Marketing and branding are simultaneously changing along with the developments in technology. Though there have been many advancements in the ways businesses connect to their prospective leads, email marketing has always been and still is a great tool.
Email marketing is a strategic marketing policy that is both a professional means and a budget-friendly tool.
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Why Should You Use Email Marketing?
Through time, different means of connectivity with so many features have emerged such as chatbots, social media, websites, etc. However, email marketing still stands out because it has a fantastic Return of Investment (ROI) rate among all other channels. Therefore, you are both saving and selling at the same time by adopting email marketing strategies.
Moreover, there are nearly 4 billion email users which shows that emailing is quite a fertile land for implanting your marketing goals. Therefore, that is for sure that the platform works efficiently and effectively. However, email marketing requires captivating content to attract your audience.
How to Make Your Email Content Attractive?
A new era has begun with the explosion of technology and the birth of the digital world. Such a world has brought many changes to the lives of the people in recent decades. As a result, modern people are by far different from how they used to be in the past century. For instance, their interests and preferences have totally transformed due to the change in their lifestyles. Consequently, not all content can capture their attention.
Your emails have to include attractive content, both textual and visual content. But how to have attractive content using effective UX writing?
- The first thing to pay attention to is that your content should be worth reading. In addition, your content should be creative, original, and high-quality.
- A bunch of content with no specifications would not be attractive at all so just avoid them.
- Moreover, for your content to be attractive, you have to know your audience based on their characteristics and interests.
- Then, create several categories of emails and send them to the different groups of your audience list.
- It is also best to send personalized emails which affect the conversion rate remarkably.
- Always remember to edit your content several times so that there are no grammatical or structural mistakes.
How to Attract Audience Using Captivating Email Content?
So, here is the question. We will now introduce some tips to have captivating emails for your audience so that your email marketing strategy achieves its goals. Take a look at the infographic to grasp a whole view of what you are going to read about:
1. Think of Attractive Subject Lines
The structure of an email matters a lot in the process of attracting your audience to read your emails. The initial captivating thing about emails is their subject lines; the very first thing that captures attention. If your subject line is not attractive, there is a high chance that your email is deleted immediately without being read.
Consequently, the idea behind your subject line determines the destiny of your email! According to statistics, 47% of people open an email regarding their subject line. Therefore, stay away from the danger of being unsubscribed and write better subject lines for your emails. Pepper them with creativity and excitement and attract your audience.
2. Create a List of Targeted Recipients
Well, let’s face it. People have different tastes and interests. It is a mistake to treat all your audience similarly. Rather, you should realize what characteristics they have and how your email should be drafted to attract these different groups.
In addition, not all your recipients are likely to convert. Some of them are sure prospects and some of them still need to be worked on. The way you treat these two groups with your email marketing strategy should not be the same. Accordingly, you are forced to track your sure prospects and put them separately from the ones that are not ready yet for purchasing.
The process of segmenting your audience is crucial because it has a direct relationship with attracting your recipients. In fact, a list of your targeted recipients is a must-have. Therefore, you can attract both groups of audience.
3. Create Different Types of Emails
After you have segmented your different groups of the targeted audiences, you should create different emails for these groups. Your email marketing strategies cannot turn out to be successful if your emails do not address different targeted groups correctly. In other words, your emails cannot convert your recipients into customers if you do not send appropriate emails to them.
Different types of emails include newsletters, promotional emails, transactional emails, etc. These emails should be sent at the right time and to the right leads. Hence, it is important that you use these types correctly to increase the chance of a conversion.
For instance, send welcoming emails to your new customers who have just purchased from you. It makes them psyched by giving them the feeling that they are valuable to your company. Therefore, the increased chance that they will buy from you again increases the engagement of your customers with your brand, emails, social media content, website content, etc.
Instagram, for instance, is a very popular platform that people choose to check among the social media buttons in your email. If you have a great profile and an acceptable number of followers, those who have visited your profile through the buttons in your email are likely to follow you. You can increase your number of Instagram followers using the Instagram follower apps.
4. Understand Your Audience
Investing in email marketing without having known the different categories of your audience is actually in vain. But with all this investment, what happens if you do not understand your audience? Well, you guessed it right: your email will be deleted because your recipients find it unrelated.
As pointed out in the previous section, it is a must to categorize your audience and create a list. Use the data in your database for creating a list. The data helps you understand your audience better and create the email content that suits them best. Now we will talk about using the data in the next part.
5. Use the Data in Your Database
To customize your email content so that it suits your categories of different targeted recipients, it is important that you use data in your database. Doing this leads to more attractive email marketing campaigns. But which database are we talking about and how to attain this data?
- Use picklists or lookup tables
- Add a file upload option
- Add a bar to submit forms
- Place a review box
These are the possible things you can include. In addition, tracking your website visitors is also another important way that you can get data from. In other words, you can analyze the online behavior of your visitors and see to what extent they are interested in your business. Remember to contain boxes where you invite them to join your newsletter and this is how you can access their email address.
Another point to mention is that you should always ensure your audience that you care about personal data protection anywhere and through all your channels.
6. Fascinate Your Audience
One characteristic of modern people is that they are so busy and bored. They do not have time for boring content. Quite the contrary, they easily get attracted to new ideas and new concepts. Raise the sense of admiration of your recipients by producing new and eye-catching content in your emails.
Use creative templates for your emails and automate them using the available AI tools out there. Moreover, if your business is not a very formal one, you can use emojis in your text to create more friendliness.
If you have already organized an email marketing campaign that has had shining results, you can repeat them from time to time. Such a thing helps you to keep your current customers. For instance, if you have had a promotional email plan and it turned out successful, you can organize another one and engage your current customers.
7. Control Your Email Frequency
What is the frequency based on which you send emails? Do you send a lot of emails and have realized that people are unsubscribing from your emails? Or you do not send any emails because you do not consider email marketing at all? Well, just please stop making these mistakes.
Do not frustrate your recipients by sending emails to them several times a day. It clearly leads to clicking or tapping on the unsubscribe button. Let’s come clean: we do it ourselves when facing an excess of emails during the day. On the other hand, not considering email marketing is also a great loss to your revenues because, as we have said, many people use emails. In fact, in 2019, 293.6 billion emails were sent and received each day which should make businesses think deeply about the number.
Sending a minimum of one email a day is a reasonable frequency for many businesses. Keeping up with this frequency and, most importantly, planning for the captivating content for each email can get you closer to your goals.
8. Increase the Readability of Your Emails
For your emails to have high engagement, you should increase their coherency and readability. Keep in mind that you should use short sentences in the text of your email. Do not use hard words or heavy text. Instead, write an easy-to-read text and trendy keywords to keep them reading. Furthermore, add bullet points to make your text more varied to the eye as well as increase its readability.
Additionally, use a limited number of images, illustrations, and infographics if possible. They help you to convey your message better and give moments of rest to the eye of your recipients.
9. Make Your Emails Responsive in Different Devices
People use both their smartphones and personal computers to check their emails. If you do not optimize your emails for both devices, the inappropriate appearance of your email calls for a lack of professionalism in the viewpoint of your leads. So, we have just noticed another thing to stay away from.
In addition, the call-to-action buttons may not work if your emails are not mobile-friendly. Therefore, there is no opportunity to click on them for mobile users.
Considering email marketing is a wise strategy that every business can adopt. Though there are businesses that do not use such means, email marketing can play an important role in converting your prospective leads into customers. Using the above tips, you can create captivating email content for your email marketing campaigns. Wish you the best of luck!