Jimmy Kim’s three E’s got us thinking about the A to Z of the whole wide world of email marketing. 💡💡💡
Email marketing can be a hard nut to crack, but when you play by the rules, it’s easy to bend them in your favour and witness the wonders it can do for your CRO strategy.
With the A to Z of email-marketing, you can put together a successful recipe without breaking a sweat. So, let’s dive in.
The first and the foremost aspect of any email marketing strategy is to identify the right audience. who are you trying to reach? What are their interests, pain points, needs, and preferences? Only after you have a clear understanding of your target audience, you can tailor your content to their liking.
Your branding is not only limited to your social media channels. Your branding is the identity you wear wherever you go and however you choose to talk. Ensure that your emails are in sync with your brand’s color scheme, fonts, and tone of voice. This will also help your audience remember and recognize your brand.
Content is King! Whether you are publishing a feature carousel, sponsored ad, or pushing out an emailer, content is all that it boils down to. Everything you say must be interesting, informative, and relevant to your audience. It should make them want to read more without making them lose interest.
Design is crucial when it comes to email marketing. Unless it is visually appealing, it won’t intrigue your audience enough to read till the end and and open the link. Images, graphics, white space - everything matters.
Encourage your audience and thereby, engage them. Ask questions, invite them to leave comments, run a poll, or gamify using all your tricks and methods. This will not only engage them but also give you a better understanding of their likings and preferences.
Often understated, frequency is quite an important factor in email marketing. Send too many emails and you’ll end up in the dreaded spam folder. Send too few and your audience won’t care enough to remember you. What might work for one brand might not work for you, so find a sweet spot that works for both you and your audience.
Now an emailer isn’t just catchy lines and eye-grabbing visuals, right? Your email should have a clear goal, else you will just be another brick in the wall for your audience. Whether it’s making a purchase, signing up for your monthly newsletter, or visiting your website for the latest webinar, make sure your goal is clear and actionable.
Your headlines are what your audience will read first. Make sure that they are attention-grabbing, yet meaningful and relevant enough for them to actually go and read the entire email.
One can have a lot of fun with images. It’s the age of information and standing out with the right visuals that deliver just the right information is key. Use clean graphics, memes, pop cultural references, typographical elements, or whatever it takes to make them as appealing as it can get.
While you are going through all the musts for an email, it’s important to know the few mustn’t factors that exist too. Jargon is a big no no. There is enough that your audience is already surrounded with. You are sending an email that makes it easy for them, not add to their confusion with complicated and technical terms.
😇 Keep It Simple
It really doesn’t get simpler than this. Your emails have got to be simple, crisp, and clear. Skip the unnecessary and say only what you need - that’s the only rule to say it right.
Your email database must stay updated and relevant to the latest metrics. Build and maintain a high-quality email list with engaged subscribers to be able to strategise better.
We'll be sharing part 2 soon, stay tuned!
Until then, may the sales be with you!