Email Marketing With a Twist


It’s been nearly 40 years since the first email was exchanged, and the technology is poised to easily weather the ever-changing trends in the digital world and the rise of alternative communication tools like instant messaging apps. The same can be said about its relevance in the realm of internet marketing. Good campaigns efficiently utilize email alongside more current channels to reach and attract customers.

But incorporating email into your marketing strategy goes beyond sending out an occasional message or two. Planning your approach well will ensure that your goals for the campaign are met, and that you get the most out of your time and budget.

CONTENT

What you put in your email and how you deliver your message can spell the difference between a successful marketing effort and a disappointing one. Whether you’re promoting a new product or service, building up brand awareness or sharing an important updates with your customers, keep in mind that content is key. You want your customers to actually click on your message and not simply mark it as “read” – or worse, promptly click delete. Give your email a twist. A witty and interesting subject line is the first step; the second step is your actual marketing material. This requires more creative juice, and usually works best with striking visuals and strong call-to-action.

DESIGN

It’s common for businesses to send digital versions of their direct marketing materials. Designs can be easily converted and enhanced for email form. This is a good way to maintain consistency, but if you’re doing a stand-alone email marketing campaign with a specific purpose, you would still have similar design considerations. That said, you have more room for creative approaches that can drive clicks and engagement, such as animated GIFs, embedded links that redirect to your website or promos, and personalized messaging.

AUDIENCE

The trash bin is not the only obstacle to overcome when you engage in email marketing. Security filters can redirect emails away from your customers’ inbox and into a “Spam” folder. Focusing on quality rather than quantity can help bypass such filters, but building a mailing list can also be quite effective. Scheduled eblasts that target customers who have willingly signed up to receive messages from your business are more likely to be opened and read than emails that are derived from a list.

Email marketing campaigns can yield great results for your business. With the right creative team by your side, they can be even greater. Call us today and we’ll be happy to help you get started!