There is simple process you can follow that will grab the potential customer’s attention when they are exposed to your marketing. Email marketing needs to do the following: create Attention, Make them Comprehend, Build Interest and Persuade them.
We as marketers need to motivate and entice customers to choose our email above those of the spammers, competitors and bulletin newsletters. There are number of tools that we overlook that are very important when we build our email campaigns. It is a very competitive contest happening in the boundaries of The Inbox! You can make marketing elements work against you, but if you effectively and intuitively implement email marketing elements in your email campaigns then you will be one step closer in defeating those uninformed and ineffective emails that clog the inbox and your customer’s attention.
Take advantage of the elements that will optimize your existing email marketing campaigns. If you are in email marketing and feel savvy about your abilities we still recommend you refresh yourselves with what is really working! These 4 Elements are:
We as marketers need to motivate and entice customers to choose our email above those of the spammers, competitors and bulletin newsletters. There are number of tools that we overlook that are very important when we build our email campaigns. It is a very competitive contest happening in the boundaries of The Inbox! You can make marketing elements work against you, but if you effectively and intuitively implement email marketing elements in your email campaigns then you will be one step closer in defeating those uninformed and ineffective emails that clog the inbox and your customer’s attention.
Take advantage of the elements that will optimize your existing email marketing campaigns. If you are in email marketing and feel savvy about your abilities we still recommend you refresh yourselves with what is really working! These 4 Elements are:
From Name
Your consumers determine whether to open, delete, or mark a message as spam based on your from name. Look at your From name and if this is not specific and clear you will not be able to build brand name awareness or recognition. Changing the From Name and swapping the reply email address with others will confuse the inbox holder as he will not recognize or remember your name or the reply address. Consider the From Name as your company's inbox logo. Consistency is important, because your response rate will be damaged if you continuously change and swap your From Name. Even slightly altering this component could potentially be damaging and seen us unauthentic. Would different departments in your company communicate and represent your company with a different logo? Why should your “inbox logo” be changed? Make it consistent and direct recognition will be achieved.
Subject Lines
Grab attention here. It should be concise and drive interest. It should be a call to action, but not a demand to action. We need to focus on the effectiveness of this subject line, because if we spend more time on this and create something new, different, intuitive and unique you will tweak that side of the brain that wants more. Watch out for exclamation marks and the words FREE, Discount and %. These could be directly connected to your message that you want to communicate, but there are creative ways to come across. At the end of the day it is about adding value. Can your subject line communicate this? Therefore spend more time on this and ask that creative person in your department if he can tweak it.
Think of a song that you can sing along with, that draws you in, that makes your eye lids open up a bit more than with energy. Creativity is essential and you can stimulate their senses, before you even get to the body of the email. Remember to make it short, clear and concise.
Think of a song that you can sing along with, that draws you in, that makes your eye lids open up a bit more than with energy. Creativity is essential and you can stimulate their senses, before you even get to the body of the email. Remember to make it short, clear and concise.
Think Outside the Inbox
“This week only: free shipping included on selected brands!!” Does this work? The answer would be no. In contrast, a female-apparel company recently had a subject line that would cause any woman to pause, wonder, and click: "Believe It: The Best-Fitting Jeans on Earth, 2 for $17 each" This is more effective, it does not persuade, but it draws interest.
Pre-Header
The preview pane will be important as this a summary that should have a call to action that is re-enforced and appealing. Extend and propel the subject line's call to action into the preview pane by using a text pre-header at the top of the message, above the standard line, "Having trouble viewing this message? Click here." A well planned and crafted pre-header can swing the whole message into something that easy to comprehend and at the same time create curiosity. Strategically positioned links within the Pre-Header are more effective that a turned off picture that are many a time not loaded by the recipient. Some of us like the pictures, but many of us do not. Do not overdue the links, it will look like a typical spam email. This is an extremely effective marketing tool that will inject substance to what you will be writing about. Write it with emotion and intend to stimulate a reaction. Without having to download any images, consumers will find immediate gratification by clicking on a pre-header's link to begin shopping.
Preview Pane
When you design your newsletter, email or bulletin make sure that you fully integrate your company logo and the face of your company with the intended sales push, whether images are set to on or off. Ensuring that the preview pane renders those elements as text is imperative. Many customers and potential customers view messages through their preview pane and are oblivious of the designs the email presents when opened. There are many benefits of text links which you can use in your preview pane and when you do not implement this important tool then you will miss the opportunity to create an interested customer into a potential customer. Think outside the inbox. Be creative visually, in writing and in implementation of links and email setup. You have to be smart to get that valuable click.
Call us for assistance, a demo and bring meaning and value to your emails
ClearFormat Team
Author: Ruan Schreuder | Friday, 04 April, 2008 | Business Communications, Corporate Branding, Marketing, Press Release
Call us for assistance, a demo and bring meaning and value to your emails
ClearFormat Team
Author: Ruan Schreuder | Friday, 04 April, 2008 | Business Communications, Corporate Branding, Marketing, Press Release
