Businesses at various touchpoints communicate with the customers to inform them of various offerings and excite them for making purchases. As described by the marketing experts, customer engagement is required for a truly successful marketing campaign. What would be the point of investing a handsome amount of time and money for a marketing campaign if the customer or the target audience is indifferent or unconcerned? The user engagement factor is especially significant in digital marketing because if the campaign is compelling enough, it can instantly convert for the seller. Email marketing, for example, should be able to engage enough to make the receiver read the mails and do not close them immediately.
Email marketing is essentially a way to build upon an existing customer base and ensure customer retention. But it is easier said and not done, considering the number of emails an individual receives from various brands. So it isn’t easy to stand out in emails, and that is precisely the topic of today’s blog – How to unleash the full potential of your email marketing campaign.
In the digital age, so many things are contesting constant attention, and as a result, the attention span of the average is significantly less. This provides the marketer a small window of time to engage the customer. So, be precise, direct, and brief in your emails that you are sending to the customer, or the customer might think it to be too laborious to read. The latter can switch to another email finding your mail boring and irrelevant. The idea is to make the experience easy, engaging, and fast. Using bombastic language or lengthy descriptions of any kind should be strictly avoided. Keep in mind that the email is to create excitement and if the email is successful. The customer will indeed click through and visit your website.
As stated above, one does not have much room to play with in terms of words. However, the marketer needs to get creative in the aesthetics of the email. If one succeeds in making the email visually appealing, half the battle is won as the customer would likely be more interested in reading the contents of the same email. We would advise all email marketers reading this blog to use an email editor. An email editor is an application that helps one create a beautiful and responsive email template as per one's requirement. Try and explore various email editors to find the one that suits you the most. One can also take help from HTML email templates, which can provide some inspiring ideas that can be customized and curated as per the digital marketer’s requirement.
If someone is willing to subscribe to your newsletter, it indicates that the individual is interested in what you are offering. However, the greatness lies in maintaining that interest level of the person. A usual consumer who subscribes to any newsletter will indeed read the first few mails the marketer sends with great interest, but that usually declines if monotony creeps in. This why marketers must get creative. They can try to bring out something fresh every week or develop blogs that would be useful for the customer. Another great tactic can be to create a video, i.e., audio-visual content, as it is regarded as one of the mediums which are most engaging, and a lot can be said with a lot less time. It usually takes weeks or months to read a novel but only a few hours to see a movie based on that novel. The movie is also preferred by most. Why not incorporate this insight into your email marketing campaign?
It is often said that we never judge a book by its cover, but we usually judge a mail by its subject line. You may have authored lines that can melt one’s heart. You might have made the email so stunning visually that even Picasso may feel embarrassed. But for your creative genius to impress the customer, he or she has to open the email first. Thus, the subject line becomes the most crucial element of the email marketing campaign. The subject line should generate enough interest in the reader that the latter hurriedly opens the mail to know further. The receiver must be instigated to know what lies inside the email. So, get creative, give it some time and ace the subject line.
Hopefully, by following the above tips or guidelines, you will be able to curate an email marketing campaign that is engaging and exciting for you, your business, or your clients or customers.