Design Email Campaigns That Get Noticed
Email campaigns continue to offer the best ROI for your digital marketing dollar, hands down. Some studies put the return on investment for each dollar spent on email as high as $44.25. If you follow these suggestions, eblasts can be an effective tool for provoking interest and curiosity and getting customers to visit you at the show.
Follow email’s golden rule
Never send an email you wouldn’t want to receive yourself. Remember there is a real person on the other end of that eblast. Know your audience and make sure the information you’re sending is valuable and educational…or at least entertaining. Any communication with your customers, even an eblast, should strengthen your relationship with them.
It’s a blast, not a bomb
The average email open time is 15-20 seconds, so make sure your message is strong and clear with a prominent call to action. Also, make sure you’re not bombarding your customer with daily emails. They will quickly disengage or, worse, unsubscribe and mark you as spam. Try to limit emails to no more than once a week; two or three times per month seems to be the sweet spot.
Spend time on design
Even a simple eblast needs to fit your brand. When your customers open their email, it should feel like an extension of your current ad campaign, corporate brochure or your website… and don’t forget to link to your website! Maintain a good ratio of images to text, but if the images are too big, they may take forever to load.
Write subject lines that tell, not sell
Make sure your recipient knows who’s sending the email. Shorter is better, but be descriptive rather than trendy. Also, make sure you get past their spam filters. Don’t use “spammy” keywords and phrases, and avoid using ALL CAPS or too many exclamation points!!!
Video is king
The word “video” in an email’s subject line can boost open rates by 19%, and that the use of video can double, or even triple, click-through rates. When Spee-Dee Packaging Machinery wanted to make a bigger splash with its e-mail marketing. They wanted to drive more traffic to their website…but without the big price tag. So we helped Spee-Dee refresh their email marketing by integrating short video clips into the e-blasts.
Use what your customers want to see: educational clips, product demos and customer testimonials work. For Spee-Dee, we used a mix of existing and new content: 30 second videos that emphasized Spee-Dee’s main selling points. Videos under 90 seconds see an average retention rate of 53%; videos longer than two minutes drop off significantly.
Spee-Dee’s video eblast campaign made more than 10,400 customer connections. The average open rate for the four eblasts, sent over the first six months of 2016, beat the manufacturing industry average, 22.08% to 23.61%. But what really made the campaign a success was a click-through rate that was 10 times the industry average.
If your email campaigns aren’t getting you the responses you want, contact us.
Mike blends information with creativity to tell engaging stories that make lasting impression. He devises content marketing strategies that turn our clients’ existing data and resources into profitable customer interactions. By helping our clients identify their critical focus, Mike helps them connect what they know with what they want. Never satisfied with “what’s expected,” Mike believes disruptive creativity is the best way to add value to your existing marketing resources. To achieve impactful results, you need to reimagine what’s possible.