It’s estimated that 91 percent of consumers check email at least once a day on their smartphones.[1] According to a HubSpot report in 2020, roughly 80% of marketers have reported an increase in email engagement over a period of 12 months.[2] No, emails are not dead, and Email Marketing is still an effective digital marketing tool.
While the expected percentage of emails being opened is high, brands may fail to route the desired traffic to the targeted platform/s. If you’re disheartened after your attempts at designing creative email strategies, most of which ended up being considered spam, you're in the right place. Scroll on to know how to engage your audience with content they just cannot ignore!
Seeking Permission
As a courtesy, you must seek permission before you sneak into your readers’ inbox. No, not literally! Make use of lead generating content that invites consumers to send their email addresses and contact numbers to build further connection. Another way of self-inviting yourself to their inboxes is by ensuring subscriptions for newsletters and promotional emails. The aforementioned lead generating content may include -
● Free whitepapers or e-books
● Email series
● Push notifications
● Free downloads
Plotting Engaging Content
One of the major reasons behind your emails being labelled SPAM is an assumption! When consumers are constantly bombarded with marketing emails and bland promotional content, it makes them assume that even your email will be sales-centred and a waste of time. While your mail’s core idea may be sales, package it such that the reader feels like giving it a read. Sounds like a task? Well, it is, but let’s decode the implementation for you.
● Stun them with the SUBJECT LINE. According to a Yes Lifestyle Marketing report, published in 2017, emails with personalised subject lines have 50% higher open rates than generic ones.[3] You could either target their emotions or use a general clickbait subject line to grab attention.
● Engage and educate with MAILER CONTENT. Even if you are promoting your product or offering a sale, put it across in an engaging way so that the reader finds it interesting. Keep the copy short and crisp as much as possible.
● Opt for a visually appealing DESIGN that reflects your brand’s personality and looks interesting. An email design does not only refer to the design of a newsletter, but also to the structure and content placement. This can be achieved by strategizing about colour usage, content hierarchy and overall placement.
● Give your readers a clear CALL TO ACTION. Whether you want them to sign up, visit the website or buy your product, ensure your CTA conveys it clearly.
Conversing With Newsletters
A 2017 report from Statista, based on consumers in the USA, recorded that about 49% of the audience preferred receiving promotional emails from their favourite brands, with majority of them expecting these emails to include deals and offers.[4] To ensure that this rate is retained and increases gradually, you must innovate. Relook at your email marketing strategies to ensure top-of-mind awareness. For example, an attractive newsletter with succinct content, great design, direct messaging and a strong CTA, can help you engage with your customers effectively.
Analyse And Implement
Your job does not get over at sending out a piece of communication. Analysing customers’ response is equally critical. Consider the open rates of emails, the click through rates of the CTA, and the final engagement you wanted to derive. This analysis will give you a better understanding of what your audience is looking for and what they don’t like. It will also help you gauge if your email stood out or got lost in the spam folder.
While planning about your email content, you must also strategize about the mailing routine to maintain uniformity. Make sure to neither bombard your audience’s inbox nor refrain from communicating over prolonged periods — this balance is very important.