Email Marketing is dead…or so they say.
In this digital era, we are surrounded by fresh types of marketing strategies and there are a lot of new ways to grab the audience’s attention and connect with them. So is email marketing no longer effective? Is it already an outdated approach?
Marketing Channels Today
Marketing is changing almost every day. With email marketing being an old strategy, you might doubt its effectivity. But worry not, it continues to be one of the most effective channels to use when reaching out to your audience and letting them stay connected with your brand. Email Marketing is not just about sending messages to inboxes — it is mostly about informing, engaging, and retaining customers.
To grab the attention of your target audience, your email needs to be effective. Sending an email doesn’t always mean your customers will read it. A strategy is always affixed to email marketing, and you will need to learn these strategies for the audience to pay attention to your brand.
Check out these strategies to make your email marketing more effective:
Competitive Subject Lines. The subject line can be the most crucial thing in email marketing because this is the first thing a subscriber reads. Write your subject lines creatively to grab the reader’s attention. They should be short and entertaining enough to have higher open rates.
Don’t let the character count hinder your creativity. Better catch the reader’s eye with interesting wordplay.
Intriguing Preheader. This is a short summary text that follows subject lines when an email is being viewed in the inbox. Your preheader can be as crucial as subject lines. There should be enough power in the texts that will drive the readers to open the email. Use it as a short summary of the email content to support the subject line. Limit it to about 100 characters and make it intriguing.
Personalisation. Why put “Dear Customer” when you can put “Dear Dean”? Putting customers’ names in your email greeting shows them that they are valued. Readers who see their names usually feel as if you really want to reach out to them. This is also a powerful way to use your customer data.
Conversational Content. Aside from enabling you to interact with your subscribers, conversational content can also give your brand a positive image. Make it relatable enough to make your readers want to answer your email. Customers who gain value from this interaction are more likely to continue engaging with your brand.
Call-to-Action. The purpose of your marketing email is to have a quick response from your subscribers. With this, a great call to action can promote your brand and encourage an immediate sale. But having a CTA doesn’t always mean your receiver will take action. There must be an irresistible reason for them to engage with your brand—maybe a freebie, coupon, or anything that they can gain from your company.
Mobile-friendly Email. The amount of content on a desktop may not work on mobile devices. Sometimes, the email can’t be read due to different image formats. By creating a mobile-friendly email, you are able to reach more subscribers, knowing that most (if not all!) people are always using their mobile devices.
A/B Test Everything. Not all content is effective. You must be careful with what you put in your email. Pick one or two elements that will be subjected to an experiment to see what performs better and brings the best impact to your subscribers. Also, be sure to keep your emails compliant with the CAN-SPAM Act to ensure deliverability. This can be quite time-consuming, but this is one of the most powerful tools in marketing when it comes to increasing your email’s conversion rate.
Maximise Email Marketing with the Right Tool
Emails today are interesting because they are able to follow and nurture customer journeys. Emails are—and should be—hitting their specific trigger points, which drives customers to engage with your brand. Because of this, email marketing still remains as one of the best channels for business communication.
Deliverability remains crucial, though. The message of the email is supposed to be delivered properly—not just in their inbox, but also in their mind. With factors affecting deliverability (such as being filtered as spam), it’s more significant to rigorously keep track of the emails you send. Did they reach the customer’s inbox? Were they read? Did the customers click your CTA buttons?
Good thing Salesforce has enabled us to check these! Salesforce’s Email Studio within Marketing Cloud enables businesses to build, send, and monitor email marketing campaigns in just one platform. With AFDigital’s services (specifically managing your email marketing process), we can help you achieve the best email deliverability. With these strategies, we will be able to give your customers a smooth, fun, and relevant journey with your brand while delivering the highest ROI for your company.
Want to know more about email marketing? Reach out to us and we’d be happy to assist you!