Formula To Win The Customer Inbox
- By Apeksha Kshirsagar
- August 25th, 2016
Email marketing strikes many as old-fashioned. More fashionable venues like social media and mobile marketing get all the attention. Some people will even try to tell you that email marketing is dead. But, the reality doesn’t agree. In fact, with a strong marketing approach, email is more powerful than ever!
Email marketing moves the conversation about your business to a more personal environment — the inbox. Email provides you the most direct line of communication for conversion to sales, which is why the most savvy content marketers have no intention of giving it up any time soon.
It’s also amazingly cost-effective. As a business tool, McKinsey & Company found emails to be 40 times more successful at acquiring new clients than either Facebook and Twitter – just one of the many interesting statistics to support the success of email marketing.
We have always felt that some important factors directly affect the success of your email marketing campaigns. To send out winning promotional emails, there is one formula that will grant you sure shot success:
Design + Content = Email Success
If you’re a startup or an established brand wanting to leverage this success, a well-designed email is crucial to break through the pack. Amongst so much competition, a great email design needs to capture the attention of the reader right away to avoid being deleted and risk never being seen.
Some points to include in your design checklist while creating your promotional emails are:
- Use of color to attract attention
- Simple and organized layout
- Balance all matter and direct the focus
- Develop a theme
- Create a visual map
Your design should make another important facet of you email shine, i.e. the content. Clear focus on your message can bring out amazing results. Some of the most effective emails have one clear message. If you have multiple messages to send, try breaking them up into a series of emails.
Also creating a hierarchy is necessary to achieve good conversion. Put the most important information first for people who are short on time. From great subject lines, to appealing headings and precise content, you can create wonders by establishing a good brand image through your email marketing campaigns.
BRAND CASE STUDY : HUCKBERRY
The email marketing arena has had some heroic winners in terms of captivating the customers and getting over-the-roof conversions. Today we follow one such brand which has excelled at email marketing, and ultimately in their sales too!
One of our most favorite emails are from Huckberry – an online retail-cum-content brand. Huckberry is a bi-weekly web magazine for guys that brings you unique apparel and gear at members-only prices along with the stories behind the products. It is an online shop and journal that inspires more active, adventurous, and stylish lives through original story-telling, and unique interesting content.
Here are some lessons that you can learn from their awesome lively marketing emails:
> Showcase your brand in the right way. People will know who you are and determine the value of your products and services at the first appearance. Every email should have a well-planned theme and structure that clearly represents your brand.
> Speak to your audience. Huckberry emails are gorgeously crafted specially for guys and addressed to them in their kind of language, weaving a story around every product of theirs. Once you read the product description, you can’t help but feel that you must have this product. That is the power of good content.
> Copy can do so much more than communicate a message. Here, Huckberry uses copy to paint a picture for its subscribers, making them crave a nice holiday on a on-going warm summer in the US (along with having all the products).
> Using trends like Tinder and Flint to showcase their products is a nice marketing gimmick that works. Staying on top of the customers’ interests and striking the right cord will eventually result in more sales. The more personal your marketing, the better.
> Keep things easy to digest by organizing your content into clearly divided sections or image-heavy tiles. That way, readers can quickly identify what interests them the most and act from there.
> Give a little something extra – to please your customers. To engage and retain your loyal customers, add valuable points in their dedication towards you, by providing relatable content, or an extra discount, or a teaser about an upcoming new product. This way your email will help your customers remember your brand even if there is no immediate sale, and come back later.
Want to create successful email campaigns for your products? Contact Juvlon to get started in no time!