Email marketing is still considered one of the most effective marketing channels for formal communications. Though there are other newer methods of communicating with audiences and customers, email marketing is still noted as a marketing channel.
Research shows that email marketing is prevalent in every marketer's toolbox.
Let's look at some of the factors that help in structuring an effective email marketing campaign below:
HOW TO STRUCTURE AN EFFECTIVE EMAIL MARKETING CAMPAIGN
Structure your campaign for easy reading:
Research shows that an adult’s attention span is, on average, for eight seconds. Within this short attention span, one can quite likely assume that people aren’t closely reading your campaigns word for word and are scanning through them instead of looking out for something of interest. Therefore, it is important that you choose your language wisely. Writing long, text-heavy email campaigns isn’t the best approach here. You need to structure your emails to help draw people into reading your content while guiding them towards the email’s call to action.
Use Images and Visuals to Boost Engagement:
Many studies have shown that people can recall as much as 65% of visual content up to three days and compared to just 10% of text-based content. People also follow visual instructions 32% better than just written instructions, so it’s also a good idea to use visuals when directing your readers to take the desired action.
Personalise your email marketing campaigns:
Your readers are most likely to respond to the content that is most relevant to their interests. Therefore offering them what they want to read rather than what you want to say is a good idea. Also, the emails with a personal tone have more click through rates. You can start by adding their names in the subject line, then customise the campaign content based on the target audience’s interest to maximise the engagement.
Ensure your campaign is relevant to every subscriber:
Even in the early stages of growing your email list, it’s a good idea to categorise your subscribers into different list segments. List segments make it easier to choose what type of content to be sent to a particular subscriber. When you can personalise content and make it more relevant to a certain group you tend to improve response rates. This kind of targeted optimization is way better than sending blanket emails to everyone.
Ensure your campaigns are on brand and build trust:
Your email marketing campaigns are not the only interaction your subscribers are having with your business. In fact, your subscribers might have already visited your website or social media page to sign up for your email notifications.
To attract your subscribers, it’s important that your email campaigns are always aligned with colours, fonts, and branding, which you use all across your other customer touchpoints so that your customers have a consistent experience with your brand.
Make it easy to convert:
To drive your subscribers to click through from your email marketing campaigns, you must make it easy and convenient for them to do so. Research shows that about 41% of emails are being checked on mobile devices, so if your campaigns are not optimised across all devices, then you’re making it unnecessarily difficult for your subscribers to convert.
Take a Strategic Approach to Timing Your Campaigns:
When creating email marketing campaigns, always ensure in taking a strategic approach so that your emails follow a promotional or editorial calendar. Planning your campaigns well helps you avoid waiting too long between sends or, worse yet, flooding subscribers with too much content.
Look for every opportunity to share valuable content over promotional content to keep the interest and engagement high. By applying these fundamentals of high-converting campaigns to your first email, you will be able to create and send forth an email marketing campaign that captures the subscriber’s attention and presents them with relevant information which makes it easy for them to convert.
Read our article on '5 EMAIL MARKETING STRATEGIES FOR BETTER RESULT OF YOUR CAMPAIGN'
FAQ's About 'What is the importance of e-marketing?'
With the advancement of technology, it has become extremely essential for businesses to have a digital marketing strategy to expand their reach.
Your customers are online
Today, around 4.2 billion people in the world use the internet and more than 3/4th of them have an account on social media platforms. People are always looking out for new pages and groups to follow and engage. And they try to find any information they want using the world wide web (www). They are always on the lookout to find new companies, products and solutions on the internet. By investing in online marketing, you can connect with users online.
Communication is two-sided
Usually, the communication is one-sided when it comes to traditional marketing. With traditional marketing, there is not much scope to interact with your customers/viewers/readers. If you create a television commercial or print an ad in the newspaper, you would be required to wait indefinitely for a response. But if the prospective customer wants to learn more details of your business, the possibility would be minuscule. But with social media marketing, encourages two-way communication. You can interact with your audience and learn about their concerns and provide them solutions.
Increase your company's visibility
There are a lot of limitations to traditional marketing. It is very difficult to communicate with your audience with offline approaches as you don't have control over who sees your advertising and marketing materials. But with digital marketing, there is a huge scope to communicate with your target audience.