Email marketing might seem like a dead avenue on the surface, but it makes up for most of any marketing strategy. So how does a brand make awesome emails that add value to the user?
Janine Brandt, Manager email ops, Seaworld Parks, and Brittney Kleinfelter Partner, Performance Marketing expert, share their insights about email marketing as part of an interaction with MoEngage.
Think Beyond the Siloed Approach
The best way to approach email marketing is never to look at it independently of the other limbs. The emails should be an extension of your brand and not work in a silo. A brand must consider how they can maximize the user experience with these mails.
Furthermore, it’s usable as an initial driver or engagement tool. Later in this conversation, we can understand how exactly this is possible.
The big question is, however, to improve your email approach? This is not merely a hunch, but there is data to prove its efficiency. Over 61% of customers want information via mails. Additionally, 58% of a user base claim that marketing emails influence their purchasing decisions. They also do not always account for spam. 49% of users say they want to receive promotional emails every week.
Diving into the crux of email marketing. Here are some tangible channels of growth for a brand to focus on:
As mentioned easier, email newsletters or promotions cannot function alone. An omnichannel approach is imperative for better results, engagement, and retention.
This invoices a multi-channel sales approach. One where you hit the end-user at various thought points. This also allows them to decide what information they want and how they receive it.
When we say omnichannel, it does not mean the presence of multiple channels — it must be a seamless and interconnected network. Let’s consider the example of a reservations reminder email from WatDisneyWorld, the theme park– which is an industry-standard mailing strategy.
The email blast does not end with a confirmation/reminder; they are further used to direct the user into the application and inform them about the experience at WatDisneyWorld. In addition, it allows them to browse options for dining, fast passes, and much more.
Understand Customer Behavior
The best way to make the most from mailing lists is by accurately understanding what the user is looking for and delivering that product. This is manageable on mainly two fronts:
The ads and email should be tailed based on the user signals and their online behavior, characters, and much more. One cannot merely send the same templated emails to the whole list.
For example, you can add a 10% coupon to those who abandoned a cart or dropped out on the landing pages. One can also send engagement emails to those who do not open the emails anymore.
Not all users want to be reached over the mail all the time, and thus segmentation is very critical. Understand how to reach based on how they like to contact, opening rate, and click-through preferences.
Another important segmentation is the difference between a promotional audience and a content following. This further allows you to mail content based on their behavior. Determine what are they doing on the website, how can you drive them back to the conversions, etc
“When the customer comes first, the customer lasts,” said Janine Brandt.
It’s tried and tested knowledge that emails can achieve a 14% higher click rate with personalization. Additionally, you can make six times higher business turnover with the right emails.
Everything we discussed up to this point boiled down to personalization. For this, you must first capture real-time behavior and trends of the use. Merely adding their name is not personalization.
Learn as much as possible about the user; here are some effective tactics:
- Email list segmentation as mentioned earlier.
- Individualized email messaging based on the group. Speak the same tone and voice as the target audience.
- Capitalize on behavior-triggering emails.
- Responsive design for both phone and desktop users.
- Adding further details like social media links and buttons, directing them to landing pages and applications.
Mobile Affecting User Journey and Email-Marketing
Anyone who followers the many algorithm changes on Google will know that their updates are also putting mobile-first. The whole is moving to a place where your phone-screen designs and usability start any creative process.
Here are a few parameters to going mobile-first.
1. Define your Goals
What is the end goal of sending out these emails? Each mailing blast has to have a uniform call-to-action and ideally just one focus. It should become easy for the customer to reach your website, cart, landing page, applications, and whatnot.
2. Follow Find Brands You Love
If you find yourself lost in a sea of information, then start by creating a list of emails you like and understand what you like in them. Try to make this list as detailed as possible and determine if these factors add value to your emails.
Notice for factors like the ad copy? Is it a short copy? Are the calls to action better, easy to find?
3. Testing Constantly
We live in a world where technologies are changing each day. This creates a need to go back and test your mailing lists over and over. You also cannot copy the formats and ideas from another brand since they will change from organization to organization,
4. Test for compliance
One of the most important parts of keeping a consistent mailing list is to test for compliance, bugs, and glitches. No one lies an email with broken images, incorrect font and sizes, and much more.
Avoid major promotional information on images; only use them as a tool for aesthetics. In addition, pay attention to factors like alternate text and mobile-phone formatting.
Furthermore, mail design is not the same as web design. For example, a background image does not work on emails. Also, the fonts you use on your website might not be email-safe. Use different fonts even if they ARE NOT your brand font, color.
Additional Tips To Building Better Emails
- Keeping to the brand. Use the same colors, design aesthetic as your brand on other channels.
- Make it fun, encourage people to open the emails. But, please don’t make it a mere sales outlet.
- Keep it personal, and add offers when possible.
- Design your mails based on a fixed number of blocks. It makes it easier for people to understand your brand and easier to add and remove content.
- Think of dark mode (call to actions button colors, BG colors, etc.)