People just don’t read emails any more and firms shouldn’t spend on email marketing. If you feel this way, you should probably reconsider your opinion. Email marketing refers to the practice of sending out marketable content or call-for-actions through emails. According to a survey by Adobe,
“The Adobe Campaign team recently surveyed more than 400 US-based white collar workers, 18 and older, about their use of email; and the findings challenge conventional views of email as a tired, over-saturated medium for engaging consumers. The notion that millennials spend all their time on social networks or texting? The truth is much more complicated.
People are practically addicted to email, checking it around the clock no matter where they are or what they’re doing. In fact, more than half of millennials check email from the bathroom! On average, survey respondents report using email six hours a day, or 30+ hours a week. Nine of 10 respondents say they check personal email at work and work email from home. More than one third report having multiple personal accounts.”
This shows that people still use email and that puts email marketing right back on track. Emails also generate more data for the businesses. Business analytics can capitalize from this data and target users specifically. Let us cover five important steps that you have to remember whilst engaging in email marketing.
Instead of randomly sending out emails, one could target users based on the data available on them. One could also analyze the browsing patterns of the user in the website and deliver emails accordingly. This ensures that the right content is delivered to the right user. Consider Amazon; they’re a large e-commerce retailer and their emails are targeted.
Here, Amazon employs micro targeting the audience based on the data that they have on each customer, which is his/her browsing history on their website. Similarly, your website can capitalize on the data that you gather from your users.
Responsive doesn’t mean an email, which contains a call for action button. It is generally an adaptive email. The most frequent problems that we encounter whilst creating emails is, we forget to take into account the target device. People aren’t going to be using the same device to view emails, which raises the need for responsive emails.
esponsive emails adapt dynamically to the size of the display device used, thus eliminating the problem of customizing content for each type of device.
Here, we can see the same email content being customized for different screens. The best thing about responsive emails is that, they’re automatic. This means that the emails are automatically going to customize themselves for the target screen. The better the emails appeal to the user, the more they are going to be interested in the email.
Companies deploy automated mailing tools, which send the content to different users. This is basically a software sending out emails for you. The content, however, needs to be designed by you. The problem with the content is that, people create them as generic as possible. Marketers tend to forget that an actual human is going to open the email.
Customizing your content for users ensures your ROI. This would automatically separate you from your competitors and set you apart. The users would feel a sense of belonging with your company and would automatically recommend your product to another user.
This serves the purposes of delivering ROI and increasing the reach of your product. “A simple step might go a long way” really holds true here.Moosejaw sports an excellent sense of humour, which adds to the personal touch in their emails.
The company effectively deploys humour into their email campaigns and doubles that as a customization factor for the user. A generic “SALE, Flat 50% off” email just would not cut it any more.
The designers should ensure clear layouts and concise fonts. The Call to Action must be visible enough to the user. If it is not visible, then it defeats the entire purpose of the email. The arrangement of the content in the email should be taken into account. All this factors need to be considered for a good email. Dull emails make your brand look bad and makes the users lose interest.
Apple has made sure the email is interesting with just phones. These strategies can be employed in your emails, too. All in all, email marketing isn’t dead. Email marketing is still one of the best approaches to guarantee revenue to the company, if utilized suitably.
If you are reading this you probably will be having an email address or more, and will be receiving constant deliveries into your inbox, which you visit often. They may be newsletters, direct emails, or transactional emails, but we bet you send it to trash immediately even without opening it.
This happens due to bad design and content that doesn’t have the power to grasp the reader’s attention. Email marketing requires finesse, too.
According to Salesforce’s 2015 State of Marketing Report, an outstanding 76% of marketers consider email marketing essential to their business.
How to make Email Marketing more effective today?
Marketing platforms are on the rise today and connecting to a customer through email marketing and take the target message to reach them is completely demanding. This could be achieved only with the help of a good design and an engaging copy.
“Don’t use BIG words, they mean so little” – Oscar Wilde
EIGHT SECONDS. The length of an average attention span of a human. The email marketing strategy lies here, wherein we have to maintain a proper structure- constructing emails with proper goals, short and accessible subject lines, attractive design and a strategic content.
People are overwhelmed with emails and the loophole for grabbing their attention is the subject line of the email. Keeping it precise and to the point, making the readers understand what is in it for them, increases the chance of getting the email opened.
The four key components of an email newsletter: a call to action, strong & to-the-point copy, strong visuals (image/video) and a catchy headline.
Making the email visually appealing is more important so that the readers could scroll down to check out the entire message. Hence appropriate design and content have the power to take the message to the audience.
Besides the headline being short, crisp and clear, the email also contains the benefits for the customer briefly. With simple graphical representations and clever copy PapPal interests the audience to a greater level.
This specific email letter contains a little animation effect that interests the audience apart from the boring immobile newsletters. And sale newsletters are usually addressed personally to the reader that particularly interests them.
With an excellent header in their emails, they also have used animations to encourage the audience to look deeper into the rest of the content with interest.
Dropbox found a way to reach to their audience through their particular style of cute and funny email newsletters. The message is kept short and sweet emphasize it even better.
The humorous way of reaching audience with a simple strategy, is what made JetBlue more interesting to the audience. They have an excellent copy and good design that promoted itself without being pushy.
This e-mailer for one of our client managed to attain exceptionally high open and Click through rate. Quality content, design & a catchy subject line was the basic cause for the reach. Industry average in email marketing is 18.8%, and with this mailer we reached 24.3%, which is 6% more from industry average rate.
Emails are amazingly cost effective and it pays for itself with an ROI of around 4,300% (according to the Direct Marketing Association). Email marketing may seem to be an old fashioned way of communicating to the readers. Some people even believe email marketing is dead these days, but it still has its own merit that other marketing methods lack.
With strong content, email marketing is most powerful since it reaches the audience into their personal inbox, creating direct line communication.
A good email content delivers quality message to readers and deepens relationship with them, boosting your business goals.