It’s clear that email marketing is here to stay. But it can be tricky to stand out from the crowd. After all, your audience is bombarded with content from plenty of other brands every day. So how do you set yourself apart? Here we’ll examine what it means to create engaging email content for your audience, plus some tips for building a successful email newsletter.
Email Marketing 101
Email marketing is the most direct and effective way to reach your customers. It’s also one of the most affordable ways to market your brand, with some statistics showing that email can be up to 20 times cheaper than other forms of marketing such as social media advertising or print ads. Email marketing allows you to connect with your target audience in a meaningful way, increasing engagement and helping build trust between you and potential buyers. With these benefits in mind, it’s no surprise that email marketing has stayed consistent in being a great tool when it comes to marketing.
How to engage your audience through email
Email marketing is a great way to engage your audience. The main goal of email marketing is to get people to take action by clicking on links, signing up for a mailing list, or making a purchase. You can achieve this by using the right subject line and content in your emails.
To make sure that your emails are effective and engaging:
Target the right audience with each message. If you aren’t sending messages to an appropriate group of recipients, then there’s no point in even sending them at all! Targeting is one of the most important things when it comes to successful email marketing campaigns—and getting this part wrong could mean losing out on valuable contacts who would otherwise be interested in what you have to say or sell.
Some reasons why email marketing is still one of the most cost effective and efficient ways to market
It’s easy to test.
Edit and change a prominent element in an A/B test. From there, gain insights into what customers are responding to. Optimize. Repeat.
Unlike cold funnel advertising, your email subscribers have given you permission to email them. They want to hear from you and are looking forward to the content you are sharing.
Frequency is customizable.
Email allows you to let your customers, fans, subscribers set their own permission. They can tell you how often they would like or not like to hear from you.
Personalization is easy.
Customize Everything – From the subject line, to the email content, to images/videos and offers, it’s easy to craft a message that feels like it was written just for them.
With all of the other types of content distribution channels out there, email is still one of the most measurable channels. Powerful insights can be made from open rate, conversion rate, click-throughs, time spent with email, and interactions.
It’s where consumers spend their time.
On Average, Americans spend nearly 2.5 hours a day in their personal email inbox. Knowing this, there is a good chance that a sent message will be received and viewed effortlessly.
Total control of the content.
Compared to social media or paid ads where you’re limited by character count or the creative assets that can be used, your emails have little to no limits. GIFs, interactive surveys, video players, infographics, you name it, and you can add it to your email.
It’s an efficient way to communicate with your customers, and when used correctly, it can be an incredible tool for driving sales and developing relationships. But if you want your emails to get results and stand out from the pack, don’t just be another company sending generic newsletters. Make sure you personalize your emails based off previous interactions with each customer, give people the ability to unsubscribe or change their preferences at any time.
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