As per a study by McKinsey & Co., email marketing is 40 times more successful than most social media channels like Facebook and Twitter combined. Even Direct Marketing Association’s (DMA) 2015 Response Rate Report states that email marketing is 83% respondents’ first preference over popular marketing channels like, mobile, online display, paid search, telephone, and direct mail.
The stats clearly show how important email marketing is as a channel for B2B and B2C communication. Email marketing has emerged as a powerful art which, if mastered, can drive traffic, sales and profits for eCommerce stores. Apart from the monetary benefits, email marketing can also be a useful tool in directing meaningful engagement with your customers or clients. Far from spamming or ending up in the recipient’s junk folder, the thought behind email marketing is to be responsible in approach and informative in nature.
Let’s see how we can make email marketing more effective:
Since correspondence with customers occurs via two kinds of emails, transactional (which follow completion of orders, subscription, etc.) and non-transactional (promotional or newsworthy announcements about your business), it is important to optimize these key email marketing channels to get higher open rates, more CTR (clickthrough rate) and eventually more subscribers.
Let’s look at some important design and content guidelines and compare how these two categories of business emails can be managed, organized and maximized to get the desired results.
First up are auto-responders, which fall under transactional emails.
Although, everyone knows the concept of an auto-generated response, but yet receiving one can be obnoxious if not done with some thought. Because auto-responders are meant to be prompt and auto-generated , they are not always successful in conveying to the customer the true and core values of a company. The customer must feel acknowledged not by a software but by a human on the other side. This can be done by customizing automated messages to deliver more than the mundane order information or any other run-of-the-mill shopping news. We suggest the following practices.
Moving toward newsletters, a non-transactional email marketing strategic tool, that enables a broad-spectrum interaction. When newsletters are regularly sent, companies can add value to their ventures vis-a-vis a substantial and connecting medium. The strategy applied here involves premium quality content and a cutting-edge design. Most importantly, they should be distinctly different from the way you approach your auto-responders when personalizing them.
Before delving into the finer nuances of launching a successful newsletter, let’s take a look at the basic details pertaining to newsletters that often get blurred between the lines, sometimes.
1. The content should be clearly and concisely worded, devoid of any jargon.
2. Use active voice with an action-oriented undertone.
3. Consider the subject line as the main entry point that encourages the subscriber to actually click and open the newsletter mail. Craft an enticing one that stands out and gets noticed, reducing the chances of subscribers ignoring it.
4. Give the newsletter an intriguing headline.
5. Include a call-to-action to enable two-way interaction. The call-to-action should be such that it fulfills your primary goal of sending out a newsletter and be relevant to the subscriber who has opted to receive one.
6. Give links to your various social media platforms. Also, hyperlinking the most crucial points, helps increase the clickthrough rate. Make sure that the links open in a new browser window to avoid even the slightest inconvenience of going back to the original mail.
Content & Design Guidelines for Newsletters:
Note 1: Since, regular customer or transactional emails are sent either in response or to inform about a recent development, design has a very minimal role to play. It is the message being delivered that is paramount.
Note 2: Regular customer emails, that also comprise auto-responders, leave very less scope for personalization. Humanizing regular emails is a limiting process as concision is the key. The maximum you can do to enhance customer experience is refer to the customer by their name and add that much-needed personal touch using an appropriate tone.
Note 3: The very basis of regular customer emails is to give required and to-the-point information loud and clear. Try to make the subject line informative and enticing. Moreover, while receiving such emails which are other than newsletters, a customer’s first instinct is to know what the message says more than anything else.
With streamlined email marketing efforts you can reap huge benefits and a positive ROI if given the right direction and undertaken with the right efforts. The above mentioned guidelines are to further polish and fine tune your email marketing undertakings to ensure maximum success rate and to gain a stronghold. Also, lets not be lackadaisical about basics such as spellings, typographical and, grammatical errors. These frivolities, if not paid attention to, can reduce all your efforts of having a kickass campaign to dust.
What all things do you keep in mind while formulating a newsletter or a auto-responder? Let us know in the comments section below.
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