With advertising undergoing a digital shift over the last decades, many brands have adopted advertising in email newsletter publications. These are emails sent out to potential or existing customers and are a powerful tool for building and maintaining contact. Effective newsletters will contain meaningful information, such as news, announcements, and product information that can boost brand loyalty, website traffic, and sales. Companies can leverage this platform to build a sense of community through informative Q&A forms, highlighting positive customer reviews, and offering exclusive discount codes.
There are several categories of email advertisements that can be incorporated into a digital marketing campaign:
Welcome email: This is the first step in building consumer relationships and is necessary to making a good first impression. Welcome emails tend to have higher open and click-through rates than standard marketing emails, and are a good way to boost metrics and make users more receptive to future contact. It should thank the user for their subscription, introduce the brand, and convincingly illustrate what the brand has to offer. It can also prompt subscribers to complete their profiles or update their preferences.
Email newsletter: These allow brands to establish ongoing communication with consumers that can educate and inform them about products and positively showcase the brand. Email newsletters can incorporate diverse information such as announcements, new offers, CTAs, discounts, and links that keep subscribers interested in interacting with and purchasing from the brand. They should be engaging and periodic so that your customers have something to anticipate and make a habit of reading.
Sales promotion / announcement email: The aim of this email is to convert subscribers to customers. It should have a focused call-to-action that convinces the subscriber the sale will solve whatever problem originally led them to the brand. This can also include special offers, discount codes, product launches, and seasonal campaigns that can drive user engagement and generate revenue.
Transactional email: This is a message that is sent after the recipient has made a specific action, such as sign up or registration for a new newsletter or event. It will thank the user for joining and provide login information or a link to complete the action. This type of email also includes order receipt emails that confirm purchases made by the subscriber. These emails can be used to promote other relevant products at an 80% transactional to promotional ratio.
Re-engagement email: Not all recipients will actively engage with their subscriptions. This email serves as a reminder and attempts to bring dormant subscribers back into the sales cycle. Asking for feedback is a good way to reestablish contact, improve engagement, and provide fresh insights for future marketing campaigns.
Cart abandonment email (for e-commerce): There are a number of reasons a subscriber might leave their purchase midway through the checkout process. The purpose of this email is to draw them back, remind them of their interest, and, ultimately, to reunite them with their shopping carts and generate a sale.
Besides sending the appropriate type of email, it is also crucial to ensure readers can view your email or newsletter as intended and that it is optimised for all platforms. Any images or attachments should work correctly on any device and be adjusted to the correct screen size.
Email design is based on five pillars:
Email layout: For users to invest valuable time reading your email content, the layout must be visually appealing, relevant, and easy to read. The three main elements of your content hierarchy should include a headline, message, and CTA. The ideal layout will allow users to get the takeaway message from just scanning the content. Single column layout is the most widely used for creating mobile email layouts - it stacks elements in a single column so that clutter and eye movement can be reduced.
Fonts/typography: Text hierarchy is used to make important points stand out and is done using bold titles, subheaders, quotes, and italics. Larger typography is usually used on top, and gradually decreases with less important content. Font also plays a vital role as varying fonts correlate with different emotions. Typographies can be used to leverage your content and help readers deduct your message at a glance. While emails tend to provide a limited set of fonts, there are applications that can acquire a wider range of custom web fonts.
Colours: Colour, contrast, position, and size of your content can be used similarly. As with typography, visuals play a key role in enhancing your message. Colour holds a particularly powerful ability to communicate emotion and change perception, so it may be a good idea for brands to use colour theory when choosing their palette. Additionally, like typography, it can be used to draw attention to certain aspects of the email. The background, CTA button, hyperlink colours, and images should reflect brand guidelines and define the personality of the email.
Images and visual media: The right balance of text and visuals will encourage interaction from subscribers, who don’t want to get lost in the text. Images can be used to complement or enhance your message, and should be relevant to the associated text. This is especially pertinent in e-commerce, where product visuals can be used to complement the description.
CTA button: A clear, attractive, thoughtfully placed CTA button will prompt readers to click and ideally generate the intended result. The button should be large, legible, concise, and use compelling colours and action oriented text to drive users to your site. The CTA button will redirect them to a relevant landing page, increasing traffic and potentially driving sales. The click-through rate of the CTA button can then be used to measure the effectiveness of your email.
Keeping these things in mind will help you deliver high converting emails to both potential and existing contacts. Email marketing is a proven marketing channel that when done well will increase customer acquisition, retention, satisfaction, and ROI, with 80% of businesses citing it as an essential part of their campaigns. Not only that, but they offer an inexpensive way for brands to generate regular website traffic while also measuring their performance.
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