Every type of marketing is a good practice if it results in increased sales and better customer experience. Very often you will hear that email marketing is “so last season” or younger marketers are naming it “boomer marketing”. But, the fact is it’s still good for some advertising purposes. Lately, we adapted to Instagram IGTV videos, stories, wise tweets, short videos, Facebook content, and we are forgetting the most powerful tool of all the time, the old but still good email.
Just think about it. How many times during the day do you check your email? We are sure that almost all of us still send and receive emails. You are using the address to gain access to your social profiles, to register to online shops, to confirm you are using your banking card and so on. Commercial social media offer a lot of marketing tools that reach a bigger group of targeted people. It can be a real challenge to develop an email strategy in 2020, in a time when people prefer social media. But, it’s not impossible, if you follow the most recent trends and tips on how to do that. Also, some marketing agencies and online services like eSputnik can create an exceptional strategy for your commercial messages, following the mailing trends of 2020.
Here are some of them:
Target your audience properly
We all received some commercial email in our inbox that is obviously not for us. There are a lot of women who received discount vouchers for erectile dysfunction treatments, and also men who are getting breast augmentation offers. The sender didn’t recognize the proper demographics and decided to randomly send the emails, without separating male from female accounts and not following the target’s age and interests.
When you create an email campaign you must know who you are reaching. When you have a mailing list, you need to optimize it following the campaign’s details and criteria. It’s always possible to send the message to someone who is not interested or doesn’t need your service, but if you lower that number, you will get better results and increased sales. When people receive relevant messages in their inbox, they will wait for the next one and wouldn’t unsubscribe. So, do that segmentation and choose only the relevant contacts to send your email to.
Write an exceptional content
If you have a good format and excellent content, the recipient wouldn’t delete the message immediately. Be sure to do everything to catch their interest. Write attractive and relevant subjects. Edit the message and proofread it. Use direct speech so they can get a feeling that you are talking right to them, offering exactly what they need.
Many people will immediately move the email to the trash folder without reading it because the subject sounds too generic and robotic. You need to customize the content to be suitable for the product or service you are offering. Choose an attractive subject, so you can grab the audience’s attention. Use images, researches, infographics, and appealing text formatting, so it’s easy to read on a computer, tablet, or smartphone.
Everything you need is to make them subscribe to your newsletters and visit your website for more information. You can’t do that with passive voice and boring content. You must come to creative ways to be attractive and better than your competition. The whole email should be consistent and appealing. If you can’t do it by yourself, you can always hire some marketing agency to help you with that. You will learn a lot of tricks and you will be able to create your next campaign alone. Humor and jokes are acceptable if they are suitable for the service. If it’s possible, you should avoid click-baits, because most of the people today are aware of their purpose and may delete the message without reading it.
Clear and effective call-to-action
Even the people who have a little knowledge and understanding in the marketing already know about the magical thing named CTA, which is short for Call To Action. Almost every promotional social media post ends with a call-to-action, which makes the people react properly to the content. The most common call-to-actions are, for example, “see more”, “visit this site to learn more”, “subscribe for a discount” and so on. The phrase needs to be simple and make the people do what you are asking for. Don’t skip this step, no matter how useless it may look to you. You can even include a soft button in your email, that contains the link people need to visit. According to some researches, you will have more visits to your next campaign, if you know how to use the CTAs properly.
Don’t send too many messages
It’s normal to have a wish to send more and more emails, especially if the previous campaign ended with great sales results. But, you don’t want to risk being marked as spam. Don’t let the initial enthusiasm and success make you blind about this. Do you want to receive promotional emails every day from the same sender? Of course not. The same goes for the possible clients you try to attract. Most of the people who subscribed to your newsletters want to be updated regularly on what’s new, but not every day or every hour. You need to determine the frequency following the brand’s features. For example, you can announce monthly discounts, send loyalty offers every three or six months, tell them what is new, but try to pack it in a great and catchy text. You don’t want to be the boring spammer, just the opposite, you must be the company that knows what their clients want.
As you can see from this article, the well-known practices are still “trendy” every year. These are the basic points you must respect if you want to create a great email marketing strategy. You don’t need to invent anything new, because you already have all the tools you need. You only need to stay relevant, use beautiful formatting, and never ever spam your potential clients.