Email marketing campaigns can be defined as directly marketing a commercial message to a group of people using email. However, we believe Challenger Brands should consider every email sent to a potential or current customer email marketing. Email marketing strategies include using email to request business, solicit sales or donations, and are meant to build loyalty, trust and/or brand awareness. And, when done right, are tremendously efficient.
Email marketing campaigns can be a primary tactic to attract new customers and retain existing ones. But, as our email boxes get more and more filled with offers, these email marketing campaigns are becoming less reliable for reaching the target. As a result, traditional email marketing strategies just don’t work as well as they used to.
Challenger Brands need to look at email marketing campaigns in a different way. In order to generate the greatest possible results, we focus on the following email marketing best practices:
The subject line of an email is the most important element of the strategy. It’s the first thing readers will see, and in less than two seconds, they will either read or delete the email simply based on the subject line. We must understand what the target wants and needs. We focus on something that engages and piques the reader’s interest. We will often ask a question and hint that the answer can be found in the body of the email. We also make certain the subject line is short, sweet and speaks directly to the recipient.
Most email marketing campaigns use a general message that is designed to speak to a large, general audience. We know that if we try to speak to everyone, we end up speaking to no one. Challenger Brands, on the other hand, need to be hyper targeted. They need to develop strategies that are extremely personalized and speak directly to the needs of a niche group of potential customers.
Within the body of an email we prefer to include multiple options that allow the reader to click on a link so they can easily get to our client’s site, immediately. We don’t simply place a link or icon at the end of the text, we make it extremely easy for the reader to take action – place an order, get more information, engage with us, etc. As marketers, we cannot assume our reader will look for a link at the end of our text, because they usually won’t. Making it easy for them to respond is critical and will increase our overall response.
Email marketers frequently do not use opt-in lists. An opt-in list is composed of customers and prospects who have chosen (or opted-in) to receive emails related to the goods or services offered by a given organization. We believe one of the best lists is the one we (or our clients) build on our own. We do this by making sure we have customer emails and by making it easy for visitors on our/our clients’ websites to opt-in. We also ensure that every trade show prospect our clients meet - prospects they come across during the course of their normal activities or anyone else we believe to be appropriate - is given an opportunity to easily opt-in to our list.
Challenger Brands do not have the same financial firepower as their competitors, making the effective implementation of compelling email marketing strategies a powerful component of their overall marketing strategy.
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