According to Campaign Monitor email campaigns are 6 times more likely to convert than a tweet. Also, email marketing is almost 40 times more effective in acquiring new clients than both Twitter and Facebook combined.
Also, nearly 81% of digital shoppers stated they were likely to make some additional purchases, either in-store or online, as a result of email marketing. These facts prove the effectiveness of promotional emails.
Writing marketing emails are important because they could lead to more conversion. 1000 marketing emails sent in a shabby way may damage a campaign so it’s safer to know how to write a marketing email.
Some promotional email campaigns are a lot better than others. But what makes for a winner? From analysis of winning email marketing campaigns, we’ve identified 17 marketing lessons from the best campaigns share that you can inject into your email marketing;
Don’t just jot down a pitch asking readers to sign up and receive a newsletter or purchase a product. Think about a variety of strategies that will pique their interest. Send them to your site for a fun scavenger hunt that will unlock a 50%off coupon to buy any product.
Clicks are great but engagement is far better. Consider the experience of Fossil Rim Wildlife Center. They created an email campaign that included telling readers to name a baby giraffe. The readers were excited and open rates for newsletter moved up from 35 to 40 percent while click-through rates were improved from 16 to 20 percent.
Who would you trust more: someone who knows you or a stranger you met on the Internet? The best email marketing campaign is tailored using data. Assuming your site sells gadgets. Leverage click data and logs to trace paths of people who visit often but do not buy.
Find out if there are certain things they are interested in? build a campaign around the themes and add a juicy incentive.
Tell a story
Stories are human and the best way to capture their attention is to evoke emotions, which may be relating to our core beliefs. In the same vein, email marketing can have a similar effect. See how some establishments send emails like a series, as though they were chapters gotten from a book. Every new pitch shows more about the company as well as its products while they promise a benefit after the series — reflecting the setup, climax and tension format of classic storytelling.
Good visuals are crucial for email marketing. The World Wildlife Fund tested this maxim in a winning campaign, where the organization’s newsletter was enhanced with the engaging photos of endangered Amur leopards. Readers were asked to make a donation — 33 percent did.
Email marketing campaigns that succeed in making readers smile will more likely get conversions. Brands have learned this the hard way. Sungard Availability Services got into the zombie craze in a bid to pitch its technology services, proposing that those people with the skills to regulate an Internet-based network may be survivors of a zombie apocalypse in future. Director-level readers replied with a 1.2% click-to-open rate, meaning the company had reached people with the authority and budget to buy its services.
A successful email marketing campaign is just like a powerful headline: grabs your interest and hooks you into looking for more. It will convert their interest into action because there’s something enticing about a pitch that is creative, personal, beautiful to look at, and which tells a relevant or fun story.
Don’t lose sight of your goal
Some marketing campaigns are under an imminent deadline, and they do not have the luxury of building long funnels to support donors. The goal of such email marketing campaigns is clear-and-simple.
They’re not so simple for purpose-driven small businesses and entrepreneurs. Often it may take months to develop trust with the community. However, such campaigns do not want to lose sight of their goal.
The true measure of an email marketing campaign, not click-through or open rates
Consider the Obama campaign, for example. The more emails they sent out, the more donations they received. By their campaign’s end, when fundraising reached a hysterical pace, the open rates were as low as 14%.
This kind of number would’ve sent a lot of small businesses into a nose-dive. So many creatives and small businesses measure the success of an email marketing campaign in terms of engagement. They’ll want to know how their open rates compare to the industry standards, or how they can get more responses and click-throughs.
Contrary to that, open rates and engagement indicators do not necessarily link to actual revenue.
What was used in the campaign? Every email they sent was a new opportunity to donate. The more opportunities they got to donate, the more contributions they would receive.
Send more mails
If you ask individuals how many emails is sufficient, most will say once in a week or less. But when you think of the people you most enjoy receiving emails from, you wouldn’t mind how many times they send promotions and messages. The ones that catch their eye, they open. The ones that fail to, they delete.
When you’re really a fan of a person’s work, email frequency alone will not turn you off.
Actually, you may even welcome receiving an extra email during the week from the businesses and individuals you value the most.
Think about the value of the people who unsubscribe
Think about whether it is worth designing the email marketing strategy around their preferences. This doesn’t mean that people will not unsubscribe . Most clients that have a higher email frequency often show a spike in unsubscribe rates.
It can be quite nerve-wracking, and you may be tempted return to your former schedule. Consider this first: Is it worth prioritizing people who unsubscribe?
As much as a brand wants to gather a following, they need to understand that the larger a platform grows, the more you’ll need to balance your altruistic goals with a reality that it actually costs you money to have people on your mailing list. When you’re just beginning, a $30 or $40 monthly list hosting fee is not a lot, but the number will grow to hundreds in a short time.
It’s a lot better to maintain a small mailing list filled with frenzied fans than a large list packed with lukewarm lurkers.
Don’t fret: try new things
The greatest lesson from various campaigns is to mix it up. After that, test everything. A lot of us may get an idea that subscribers anticipate and want emails to come in a certain way (full-form post and short snippets of the blog, for instance).
Maintaining loyalty is a difficult job
Winning a person over – whether it is a customer, subscriber, or an influential ally in the industry – is only the beginning. Coalitions can shift within the blink of one eye, which means the marketer must have to continuously work to maintain this loyalty from those that support them.
Remind your subscribers that you care by sending a token of appreciation: such as VIP invite, a special discount, or even a simple “thank you.”
It is really all about ensuring that they know you are paying attention to them and that they are important to your organization. Disregarded audiences become lost clients, and customer retention is a lot easier (and even less expensive) than acquiring a customer. So be sure you continually nurture the ones you’ve already won over – not only is it great leadership, it is great marketing.
The best defense is an incredible offense.
No matter your industry, chances are that your competitors are also working twice as hard as you to win over a group of the same customers. So you must really stand out. You must go big, bold and brave. Having a clear voice with a unique story to relate will help you be noticeable against those who would love to see your brand fail – because you have the initiative as well as the courage to do things a lot differently.
Flash is not permanent
Consider the example of the dragons in the series, Game of Thrones. Obviously, Dragons are impressive. Daenerys, the queen, has used them over and over again to inspire shock, awe, and captivate people.
However, as we’ve watched throughout the series, using the dragon card barely does so much. Instead of simply using the “wow” factor to push her way to the top, she had to supplement their firepower with her leadership and diplomatic skills to make some real progress.
In the same vein, you cannot depend on flash over substance during your marketing campaigns. Do not get confused, a stunning email design and an amazing GIFs (used sparingly). But you must also offer value, engaging experiences and great content to your subscribers to really rule the inbox. The dragons alone will not cut it.
Always be true to your promises.
Consider the plot of the series, Game of Thrones. It revolves around different promises: the pledge of Brienne of Tarth to protect Lady Catelyn’s daughters, Daenerys’s freeing of the slaves, along with Arya Stark’s mission to take vengeance for her family, and more. The takeaway for your marketers? If you go around making promises to the audience, you need to keep them.
Just like the Lannisters in the series who knew what they stood for – “A Lannister always settles their debts” – same should go for your brand. All touchpoints of the buyer’s journey can be shaped by promises you make and your ability to follow through, as well as delivering is vital to winning and sustaining customers’ trust. So make a marketing campaign where messaging is unswerving and clients know what they can expect.
Things can change quickly. One minute, you are at a great feast and the next moment, you’re dining on the streets. For email marketers, you might be securing your open rates and also converting like never before – and then, out of the blue, whatever you’re doing fails and stops working.
This is because the marketing atmosphere is always evolving, and people are fickle. To remain as a strong contender, you need to be well informed about the latest strategies while having insight into what your competitors are doing. Use that knowledge to get new ways to engage your customers.
Also, get new ideas on how to fix challenges from a different viewpoint. What works today may not necessarily work again tomorrow, so remain up to date on all trends, and be flexible
Don’t act like a big corporation, be yourself
Even big brands do not want to act like big brands when it comes to email marketing. They are now adapting to the digital world and being more relaxed with the corporate jargons. Why should you do it then?