them to clarify their niche in the lead capture form. Check out how Dreamfuel approached it:

8. Whitepapers

Conducting original research can put you on the map of thought leaders and innovators in your field. Give access to potential customers interested in gaining your latest insights and let them learn more about your products and services, including how they will benefit their work.

Have a look at this research report by Sitecore and Deloitte to get a better grasp:

9. Free tools

Some businesses go the extra mile and create free tools to get new leads in their pipeline. Create an asset highly relevant to your product or service that will help website visitors complete a specific task and want more from you to excel in their work.

For instance, AnswerThePublic gives website visitors three searches per day, aiming to nurture visitors searching for more:

10. Free consultations

For certain services, such as coaching or counseling, you can offer free consultations–usually up to thirty minutes–to promote your work and set the right expectations. You can connect your website with your calendar to simplify the process or ask for more information before booking a slot to ensure that leads are qualified.

Growth Center invited prospective clients to book a clarity call to introduce them to their service:

There are more resources a business can use as a lead magnet, such as libraries, free courses, or even access to a private community group. It’s up to you to decide what type of content your target audience needs to convert and how to serve it to them.

How To Create an Effective Lead Magnet Strategy

Do you believe that lead magnets would be a great addition to your existing content marketing strategy? Follow this quick step-by-step guide to remove potential blockers and promote your brand wisely to meet your goals:

1. Define your target audience

One of the first steps to creating lead magnets that will boost your conversion rates is defining your ideal customers. Try to figure out what their biggest pain points are and why.

But how will you source that information? Well, in multiple ways.

For example, you can send a survey to your existing customers to gain insights into their preferences, needs, and habits. Or use social listening tools to watch online conversations and discussions related to your industry. Plus, if you have an online blog or send newsletters, you can do performance analysis to get a clear indication of what your audience needs.

Finally, look for relevant market research and reports to understand trends in your industry. Overall, collecting information from various sources will let you reach safer conclusions and create powerful lead magnets that will resonate with your audience.

2. Create the lead magnet

And now it’s time for the creative part; crafting the lead magnet. Select the format of your lead magnet and gradually bring it to life. Think of what your audience would love to read. For example, C-level executives would be more interested in a whitepaper while individual contributors may find a cheatsheet more useful.

If you’re a small business owner with limited resources, you can start with a simple spreadsheet or pdf. Ensure that the content is high-quality and add your logo. To build something more elevated, use design tools such as Canva or Adobe Illustrator to build it from scratch. Use your brand colors and assets to create a consistent experience across channels.

You can also repurpose an existing piece of content that performs well and enhance it to make it more attractive. This will not only save you time but will also likely secure high engagement rates since it’s already tested.

Finally, make sure to optimize your lead magnet for mobile devices. Some of your visitors will access them from tablets and smartphones, so secure a great experience for them, too.

3. Design the download form

You’ve crafted a lead magnet and you’re ready to display it. The next step is to create an effective signup form to start collecting email addresses. Determine the type of fields you should add to gather important information about your leads. For example, if you’re in SaaS, you can ask the subscribers’ work email addresses and their job title.

Avoid adding too many fields as this might prevent potential customers from filling them in due to lack of time or privacy concerns. Adding links to your GDPR compliance page, or similar regulations based on your location, may take away some of those worries.

Then, decide where your lead magnet and form will reside in. You can try different approaches. For example, you can set up a pop-up form on your homepage or your highly performing website pages. Whatever you choose, help potential customers spot it fast. Place it at the top of a page or add it in an exit-intent pop-up to secure visibility.

4. Build a dedicated page

If you’ve created a lead magnet that can turn into a revenue-generating machine, such as a free trial and consultation option, creating a dedicated landing page is a must. When crafted effectively, a landing page can lead to a high conversion rate. You can also optimize it for SEO to be found through search engines by people with intent.

Include all the essential information visitors will need to decide if this resource is relevant to them and what they’ll achieve by getting it. Add the covered topics and benefits with bullet points to be readily visible. Plus, ensure navigation is easy through clear and attention-grabbing headlines.

Many tools offer dedicated landing builders with premade assets to craft effective landing pages. For example, Moosend offers ready-made landing page templates and subscription forms to promote your lead magnets in simple steps.

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5. Promote your lead magnet

Apart from promoting your lead magnets strategically through your website and organically through SEO-optimized landing pages, you can take additional actions for different customer journey stages.

Let’s explore some use cases. First, you can share the resource via email with qualified leads to move them down the funnel and motivate them to share it with their peers. Or share it on social media to nurture people who’re already aware of your brand and get them some steps closer to conversion if they fit your ICP.

Finally, if you have some extra budget to spare, you can promote your lead magnet through paid ads, especially retargeting. For example, you can promote an ebook via LinkedIn ads to attract professionals interested in your offers.

6. Build a thank you page

Building a thank you page for people who’ve filled in your form is not just polite. It’s a strategic move to start interacting with potential customers. An opportunity to express gratitude, provide value, and guide your leads towards the next steps in their journey with you.

So, what does a great thank you page consist of? Start with a heartfelt thank-you message and provide some next steps. For instance, you can invite them to your social media profiles, your eCommerce store or blog to increase the touchpoints.

Overall, incorporating a well-designed thank you page into your lead magnet process can enhance the user experience and bring opportunities for engagement and conversions. Here’s a great thank-you page example by Leadpages:

7. Send follow-up emails

Apart from a dedicated page, set up a thank you email with similar copywriting with the resource attached. But don’t leave it there. Create a drip campaign series with relevant content to keep nurturing your audience while they’re still warmed up.

To streamline your email marketing efforts, use an automation software tool to save time. Services like Moosend offer premade automation workflows to set up these follow-up emails in simple steps.

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However, avoid overwhelming your new subscribers with more free content and unlimited messages. Instead, stick to a few follow-ups and consider nudging those who don’t convert down the line to see if they’re still interested. If they’re not, remove them from your lists to secure high deliverability and brand reputation.

8. Monitor the performance

Keeping track of the performance of your lead magnet is essential to meet your goals. Otherwise, it’s more like a leap of faith rather than a strategic decision. The performance doesn’t rely solely on the lead magnet quality, but on the means you use to promote them.

Let’s imagine that you’re promoting a webinar through a landing page. Apart from the number of registrations, the attendance rate, and conversions, you should also track the performance of the landing page. Check out the time spent on page, bounce rate, landing page views, and similar information to evaluate its functionality.

By monitoring performance metrics, you’ll find the weaknesses and strengths of your lead magnet strategy to make much-needed improvements. For example, you can create a shorter sign-up form version or alter your conversion pathways. Tools like AB testing can help you make more correct decisions.

Will Your Lead Magnets Turn Out Successful?

To create effective lead magnets and meet the brand’s goals, you need to work on them mindfully, before and after setting them up. But first, you need to decide what success means to you.

So, if you want to promote your products or services to win more customers, it’s worth taking the time to build something big, such as an ebook and set up a dedicated nurturing strategy to convert your leads. But if you just aim for more traffic and awareness, simple but helpful templates can do the trick with fewer resources spent.

The post Lead Magnets: Can They Help Grow Your Email List? appeared first on Email Marketing Automation Platform for Thriving Businesses.

Many businesses focus on blogging for engagement, but your content can actively encourage sales with the right strategy. From guiding potential customers through the buying journey to showcasing your expertise, your blog can be a key player in turning readers into buyers.

Let’s dive into how content marketing and conversions connect—and how you can optimize your blog to boost sales.

1. Align Your Blog with the Buyer’s Journey

People turn to the internet for various reasons—whether they’re looking for information, solving a problem, or researching products and brands.

That means there’s a strong chance potential customers will discover your business through your resource pages. But for them to stick around (and eventually convert), you need to offer engaging, high-value content that meets their needs.

However, creating content that genuinely drives conversions isn’t as simple as publishing blog posts. To make your blog a powerful sales tool, you first need to understand your audience—what they expect from your brand and how they move through the buying journey.

Start by identifying your buyer personas’ key pain points at each stage of their decision-making process. Dig into their needs, aspirations, and priorities. Research industry trends and revisit audience data to pinpoint topics that will attract, engage, and guide them toward the next step.

By grounding your content strategy in real audience insights, you can craft blog posts that don’t just inform but actively support conversions at every stage of the sales cycle.

2. Select Topics that Address All Buyer Personas’ Needs

Once you’ve mapped out your buyer personas’ journeys and identified their interests and pain points, the next step is choosing the right blog topics.

A well-researched content strategy ensures your blog attracts potential customers and supports conversions—whether that means capturing leads or driving sales. Here’s how to approach it:

• Start with keyword research: Identify relevant search terms that align with different stages of the buyer’s journey. This helps shape your content calendar and ensures long-term optimization.
• Divide content into four key categories: Align topics with the four stages of the buying process: Awareness (educational topics), Evaluation (solution comparisons), Purchase (action-driven topics), and Loyalty (nurturing content).
• Target different audience segments: Even if some buyer personas make up a smaller portion of your market, addressing their needs can give you a competitive edge.
• Identify content gaps: Look for gaps in competitor content and fill them with valuable insights.

Example: Bay Alarm Medical

Bay Alarm Medical is a great example of a business that does an excellent job with its topic selection.

This brand effectively targets three distinct buyer personas by choosing topics that address the pain points of the elderly, their loved ones, and professional caregivers.

Their articles cover various subjects, including financial advice for seniors, elderly caregiving support, senior safety, medical alert equipment, and more.

This versatile approach to topic selection allows the business to attract multiple audience segments simultaneously while the high-quality content engages readers, establishes brand credibility, and encourages conversions.

3. Identify the Role Each Blog Post Plays in Conversion

Even with a well-planned content strategy, there’s one crucial step before writing: defining each blog post’s role in the conversion process. Every post should have a clear objective and align with its audience segment to drive meaningful results.

One of the biggest pitfalls in content marketing is using the wrong call-to-action (CTA) at the wrong time. Here’s what to watch out for:

• Overly aggressive CTAs in early-stage content: Using strong sales language in awareness-stage posts can drive readers away instead of encouraging engagement.
• Missed conversion opportunities in bottom-funnel content: For posts targeting ready-to-buy consumers, leaving out product links or “add to cart” CTAs can create unnecessary friction, causing visitors to drop off.

So, to ensure you don’t make a faux pas during this part of the content strategizing journey, do your best to understand which segments of your audience are most likely to read a specific post. Also, it’s crucial to gauge how boldly you can connect the content with a conversion mechanism.

For example, a blog post focused on brand awareness shouldn’t feel like a sales pitch. Instead of pushing products, the goal should be to introduce your brand, provide value, and position your business as a trusted authority.

Examples: REI, Pergola Kits & Transparent Labs

REI’s “How to Choose and Use Sunscreen” is an excellent example of a blog post that exists purely to draw traffic and create awareness of the brand as a trustworthy problem solver.

You’ll note that it’s perfectly optimized for informational intent without placing sales pressure on the reader.

Source

Alternatively, if you’re targeting consumers closer to the middle stages of the buyer’s journey, you could include subtle product mentions in your content.

Now, let’s see Pergola Kits’ “Transform Your Outdoor Living Space to Increase Home Equity” article.

You’ll notice that the blog post still prioritizes informational value. However, it also includes contextual product page links with minimal sales language.

Source

Lastly, when trying to engage and convert consumers who are likely to make a low-risk impulse purchase, you can include strong calls to action in your content.

In these cases, you can directly position your products as the solutions to your readers’ pain points. You can even present web visitors with UI elements that allow them to convert without visiting any additional pages on your site.

If you check out Transparent Labs’ post on “How Long Does It Take to Rehydrate Your Body,” you’ll see that the brand repeatedly includes images of its product throughout the article.

But, knowing that this isn’t enough to truly enhance sales, the brand also places a direct product page link in a relevant section, where it’s most likely to lead to a purchase.

Source

4. Provide Personalized Solutions with Interactive Content

Once you’re ready to start creating content, it’s important to invest your time and marketing budget in strategies that deliver the best results.

One powerful way to drive sales through your blog is through interactive content that provides readers with personalized answers and solutions.

Quizzes and calculators, for example, are highly engaging formats that attract awareness-stage consumers.

Plus, by incorporating a conversion mechanism—such as capturing contact details in exchange for results via email—you can seamlessly guide leads into your sales funnel.

To maximize the impact, an email marketing and marketing automation tool like Moosend can help automate this process—ensuring quiz results or calculator insights are delivered instantly via email while segmenting leads for personalized follow-ups.

This way, you can continue nurturing prospects with relevant content that moves them closer to purchasing.

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Example: Doe

If you look at Doe, you’ll see that this brand follows this precise strategy to maximize content marketing conversion potential.

By inviting web visitors to find their perfect lash style, Doe effectively grabs their attention, learns about their wants and needs, captures them as leads, and presents them with personalized product recommendations that encourage purchases.

Source

5. Highlight Your Products Effectively

With increasing product versatility, financial pressures, and the growing demand for brands to align with audience values, converting potential customers can be challenging. In some cases, these hurdles may seem difficult to overcome.

However, if you’re selling physical products—especially lifestyle items—you have one major advantage: online buyers rely heavily on product images when purchasing.

To maximize your blog’s conversion potential, use this space to showcase your products in the best possible light. Additionally, consider creating an aspirational connection with your audience—studies show that 39% of the global population identifies as aspirational buyers, meaning they seek products that align with their desired lifestyle.

Example: Modern Furnishings

Modern Furnishings does this spectacularly in its blog section.

Source

Here, the business presents readers with different furniture manufacturers, strongly emphasizing each brand’s unique aesthetic appeal, commitment to sustainability, or multifunctional approach to design.

The final result is content that expertly aligns consumer aspirations with specific products, but that’s not all. Thanks to a well-placed CTA at the end of the article, it also invites readers to explore the mentioned products (and hopefully purchase them).

6. Use Video Content in Your Posts

Another powerful way to create content that boosts conversions is by incorporating video. Video content is engaging, easy to consume, and can significantly influence purchasing decisions. Whether it’s a product demo, a customer testimonial, or an explainer video, well-crafted videos help build trust, showcase your offerings, and keep visitors engaged longer.

By integrating video into your blog posts, you can enhance storytelling, simplify complex concepts, and create a more immersive experience that resonates with potential customers.

According to research:

• 82% of consumers have purchased a product or service after watching a video.
• 89% of consumers want more video content from brands.
• 87% of people are more likely to trust a brand that produces high-quality video content.
• 44% of buyers prefer learning about products and services through short videos.

There are several ways to incorporate video into your blog strategy to boost engagement and conversions.

Turn your blog posts into videos to provide a visual summary, catering to different learning preferences and improving retention.

Embed product demos and tutorials to showcase how your offerings work, making it easier for potential buyers to see their value.

Lastly, feature customer testimonials and case studies to build trust and credibility, helping prospects feel more confident in purchasing decisions.

Example: Chisos

In their blog post, Chisos allows visitors to consume their content in video format. This results in a more engaging content page with a higher conversion potential.

It’s also a great way to facilitate product understanding, as multimedia formats provide much more educational value than plain text.

Source

7. Use Customer Success Stories

Nearly all buyers conduct research before making a purchase.

While your blog can position your products as effective solutions, remember that people trust user-generated content (UGC) more than branded messaging and often rely on social proof when making decisions.

To leverage this, use your blog to showcase credible content formats like case studies and customer stories. These testimonials are especially valuable in the mid-to-low stages of the buyer’s journey, as they provide detailed insights, highlight product strengths, and offer real-life examples of how your solutions benefit users.

Example: Printful

A great example of a brand that uses blog social proof to influence consumer buying behavior comes from Printful.

Source

This brand dedicates an entire section of its Blog to Success Stories, knowing that these articles effectively elevate brand trust and (consequently) conversion rates.

What stands out in this brand’s approach is just how diverse Printful’s customer stories are. This helps the business demonstrate the full breadth of its products.

Plus, it emphasizes the sheer number of buyers who have put their trust in the brand and have seen positive returns from their investments.

8. Boost Loyalty by Enhancing the Customer Experience

As you focus on the production process for effective content that drives sales, don’t fall into the trap of only focusing on new customers.

Yes, publishing blog posts is a great way to reach new people, nurture them into high-quality leads, and encourage them to convert.

However, every business leader knows customer retention and loyalty deliver a much higher ROI than customer acquisition. You need to dedicate at least a section of your blog to existing customers.

You can significantly enhance customer satisfaction by developing educational tutorials that elevate the onboarding process. Plus, this type of content can be a great way to expose your customers to solutions that could supplement their product experience, directly boosting re-purchase intention among your clients.

Further reading: Visit our guide to learn how to create a loyalty program for your customers.

Example: Head

Head has a marvelous guide on “How to Hold a Tennis Racquet.” This article is a great introduction to racquet sports for beginners and a valuable resource for those who own a Head racquet.

Source

Plus, it can be seen as a refresher course for people who haven’t played in a while, giving the brand an excellent opportunity to remind existing customers about additional equipment that could help improve their game.

9. Use Analytics to Understand Each Blog Post’s Effectiveness

Creating great content is just the beginning. To increase your blog’s impact, you need to continuously monitor, analyze, and refine your content strategy to ensure strong ROI.

Track Key Performance Indicators (KPIs) To measure your blog’s effectiveness, use analytics tools to track essential metrics, such as:

• Organic traffic: See how well your content attracts visitors.
• Average time on page: Examine how engaging your posts are.
• Bounce rate: Identify whether readers are staying or leaving quickly.
• Conversion rate: Measure how many visitors take desired actions.
• Leads generated: Track how effectively your blog contributes to lead capture.
• Click-through rate (CTR): Assess the effectiveness of CTAs.
• SEO rankings: Monitor search visibility and content performance.

Furthermore, don’t hesitate to use A/B testing when making design or copywriting changes. This type of testing is a great way to gauge whether your posts are performing to their full potential and can indicate core areas to focus on to engage your unique target audience.

Power Up Your Content Marketing and Conversions

Focusing on conversions is a great way to elevate ROI if you’re considering investing in content marketing (or want to get more out of your current blog content).

Of course, you’ll need a strategic approach when using your blog to boost sales. Follow the guide above, pay sufficient attention to each step, and always analyze performance to ensure you’re getting the best possible outcomes.

If you combine your content distribution efforts with lead nurturing tactics—like social media or email marketing—you can rest assured that you’ll see exceptional results. This will help you increase sales and immensely contribute to brand reputation and customer loyalty.

The post Content Marketing and Conversion: How to Boost Sales with Your Blog [2025] appeared first on Email Marketing Automation Platform for Thriving Businesses.