Today’s generation of consumers relies on social media for product information and daily interactions. However, despite this medium’s popularity, email still rules the promotional game. In fact, a study shows that 83% of customers still prefer that brands communicate via email instead of other means.
Another statistic reveals that for every dollar spent, the ROI for email is $36. The significant return on investment makes email an essential part of a brand’s marketing arsenal.
A Look Into Email as a Marketing Tool
Businesses can use email as a cost-effective marketing tool. It allows them to update their customers and provide new product and sales information. A solid email marketing strategy is crucial to reap the benefits of its high ROI.
A promotional email is a modern and digital way of distributing flyers. However, unlike its traditional counterpart, an email is more personalized and customer centric. Marketers can get immediate and measurable feedback.
Email marketing can help your business achieve the following goals.
- Brand Awareness
An email delivered straight to your audience’s inbox is a great way to spread awareness about your product or service. Unlike other traditional methods such as TV ads, it uses a more targeted approach. It’s best to use marketing analysis strategies to get into your target audience’s core.
- Conversion Boost
Aside from providing essential information and helpful propositions, an email can also encourage action or response from the recipient. Your readers can grab an exclusive deal or join your community after reading their email.
- Upselling and Cross-selling
Once a target audience becomes a regular customer, you can use an email to cross-sell other products related to their past purchases. You can also increase your repeat user base by sending upselling emails.
Today’s email marketing strategies utilize segmentation, personalization, and consent. Mass mailings and spammy messages won’t cut it anymore in a highly competitive market.
Providing a customized message may seem daunting, but the presence of marketing automation platforms can make the job easier. A lead-generating VA can also help you craft and send marketing emails to a qualified audience.
A well-crafted promotional email is key to driving sales and achieving ROI. It would be best to follow the basic rules for drafting and optimizing each element. We’ll show you the details of every part and offer tips on how to create emails that work.
What Makes an Email Effective?
An effective email is like a healthy human body whose parts work harmoniously. Each element has a function and the potential for optimization. An email is successful if the recipient decides to open, read, respond, engage, and eventually convert.
Check out the following parts of an email and how to make them stand out.
1. “From” Line
Imagine receiving a letter without any indication of who sent it. There’s a big chance you won’t give it your time of the day, and it will get lost with other junk mail. For most people, the “from” field decides whether they’ll open your email or not. It’s an excellent way to start nurturing your recipient’s trust in your brand.
How to Optimize It
Several marketing platforms allow you to customize the “from” name, including your email address. Sometimes, you can set a different “reply to” email address for out-of-office notices. When creating a “from” line, ensure you don’t exceed 25 characters. In addition, your reader must be able to recognize the sender’s name at once.
Ensure that your email would read as coming from a real person and not some nameless robot, even if you’re automating this process. Use a real name to make it look more professional. You can also use field lines like “About Your Order” or “From Customer Service” to give your recipient an idea about the email’s message.
2. Subject Line
Email service providers use the subject line to determine if they will send the message to the spam folder. Optimizing this part is essential to ensure it goes straight to your reader’s inbox.
The subject line must catch your recipient’s attention without sounding too pushy. It’s also crucial to express a sense of urgency to elicit action from your audience.
How to Optimize It
Your email might be considered spam if you used the words “urgent,” “100%”, “urgent,” or “free” in your subject line. Instead, use action words such as try, learn, take, come, or discover. These verbs effectively spark curiosity, desire, or empathy from your readers.
Email open rates can decrease if the subject line characters exceed 130. So, it’s best to stick to this number. It would help to take a more personalized approach by mentioning your recipient’s name or a phrase vital to them.
3. Preview Text
Some marketers commonly overlook the preview text, but it’s equally important as the sender and subject lines. This part usually appears on an email listing or the upper portion of the email. Readers can also see them as the prompt “view this email in your browser.” It is an excellent opportunity to get the reader’s attention
How to Optimize It
The preview text can be between 35 to 140 characters. It’s best to maximize this opportunity and let the message naturally flow into the email content. Provide the most critical piece of information but remember to keep the mystery. Remember, your reader sees this first, so it should grab their attention.
In addition, your subject line and preview text should be cohesive. The recipient will see them in one go, so the preview must expound more on what the subject line is saying. Using the same texts for both is a no-no.
4. Body or Content
The email’s body contains all the information that can lead to the desired action from your readers. It is meant to encourage the audience to purchase a product, subscribe to a newsletter, or follow a social media page. This component needs to be compelling and concise to be effective.
How to Optimize It
First off, your tone, language, and layout must cater to your target market. A too-formal approach won’t sit well with a young and active audience. It’s best to keep your message concise and compelling. Try to focus on the main point and avoid going off tangent to keep your audience reading until the end.
Clearly state your proposal and what value your recipient can get from it. You may cite statistics, anecdotes, or studies to prove a point. Another tip would be to use numbers or bulleted lists to convey several points. Lastly, engage your readers with short paragraphs and concise sentences.
One way of getting your reader interested is by including a striking but relevant image. It can help convey your message and prevent monotony within the content. It also adds more character to your email, making it memorable to your target audience. However, remember that images are meant to support your text and not drown it.
How to Optimize It
Use a simple image that best represents your brand and message. Your reader must be able to get an idea of what you want to say from the photos alone. If you’re using stock photos, make sure to pay for them if needed, or go for royalty-free ones and adhere to copyright laws.
Moreover, it would be best to include descriptive alt text with your image. Sometimes, email service providers switch off ideas, affecting your open rates. The description can also make your message inclusive for all readers.
6. Call-to-Action or CTA
The primary goal of your email is for the recipient to read it and take action. Your optimization efforts must encourage your readers to click the call-to-action you’ve included in the email. The CTA is arguably the most critical element of your email since it can lead to conversion, sales, or engagement.
How to Optimize It
Including several CTAs to “maximize” one email may be tempting, but it would only overwhelm or confuse your readers. Focus on one action that aligns with your brand’s goals at the moment. Do you want people to go to your website? Then, include a CTA allowing readers to sign in to your site.
Ensure that your button or link won’t get lost in the words and images in your email. Make it highly visible so your readers won’t have to scroll down to look for it. It would help if they were visually appealing and prominently displayed.
It would be best if you also optimized your CTA’s language. Use friendly phrases such as “get your” or “join us,” as well as specific action words including “share,” “shop,” or “download.” Furthermore, including words denoting urgency (today or now) would help drive your message.
Send Out An Email That Your Readers Will Open
In today’s age of mass production and instant everything, people still appreciate messages that address their individual needs and wants. It’s best to create an email that not only sells or promotes but adds value to the recipient’s life. Your goal is to build trust and, hopefully, a loyal following and engagement.
Your reader receives tons of promotional emails, so you must amp up your email marketing game. Remember that an email consists of vital elements you need to optimize for successful results. Even seemingly simple parts such as the sender’s name play a crucial role in ensuring your recipient opens your email.
Before sending out your email, ensure each element is consistent with your brand voice and philosophy. Make it a habit to proofread for mistakes and edit for clarity. Remember that your email reflects your business, so always send out your best version every time.