When you run an email campaign, the target clients only have a few seconds to decide whether they will hit and follow back. That is the magical moment. Despite the monumental potential that email-marketing holds for brands, it is surprising to see how poorly most of them are done. In this post, we look and answer the question; how can you make the brand email marketing better? Here are the top strategies that will help your email campaigns drive higher conversions
Understand Your Target Audience
Like other digital marketing campaigns, the first step in your email campaigns is to understand the target audience. You cannot simply start bombarding anybody with marketing emails. Recently, I received an email promoting female products. If the marketer had done some research on the target clients, the email could have been directed to the right audience.
You should consider using appropriate email list segmentation to identify the right target audience and send the right messages. Besides, you should consider marketing platforms such as Marketo to hit only the right audience.
Keep The Messages Short and Precise
At the beginning of email marketing campaigns, most emails were very long. Some would even extend to several columns or pages. However, people are no longer interested in reading tons of content to get the message you want to put through. Instead, you should ensure that the emails are simple and precise. Once you hit an interested client, he/she will follow back to the main website or landing page.
Another reason to keep the emails short is that most of them will be accessed via the mobile. Often, decision makers are extremely busy people who will read their messages when on the vehicle or in the middle of a session. You must grab their attention with the few seconds they glance at the email.
Keep The Fluff Away
You must have received messages that start with something such as I am sorry because of bothering you …, Good day to you, or even I know you are busy … These fluffs are really awkward and will waste a great deal of the email real estate. Instead of using these fluff, hit the target with a catchy headline that will make him want to read through and follow with your main website. For example, an email subject can be something like 50% discount on our annual sale. Then, using a statement of two, explain the new discounts to the audience.
Make All The Messages Personal
If you start a message with the term Dear sir/madam, it sounds generic. Many people have gotten accustomed to them and will rarely read any further. To make it candid and personal, start with the target client’s name. For example, use Hello Patrick, Hi Jane or others in the subject line. This demonstrates to the user that you care and drive unique connection.
Make Sure to Include a Call-To-Action
One mistake that marketers make when creating email campaigns is failing to include a call-to-action. By failing to ask the audience to take action, they are left stranded without knowing what to do. It is important to have one call-to-action in the email linking back to the homepage. For example, call the target audience to download, buy, subscribe, or claim your discount.
