The Three Necessities of Email Marketing Strategies
First: Capture your reader’s attention. If they don’t pay attention, they don’t read, if they don’t read, they don’t buy. Below we’ll discuss format, surprise, and path to action, which are all components of this necessity.
Second: Provide information relevant to your reader. This means you have to know your mailing list, and what is relevant to the people who sign up for it. Do you have different customer bases? Make sure that the email matches the list. If, for example, you serve both pregnant women and new mothers, a “countdown to birth” email should target the pregnant women only, otherwise it is not relevant.
Third: Call to action. Email isn’t just for fun; it’s to get them to buy. Always include a call to action.
Email Format for Success
Plain text doesn’t look like much. The advantage is that it can be read by any recipient on any computer. If your customer might be low-tech, you should consider sending a plain text version of your email marketing materials. A major disadvantage is you can’t track click-through-rate (CTR) if you use plain text. Tracking is, of course, important to fine-tuning your strategy.
Some studies have suggested that HTML email, which can include a beautiful assortment of colours, fonts, and styles, gets twice the response of plain text email. Double the response is impressive! You can track CTR and beautify your message. However, not everyone can receive HTML messages.
The best option is probably multi-part MIME. This is a format in which two versions of your email marketing message are created; both the text and the HTML. Automation then determines whether individual recipients should get the plain text or fancy HTML version. Multi-part MIME takes longer to create, but it is a winning strategy for reaching the most customers in the optimal way.
The Path of Action
Suppose you’ve sent your email in an ideal format and your customers are interested enough to open and read it. What will they do next? It is very important that a clear path of action be visible in the email. The first thing a reader should know is what to do next. What do they click? How do they find it? Make it easy for them to discover the next step, the step that leads them to buying, buying, and buying.
On the other hand, the same link in the same spot of the same email received every day, week, or month is a path not to action but to boredom. What do you open and read from your email inbox? Probably not the same old, same old that you got last week and the week before. Surprise equals interest, and interest equals click-through.
Vary the colours, content, arrangement, and topic of your email marketing materials so that customers look forward to something new, different, and appealing. Don’t be afraid of humour. These email marketing strategies can help you soar in the marketplace!