Social media influencers, video streams, and search engine optimization. They’re all important ways to reach customers and broaden your reach. Yet one of the “oldest” and most effective messaging channels should not be forgotten: email. Email is not dead! Far from it.
We’ve talked for years about how important email is to your overall digital marketing goals. Is it still a worthwhile marketing strategy? You bet it is:
- There are currently just over 4 billion daily email users and the number is expected to climb to 4.6 billion by 2025.
- Sixty-four percent of B2B content marketers say email engagement is one of the top four metrics they track to measure content performance.
- Over 75 percent of marketers say they have seen an increase in email engagement over the last 12 months.
As one piece of your digital marketing pie, email campaigns are well worth the time and investment. Here’s how to make sure those emails are designed to attract, engage, and convert your audience.
Tips on Creating Effective Emails
Aside from inspiring someone to open it and click an email’s link, the goal of an email campaign is to make it clear you understand the reader’s pain point and you have the solution they need. Here’s what well-written, effective emails all have in common.
Meaningful Subject Line
It should accurately describe the content and give the reader a concrete reason to open your message. People get a ton of email every day and many of them never get opened. That’s why in one way your subject line is more important than the email body.
- Keep it simple.
- Humor works but not if it might offend.
- Personalization via location-specific offers can increase open rates.
It’s a good idea to write multiple email subject lines and test their effectiveness.
Each link you place in an email is a separate call-to-action, but it’s important they don’t compete with each other for your reader’s attention. A driving force behind every campaign, email links should be relevant, highly visible, optimized for mobile, and offer readers a choice about what’s most interesting and relevant to them. Decide ahead of time exactly what you want a recipient to do when receiving your email.
Whether it’s a simple button or hyperlinked line of text, a CTA can radically transform how you market your business. Designed to grab a reader’s attention and encourage them to act, a CTA continues the interactions between your brand and your customers. Like subject lines, it’s a good idea to experiment with multiple CTAs to find those that make the right impression and inspire people to click.
Images vs. Text
While it’s generally a good idea to keep emails short and sweet, too much text has become more of an issue with the rise of mobile. Images can convey the same message and get the same results (clicks) as text can. Use relatable, clickable images that work across all devices to stand out and drive people to act. Placing one clickable image near the top of the email may result in a higher open rate. As always, experiment!
An email forwarding option prompts a reader to either send along something of interest to friends and family or post it to social media. Both text and images can be used for a forwarding link. This extends your reach and offers opportunities to gain new subscribers.
You’ve Got Email
Brands that use email—and do it well—often enjoy higher sales, generate new qualified leads, and boost customer retention rates. Emails offer a more personal and personalized way to reach people who can contribute to your organization’s growth and success.
Smith & Harroff Can Help
If you would like to learn more about how we can help you with your marketing and communication efforts, please set up a time for an exploratory call.