Getting A Lot Of Attention?

Waiting in your inbox is a marketing email from one of your favorite brands with a special offer. But you probably have 10s or 100s of these emails waiting for you to open. Does it go down in your inbox? 👀 “Email marketing is a form of marketing that can make the customers (or subscribers) on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases.*” So instead of only sending physical mail, email marketing is a digital way to reach your potential customers and current customers. It is often seen as a cost efficient and effective lifecycle marketing strategy to engage and help drive sales.

How does someone get on an email marketing list? There are several ways this can happen but some of the key strategies are: an onsite email capture pop-up, an email collector in the header and/or footer of a site, and during checkout. Once a new subscriber has given you their email (first party data), it’s your time to shine and make a great impression. Send them a warm email introducing your brand and personalize it if you can. Perhaps you asked for the subscribers name or you know what product they recently purchased. Use the data you have to engage with them and make emails relevant to them. You know, make it make sense!  

After signing up, the first thing a subscriber will see when they receive an email is the subject line. The subject line should give a hint as to what the email is about while also being catchy to drive open engagement. An open is when someone clicks on an email to read its content. Subject lines are limited in the number of visible words/characters that can be read so it’s best to keep it short but A/B test short vs. long subject lines to see what works best for your particular brand. Most importantly, no one will see the content of an email unless they open it first. So the subject line must be enticing enough to make the subscriber open the email. Try out being witty, comical, professional, using a little bit of urgency, and more to see what works best for your intended audience.

In addition to the subject line, there is the preheader or preview text. This is the copy that immediately follows the subject line. In the example above, this is the copy in light gray. The subject line is in black. The preheader text supports the subject line and can be used to offer additional information about the email. Here, it is still important to make the copy entincing to help encourage an open.

There’s so much more than getting a new visitor to sign up and open an email that goes into email marketing. We will continue to dive further in future posts so stay tuned!

*Source: https://mailchimp.com/marketing-glossary/email-marketing/