Our Marcomms Exec, Sophie, discusses why email marketing is such a popular form of marketing communications, how you can make the most of this channel, and how to craft the perfect marketing email.
I’m not sure about you, but I don’t class marketing emails as important pieces of mail that I absolutely must read. Most of the time I skim over them in my inbox, clicking only on those that interest me the most judged by their subject lines… personally things like ‘50% off at GBK’, ‘FREE shoes at Topshop’ and ‘Secret Escapes Top Travel Picks from £50pppw’ are chosen for further inspection!
So, assuming most people do the same thing, you’d think a lot of email marketing campaigns would be ineffective. So why are they such a popular form of communication?
Adding a personal touch
Well, they can be targeted to select audiences, with tailored content and a very clear call to action. A lot of email marketing software also allows for automatic personalisation, so emails can include the recipient’s name, and use preferences such as location can ensure content is specific to that recipient.
I think marketing emails often get classed as junk or spam, but they must work for some brands, otherwise they wouldn’t still be used so frequently. In fact, according to the DMA’s Marketer email tracking study 2017, the average ROI for email has increased year-on-year, with average returns of £30.01 for every £1 spent.
Crafting the perfect marketing email can be difficult if you’re not sure what to look out for, so we have pulled together just a few things to look out for when it comes to drafting your first email:
Captivating and engaging content
A catchy subject line is the key to success, and can often make or break someone’s decision to open that email or not. If you can include something eye-catching and appealing enough, while keeping it short and to the point, you are on to a winner.
Keeping your audience engaged once they have opened the email is your next hurdle. Despite their very appealing subject lines, once I read on further I find that the 50% off at GBK can only be used between 11am – 1pm on Tuesdays, and the Top Travel Picks from £50pppw is only available if you can drop everything and hop on a plane in the next hour or so.
Make sure your content is targeted and relevant to your audience – sending me coupons only valid for times that I would be in the middle of my working day is not going to encourage me to open emails from you in the future.
Clear end game
Whether you want the customer to contact you, visit the website or visit a retail store, your call to action should be as clear as possible. Too many options will cause confusion, and may result in no click-through at all. You should also include your call to action fairly high up in the email, just in case the customer doesn’t make it all the way to the end.
Double and triple check that you have permission
It is very important to make sure you are sending these emails to people who have agreed to receive marketing material from you. Failure to check could result in huge fines for your company, so if in doubt it’s always best to just leave off the list. You can read more about the rules around sending marketing emails on a previous blog here.
Finally it is worth noting that email marketing isn’t for everyone. If you’re a relatively new brand, or if you are contacting a completely new audience, then email marketing may not produce the returns you are looking for. In that circumstance, a different form of direct marketing such as traditional print mail may work better. Knowing your audience and your goals will help you to decide if email marketing is right for you or not.