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This evergreen impression of marketing has been brought to us by the dynamic age of internet almost more than a couple of decades ago. It is in nature a bi-directional relationship between the two parties involved i.e. sender and receiver, play a vital role in the shared content as well as its frequency.
1. Facts and figures related to emails:
According to a research carried out by Radicati Group in the month of February 2017, estimated number of email users worldwide was 3.7 billion, and a number of emails sent per day in the year 2017 to be around 269 billion.
Estimated number of email has crossed the figure of 4.1 billion in the month of May 2017. More than 90% of Internet users are believed to check their emails at least once in a day on their smartphones.
- As per Maliigen, as many as almost 89% marketers say that email is the chief channel as far as led generation concerned.
- As per Custora, during Black Friday transactions, Email marketing was the biggest driver of transactions, with 25.1% of sales originating from the marketing channel higher.
- As per Mckinsey, Email delivers an ROI at least 3x that of social media, with an average order value 17% higher.
This form of marketing, if carried out correctly and smartly can create a great way to reach new audiences and potential customers online. Not only it will help reaching out to a new client at the same time can prove to be a very handy tool for retaining an existing lot of customers making them more loyal. In all actuality, this marketing concept continues to be the prime medium used even today in order to promote online businesses. A lot of online businesses used this traditional mailing list in order to reach out to both the existing and the potential clients. Campaign for new offers of prevailing products or new products all together can be very professionally carried through Email marketing.
2. How to make it interesting and more effective :
- Subject Line
It is the most important component of the email. The subject line mostly proves to be the deciding factor in whether the delivered message is read or deleted. It is commonly believed that the subject line should be within 30 words. Eye and mind catching words hold the key in the subject line.
- The salutation
The start of the email sets up the tone for coming main body. The reader makes the judgment about what the email in the initial lines of it. Very formal or impersonal start can cast negative impression. It’s always good to address person’s name, if you don’t know the name the use “Hello” or “Hi”, rather than “to whom it may concern”.
This is the game of PR, the tone should sound friendly but professional always.
- Create Urgency
Marketing these days has become very speedy. Leads need to materialize quickly in the modern era. This is the need of the hour presently in the globe. Emails intended for marketing should contain such words that create a sense of urgency. One way of creating it is making the offer time bound.
- Call To Action(CTA)
The statement of the call to action in email marketing expresses if that specific addressee is going to act. It is commonly denoted as a CTA. A call to action targets to persuade a visitor to perform a certain act immediately. “PurchaseToday!!” and “Apply Now!!” are few general examples of CTA.
Positioning and designing of CTA are also very important. Contrasting colors used to be used so that CTA stands out in contrast to the rest of the page. The purpose is to grab the viewer’s eye and attention.
3. The body of email and use of links:
Taking the time to communicate with clarity and precision is time well spent. Sentences well versed and sound grammatically is vital in the transmission of the message its actual essence. Waffling and lengthy emails are a big put off for the readers. Keeping the reader interest in the email is the key. It is highly imperative to keep the message short and succinct so that the message can be communicated in a digestible way.
Seasoned email marketers use links to coagulate their online reputation. It serves a good purpose if one has an opt-in list and customer clicks on it, it designates to email service providers the recipient is interested in what the email is intended for. More relevant and applicable links you can attach more credibility it creates.
The layout of an email is just as significant as the subject line and content. A topsy-turvy kind of a layout will confuse the reader and consequently will turn them off. There needs to be a proper balance with respect to the image being used as well as the colors associated with it. More the email is loaded with images, more time it takes to load and more time customer has to wait before reading it.
Closing is almost as critical as the email itself, chiefly because of its solid effect on the response of email recipient. It is a key to ending your email or note in a professional manner, which means including a closing and an email signature containing contact information. Avoid unprofessional closing like “See ya later”, “cheers”, “XO”. Digital Signature is highly advisable.
4. Pros :
Email marketing gives this advantage of a bigger outreach to clients than other forms of marketing. All one needs is an email address to convey the message relating to product or service being offered.
Constant email marketing helps consumers remember the brand. It may result in readers or consumers sharing your ideas to others if they find it good, consequently ends up in brand promotion and awareness.
- Cost and time saving
One of the bigger advantages of this form of marketing is its low cost. Not only it is cost effective, it helps a great deal in time-saving as creation and flow of emails is not that time to consume nor very expensive.
- Easy flow of information
Email marketing helps in the easy and quick flow of information. It gives the liberty to share the content that demonstrates knowledge and expertise in a particular industry or sector at the same time is a platform to promote or announce new goods and services or campaigns or events.
5. Cons :
It is at times difficult to accomplish relevancy, especially when sending information to a large group of people. The recipient is only interested in the information which is pertinent to them. The absence of a concrete CTA (call to action) for your target audience, may push them to the next email.
- Reputation Risk
Unsolicited emails can hamper the company; can leave a bad taste in customer’s mouth and may make the perception of the less reputed company in the mind of the customer. Such practices can really tarnish the image of the company.
It is generally believed that recipients are edgy when it comes to selecting CTA in emails as they fear their privacy and confidentiality can be breached. This is one of the big drawbacks linked with this practice of marketing and can really put the customer off.
- Seeking attention
It is a difficult task to seek reader’s attention. Bulk email programs are fickle because a marketing email can also be seen as unimportant and gets deleted or caught in the folder of spam and never seen by customers.
Syed Adeel Ali Shah is a Banker by profession. Apart from this, He is a content writer and a blogger. He is an MBA in Marketing & Finance.
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