Posted: 20 Apr 2017
Marketing is forever abuzz with new ideas, trends and theories. Yet, for all the innovation, there is one tried and true marketing method that will never change: the humble email campaign. Its demise has been long predicted but never delivered – in fact, email marketing is more effective than ever.
We all know you only have a few seconds to make a great impression, so here are five tips courtesy of Social Media Today that will make your next email campaign the best yet.
Personalisation is key these days and your email campaigns should be no different. Start simple by using the recipient's name or adjust the content of your email around their buying history, preferences and personal details. According to the DMA, over 75% of email revenue is gained through triggered or tailored strategies, rather than through a one-size-fits-all campaign.
Cast aside the previously predominant "do not reply" email addresses with one that links to an actual person. If you don't want to use your company email for the campaign, create a new one dedicated to marketing. Go further by signing off each of the marketing emails with the name of whoever on your social team wrote or sent it.
Responsive email templates are a must. This means adapting your format to fit every device, considering how it will appear and how functional the design and layout is. Unresponsive emails are one of the main deterrents for readers, so it bodes well to be prepared.
Send a distinct message every time by sticking to your brand colours, fonts, designs and aesthetic. When administered consistently, the aforementioned will help to convey your brand values and identity effectively.
Now, the subject line is the only thing standing between an effective campaign and ending up in the junk folder. Hence, as it is among the first opportunities to make a good impression, you will want to make it a memorable one. Be funny, amusing, eye-catching and relevant. Whether you're selling a product, service or even content, this is your chance to tickle their fancy and make them want to find out more.