As a company that specializes in digital marketing and custom web design in Tampa, we can say with 100% certainty, email marketing works. According to a study conducted by the Direct Marketing Association, email was shown to have the highest success rate over any other outbound strategy, with 66% of consumers stating they have made a purchase after receiving a marketing email.
To create a successful campaign, implement our recommended three C’s of email marketing.
Compelling Content
The essence of email marketing is creating a connection with your target audience. This relationship is built and strengthened by the quality of the content you provide. Once an email is opened, you have mere seconds to grab the attention of the recipient, so from the headline to the conclusion, make it compelling.
Before publishing an email, ask yourself the following questions.
1. Is this content relevant to my audience?
2. Is my message clear and concise?
3. Does my content provide value?
4. Is my industry knowledge being expressed?
5. Does my content go beyond the surface of the topic?
If you can answer yes to all of these questions, you are on the right track. Also, make sure you are taking the time to properly edit your work. Grammatical errors and the use of incorrect or false information can be detrimental to your credibility.
Customize Formatting
Once the message is perfected, the next step to designing an effective email is to ensure that the email is properly formatted. If the layout of your email is not stylized, the content may seem overwhelming and difficult to read. The use of headings and subheadings can help bring attention to important points, and also make large quantities of information easier for readers to digest. If a certain point in your message relates to a service your company provides, a previously published article, or an industry study, provide links to extend reader engagement. Finally, keep in mind that some readers may use a mobile device to access their email, so font sizes, style, and color should be legible across all devices.
Calls to Action
No message is complete without a call to action. It is important to provide interesting information that does not explicitly try to sell your product or service, but that doesn’t mean you shouldn’t have an objective. If there is not a definitive action to take, the user experience ends at the email. Whether you want the reader to schedule a call or visit your website, at the close of every written communication, provide a clear call to action. The call to action should epitomize the objective of the email and guide readers to the next step.
Summary
A successful email marketing campaign can be achieved through a well thought out strategy. Take the time to write compelling content that connects with and engages your audience. Then, design your layout in a way that is not only visually appealing, but compatible across different devices. Finally, always keep the end goal in mind, and close every email with a clear call to action.
