EMAIL MARKETING: THE MOST UNDERESTIMATED YET POWERFUL TOOL

In the world of the business and the corporate world, email has become the convenient mode of communication between the brand owner and customer. The task of sending the series of the email according to the segmented audience varies greatly, depending on the product/ service they are offering to the customer.

The email marketing campaigns are going strong and so does the people behind them are always struggling with the innovative ideas. Scrolling through the different web pages about how to have the positive email conversions, email marketers are themselves now confused about what to do and how to make the recipient to open their brand/ business email.

Many of the email marketers are following the set of rules laid by the top marketer team from the qualified brand/ business. It must have worked for them but not necessarily can work for everyone. There is nothing to be sad or worry about. We have shared some of the Do’s and Dont’s which can be helpful to you for your email marketing campaign.

DO NOT BE MYSTIFIED ABOUT THE ALREADY LAID RULES

Often times, as an email marketer, you must have read or heard about that the TUESDAY is the best day to send the email to the positive open & conversion rate. For some, yes, and other time, NO. It is not necessary that if for the business A the Tuesday happens to be the best day to send the email and receiving the positive outcome, it will work for you as well.

Every business is different, therefore following any set of rules or the myths will not give you the boost to your email marketing campaigns. The reason why TUESDAY was chose the best day for the email is,

l People are not yet over the weekend hangover, therefore Monday is not suitable for the positive open conversion rate.

l Wednesday and Thursday, the people are struggling to be in the mood of the work, therefore the idea to shoot the marketing email on these days is risky.

l Friday again the working people are gearing up for the weekend.

l Weekends are when the people log in or check their emails, hardly.

So the day left for the week is TUESDAY.

It is not the full proof theory, but yes, for some brands and the business the Tuesday has worked for their email marketing campaign on the positive note. There are some stats which says that the Tuesday is the worst day to send the emails and believes that the weekends are the best time to shoot the number of email series to the customer.  

WHAT TO DO?

Which day will work for you is all dependent on the size of your email list, your target audience and also what you have for the customer to offer. As the brand owner, you can lead and instruct the email marketing team to run the email test campaign and then come to the conclusion which day is best for your business for the engagement with the customers.

MAINTAIN THE TONE OF YOUR CONTENT

As the email marketer, you are bound to go for the perfection in the email templates. Design, template size, logo, colors, content, fonts, and CTA. When you focus too much on these aspects of the email marketing campaign, the one thing you lose the focus on is the tone and the interpretation of your message with the customer.

WHAT TO DO?

You can run the test email with the plain email template. Do not be surprised! According to the Unbounce fact, plain email templates i.e. No logos and the colors has 35% better performance. When there are no logos and the colors in the email template, all you can then focus on the engaging content of the email. If you think it is relevant to shoot the long tail emails to the customer for the better interpretation of your message to them, you should not shy away from testing such emails as well.

ENSURE THE ACCURATE DATA

The analyzation of the data of your email marketing campaign is necessary for the engaging open and click-through rates. Many of the top-notch companies ensure the proper usage of the data which includes the customer’s behavior and also the factors which they ignore or encourage them to open the email.

WHAT TO DO?

The analysis of the data for your email marketing can help you to study the insights and also it will let you segment the target audience related to your business. According to the MailChimp data, the segmented email campaigns had the 14.41% open rate compare to the non-segmented email campaigns. Also, the click rate for the segmented email campaign increased by 63.75%. The personalized email templates as well are successful with the 26% more open rate on an average.

MOBILE FRIENDLY

There is increasing number of the Smartphone users in the world, optimizing almost everything on it. While the brands are creating and shooting the email templates, there are certain email campaigns which are not compatible with the small screens i.e. Smartphone. Without ignoring the fact and the data researched; from 2011 to 2015, the email open rate on the Smartphone has grown from 8% to 55% respectively. The number is continuing to grow still.

WHAT TO DO?

The stats are enough to make you understand that the email marketing campaigns should be optimized for the Smartphone screens as well. It is advisable as well as suggestive that the email marketers should first focus on the mobile users and then on the huge screen. While doing so, avoid the phrase such as- ‘ if you are having difficulty reading the email, click here.’ placing the right CTA keeping in mind the mobile screen should also be taken care of by the email marketer.

SOCIAL IDENTIFICATION

The social media revolution has made the world go around to play safe every time they have introduced something new. The email marketing campaigns work on the aspects of the content and also how popular the brand is on the social media platforms such as Facebook, Twitter, and Instagram. The number of likes and the followers make the customer trust on the even basis when they are new to your business.

WHAT TO DO?

Include the social media plugins into the email templates. You can channelize the audience to your social media page or account and also ask them to share it or make the use of the hashtags which you have asked them to do in the email content. Offer the personalized promotions who are following your page and sharing the email content with their friends. 

EMAIL MARKETING BLOG: HOW TO GET AWAY FROM SCRATCHING YOUR HEAD TO DECIDE TOPIC?

As an email marketing content writer, it is difficult to think and share the idea of the blog which will fascinate and interest your audience to read it completely. In fact, it becomes difficult to think uniquely about the topic which is already being shared on the SEO.

Reason? There are many absurd reasons we would say. It can be: you have already been very much creative during the beginning of the job as the content writer or maybe you are the new one to this field/ industry to understand. There can be more reasons than this what we have shared here.

You, as an email marketing content writer, do the R&D for the topic to blog, ultimately landing on the web pages which are not related to your idea or the thought process. So what can be done to not to waste much time on the R&D for the blogging topic and start doing it ASAP?

This is what we are going to share here: the ideal ways to think about the email marketing topics to the blog which can interest your audience. Expanding on this idea, we would be better get started with the ideas to get rid of such confusions rather than complaining about it.

FOCUS ON THE MESSAGE YOU HAVE TO SHARE WITH AUDIENCE

Once you know your target audience is B2B or B2C, accordingly manage your focus. You cannot share the blog about how the business people earn the profits in the B2C platform. You have to make sure that the right blog reaches the target audience, to maintain the interest among them.

You know how the industry works and what are the aspects on which it runs. Now all you need to do is, gather the factors together, monotonously think and focus on the message that you want to share it with the audience for the proper insight.

The focus on the message will benefit you with the two:

l You will get to understand the industry of which you are part now.

l There will be something unique and refreshing for your audience to look for, therefore this will make them more curious to stay stuck with your email subscription.

CHECK THE MINUTE DETAILS OF THE SAME TOPIC BLOGS SHARED BY ANOTHER BLOGGER.

The topic which had surfaced your mind just a few minutes before, when you search the keyword on the SEO to gather the material; BAM! It is being already discussed by the top blogger on the SEO. The idea to create the best blog for your target audience have pondered away.

What can be done here? Read that blog. Yes! Read it. Even though it is being already discussed, read and understand. Look at the factors and the points covered in the blog. The sub-topics, points, infographics, visuals, everything you analyze it well.

Now look at the content material and think which sub-topic or the point is not discussed as the main important form of the content. Is it the customization of the MailChimp Email templates or the use of Pardot templates. Check on it and do the R&D to create the best one.

SAME TOPIC- DIFFERENT FORMAT

When you know as the email marketing blogger that the topic you want to discuss on your website is being already discussed year before by your competitor, check the format in the way it is being blogged about. Are there too many images on the blog? Is it info graphically blogged?

You too can blog about the same topic the competitor has but with the different content format or the strategy. The audiences have the different taste in the same cuisine. Maybe the topic is already being discussed by them, but it is not necessary that the everyone who reads it can understand it well in the format which has been blogged.

If the competitor has blogged the topic graphically, you can blog the same topic as a plain text. No images. No graphics. No infographics. Keep it simple if the competitor has made it little tricky for the audience to read it. When you do so, you will not only get the topic/ idea to share it but also you will learn to blog in the different formats as well.

CONCLUSION

These are the simple tactics which we have learned through the hard times to decide the topic for our website blog. It is difficult to take the whole day just to decide the subject or the idea you want to share with the target audience. Through the great hardships, comes the learning. You can try other tactics as well other than this to make your blog as unique as you want to.