Email Marketing@
With increase of availability of digital media to general public at ease and availability of affordable quality electronic gadgets, 68% of the marketers say that email marketing is core of their business. Do you know half of your inbox is filled up with these types of emails? How many such emails do we really read or I must ask how many such emails we open? Have you thought why we read only few? You won’t believe 1225 million promotional emails are sent per hour across globe, so marketers must master the art of getting their mails seen in a crowded inbox.
Which email you look forward to receiving most; an email from your best friend or an email from a massive corporation? And which of the two mails you prefer to read? Easy choice isn’t it???
If we want our customers to read our mails, we should behave like a friend. Here are the few tips for creating great marketing email.
1. Stop talking about customer. Write as if you are emailing one person only. It instantly makes your email more personal and increase open rate. Subject line should able to pull attention of the customer.
2. KISS: Keep it short & sweet. Focus your message to full fill the promise of subject line. Less is obviously more. Make sure customer benefit from reading your email. How? Share useful links/useful tips. Make them feel better.
3. Use non salesy words: Don’t sale the product instead sale benefits it offers to the customers. This will create interest of the customer in the product.
4. There are four stimuli which a reader can’t ignore while reading the mail. (i) His name in email, (ii) matter concerning security/loss/risk to his loved ones, (iii) new/innovative product/service, & (iv) arousals. The body of the email must have one of them.
5. Show what reader will miss: Most people are risk averse. They want to avoid inconvenience, glitches, and complications. Consider rephrasing the benefits of your offer as a problem you’ll help to avoid. This will create desire to buy the product.
6. Question spikes the interest and “Call to Action” (CTA) of the viewer. Have an impeccably clear call of action button. Tell your reader exactly what you expect them to do next. , and remind them why it’s in their best interest to buy. Also impress upon what they are going to lose if they don’t take up your offer. Red & orange are optimal choice for an eye catching CTA button. This motivate the customer for instant action.
7. Interactive design. Insert multiple links to the same page, it increases chances of people clicking to buy/know about the product/service.
Everyone wants to optimize their email campaign, but what do you do when it does not work to your expectation? This is where critical analysis of email campaign is required. Find out the problems and fix them quickly though it is better said than done. Continuous assessment and evaluation of email campaign is the best way to improve the success and longevity of your campaign.
Ensure that your mails don’t land in spam bucket. The email service providers have created many filters to avoid inconvenience to their users. Talk to your IT team to understand the filters and design the mail to dodge them. Be sure to keep in mind that your primary focus should be on maintaining a healthy list of contacts sending contents they truly want, engaging your contacts, and encouraging them to interact with your campaign. If you keep your focus on these principles great delivery will follow.
