By
Inge Van Eetveldt
Email marketing is recognised as the most effective marketing medium and is widely known and praised for the excellent results it is able to yield. However, marketers and brands sometimes forget that apart from being a super charged sales enhancer, email is also a very personal communication channel and should therefore first and foremost be approached as such. Trying to make your brand's emails more appealing and pleasant will often work better than a hard sales pitch where the focus is solely placed on converting leads into sales. Here are a few things that will help your brand make your emails more enjoyable to the all-important subscribers who receive them.
Keep design simple
Subscribers are often met with hundreds of emails for many hours at times on multiple screens, and this can become exhausting, especially if every email opened tries to be more colourful and attention grabbing than the next. Keeping the design simple and uncluttered can help you communicate your message without seeming overbearing - an overall more pleasant experience.
Welcome subscribers to your list
People like to feel welcome and appreciated. When subscribers opt in to your consumer email database, they are taking a risk and are often unsure about what happens next. A welcome email is seen as a friendly message that will put your new subscribers at ease while also giving them more clarity on what they can expect from the new relationship.
Friendly copy
Copywriting for email marketing is as a varied field as any other advertising copy and does rely on the creative, the product and the kind of campaign. However, for the most part it has been found that subscribers respond well to copy that is amicable, funny and 'human' rather than sales orientated.
Personalised content
The great thing about email marketing with the use of a profiled email database is that you have all kinds of information about your subscribers which can help you make your campaigns more successful. Show your subscribers that you know them by making an effort to personalise emails and by providing them with content that is tailored to each individual subscriber.
Great content
Content is king and that rule still holds true when it comes to email marketing. Instead of just marketing to your subscribers, engage, educate and entertain them with your excellent branded content.
Easy navigation
If your company's emails are more like mini-websites in themselves, it might me a good idea to add some navigation functionality to them. This helps subscribers to find what they need at a glance, which is really how long they will take to look at your email anyway. The rule here is to do whatever you can to make life easier for your subscribers.
Allow subscribers to contact you through other channels
Provide your subscribers with multiple options of making further contact with you. In the day of email, digital and ecommerce, it may seem a little antiquated to include something like a telephone number in your mailers, but sometimes it can help subscribers who are unsure to take the next step in the direction of conversion.
Email marketing is recognised as the most effective marketing medium and is widely known and praised for the excellent results it is able to yield. However, marketers and brands sometimes forget that apart from being a super charged sales enhancer, email is also a very personal communication channel and should therefore first and foremost be approached as such. Trying to make your brand's emails more appealing and pleasant will often work better than a hard sales pitch where the focus is solely placed on converting leads into sales. Here are a few things that will help your brand make your emails more enjoyable to the all-important subscribers who receive them.
Keep design simple
Subscribers are often met with hundreds of emails for many hours at times on multiple screens, and this can become exhausting, especially if every email opened tries to be more colourful and attention grabbing than the next. Keeping the design simple and uncluttered can help you communicate your message without seeming overbearing - an overall more pleasant experience.
Welcome subscribers to your list
People like to feel welcome and appreciated. When subscribers opt in to your consumer email database, they are taking a risk and are often unsure about what happens next. A welcome email is seen as a friendly message that will put your new subscribers at ease while also giving them more clarity on what they can expect from the new relationship.
Friendly copy
Copywriting for email marketing is as a varied field as any other advertising copy and does rely on the creative, the product and the kind of campaign. However, for the most part it has been found that subscribers respond well to copy that is amicable, funny and 'human' rather than sales orientated.
Personalised content
The great thing about email marketing with the use of a profiled email database is that you have all kinds of information about your subscribers which can help you make your campaigns more successful. Show your subscribers that you know them by making an effort to personalise emails and by providing them with content that is tailored to each individual subscriber.
Great content
Content is king and that rule still holds true when it comes to email marketing. Instead of just marketing to your subscribers, engage, educate and entertain them with your excellent branded content.
Easy navigation
If your company's emails are more like mini-websites in themselves, it might me a good idea to add some navigation functionality to them. This helps subscribers to find what they need at a glance, which is really how long they will take to look at your email anyway. The rule here is to do whatever you can to make life easier for your subscribers.
Allow subscribers to contact you through other channels
Provide your subscribers with multiple options of making further contact with you. In the day of email, digital and ecommerce, it may seem a little antiquated to include something like a telephone number in your mailers, but sometimes it can help subscribers who are unsure to take the next step in the direction of conversion.
About Digital Fire
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