Email marketing is one of the best and most effective ways of communicating with the users to increase your customer engagement and build long term customer relations. However, Email marketing is not just about sending some text with an attached image, there’s a lot more to it. So here we are going to give you the 5 Ts mantra that you can follow for improving your Email Marketing Campaign:
1. Tease
The first T is for Tease. You should use your subject line to give a sneak and tease the content inside, but ensure that your content delivers what your subject line teased. The subject line and the content should both be in sync. If not, then your teasing turns into clickbait. Clickbait lines will get you a higher opening rate, but it will jeopardize your client relationship when your content fails to deliver.
Once you have the customer open your mail, it's time to tease using your content now. It is essential to find the right balance between having enough words to lure the customer into clicking the link and not giving everything without a clickthrough. Sometimes less is more, so avoid giving excess information within the mail and allow customers to reach your website and explore for themselves. Something as little as a few headlines and CTA buttons can do the deed you need.
2. Target
It is a common understanding that the more customized a content, the better it will speak and perform. So it is best to conduct extensive and much-needed research about your customers/clients before you send them any content. If the content is tailored to speak their tone and connect with the client, then they are far likely to respond. For example, a simple reminder mail to the customer/client, reminding them of their service renewal or any upcoming event or appointment they booked, can draw a lot of customer engagement. These mails generally end up at the bottom of the list, but once they are set up, they become the most repeatable mode of communication with the client and retain the customers.
3. Teach
Everyone isn't a 'Know It All, 'no offense to those who are. But now and then, we all appreciate a few learning tips and tricks to make our days a little less long and our lives a little bit easier. Your solutions may not essentially resolve all the issues of the world. Still, your expertise and its delivery in succinct formats will help the customers and clients that rely on you. Writing targeted learning content with comprehensive solutions for the concerns in considerations certainly helps the customers and increases their trust in your company and work. Using your email as a teaching tool increases customer engagement and helps build your brand perception, and can be used as a viral marketing tool.
Plan special occasions
Special occasions are the auspicious days or holidays when the working people have no office. Instead, people stay at their homes, and this is the time you should plan something special. Serve the audience with some unique content they want to consume. Furthermore, you can put a call to action button to buy your product or service. For example, you can plan content for the Diwali festival, the Balck Friday sale, and other occasions when people keep searching for prizes, electronic items, and other products.
4. Test
Why should you go for the conventional ways of picking just one headline or one focused image when you can have more? Why stick to just one layout when you feel that the other layout might be able to deliver better? It is not easy to test every idea, but e-mail marketing carries the advantage of furnishing and executing the ideas faster than any other marketing. So formulate an idea and do your best to come up with a new layout.
You can design a high-performing layout that may or may not have a 2-column style with austere imagery, headline, and CTA, against a carousel. You can get a customized carousel and try out different variations if you have some creative designers. A well-visualized content and imagery can make your content enjoyable and streamlined. This can shoot up customer engagement by certain margins and will give you better results. One should always keep tinkering and testing the designs and layouts because you never know when you will hit your best creation.
5. Track
Okay, this one is a no-brainer, but to state the obvious, we feel it's worth repeating during a campaign where success should be measured by engagement and not revenue. Track, track, track! Not only will you be ready to show your improvement over time (or react quickly to remedy a misstep), you'll even be ready to detect precisely which content your audience is engaging with, and this will help you in your decisions.
Do your clicks fall off drastically from top to bottom, or are your customers reading the entire email? Such questions should be answered with urgency if you aim to find the things that are wrong with your campaign. Keeping track of your customers' actions and the engagement of your content will help you analyze the errors. You can then use this newfound information to design and develop better content that will deliver the things you envision.
So, these are the 5 Ts of Email Marketing that will take your marketing game to another level when considered diligently. Of course, it is best to tailor your content, design, graphic and images to your customer’s interests and needs, while keeping these Ts in your mind. To read more such informative articles and blogs for improving your work, keep checking our website's News & Blogs section.
