digital marketing is based on various techniques to achieve the communication and commercial objectives set by the company. The most popular are undoubtedly video advertising and social networks . However, emails have not yet lost their interest. Here, it’s no longer just a matter of writing a email in which you tout the benefits of a product. Now, thanks to the latest technological innovations, it is possible to make your content more impactful . Here's everything you need to know about it!

The differences between e-mailing and the newsletter

It is very common to confuse these two concepts. However, there is already a big difference in terms of their respective objectives .

E -mailing is an electronic mail with a commercial purpose , in which the company encourages the purchase of a product. It is aimed at an audience who has not yet consumed said product. As a result, marketers will need to design consistent content to list its strengths. By its nature, the e-mailing is long and is addressed directly to the target (use of the pronouns “you” and “you”).

Newsletter

For its part, the newsletter is quite the opposite. This time, this email is simply used to inform you about the latest news from a company: the launch of a new product, for example. It is sent to customers who have already purchased . As the relationship of trust is already established, the content of the newsletter is short .

Due to their respective length, the frequency of sending these emails is also different . The newsletter can be sent more often . Some companies opt for once a week , it is even possible to delay sending by a few days . Since the content is more concise, the reader will be more likely to read the entire thing. On the other hand, you shouldn't bombard a recipient's inbox with emails , as they will be less enthusiastic about reading lengthy content frequently. A period of two weeks to one month between shipments seems more appropriate.

Sentence structure

To list the specifics of an offer, what's better than written content ? Indeed, it is necessary to put words to a company, a brand or a product. Otherwise, the customer will not know what they are dealing with.

First of all, you need to choose a compelling hook that encourages people to open the email. To do this, the sender must focus on the subject , even before the content of the email, this is what the recipient will see. This is particularly valid for e-mailing which aims to sell a product.

In practice, we must avoid unoriginal expressions, such as “Company X: presentation of a slimming product”. Instead, you should choose bold formulas , such as “Want to lose 2 kg in 1 month? *o* Here is the tailor-made solution for you!!! ^_^”. Certainly, the way of speaking is a little fanciful, especially with the emoticons , but everything is good to nudge the customer towards purchasing (at least, towards reading). After this first hook in the object, it will be possible to put others in the content itself.

Emailing

Subsequently, in e -mailing , favor simple sentences , with a few embellishments from time to time. We must at all costs avoid expressing ourselves like an aristocrat from previous centuries. The speech must remain intelligible , even if technical characteristics are listed. The newsletter , for its part, will not need sentences. Groups of words will be enough to present the offer in its entirety. In the latter case, as the customer is already acquired, he will call the sales department if he needs more details.

Attention ! There are several fonts and effects available for texts. We will have to make the best use of it.

Adding images and videos

Even if words remain the heart of a message, you must keep in mind that visuals are more eye-catching. Eh yes ! Sometimes a picture is worth 1,000 words. Taking the same example as before, instead of talking about weight loss, the image of a fat person who has become thin will do the trick. As for the 2 kg lost, a little “-2 kg” between photos will be welcome.

You should also not neglect the choice of colors . To avoid overloading the content of the email, it is preferable to limit yourself to two or three colors (two of which are dominant) .

And the icing on the cake: the videos . Instead of taking multiple images or photos to explain why the product is fantastic, a 30-second to 1-minute can be more convincing.

As all these supports require a certain technical ease, the intervention of a graphic designer is required. Not only will they serve as designers, but they will also be able to advise on choices of elements to include in the poster or video.

Inserting calls-to-action and sharing buttons

Ultimately, we must not forget that the objective of e-mailing and the newsletter is to improve sales. As a result, a call-to-action (or CTA) can trigger a purchase. As a reminder, a CTA is a link that you click on to be redirected to another page: the product catalog, for example.

To attract attention, you shouldn't just copy the raw link. Rather, it is recommended to insert it in a group of words , such as “Sign up” or “Buy now”. The objective is to make the purchasing experience unique from the promotion phase.

Share buttons

Finally, the presence of share buttons is always valuable for product promotion.

Choosing the digital route to promote a product seems the easiest to take for a company, but this is quite the opposite. For starters, the competition is tough. But above all, a single wrong step can prove fatal. For all these reasons, you should not neglect the design of an e-mailing or newsletter . It is no longer just about editorial talent, but a whole process to make a product as attractive as possible , using images, videos, etc.