It’s tough out there. We are bombarded with 100’s, sometimes 1000’s of marketing emails a day – some relevant from companies we’ve purchased from before, offering discounts or incentives to come back – and some not so relevant (hello junk folder!) So how do you make sure your marketing comms stand out in an oversaturated email client?
Well, believe it or not… the trick is to not try too hard. Yep, that’s right. We’re telling you not to overegg the pudding. A marketing email should be three things:
- Simple
It doesn’t need to reinvent the wheel. It doesn’t need any clever tricks or tactics to make the person click. It doesn’t need to be over-designed, flashy or interactive. Simplicity is key. Because if you are selling something or offering a service that someone wants… that will be the hook.
- Natural
The wording, the look and feel, the choice of headline. Everything about your email needs to be natural and unforced. It should be effortless. That’s not to say you won’t be putting any effort in! Your email needs to have content that is engaging and flows well. It needs to have short, concise and easy sentences – not reams of information or small print.
- Interesting
Don’t be the same as everyone else. Don’t try too hard to sell. Simply offer the bait and see if it’s taken. Due to GDPR, you can only market to people who have expressed an interest in your product or service already – they have a legitimate interest in what you’ve got to say. So, create a campaign that looks good, sounds good and has a clear CTA. Don’t be afraid to push the boundaries – make someone laugh, get to the point…
You can mix up your email campaigns so that each time your content is unique, personalised and memorable. Whether you’re offering a free gift, a discount or simply announcing a new product or feature – the email campaign is still a highly effective marketing campaign that can score great results. You’ve just got to get the right strategy and formula in place.
At Collective, we can design, copy write, schedule, send, and report on your email marketing efforts taking away the time-consuming process of putting together your materials and sending them out to your contacts. It’s not just as simple as sending out an email to the world, you also need to think about…
A/B Testing –
Sending one segment of your contacts one version of the email and sending an alternative version to the rest is a great way to test what type of email campaign is most effective and works for you. This experimental way of marketing can help you piece together what it is your audience enjoys receiving, helping you to hone your email marketing strategy for future campaigns.
Remarketing –
You can target customers or clients who have previously interacted with your brand with a remarketing campaign. You can also send follow up emails – or reminders of your offer – to contacts who have opened the email but not yet clicked your CTA, or send a personalised email to those who haven’t yet opened your email, to increase the chance of them seeing it and clicking to open it.
Personalisation –
Using an email client such as MailChimp, HubSpot or something similar enables you to set up personalisation settings so that when your email campaign drops into someone’s email box, it will be personalised with their name or other identifiers. This makes your open rate higher and increases your chance of a click-through.
There is so much more to email marketing than just sending out an email to all of your contacts once every so often. There is also the art of working out what day of the week, what time and/or frequency your emails should be sent at for maximum results. All of which we can help you with by analysing the data including your open rates and click-throughs.
If you are feeling in a bit of a muddle with your email marketing and you need a straightforward and effective strategy – we can help. Let’s get started today.