Critical Campaign Elements Part 3: Email

After delving into the nuances of Social and Display, we are wrapping up our Critical Campaign Elements series by offering some do’s and don’ts of email marketing.

Keep these in mind as you nurture and reach out to your subscriber base, in typical operations and while promoting a Jebbit campaign.


Viability of Email
 

68% of marketers say that email marketing is core to their business, and for good reason. KissMetrics, a customer intelligence and web analytics company, reports it reaches 2.9 billionpeople. Mckinsey reports a huge US penetration rate: 91% of all US consumers still use e-mail daily.

Not only does email have a massive audience, this marketing channel achieves huge results, with an average reported ROI of 4300% according to the Direct Marketing Association. It has a larger base and remains a much more effective way to acquire customers than social media—email has nearly 3x as many accounts and is nearly 40x more effective in customer acquisition than Facebook and Twitter combined. The rate at which e-mails lead to purchase is estimated to be at least 3x that of social media– and the average value of the ensuing order is calculate to be about 17% higher.

Importance of Mobile

With the advent of social and rise of mobile, marketers prophesied the impending death of email– but quite the opposite happened. Email marketing retains its position as the number one direct channel regarding daily use and consumer preference, both for personal and marketing purposes. Mobile, instead of destroying its viability, augmented it. People check their mobile phone up to 150x per day—what are they doing? Email is now the number one activity on mobile devices, exceeding actual phone calls.

Optimizing your emails for mobile is crucial. According to Litmus, nearly 45% of all marketing e-mails today are opened on a mobile device. According to Forbes, “63 percent of Americans and 41 percent of Europeans would either close or delete an email that’s not optimized for mobile.”

Deals & Promotions

wrapped_giftAccording to the 2012 Channel Preference Survey, people prefer email to Facebook for deals and promotions. It’s easier to save an email to view or find it later in your inbox compared to Facebook where the newsfeed obsures and pushes back posts. Similar phenomenon occurs with Twitter. Utlize email for personalized promotional communication and use social networks to spread the word about your offers, or even direct them to your website to sign up as email subscribers. This is especially significant for launching a robust, multi-channel Jebbit campaign.

Challenges of Email

About 122,500,453,020 emails are sent every hour. The huge inflow of emails, and spam, to your consumers’ inboxes makes it hard to catch notice and garner some of their limited time. They spend about 3-4 seconds deciding whether or not to open your email. Gmail tabs have exacerbated this problem as your emails get shelved into promotional or social. Marketers must craft their emails to be memorable, concise, and add value to consumer lives in order to get and maintain loyal and engaged subscribers.

Do’s

Design & Layout 

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In terms of a Jebbit campaign, for optimal engagement and conversions, design email creative branded specifically to the campaign experience and reward. This can apply to most promotional or event oriented emails: specificity and customization add interest and can help towards convincing your viewership that this is a serious and exciting opportunity.

Some design tips are to compose your email in one column and incorporate more white space for a cleaner look. Especially for mobile, use a large and obvious button for your call-to-action for optimal finger-tapping capability.

After you get your consumers to interact and click a call-to-action, don’t disappoint. Streamline the landing page to the message as well. Customized landing pages send the user directly to the item or offer featured in the e-mail and can increase conversion rates by more than 25%.

 

Content
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Provide one clear Call to Action or multiple calls to action throughout. Multiple links throughout your copy will increase probablity of clicking. Tell your readers exactly what you want them to do next and why they should do it.Whenever possible,personalize your email: users are 22% more likely to open an email if they are addressed by their first name.

ex. Play Now, Enter Contest, Let’s Do It!

Incorporate numbers: opt for “10” instead of “ten.” According to Nielsen, digits catch attention and stop wandering eyes.

Present a clear, hard deadline: this will create a sense of urgency and prevent people from procrastinating– and possibly forgetting. Repeat what they might lose or miss out on if they don’t pounce on your offer.

Cross Channel Strategy

Create a cross-channel strategy pairing an email campaign with a corresponding social post drives increased participation and buzz.

Follow-Up

Email reminders (but not so frequently as to be harassing) to your subscribers to update them and keep your brand or offer in mind. Perhaps highlighting that there’s only three days left for your sale. Even updating them on how your company is faring or recent milestones or press.

Don’ts

Unknown-5Don’t address your subscribers as subscribers. Compose your emails as if you’re emailing one person, not a list. This goes hand-in-hand with personalization.

Only email when you have something truly valuable or helpful to say.

Don’t kill your subscriber count with repetition. People will get frustrated if you keep saying the same thing and crowd up their inboxes without good reason. Reminders are good; imitating a broken record, not so much.

 


Read our post on Email Marketing to learn more.