Email has become such a pivotal aspect of most of our lives that we often take it for granted; various industry experts have been predicted it's 'death' at the hands of social media for years now, yet most people are still using it on a daily basis to communicate quickly and efficiently.
Most people online will have an email address, whether they use it on a daily basis or just have one set up for signing up to social networks and websites. This makes it an extremely attractive avenue of marketing for most businesses as it's a direct form of marketing - your email inbox is your private space on the web and businesses are prepared to pay a lot to get in there.
Email marketing campaigns are abundant, with literally thousands of emails being sent out every day in an attempt to build brand, get more hits or gain conversions. This means that your marketing emails will be fighting for attention against plenty of others, so you need to give people a reason to sign up initially as well as a reason to open and read your emails regularly - and stay away from the unsubscribe button!
There's quite a few guides on generic ways to create a good email marketing campaign and that's good, but when you consider the fact that most email marketers will have referred to exactly the same guides when starting out, it becomes clear that there's a danger of your email joining the wave of good - but generic - emails already circulating in their thousands. With that in mind, here are some ideas for making your email marketing a bit more interesting.
User generated content has lost its novelty somewhat in the past few years, but in terms of building community from a brand perspective it's still invaluable. Invite your readers to contribute to the content of your email by opening up competitions, such as a 'best video showing the use of your products' contest or inviting people to contribute articles, photos or videos. Even something as simple as compiling a 'tweets of the month' list can show a reader that you care about their contribution to your organisation.
Another way to make your content unique is to send your emails under the guise of a 'brand character'. Creating characters to represent brands is an idea as old as marketing itself, but the internet has allowed for characters to take on a life of their own, existing beyond branding purposes. People have a natural affinity towards characters, and creating a character that inspires emotions and dedication in your audience is a great way to keep them reading your emails.
People love a good contest and holding a competition has always been a great way of getting people to engage with your brand. Competitions can also be community-building if done right, so they can make a potent tool in your email marketing arsenal. Don't settle for simple 'question and answer' competitions however - make your contests stand out. One example could be an online 'egg hunt' on your site, with the first person finding all the hidden content and emailing you receiving a discount or a free item.
Of course, the best way to really make your email stand out is to dig into your own creative reserves and use your imagination. Developing your own voice and style is a surefire way to get your email subscribers engaged with your content and help you stand out from the deluge of other emails landing in their inbox!
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