Attention spans are getting shorter, and unread email lists are getting longer. If your email inbox is looking a bit cluttered lately, you’re not alone. Between Black Friday promotions and holiday greetings, everyone’s electronic mailbox is overflowing this time of year. Although some marketing emails contain relevant content, there simply isn’t enough time to sift through the madness. Making a marketing email stand out from the crowd takes skill. Here is some advice on how to build an email marketing campaign for engagement, acquisition and retention.
Make It Personal
The last thing consumers want clogging their inbox are poorly targeted promotional emails that don’t cater to their interests. For marketing emails to spark engagement, consumers need to find value in the information provided. In other words, every marketing email should be relevant. Whether personalization comes in the form of addressing a customer by name or sharing content based on their previous interactions with your business, the email should have a purpose.
Call Out Your Call to Action
The call to action (CTA) is arguably the most important element of any marketing email. You may want customers to purchase something, sign up for your newsletter or simply revisit your website. Whatever it is, make sure it’s not overlooked. You have less than three seconds to grab your audience’s attention. Make your call to action stand out by putting it in bold letters or a unique font. Show consumers why your email should not go directly into the trash.
Less Is More
This applies to both the frequency of marketing emails and the content within them. Emailing your customers multiple times a day will quickly lead them to unsubscribe from your mailing list and likely leave a bad taste in their mouths. There is a fine line between reminding customers of your brand and bombarding them with unnecessary information. When it comes to the written content of your marketing emails, keep it concise! Use your headlines wisely and make your email scan-friendly so the audience can easily identify what they need to know.
Do you need more guidance on how to get your audience engaged through an upcoming email marketing campaign? We are here to help. Contact us today!
