Striking a balance: the key to email marketing
Email marketing has been one of the mainstays of the digital world – although some people may be quick to write it off, in reality it remains an essential tool for companies to keep in touch with their audience.
As with any other form of marketing, email is all about striking the right balance between getting your point across and not bombarding recipients with information.
For email to be a successful element of any content strategy, it needs to be approached in a methodical way, as this will help deliver the best possible returns on investment.
A new whitepaper from the Digital Marketing Depot (DMD) has outlined what it believes to be the right steps towards a successful email marketing campaign – and the results are interesting.
Everything from the subject line to where the call to action is placed can have an effect on how good your email marketing strategy is, so don't leave anything to chance!
The first point to bear in mind is that people need to be encouraged to open the email in the first place, which is why an intriguing subject line is so important.
If your subject reads like a spam message then it is likely to be immediately deleted by the recipient or might even be filtered out before it reaches their inbox.
The DMD also highlighted that the greeting you put on your email is likewise worthy of consideration – keeping things personal and not too stuffy is generally the best approach.
Once people have been tempted to read further, it's then time to get to work on the body text of your email.
Make it clear why you are contacting the consumer – people these days are generally time-poor and with so many messages making it into their inboxes, standing out is crucial.
Posted by Emma Furze