Deconstructing Email Marketing!

I’m so sure this quarantine your email inbox must be filled to the tip with newsletters, discounts by companies and promotion by up& coming ventures.

BUT DID ANY ONE OF THOSE REALLY STAND OUT?

Email marketing is often looked as the best solution to reach out to consumers economically and effectively. Every other brand out there is trying its level best to make their customers feel prioritised and cared for.

Today, I’m going to break down email marketing in 3 simple steps, giving examples from my personal favourite email marketing campaigns!

1. Preferences and Segmentation:

Every abled marketer knows segmentation is the key to success! Take some time out and go through all your subscribers may be interested in your brand; it’s highly likely they will have different requirements.

Don’t exactly know what your audience’s requirements are? It’s simple, put them in the driver’s seat. Ask your subscribers their preferences at the signup form or set up a poll asking their choices.

2. Subject Line:

Marketers that pay no heed to subject lines are making a huge mistake. This one sentence/phrase is like a window to your email. Usually, shorter subject lines are preferred as 54% of emails are now being opened on mobile. Therefore, the screen is smaller and can show up to 3-4 words, rather than laptops that show 8-9 words.

• Curiosity: While it does make sense to say exactly what is in the email, adding a touch of curiosity helps to entice subscribers. Sleepy Owl Coffee has done exactly that!

• Personalization: Personalizing the email starts with the subject line. Take it beyond the name and tailor the subject line to the interests, in this case the language of your subscribers. PayTM has written their subject line in Hinglish as it pertains to the people of the Indian subcontinent.

3. Main Body:

This is the centre piece of the brownie! There are several different styles and designs that an email campaign could use. I’m going to go through a few of them with some unique examples.

• Minimal content:

This Sleepy Owl Coffee email gives a simple and direct message of them not using any plastic packaging. However, they also have given the reader a choice to read more about how they’ve done it with the “Read More” button at the end.

This email also covers another aspect which is ‘Emotional’—They’ve taken an initiative that will impact the environment in a positive manner and will further convince their customers to buy their product due to its eco-friendly packaging.

• Birthdays (or even half birthdays):

American Apparel not only use an animated design to catch the reader’s eye for their half birthday offer, but they also get the reader excited for their real birthday where they’ll get twice the current discount. Clever, and sure to drive sales.

These type of emails can also be done for important days& festivals like; Christmas, Valentine’s Day and Diwali.

• Abandoned cart:

When it comes to E-Commerce, abandoned carts are one of the biggest issues faced by companies. Baymard Institute proves that at an average cart abandonment rate comes up to 69.23% of the times when online shopping.

• Referrals:

Referrals are used when there’s inactivity from a former customer or when a new product is launched. In this case, Starbucks just wanted to spread the word. This is backed up by a study from the Nielsen Group which showed that 83% of respondents trusted referrals from people they knew. Pushing the message that “everyone wins” only increases the feel-good factor in the email.

At the end of the day, a recurring theme from the email campaigns is simplicity. The primary call to action (CTA) should be clear and unmissable. When creating an email campaign, try using the 4 W’s also – what, why, where and when.

Comment down below if you have any other strategies for email marketing!