Issue link: http://palletcentral.uberflip.com/i/1503288
22 PalletCentral • May-June 2023 palletcentral.com Caryn Smith serves as the editor and art director of PalletCentral. She is CEO of Driven By Design LLC, a communications agency specializing in association publications for over 20 years. "Our go-to marketing tool and platform of choice is HubSpot," Natalya Calleja, Vice President of Marketing and Communication at 48forty says. "HubSpot offers a comprehensive suite of marketing automation tools that enable us to streamline our marketing efforts across multiple channels. We utilize HubSpot for various purposes, including email marketing, lead nurturing, social media management, and content creation. is platform provides us with reliable results by allowing us to track and analyze key metrics, measure campaign performance, and optimize our marketing strategies." "Engaging and retaining customers includes the right amount of e-mail marketing as a highly effective channel for communication," notes Ferri. "Whether you are using MailChimp, Constant Contact or HubSpot, it is important to optimize your email marketing campaigns with best practices. ese take time to develop but can return dividends when used effectively. Also, all these platforms use various levels of analytics which can provide important data to companies." "All the best practices of social media apply to email marketing," continues Ferri, "with one important difference – you must follow email etiquette." is includes adhering to rules, so that as not to be considered spam. For this reason, it is important to use a qualified email program. Stay compliant with regulations such as General Data Protection Regulation (GDPR) and the CAN-SPAM Act. Building a Brand to Trust Building a strong brand identity sets a business apart from its competitors and fosters trust and loyalty among customers. From vision and mission to choices in messaging and platforms, your communications help to develop a clear and consistent brand voice and tone that aligns with your values. One step at a time, you can build customer confidence, and attract new like-minded clients who need your services, as well as appreciate your company's expertise – which is reenforced regularly in your marketing campaigns.