With numerous mediums available to deliver your digital marketing messages, how effective is the traditional emailer?
Emailers have always played an important and relevant role in digital marketing. When sent out using a campaign based distribution software such as Mail Chimp and integrating with google analytics, results can be acted upon for future schedules. The obvious benefit is that your subscribers who have chosen to receive your mail, are being delivered targeted content at the optimum time for them to act. But with so many junk emails getting through filters, do we automatically delete most emails we don't recognise without even bothering to browse the content?
The problem with engaging with today's audience is that we are constantly bombarded with advertising campaigns and brand communications. Not only that, but on the whole we all work longer days and have less time to spend on non-essential browsing. Therefore, delivering key content scheduled to arrive at the right time of day gives you the best chance of engaging with your audience.
Here are our tips for a successful campaign:
Email marketing has certainly got harder and more competitive. You're fighting an upward struggle against competitors to make yourself stand out. Make sure your design is simple, bold and eye-catching. Having something to say doesn't mean you necessarily need to shout it at the top of your lungs, but make sure you don't blend in amongst an inbox of clutter.
Content is Key
With your potential customer receiving tens, if not hundreds of junk emails a day, you need to make sure your content is engaging enough to capture their attention. Spend time thinking about your campaign headline and write the opening paragraph to encourage your audience to give the rest of the email their time.
Keep it short
We often get given content for emailers that spans hundreds of lines. Rarely do your target audience have the time to sit and dedicate time to reading it, even if it's something they are interested in. Therefore, try and condense what you have to say and use links to refer to a blog or news post on your website if you want to expand further. That way people have the choice if they want to read more information or not. Also don't miss the opportunity to set up tracking within your email campaign to measure how much traffic is driven to your new page as a result. Google Tag Manager can work nicely in this instance.
Responsive, fluid... what does all this mean?
In short, responsive means the emailer will automatically detect the size of the screen of the device someone is viewing it on and resize the content accordingly (this means styling for different devices as you do for websites). However with emailers designed to be read on a mobile device, we use a fluid design which means the content shrinks and expands freely depending on which device you use (meaning all devices are covered). This ensures you can make your emailer easy to read and you don't need to pinch the screen in order to view tiny text. Anything that makes your content easier for a user to access is a bonus in this highly competitive market.
Schedule the right timing
Sending your emails out at 5pm on a Friday afternoon is unlikely to have the same success as sending midweek at lunchtime when your audience are likely to have a bit more free time. Similarly, try to avoid first thing on Monday morning when there will be a stack of emails from the weekend.
Analyse campaign data
At the end of an email campaign, make sure you take the time to look at your data and as a result, apply changes to future campaigns. You may find you start seeing trends emerging and you'll get an idea of which content your audience found engaging and produced a higher click through rate.