Emails are one of the most effective ways for businesses to communicate with customers. It’s an effective marketing tool because it allows you to promote your products and services to your loyal customers. According to a survey, over 80 percent of business professionals believe that email marketing improves customer retention.
An email marketing campaign refers to a process where series of emails sent by a company to current and potential customers. This pre-planned content is sent out via email to achieve a specific organizational goal, such as nurturing leads or increasing engagement.
Some of the major benefits of email marketing include:
- Increased brand awareness
- Increased website traffic
- Keeping customers engaged
- Driving sales and revenue
- Boosting other marketing channels
- Providing valuable insights on customers
Although email marketing is still one of the most effective ways to reach out to potential and existing customers, any marketing strategy can always be improved. Therefore modern marketers need to learn how businesses, particularly small and mid-sized ones, can improve the effectiveness of their email campaigns.
Steps To Create Engaging Email Marketing Campaign
The following are a few steps that help brands design an engaging email marketing campaign:
- Add Interesting Subject To Capture Their Interest
When it comes to email marketing, you must first persuade people that your email is worth opening. The more straightforward your email subject line is, the better. If the content you’re promoting has a compelling title, you can simply use that as the subject line. However, this isn’t always the most effective strategy.
Playing with readers’ expectations is a good way to get their attention. To draw readers’ attention, use intriguing ideas in your subject line. For example lines sentences such as “How to get more done by taking a nap” can be used to create a sense of curiosity among viewers. Make use of such intriguing subject titles and put them to use.
Another recent trend that most brands are implementing is the use of emojis in subject lines, which has resulted in a 45 percent increase in open rates. However, don’t go overboard with them, and don’t use them if the email’s subject matter is serious.
- Have a Goal For Each Email You Send
Marketing emails should not be packed with multiple messages. Set a clear objective, such as increasing website traffic or promoting a specific product or service. Maintaining a single focus in your marketing copy keeps the customer from becoming overwhelmed by too much information or multiple CTA’s.
- Make Use Of Dynamic Content
Customers these days don’t have time to read a block of text. It’s time to spruce up your email marketing to keep emails engaging. Using dynamic content such as GIFs videos, and even interactive polls and surveys can help to boost engagement significantly.
Send interactive catalogs with a flip-through effect, looping videos, or even a personalized message from your company to different customer segments by embedding or linking to it.
- Combine Email Marketing With Other Channels
While email marketing is a powerful tool in and of itself, you can combine it with other channels to ensure that your customers have a consistent brand experience. Using email marketing to drive traffic to your website, for example, can help you improve your SEO by lowering bounce rates and obtaining reviews on your business page.
Also, when it comes to email marketing, consider using an omnichannel marketing strategy. Utilize social media CTA’s to increase email list conversions, send highly-targeted emails promoting your product or service to subscribers, and make your website and landing pages high-converting and streamlined.
- Finish With An Enticing Call To Action (CTA)
Once the benefits of your products or services have been outlined in your email marketing copy and graphics, hit the customer with a call-to-action that forces them to click and learn more. Include a button that says “Buy Now!” or “Sign Up Today!” and is energetic and action-oriented.
- Inquire About Suggestions And Feedback
You should send emails asking for feedback and suggestions if you truly want to involve your customers and learn about their thoughts and opinions. This allows customers to participate in your business in some way, by assisting you in either creating better content or products or learning what they want to see from you next.
Sending a link to a survey form or using dynamic elements like one-click polls right in the body of your email can be as simple as asking for feedback and suggestions from your customers.
Just because consumers receive hundreds of emails per day doesn’t mean your email should be pushed to the bottom of their inbox. You can breathe new life into the types of emails you send by revitalizing your email marketing campaigns. Use the steps and strategies listed above, to help your brand create more engaging emails, build your business, and encourage customers to stay loyal.