How to Expand Your Marketing Channels Beyond Email: A 'Crawl, Walk, Run' Approach

Marketing Strategy — Thu., Mar. 6, 2025

If you've landed on this article, you're probably worried about your email marketing. Perhaps you're doing everything "right"—following best-practices, considering email deliverability, and creating engaging content—but you're still not cracking the inbox. You're not alone. It's harder than ever for B2B and B2C marketers to reach their prospects and customers through email.

Rather than over-relying on email, marketers should use their marketing automation platform to reach their audiences in new and better ways. The crawl, walk, run approach outlined in this article will help you slowly diversify beyond email so you can test as you go and avoid overwhelm.

When email isn't bringing the returns you hope for, a first step to diversifying your efforts is to implement on-site or in-app popups. Popups are widgets that appear on-screen to prompt a visitor to take an action. Depending on your product or service, you can experiment with different types of popups. Generally, popups have an image, eye-catching copy, and a CTA button or short form. They can be very effective when used correctly.

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