With the rise in online shopping, the influence of email marketing has also emerged. Gone are the times when the exchange of emails was used for mere transactional purposes. Today, almost all brands are employing content marketers to strategize and curate persuasive email copies.
When a new offer rolls out, or a new collection comes in, retailers pop their users with emails. But it isn’t enough just to send those emails. They need to be inspiring and motivating so the users actually end up making the purchase. Otherwise, your offers will be sent to spam or avoided completely. Let’s study what actually influences the effectiveness of email marketing.
Making your design too flashy would only result in an unsubscription. By minimal, we don’t mean boring colours and monotonous themes. Keep a balance between text and images. It’s essential to leave some negative space (white space) here and there, for the design to settle in the mind of the readers. Without that, you’ll end up creating clutter and confusion. Harmony and balance of the design elements is the key to a successful newsletter.
Email newsletters are generally sent at the time when people are waiting to board a metro, or traveling in a cab. Optimize the content of your newsletter so that it’s easy to consume in a short time. People don’t respond to the text the way they do to the visuals and graphics. But if you keep your text rather crisp with quirky words and informal expressions, you have a chance to win attention.
Videos are best to engage the users, especially if they talk about the pros and cons of a product. To attach a video to your newsletter, add an image with a video play button, redirecting your user to the YouTube video. Since these videos are more about product feedback, they enhance your brand reputation and create social proof.
Quick tip: User testimonial videos should be original. To create such videos, you can request your customers to send in their video opening the product with complete details.
Another way to entice customers is by curating tutorial content of your offerings. For example: If your business is all about leather bags, sending a tutorial on “How to clean your leather bag?” will grab attention easily. You can add CTA to the images, by linking the leather bag page of your website. Also, highlight the features of your product wisely while writing the tutorial to convert the readers.
To drop your customers in the sales funnel, it’s important to formulate a narrative. Animate promotional messages have an advantage over mundane text messages as they can tell a tale, fascinating the reader to hit the button. Now the question comes; ‘how to create them?’ There are plenty of GIFs generators, to help you create a GIF. Also, don’t use more than one GIF image to avoid any clutter. To convert the readers and generate leads, make sure the image is clickable and redirects to the page.
Quick tip: Keep your GIF size to 1 MB as a heavy newsletter can get cropped, damaging its aesthetics.
To add a sense of urgency and convert your customer quickly, include a clock with countdowns of your most exciting offers. Limited offers have one advantage over the normal offers, it stimulates user interest in a jiffy. They work best at the times of spring and autumn season sales.
Community outreach ideas such as running contests and competitions work best on social media. But newsletters are also an incredible platform to convey the message. You need to be more creative and unique to run contests over email. Scratch cards or win wheels are some of the elaborative ideas to make the most out of email marketing.
Quick tip: You can also include a simple creative, asking readers to tag your brand on social media with their videos and follow your page to win exciting prizes. This way your engagement on other social media platforms increases.
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A well-curated emailer can help you drop your customers in the sales funnel. Don’t forget to add CTA to your content with optimized HTML URLs. Also, keep the tone of your content the same for all the newsletters as it’s the voice of your brand. Follow these tips and promote your brand efficiently.
