Email, in combination with a strong website and customer experience, forms a stable foundation for interactive marketing. Remember that your audience is made up of both smartphone owners and non-smartphone owners, so make sure your strategy accommodates both segments. Email’s ability to deliver targeted and exclusive content continues to make it a sound investment of your brand’s marketing energy to reach your audiences.
Don’t forget to check out part 1 of our email marketing guide – best practices, and part 2 – anatomy of a generic email.
Listed below are what we believe to be 8 great tips to keep in mind when creating email content.
1. Grabbing attention with video or animation
A 2010 study by the Web Video Marketing Council found that 73% of marketers say that video-based email marketing is more likely than static content to generate higher conversion and purchase rates. Animation and video are very engaging mediums and there are a number of ways you can use them to enhance your emails.
Providing recipients with the chance to win a competition, free shipping offers or small discounts on future purchases can spark interest and also forms a positive brand connection.
3. Relevant/tailored content
Make sure you are in-tune with your audience and environment in which you are selling. You can tailor content by using event related news, fashions, trends and your audience’s specific interests and preferences.
4. Make it look punchy
Use images, colours and text styles to create an easily scanned structure while remaining conscious of potential image blocking issues, however, avoid making it look too cluttered. Imagery needs to be relevant to the content. Use colours consistent with your company branding as a way to break up and key messages in your email into smaller, more easily scanned sections.
5. Relate to your audience
Think about your prospects and customers. What are their tastes and preferences? What are the sorts of things they really care about? Do they have a lot of time to go through a long email or do they just want to know about any offers or updates? Always remain focused on the needs of your audience and let this guide you when designing your emails.
6. Eye catching headings
Format headings for quick scanning and use font size and colour to make them stand out from the rest of the newsletter content.
7. Create a dialogue
Remember that email is not a one-way communication and include options for recipients to content you and provide feedback.
8. Become a safe sender
Include a simple request to add you to their safe senders list or address book. This helps overcome issues with mailbox filters and image blocking in most email clients and will generally improve your email deliverability.
Keep your eyes peeled for our next article on email marketing – Latest email innovations.