Welcome to part 3 of our Houston marketing agency’s mini-series on email marketing best practices!
In part 2, we discussed double opt-in, design, and some must-have elements for your email campaigns. In today’s post, we will primarily focus on content that keeps your email marketing blasts valuable and engaging.
Why Our Houston Marketing Agency Recommends An Email Marketing Strategy
Email marketing is an effective tool for expanding your business and impacting the community because:
- It allows you to communicate directly with your customers who specifically asked to keep in touch with you
- Email marketing is 40X more effective at earning new customers than using Facebook or Twitter!
- Email marketing is also 6X more effective when striving for higher click-through rates.
Create Email Marketing Content That is Valuable to Your Contacts
There are 5 basic content elements that your email marketing campaigns need:
- Subject Line
- Preview Text
- Call to Action (CTA)
The Secret to an Effective Subject Line For Your Next Email Blast
The subject line is the first thing your readers will see. The tricky part though, is that your readers’ inboxes are flooded with emails coming in all day every day. How do you make sure you stand out? By creating a catchy subject line that also tells them what your email is about. Keep it short but direct. You can opt to create a little mystery to entice your readers with curiosity, but you have to be careful with that. If your subject line is too vague, you will risk your email blast getting lost.
How to Write Preview Text For Email Marketing Campaigns
Preview text usually defaults to the first sentence in your email. However, this sentence might not say much about the content itself. Since the subject line needs to be short, the preview text is a good place to expand on the subject line. Keep in mind that usually, 1-2 lines of text will be visible in your readers’ inboxes.
Personalize Your Email Marketing to Your Readers
Just about every email marketing platform offers the option to personalize your content. A “personalization” refers to a short snippet of code that you plug into your content to automatically insert your readers’ names.
Personalization is a great way to capture your readers’ attention if their name is in the subject line or preview text. You can also opt to sprinkle this code throughout the body of your email.
While this may seem like an insignificant detail, personalization fortifies the connection between your company and your readers by making them feel like they are participating in a conversation with you.
Don’t Forget A Call to Action With Every Email Marketing Campaign You Launch
From our Houston marketing company’s perspective, the call to action is one of the most critical components you need in any marketing strategy. Email marketing is no different. If you don’t include CTA’s, then your readers won’t act on what you send them.
A call to action is simply a button that links to where you want your visitors to go, such as a blog post, a file, or a registration page. Don’t make your readers search for things. Convenience = time saved = a positive experience for your customers. Not to mention, a positive experience strengthens your brand authority and credibility.
How to Write Engaging Content For Your Email Marketing Campaign
At INFINI Marketing, we believe that content is king. Whether you try out Google Ads, stick to graphic design projects like brochures, or place more emphasis on website design, content is always going to be involved. Here are some of our tips for writing effective content in your email body:
- Break up content into small paragraphs. 3-5 sentences is all you need for each paragraph.
- Add visuals to simplify and illustrate your message.
- Include catchy headings and subheadings.
- Don’t share too much information in one email. If something you want to share has a lot of details, then consider making that content a separate email.
So What Kind of Content Can You Put in an Email Marketing Campaign?
This depends on your email goals and what your business does, but here are some ideas. We can even advise you on how to mix and match these to get the most out of your email marketing strategy.
- Product launches
- Advice on how to use your product
- Sales promotions
- Case studies
- Surveys and review requests
Entrust Our Houston Digital Marketing Experts to Your Email Campaigns
If you’re ready to leverage the power of email marketing to boost engagement and achieve your marketing goals, then we are ready to help! Contact us today to get started on your new email marketing strategy!
Want to read the rest of our email marketing best practices series?