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To the campaigns e-mail marketing can often be seen with a skeptical eye on marketing strategies. If used correctly, it will be one of the greatest good guys in digital marketing history. To avoid being seduced by the dark side of the force, we have some tips that will certainly make the audience trust this great marketing tool. Here are 5 of them:
Use email marketing campaigns in a content marketing strategy
The best way to optimize the use of email marketing is within a strategy content marketing/inbound marketing. Firstly, because the foundation you will be building will be solid, they will be there because they are interested in your content and will have more interaction with you. If you are attracting your audience because of the content you produce, you will certainly have more interesting open rates. After all, your audience is interested in the content you are providing. So, pay attention to the content! After all, your base is your greatest asset.
It is important to use the correct programming techniques
Firstly, don't forget the 60:40 rule (and often, 70:30). In other words, work 60% of the structure in your email marketing campaigns with text and 40% with images. Remember that many email boxes use the Anti-Spam filter, which bars image views. Of course, a good image sells the fish much more, but we are in a content context, which is the main focus. The image is and will always be the icing on the cake, but we have to think about the configuration factor.
Many people are not knowledgeable about email security settings, both in webmails and in email programs such as Outlook. This way, let's not let our audience be left without quality content due to technical reasons. Also use responsive email templates, as it's not just websites that are viewed on mobile devices these days. More and more people are using their smartphones for all types of reading, including emails.
Don't forget to use calls to action
We often use email to convey quality information in content marketing. It serves to build audience loyalty and can be used to spread a message without leading to other user action. But email is, in general, a propagation tool. Therefore, it is essential that he has calls to action. In other words, it must have a clear objective that takes the audience somewhere, be it a video, a survey, a website page or a blog post.
Even if it is just a loyalty email marketing campaign or to use some trigger (creating suspense or an exclusivity factor, for example), the call to action must have a specific focus. Keep in mind that each email has its specific objective, so don't waste the opportunity to speak to your base. After all, you are entering the intimacy of your audience, diving into the user's computer.
Respect good practices
We cannot let our messages end up on blacklists and Anti-Spams. The first good practice that we must respect is: DO NOT BUY EMAIL LISTS. The best way to obtain significant results from your campaigns and have low bounce rates is to build your own list. In fact, this is one of the key points of content marketing. There are techniques for this, the most common of which are digital rewards. Also avoid using exclamations and special characters in titles and do not abuse links in the body of the email. Personalized subjects increase the chances of your email being opened by more than 22% (another characteristic of content marketing) and be objective in the titles – subjects that contain 3 or more words are opened 15% less than those with a maximum of two words.
Use mental triggers
We call it mental triggers the set of writing techniques used to attract and retain the audience, creating scenarios of exclusivity, suspense, added value, in short... These techniques are widely used in copywriting, the type of writing aimed at conversions, especially in the digital world.
This type of technique is widely used in product launches (learn more about the subject by accessing the website Jeff Walker), where the objective is to increase expectations to the maximum level, mainly using the urgency trigger. If you want to go deeper, a good tip is to read the book “The Weapons of Persuasion”, by Robert Cialdini, which contains many of these concepts of mental triggers.
You can check out other tips for email marketing in our other article: Email marketing: tips for your campaigns to take off.
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Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
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