Email marketing is an old communication channel — it appeared before social networks and targeted advertising. People say that email marketing is gone, others that it's ineffective. But if it were so inefficient and useless, why would you get a bunch of various emails in your inbox every day?
Of course not and many companies understand this. In fact, it's hard to create an effective email newsletter that will be read. The more practice you have, the easier this task will become. Business owners invest heavily in email marketing strategies and business promotion. They increase sales while others speculate about the future of this communication channel.
In this article, I will tell you why you need to pay attention to email newsletters; how to build an effective email marketing strategy and drive traffic to your website.
How to Build an Effective Email Marketing Strategy
- Choose the best time to send emails
Having strategy is good, but it won't work if you don't take into account people's interests. You can read a lot of articles about the best time to send emails on the web — we won't delve into details and describe by days and hours. We just want to draw your attention to the fact that the success of your email marketing campaign depends on the timing and frequency of your emails.
It's worth noting that your target audience also plays a significant role. Use analytics data to understand when users read your emails and click and follow the company's blog.
Remember that someone will send emails several times per day, adhering to certain email marketing templates, and for someone — three times a month is enough. It all depends on your business field.
- Use video content in your email newsletter
It's a well-known fact that video content surrounds us everywhere today. Video is a great way to show emotions, reveal the topic, and convey crucial and not-so information to the client. There are various types of video content that you can include in your email newsletter, so don’t ignore this opportunity.
Experiment with video content — it works well as entertainment and as a part of promotional campaigns for a new product. For the email newsletter, shoot short videos of up to two minutes. It's not necessary to hire one more person for video editing. You can just use some proven and user-friendly video editing software like iMovie for Windows and Shotcut, which even a beginner can master. Moreover, don't forget to mention the video in the subject line and title — this way, your email will have a better chance of being opened.
- Personalise your emails
Personalisation increases the overall effectiveness of the email newsletter and makes users see it as a letter from a friend. There is nothing worse than sending irrelevant or dry emails to the client. It's a direct way to lose your base. The strategy works best when a client opens an email from your company and understands that this isn't a general newsletter but personalized content.
Consider this information when composing a letter and choosing an email marketing automation tool. First, you should address your client by name in the subject line or headline. In addition, personalize your email newsletter with individual bonuses, offers, discounts, and coupons. It will significantly increase conversion and engage your customers.
- Use the same template for all emails
The method works well when the structure and design of all emails look the same every time. This way, the client gets used to receiving regular newsletters from you, and you don't need to spend half a day deciding on the design and best fonts — you should think over email newsletter content only.
For instance, you can send your customers articles like “Top 5 Products of the Week” or “Last Week’s Most Popular Content” weekly. In addition, allow readers to benefit from your newsletter. Make it useful. How? Share essential tips, help people feel better, and inspire them.
As a result, the use of email marketing templates allows you to:
- Save time: you don't need to compose a new letter every time by having a ready-made template at hand.
- It's enough just to replace the main blocks with information and start sending emails;
- Increase brand awareness: with a corporate template, your emails stand out and are remembered and associated with you and your company.
- Add interactivity
One way to improve the effectiveness of email marketing campaigns and increase metrics is interactivity. For instance, you can ask your customers to share their opinions on a service provided or your business expansion plans. People always like when companies ask their opinion. They begin to feel important and needed, and you, in turn, understand what they want. Therefore, offer customers interactive surveys and polls. They're engaging, simple, and, most importantly, don't take much time.
Plus, add infographics, animations, GIFs, and more. Use simple services to create this content like Infogram and GIPHY, or hire an email marketer who will do everything perfectly. In any case, this method will have a beneficial effect on your business promotion.
An avatar is a necessary element of your email newsletter. Numerous companies ignore this point or simply don't pay attention to it. And this is a mistake. It's much nicer to receive an email from a company with a brand logo. So the recipient immediately sees whether it's worth opening the letter or not. Certainly, not all of your emails will be read, and you should accept this as a fact. But to neglect the avatar is a gross mistake.
Make sure that the image is visually perceived and doesn't turn into something incomprehensible from pixels. Moreover, you can't upload any picture you like. It must be your logo, brand name, or something that customers associate with you. If you put something else, you can confuse people.
Wrapping Up
In theory, everything looks easy and simple, but, in practice, it may seem harder. If you want to win your client's heart, the email must be sent at the right time and to the right audience.
Apply newsjacking, use current information trends to promote your brand, and send memes to subscribers (if appropriate). Users don't like to read promotional emails. You can solve this problem by making commercial messages look like neutral ads. For instance, say that a new product is on sale, prices are reduced, and delivery terms are updated.
In general, be creative, value your customers, and invest not only money but put your soul into business promotion and your company's email marketing strategy.
We wish you the best of luck, and stay safe!
Plus, add infographics, animations, GIFs, and more. Use simple services to create this content like Infogram and GIPHY, or hire an email marketer who will do everything perfectly. In any case, this method will have a beneficial effect on your business promotion.
- Add an avatar
An avatar is a necessary element of your email newsletter. Numerous companies ignore this point or simply don't pay attention to it. And this is a mistake. It's much nicer to receive an email from a company with a brand logo. So the recipient immediately sees whether it's worth opening the letter or not. Certainly, not all of your emails will be read, and you should accept this as a fact. But to neglect the avatar is a gross mistake.
Make sure that the image is visually perceived and doesn't turn into something incomprehensible from pixels. Moreover, you can't upload any picture you like. It must be your logo, brand name, or something that customers associate with you. If you put something else, you can confuse people.
Wrapping Up
In theory, everything looks easy and simple, but, in practice, it may seem harder. If you want to win your client's heart, the email must be sent at the right time and to the right audience.
Apply newsjacking, use current information trends to promote your brand, and send memes to subscribers (if appropriate). Users don't like to read promotional emails. You can solve this problem by making commercial messages look like neutral ads. For instance, say that a new product is on sale, prices are reduced, and delivery terms are updated.
In general, be creative, value your customers, and invest not only money but put your soul into business promotion and your company's email marketing strategy.
We wish you the best of luck, and stay safe!
*Collaborative post
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