Content and Email Marketing
You might be the Instagram queen but when it comes to email marketing, perhaps you’re feeling like that’s “just not me”. But let me ask you this, what would happen if (God forbid!) something happened to your Instagram account? How would you stay in contact with your target audience?
One of the fundamental truths of digital marketing is that platforms change all the time. That’s why it’s a mistake to depend too much on one marketing channel. Email marketing is an easy and highly lucrative way to grow nearly any business in any sector.
Here’s what you need to know to slay email marketing in 2020
Did you know that more than 50% of all emails are read in Gmail or Apple Mail? Therefore it makes sense to tailor yours to these mail clients. Let’s also keep in mind that most people will be reading on mobile, so be sure to keep your subject line short and snappy. Stick to 41 characters and make use of emojis to grab people’s attention.
Your subject line is your opportunity to hook your audience. Clear through the clutter of the average inbox with something funny, thought-provoking and click-worthy. Give people a reason to open and scroll. Competitions and special offers are always a great hook but don’t make every single email commercial. Keep a good balance of selling and inspiring content.
Personalisation has been a huge trend for 2019 and it doesn’t look to be going anywhere. Use your recipient’s first name in your subject line or opening paragraph to make them feel welcome and valued. If you want to get really fancy, some email marketing platforms offer dynamic content blocks so you can display relevant content or products customised to each customer segment.
Your email marketing should guide your customers through every stage of their journey with you. Use audience segments to split your database depending on how they signed up and where they are in their customer journey.
Set up automated email triggers to contact someone when they join your mailing list or when they take a specific action. Some great automation ideas include a welcome email, cart abandonment and reminders to non-openers. It’s also a great idea to reward high-value customers with special offers and rewards to keep them engaged.
Let’s face it, the average person is bombarded with emails all day long. What are you going to stand out and be memorable? Make use of photos of yourself and bring some fun with your copywriting. Just as you make your social media content authentic and personal, do the same with your email marketing. Tell stories, share insights and let people know the real you. By getting personal, you’ll be able to convey your marketing message more effectively.
Be fun with your design too. Add gifs to grab people’s attention and make use of high-quality imagery and gorgeous design elements to reach people effectively.
Treat your customers’ time with respect. Don’t just send an email because you want to get something out of it. Think about how you will add value to their lives. Give them real, insightful content that will have them thinking long after they close their email.
It’s always best to just have one or two simple CTAs throughout your email. Be clear about what action you’d like your audience to take and make it easy for them to take it
Content and layout should be clear and easy-to-read, with the key message of the email already conveyed by the subject line and preview text. Always end with a clear CTA and use your footer to drive traffic to your website and social media platforms.
To conclude, email marketing is a fantastic tool that every marketer should utilise to hook and retain customers. Don’t be afraid to get creative, show some personality and test different options to see what works for your business.
Written by Natalie Lasance, Digital Marketing Consultant
Natalie is a social media and digital marketing expert based in Melbourne, Australia. She takes the learning she’s made from working with big global brands to help smaller businesses to grow and thrive. You can follow her on Instagram here.