- New customers: you may be emailing potential customers in the hope of acquiring new business
- Increase site traffic: you may want to increase traffic to your website after launching a new design or new product
- Retention: sending special offers and loyalty programmes to current clients can help keep them on board
- Launch a new product: emailing your current customers with details of a new product is a great way to promote loyalty.
With all the buzz around Tweets, likes, and status updates email is often neglected. But it shouldn’t be! Email is one of the most powerful and personal ways to connect with your customers. In fact, because of the noise the of social media, one could argue that the inbox has become our virtual temple, our place of solitude amongst the chaos.
However, email marketing is notoriously difficult to get right.
On any given day, most of our email inboxes are flooded with a barrage of automated email newsletters that do little else besides giving us another task to do on our commutes to work — namely, marking them all as unread without reading, or unsubscribing altogether.
But every now and then, we get a newsletter that’s so good, not only do we read it, but we click it, share it, and recommend it to our friends.
Exceptional email marketing campaigns need to be cleverly written to attract attention in busy inboxes. Marketing emails also need to be personalised, filled with interesting graphics, and designed for desktop and mobile devices. And above all, emails must contain a meaningful call-to-action. After all, if brands are taking up subscribers’ time — and inbox space — with another email, every message must have a point to it.
People are inundated with interruption, pitches, and advertisements everywhere they look, and though you might think yours is special, there’s a high probability that to the reader, it looks the same as the rest. This is why it’s important to remember where you are, and use your good manners as a result.
Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so. It’s the same with email marketing.