For digital natives, the internet and its facets are inherent to our culture. While we have numerous individuals to thank for the consistent evolution of the internet, we must undoubtedly keep Ray Tomlinson on the top of our list. Ray Tomlinson, a programmer working for MIT’s ARPANET project (now known as the internet), developed and invented electronic mail in 1971.
Not long after electronic mail was invented, Gary Thuerk used it to send out a marketing blast for Digital Equipment Corp. Thuerk’s email blast, known as the first spam message, generated $13 million in sales. And that’s equivalent to $78.8 million today!
So, why was email marketing immensely helpful to Thuerk’s company, and how did he fit lead generation in his marketing strategy?
Here’s how to make your email campaigns interesting
Email marketing simplifies and improves client communication as it is an effective way to reach your target audience. They support the development of your brand image in addition to boosting revenue. An email campaign is a marketing strategy wherein a series of emails are sent to multiple recipients at once for the marketer to achieve a specific goal. These are made to deliver helpful content and timely offers to subscribers at the most effective times. You could establish solid and dependable relationships with your clients by using email campaigns.
Blog posts build trust
Email marketing aids in lead generation. Lead generation is the process of attracting potential customers and getting them interested in your company. The goal is to turn them into customers.
Every new lead needs to be nurtured before making their first purchase. Your marketing team’s job is to give them the appropriate resources to have them slide down the sales funnel every time they receive an email from your brand. It will also be useful to eliminate any potential pain points that a user can have when interacting with your brand.
You can also collect valuable information about your subscribers through email marketing. You must contain information about each user to provide them with an individual approach. To create more targeted and personalised offers, ask subscribers to share some vital information.
You can segment your entire list and send relevant content to each group. Furthermore, you can create personalised promotions for each user by tracking their interactions with your brand. This will result in your email performance and sales skyrocketing.
So, if you want to start an email campaign for your brand, but you’re not sure how to make it look interesting, here are some tips:
Attention spans get shorter
We are living in a world of 8-second attention spans. According to email user statistics (Source), 61% of emails are read for eight seconds or more. 23.5% of emails are skimmed, which locks an engagement of two to eight seconds, and 15% of all emails are read for less than two seconds. These tricks will help you make those eight seconds worthwhile.
Preserve your brand’s identity
- Utilise the inverted pyramid strategy. An inverted pyramid makes it simple to read and follow the flow of the email. The material should be funnel-like, with the most important elements at the top and the smallest at the bottom. The Call to Action or CTA is the smallest component and appears at the bottom of the page. With this layout, your reader will be “delivered” to the CTA at the end of your email.
- Personalise emails. A personalised email is considerably more likely to be opened. According to an Email Marketing study by Experian, personalised promotional emails have increased transaction rates and revenue per email six times higher than non-personalised emails. Personalisation boosts unique click rates by 41% while increasing open rates by 29%.
- Keep your subject line brief. Many readers only consider the subject line when deciding whether to open an email. According to research by Inc.com, emails with subject lines 6–10 words or 50 characters long have the highest open rates (21%). Be concise.
- Allow space in the text. People are accustomed to reading dark text on a bright background. Readers may become overwhelmed when a page has an overabundance of vibrant colours. Break up the text of emails into manageable chunks. Give the text blocks, images, and buttons space between them.
- Come up with a suitable plan. Design something that reflects the objectives of your email campaign. A regular newsletter and an email to celebrate a particular occasion differ because they offer unique benefits.
- Put a responsive design in place. Today’s email marketing demands flexible modern designs. Your emails will seem professional on any device if you choose a responsive design.
- Be mobile-friendly. Email openings on mobile devices climbed by 30% between 2010 and 2015. In addition, 42.3% of customers use tablets, and 67.2% of consumers use smartphones to check email. If your email content isn’t responsive to mobile devices, you can be missing out on connecting with a significant percentage of your target market.
- Utilise useful tools to hasten the procedure. Opt for stock photo sites that emerge from the familiar crowd, such as Death to The Stock Photo, Unsplash, and Gratisography. There are also more-known platforms and tools for producing images like Canva and PlaceIt.
Critical Times For Sending Email Campaigns
It is critical to consider all the factors before spearheading your email campaigns. Omnisend conducted research to determine the most profitable times to send your email campaigns. When sending an email campaign, consider the email’s subject, the audience’s lifestyle and habits, and the day of the week to determine the ideal timing. The best days of the week are usually Tuesday, Wednesday, and Thursday, because people tend to be busiest on Mondays and want to finish their week’s tasks by Friday.
It’s best not to send emails on weekends, as people are usually spending time with family and relaxing. If you want to target specific hours, Omnisend suggests the following hours:
- Around 6 am – most people check their phones in bed
- Around 10 am – people usually check their emails before their workday begins
- Around 2 pm – most people have lunch or coffee breaks during the hour
- From 8 pm to midnight – people have a habit of checking their emails before bedtime
A/B testing determines the best time to send emails for your industry of business. The email campaign’s effectiveness is evaluated using A/B tests using open and click-through rates. You can efficiently schedule your campaign once you determine when it is optimal for your company to deliver email campaigns.
Blending Experience and Innovation
You now have the basics to ensure your email campaign looks interesting. In addition, this form of email marketing will lead to lead generation, which is valuable for your brand and your subscribers. Email marketing can be tough, but it’s important to remember to stay true to your brand’s identity. There are lots of resources out there that can help you with this, so make sure to do your research. You can even explore the capabilities of your marketing strategies by growing your opt-in mailing list and nurturing more leads.
So, do you have what it takes to start your email campaign? Talk to our marketing experts to get started.
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