At our agency we have had the privilege of working with clients across various industries, and while each one comes with its unique challenges, there is a common thread that ties them all together: the opportunity to develop captivating emails that can heavily elicit the attention and interest of the audience. Emailing is by far the best and most efficient way of passing messages, although other methods like forums, social media platforms, and messaging apps are ever emerging.
But why is e-mail still so valuable and how can you steer this method towards success and, ultimately, help your business?
As per the updated statistics, there are more than 7 billion users of e-mail globally, with a continually increasing number of global users. Every day, we exchange 269 billion emails, and there is no sign of this number decreasing soon. Naturally, when there are so many messages to sift through, it becomes difficult to even notice a particular email let alone get a call from the AOL service center. Nonetheless, despite these obstacles, email marketing remains a highly effective means of marketing that ensures a return on investment nearly five times better than social networks, postcards, and paid ads.
Now let’s look at the specifics of developing your email marketing strategy: We’ve talked about why email marketing is a powerful tool; now, let’s consider the overarching concepts that guide email marketing at its best
As a basic rule of thumb, the goal of every email is to get opened and read, and the call-to-action should bring about meaningful action.
Why Email Works: Direct communication is truly a force to be reckoned with, and few email marketing formats can match it.
Even as other communication methods are quickly overtaken, email continues to be a favored way for brands to communicate with their audiences. Even more striking, it is reported that about 50 percent of consumers are comfortable being reached out by brands using email rather than social media or direct mail.
Why does email continue to reign supreme? One reason is its versatility and directness. Unlike social media, where messages can get lost in the noise, emails land directly in the recipient’s inbox, giving brands a direct line of communication with their audience. Moreover, emails can be highly personalized and tailored to individual preferences, making them more relevant and engaging. However, it’s important to note that while email’s effectiveness is well-documented, creating emails that drive results requires more than just sending out a message. It requires a strategic approach that starts with understanding your audience and ends with delivering a compelling message that resonates with them.
Segmenting Your Audience: The Key to Personalization and Relevance
Audience segmentation is considered one of the best practices for email marketing. The logical division of the audience into some segments enables you to deliver messages that will be personal to the target recipients. The idea here is to segment your list into sub-lists with the view of segmenting using parameters like demography, behavior, or activity level. For example, MailChimp, one of the most popular email marketing automation systems, has established that segmented campaigns are more effective than non-segmented ones even in terms of all essential indicators.
What this means is that by categorizing the target market into different groups, a firm’s email Marketing campaigns can be greatly improved. Now that segmenting your audience is a crucial step in your marketing strategy, let us look at how you should do this.
First, you could go for everyday concerns such as age, gender, or geographical region. These are good places to start but should not be the only criteria that are used. Another type of segmentation, behavioral, which uses actions taken by customers, such as purchasing, cart abandonment, or interest in specific content, can be even more effective. For instance, if a customer recently placed an order, you could follow up with an email of appreciation that not only addresses the purchase but also the uses of the new product or service. Likewise, if a potential customer left his/her shopping cart, you could follow up with an e-mail to offer him/her a discount code to complete the purchase.
Once you’ve segmented your audience, the next step is to craft emails that resonate with each segment. To do this effectively, it’s helpful to understand the four basic types of emails you can send: narrative, descriptive, expository, and persuasive.
- Narrative Emails: These emails tell a compelling story. They’re ideal for sharing your brand’s journey, customer success stories, or any content that draws readers in with a narrative arc. A well-crafted narrative email can create an emotional connection with your audience, making your brand more relatable and memorable.
- Descriptive Emails: These emails illustrate your product or service with words. They’re typically used to announce new products, services, or features. Descriptive emails allow you to generate excitement and buzz, while also providing detailed information about what you’re offering.
- Expository Emails: These emails are educational and are used to teach your audience how to do something. For example, a newsletter might provide a step-by-step guide on how to use a new feature of your product. Expository emails position your brand as a helpful resource, building trust and credibility with your audience.
- Persuasive Emails: As the name suggests, these emails are designed to convince readers to take specific action, such as making a purchase, signing up for a webinar, or completing a survey. Persuasive emails often feature strong calls-to-action (CTAs) and focus on the benefits of taking the desired action.
Understanding which type of email to send is crucial to achieving your campaign goals. For example, if you want to persuade customers to complete a post-purchase survey, a persuasive email with a clear and compelling CTA is essential. On the other hand, if you’re announcing a new product launch, a descriptive email that highlights the features and benefits of the product would be more appropriate.
Nailing the Subject Line: The Gateway to Your Email’s Success
The subject line of your email is your first—and often only—chance to make a strong impression. According to recent surveys, 33% of email recipients open an email based on the subject line alone. This means that your subject line can make or break your email campaign.
To craft an effective subject line, keep it short, snappy, and relevant. Many email programs cut off long subject lines, so it’s important to make sure your most important message comes through clearly. A good rule of thumb is to aim for 50 characters or less.
There are several strategies you can use to create compelling subject lines:
- Teasers: Create curiosity by teasing the content of your email. For example, “You Won’t Believe What We Have in Store…” piques interest without giving too much away.
- Announcements: If you’re announcing something exciting, like a new product or a special promotion, make that clear in your subject line. For example, “Introducing Our New Product Line!”
- Personalization: Personalize your subject lines with the recipient’s name or other details to make the email feel more personal. For example, “John, Don’t Miss Out on This Exclusive Offer!”
- Humor and Puns: A clever pun or humorous subject line can grab attention and make your email stand out. For example, “We’re Not Lion, These Deals Are Roaring Good!”
Avoid using spammy language like “Buy Now” or “Free,” as these can trigger spam filters and reduce your email’s deliverability. Instead, focus on being informative, engaging, and entertaining.
Keep It Short and Sweet: The Art of Concise Email Communication
Once your subject line has done its job and your email is opened, the next challenge is to keep your audience engaged. The worst mistake you can make is cramming too much information into a single email. Most people spend only 15-20 seconds reading an email, so it’s crucial to be concise and to the point.
Your email should deliver its message quickly and clearly. If you have a lot of information to share, consider breaking it up into a series of emails or linking to additional content on your website. For example, if you’re running a promotion, a simple email that highlights the key details and includes a clear CTA to “Shop Now” can be more effective than a lengthy email with multiple messages.
A great example of concise email communication is a promotional email from Postmates offering a limited-time offer. The email is short, sweet, and gets straight to the point, with a brief description of the offer and a clear CTA button to take advantage of it.
Adding Relevant Information and Clear CTAs: The Blueprint for Actionable Emails
Every email you send should provide value to the recipient and include a clear call to action. Whether you’re announcing a sale, promoting a new product, or simply sharing valuable content, your email should answer the basic questions: Who, What, When, Where, why, and how.
For example, if you’re running a weekend sale, your email should clearly state the following:
- Who: Your business or brand
- What: The sale and any special promotions
- When: The dates and times of the sale
- Where: Your store location or website
- Why: The reason for the sale (e.g., holiday, clearance, etc.)
- How: How customers can take advantage of the sale (e.g., online code, in-store only, etc.)
Including a clear and compelling CTA is essential to driving action. Whether it’s a “Shop Now” button, a “Learn More” link, or a “Get Started” CTA, make sure your email is designed to guide the recipient toward the desired action.
Conclusion:
Harnessing the Full Potential of Email Marketing
Email marketing is one of the most powerful tools at your disposal, offering a direct line of communication with your audience and the potential for impressive ROI. By following best practices—such as segmenting your audience, crafting compelling subject lines, keeping your emails concise, and personalizing your messages—you can create email campaigns that not only get opened but also drive real results.
Whether you’re a seasoned marketer or just starting, mastering the art of email marketing can be a game-changer for your business. So, are you ready to take your email marketing to the next level? Start by implementing these strategies and watch as your engagement and conversion rates soar.
