Email is the great-granddaddy of online communication and has been a highly popular method of marketing and advertising for years. But in our world of apps and social media, is it still an effective means of selling your product?
In fact, email marketing can be one of THE most effective digital marketing strategies out there.
Check this out:
- You are 6x more likely to get a click through on an email than with a Tweet.
- Email is 40 times more effective than Facebook and Twitter for gaining new customers.
- The average ROI of email marketing is $38 for every $1 spent.
- Email drives more conversions than any other marketing channel.
The catch, of course, is that you have to have a focused strategy. You can’t just start blasting emails to the whole world and expect a return. Like every other marketing strategy, success comes down to one big thing: great content.
Create Epic Email Content
So, a while back we posted a blog that featured a few ways you can increase email conversions. Two of those had to do with content: attention ratio and call to action.
For a quick refresher, your attention ratio is the action you want the consumer to take vs the number of actions they *can* take in your email (aka, the number of links you include). You should always keep your attention ratio at 1:1 (or as close to it as you can). One action, one click.
And that click should always be on your call to action button, which is the big button you should be putting at the bottom of all your emails that tells the user what to do next (ex: Buy Now, Learn More, Sign Me Up, Etc.)
That said, if your email content isn’t on point, then no one will be clicking anything. You have to create great content that makes the reader want to click through to your website. Unfortunately, there’s really no structured, step by step process for creating great content. There are no magic keywords. There’s no specified length.
What we can tell you, however, is what great content is.
- Great content is engaging. It tells a story in a personal, conversational manner.
- Great content is visual. It makes use of clean, aesthetic images.
- Great content is easy to digest. It’s structured so that the reader can easily absorb and understand the information.
- Great content is relevant. It doesn’t just present a great deal, it tells the reader why they should buy your product.
If you want to see for yourself what this looks like, check out these examples from HubSpot.
A Quick Note About Mobile
To be perfectly honest, we shouldn’t even *have* to say this at this point. But one MAJOR technical aspect of an effective email campaign is mobile friendliness. With mobile being the most popular environment for email interaction, your emails MUST look great on a mobile phone.
Are you running an email campaign for your business? If not, it’s time to get on that. Contact WideNet today and talk with us about your email strategy today.