Did you know that the first email marketing campaign happened in 1978? It was made possible by a marketer named Gary Thuerk. He sent an email to 400 people promoting his company’s computers. It proved to be successful and brought about $13 million in sales. This happened when the internet was still living its past life as the ARPANET. Forty years later, successful email campaign management has evolved into more than sending unsolicited emails to recipients. It has become its own challenge for many businesses. Some companies miss the mark in marketing because their goals lack specificity and engagement. Here are two secrets to creating a successful email campaign: Personalize The Internet is becoming more sophisticated. It has evolved into becoming more personalized. This is because businesses know that from a psychological standpoint, people want to feel like their preferences are being considered. People want to be engaged with the content they’re viewing because it gives them a sense of control, according to a study in the University of Texas. Personalization can be achieved by segmenting audiences into different categories like gender, geography, age, interests, and jobs. By filtering content, businesses are able to create personalized options for users. They can offer users content that looks like they are tailor-made for them. Buzzfeed does something similar. They segment their subscribers through different categories like food, DIY, animals, books, and parents. By doing that, they are able to set up distinct subscription options for each category. Even a simple tactic like including the recipient’s first name on an email can prove to be effective. Dropbox is one of many companies that use this method. It makes the recipient feel like he or she is being directly addressed. People want to feel like they are communicating with other people, not robots. Uber does this well, by sending a congratulatory email to first-time consumers. Because at the end of the day, wouldn’t you rather receive emails that feel like someone is talking to you, not a generic message that's been sent to a hundred other users? Have a Clear Call-to-action Plan Like a sale being closed, it is important to let people know why they should engage with your brand. Having a call to action button is said to be the number one driver of click-throughs on your emails. You can entice your readers by giving them a sense of urgency with your offers. Phrases like “get yours now” or “start my free trial today” creates a feeling of doing things now. Meanwhile, keeping your copy short is just as important. It can save your campaign from being skimmed over. People have only 6 seconds of interest embedded in them, so it’s important to get direct to the point. The two most important elements of email campaign marketing are 1. make customers engaged, and 2. let them know they have clear reasons to become engaged. The best email marketing campaign services know these secrets, which is why they should be doing yours too!
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