What is Effective E-mail Marketing?
- Monday 30 October 2017
E-mail marketing is something many established organisations are always trying to improve. It can be tricky to master so hopefully we can help point you in the right direction. Newsletters, product updates and the like must be carefully tailored to engage a reader. We all have busy inboxes, often bombarded with lots of promotional material. So the question is how to really stand out and grab someone’s attention amongst all the clutter.
It sounds obvious, but always make sure the content being provided is useful. Include new information and try to convey the idea that customers are being given special treatment; make it clear that they’re the first to know about a new service or upcoming event. That way they’ll feel like they’re in a position of privilege and will happily stay put on the subscriber list. Make sure to have plenty of personality and friendliness in the writing style, adopting a more conversational tone. Keep things relatively informal to seem more inviting, but formal enough to stay professional. Make it easy to skim read – most customers are busy people and won’t have time or energy to focus all their attention on reading every single word.
Strong visuals are essential to draw a reader in. The visuals chosen for email marketing campaigns can depend on a business’s already-established branding style but a more simple, understated design may be more effective than something elaborate. There’s so much competition every day from the information-overload any given reader sees in their inbox and elsewhere online. Less may well be more. Having said that, inserting gifs can also be an effective visual as well as being unusual enough to help stand out.
Personalisation will undoubtedly help better engage customers. Strong market research is required for this including identifying demographics such as age, occupation and location. That way you’ll know who your customers really are and can target them more effectively. Moreover, hubspot notes that a call-to-action is needed to get readers to fully engage with what your business is aiming to achieve.
Since virtually everyone these days has a smartphone or tablet, the email should be formatted in a mobile-friendly way. Moreover, don’t send emails too often, or even better; give the customer a choice for how often they’d like to receive them. As an example, it may be best to offer the options of: daily, weekly, fortnightly, monthly or bi-monthly.
Before sending, it’s worth sending a test version to colleagues or friends to check everything comes through how you want it to and all the many hyperlinks you’ve likely inserted are correct. On the other side of things, once the email has been sent, data analytics will be very useful. You can measure things like the click rate. This will be very helpful is showing what customers and potential customers are responding to, allowing appropriate improvements to be made for future emails.
The main thing to keep in mind is to put yourself in the customer’s shoes. Look at examples of email marketing that have been sent to you. What did you like about them? What didn’t you like? Did any part make you what to engage with the content or unsubscribe altogether? Being on the receiving end of email marketing will absolutely help inform you what the best way to go about it is.