Strategy and Efficiency for Email Marketing.
If your email inbox is like anyone else’s, it’s likely flooded with the latest deals from deliveroo or discounts and bogo offers from your favorite retailers. But, there might be one newsletter or campaign that catches your attention and keeps your interest by allowing you to click, explore and redirect you to what else it has to offer. You might even recommend that friends and colleagues subscribe to it after comprehending its value.
Using emails to market your companies’ services and uniqueness is important to how any business maintains communication and relationships with customers. This form of communication might share with recipients how considerate your business is about its target audience or what your product can offer and exchange with recipients. But how this is done is just as important as why it is done. There are many email-marketing techniques abundant with effective results that engage and empower your contacts. These are critical to any business keen to having long lasting and genuine interaction with customers.
These techniques cover three key themes feasible to integrate into your marketing strategy. Segmentation, Simplicity and Flexibility blended together can foster a valuable and healthy strategy and ensure your companies’ emails aren’t just another coupon offer.
Divide and Personalize:
You may have a target audience, but not everyone experiences your company or product in the same way. Be sure to segment your recipients either by addressing them personally or utilizing the engaging visuals and content your business is known for. Here, tapping into Design Thinking techniques to empathize with your recipients email-reading experience can build genuine ties between your company and your leads. Remember, most are reading and scanning through emails on a typical busy workday so address your recipients specifically and authentically to build trust and interest.
Straightforward and Efficient:
As mentioned, your leads are likely scanning and sorting through emails between coffee breaks and their next client. Keep your campaign subject headline and contents simple and to the point. Long headlines are enough to make recipients scroll past or discard campaigns your company likely spent lots of time strategizing. Make sure leads know your campaign is not to be missed by ensuring the time they spend diving into your campaign contents is going to benefit them. Simplicity often keeps recipients looking forward to keeping up with what your business is up to next.
Expand and Adapt:
Lastly, diversify how leads receive and view your campaigns. We don’t just access emails from desk computers anymore. Specifically in the pandemic era, shifting communication between computers and mobile devices seamlessly is critical. While, your lead may have viewed your campaign on their computer at work, make sure if forwarded to the colleague working from their mobile, it can be viewed just as easily from there.
Formatting your campaigns to ensure they are viewable and user experience friendly is key to keeping campaigns cohesive and tied together. Your campaign likely tells a small story about how your business is able to benefit leads. Make sure this is comprehended and consistent no matter what device your recipients are reading about your call to action from.
