There’s been quite the debate in marketing circles surrounding email marketing.
Is email dead?
Is email more valuable than ever?
Should email be part of my marketing strategy?
In my opinion, email marketing is still very much alive and is extremely valuable if done well.
How do you do email well? Here are a few tips to tip the scales of effectiveness of your email marketing campaigns.
Entertain and delight your audience.
We’ve all received (countless) emails that are nothing more than a lengthy inbox sales pitch. They end up in my spam or go directly to my trash folder for the most part. The emails that catch and keep my attention are those that entertain me, provide value to my life or delight me with creativity or humor. You have split seconds to capture an email viewers attention before you end up in the dreaded digital trash can. Consider your audience and make them laugh, make them think, make them read. Capture their attention and bring your brand to life through captivating visuals and killer copy.
Send fewer emails.
Yes, you read that correctly. Sending fewer automated emails based on your audience’s engagement timeline will reduce email fatigue and keep users from unsubscribing. Having a regular email cadence is fine, but make sure the content you’re sending out is valuable.
If a user hasn’t engaged with your emails in a while, send them a re-engagement campaign with an exclusive promo code or a free gift. If they still don’t engage, consider scrubbing them off your list. In the long run, you’ll have a healthier list and better engagement rates, but letting people go who aren’t interested in what you’re sending.
Design emails that are beautiful on mobile.
Over 50% of email opens in the US are on a mobile device. Mobile device read email requires a design that allows for content stacking, larger fonts, crisper graphics and fast loading images. Make sure to thoroughly test your emails on mobile devices. Make sure buttons are large enough, text is legible and that any content stacking makes sense visually. User’s attention spans on mobile are even shorter than that of desktop users, so ensuring your email delights your audience visually is critically important.
