With all the new and trendy ways to communicate (text messaging, Snapchat, Facebook, Instagram, etc.), you may wonder whether email is still an effective marketing method.
Did you know that email is almost 50 years old? It’s true! The first email was sent almost 50 years ago. However, it would be wrong to assume that old = bad. Sure, email may not be the coolest or most trendy way to ask your friends a quick question or tell them about the party you’re having. But when it comes to reaching consumers, email can still be an effective and efficient tool.
WHAT MAKES EMAIL MARKETING EFFECTIVE?
In the age of smart phones, most people have access to their email accounts where ever they go. Many people even see a notification on their home screen whenever they get a new email. Businesses should take advantage of the fact that consumers can be reached virtually anywhere at any time, to contact them often. Consumers are more likely to visit a store while out and about for example, if they have recently received an email alerting them to a sale or special offer at the store. Likewise, since they are always “connected” they can make an online purchase immediately when they receive an email offer—no need to wait till they get home!
AN APPEALING SUBJECT LINE
If you’re like most people you have an inbox full of promotional emails you’ve never opened. Most people receive dozens of emails every day from business trying to make a sale. So how is your email going to beat out the competition to be the one that is actually opened? An attention-getting subject line can be the key to getting a consumer to open your email, and get one step closer to buying your product or service.
Some examples of appealing subject lines:
- Save the date! Exciting event!
- You don’t want to miss THIS!
- Coupon code inside!
- DON’T MISS OUT!
- FLASH SALE!
Anything that directly appeals to what your customer values most, makes for a good subject line. Specifically mention the event, promotion or sale you’re offering. A good subject line is like a preview of what information the email holds inside.
AESTHETICS AND APPEARANCE
Congratulations! You successfully reached a customer and convinced them to open your email. Now what? To get the conversion you’re after your email has to hold their attention. Graphics, fonts, and aesthetically pleasing colors all play an important role. Presenting your information in a visually appealing way can prompt the consumer to check out your website or event if they like what they see. Just think: would you be likely to visit a business’s website or go to their event if their email promotion was paragraphs of black text, all the same font and size, and had no pictures? Probably not. A graphic designer can be a valuable investment for your company’s marketing strategy—especially when it comes to email marketing!
Email marketing is still relevant. Just because email is old (compared to Snapchat!) doesn’t mean it can’t be successful. In fact, because it’s been around so long it has had time to evolve into an amazingly versatile tool. When used skillfully email marketing is an effective way to reach consumers and turn them into customers.