Optimizing Email Marketing

Today, email marketing is one of the most popular forms of marketing. Email marketing relies on emails to promote businesses and its products and services while also incentivizing customer loyalty. However, due to the overwhelming prevalence of email marketing, marketers need to invest time and money in understanding how to design campaigns that resonate with target audiences. To best appeal to customers, Forbes recommends implementing the following attributes into an email campaign:

1. Personalization: Personalized emails draw consumers’ attention and increase the perceived relevancy of a message. Simple personalization techniques, like adding a customers’ name to an email, can inspire increased interaction, strengthening open rates and quality of communication.

2. Interactive Features: To enhance engagement, interactive features, such as, quizzes, games, surveys and call to action buttons, can be added to emails to increase consumers’ curiosity, engagement and genuine interest. Companies can also offer special discounts and deals for those who interact with these messages.

3. Appealing aesthetic/email design: Emails should be visually pleasing and easy to read. Emails should be designed with layouts, fonts, formats and visuals that complement content; the better an email looks, the better received an email will be. Companies should stay on top of industry design trends.

4. Appreciation: It is important to thank your customers for their support. A simple thank you is a breath of fresh air for many consumers who are typically sent too many promotional emails. Thanking customers for support instead of pushing a product may help an email stand out. Some opportunities for customer appreciation: anniversaries, holidays, birthdays, etc.

To implement the above, email marketers should consider automation. Automation can help with personalization, design and enhancements, significantly lifting the manual burden off of companies (and saving companies time and money).

Article of reference: https://www.forbes.com/sites/forbesagencycouncil/2021/09/22/optimizing-your-email-marketing-in-2021/?sh=1909eb45e52a