A company's digital marketing relies various techniques to achieve its communication and sales objectives. Video advertising and social media . However, emails haven't lost their relevance. It's no longer simply a matter of writing a email touting the benefits of a product. Now, thanks to the latest technological innovations, it's possible to make your content more impactful . Here's everything you need to know about it!
It is common to confuse these two concepts, but their respective objectives are distinct.
Email marketing : This type of email is commercially oriented, encouraging the purchase of a product. It is addressed to an audience that has not yet consumed the product. Marketing must create compelling and detailed content, using direct pronouns to engage the reader.
Newsletter : Conversely, a newsletter informs customers about the latest news from a company, such as the launch of a new product. It is sent to customers who have already made a purchase. The content is generally more concise, respecting the established relationship of trust.
Newsletter
newsletter , on the other hand, is the complete opposite. This email simply serves to inform customers about the latest news from a company: the launch of a new product, for example. It is sent to customers who have already made a purchase . Since a relationship of trust has already been established, the newsletter's content is short .
Due to their respective lengths, the sending frequency of these emails also differs . Newsletters can be sent more frequently . Some companies opt for once a week , and it's even possible to delay sending them by a few days . Because the content is more concise, the reader will be more inclined to read it in its entirety. Conversely, you shouldn't bombard a recipient's inbox with emails , as they will be less enthusiastic about reading long content frequently. A gap of two weeks to a month between mailings seems more appropriate.
The structure of sentences
To outline the specifics of an offer, what better way than written content ? Indeed, it's essential to put words to a company, a brand, or a product. Otherwise, the customer won't know what they're getting into.
First, you need to choose a compelling subject line that encourages the recipient to open the email. To achieve this, the sender should focus on the subject line , even before the email content, as this is what the recipient will see. This is especially true for emails aimed at selling a product.
In practice, you should avoid unoriginal phrasing, such as "Company X: Introducing a slimming product." Instead, opt for bolder phrases , like "Want to lose 2 kg in 1 month? *o* Here's the tailor-made solution for you!!! ^_^". Admittedly, the language is a bit fanciful, especially with the emoticons , but anything goes to entice the customer to buy (or at least, to read). After this initial hook in the subject line, you can add more in the body of the text.
Emailing
Subsequently, in email marketing , favor simple sentences , with occasional embellishments . It's crucial to avoid sounding like an aristocrat from bygone eras. The message must remain understandable , even when listing technical specifications. Newsletters , on the other hand, don't require sentences. Concise phrases will suffice to present the offer in its entirety. In this case, since the customer is already engaged, they will contact the sales department if they require further details.
Warning! There are several fonts and effects available for text. You will need to use them wisely.
Adding images and videos
While words remain central to a message, it's important to remember that visuals are more eye-catching. Indeed, a picture is sometimes worth a thousand words. Using the same example as before, instead of talking about weight loss, a picture of a person who was overweight and then became thinner will do the trick perfectly. As for the 2 kg lost, a simple "-2 kg" between the photos would be much appreciated.
choice of colours should also not be neglected . To avoid overloading the email content, it is best to limit yourself to two or three colours (including two dominant ones) .
And the icing on the cake: videos . Instead of taking several images or photos to explain why the product is fantastic, a 30-second to 1-minute can be more convincing.
Since all these media require a certain level of technical expertise, the involvement of a graphic designer is necessary. They will not only act as designers, but they can also advise on the selection of elements to include in the poster or video.
Inserting call-to-action and share buttons
Don't forget the ultimate goal of your emails: to increase sales . Include clear and engaging calls to action (CTAs). For example, replace a simple link with phrases like "Discover our new collection" or "Sign up now for exclusive offers."
Share buttons are also important. They allow your subscribers to easily share your content on social media , thus expanding your reach.
Share buttons
Finally, the presence of share buttons is always appreciated for product promotion.
Choosing the digital route to promote a product might seem like the easiest option for a company, but it's actually quite the opposite. For starters, the competition is fierce. But more importantly, a single misstep can be fatal. For all these reasons, the design of an email campaign or newsletter . It's no longer just about writing skills, but a whole process to make a product as appealing as possible , using images, videos, and more.
The Importance of Analysis and Optimization
To evaluate the effectiveness of your campaigns, analyze key metrics: open rates, click-through rates , and unsubscribes. Use this data to adjust your future communications. Analytics tools will allow you to better understand your audience and refine your messaging.
Comply with regulations
Make sure you comply with data protection laws , such as the GDPR. Always offer a clear unsubscribe option to maintain your subscribers' trust.
Conclusion
While email marketing may seem simple, it requires a thoughtful approach. Every element, from content and visuals to CTAs, plays a crucial role in conversion. Investing in a well-designed email and newsletter strategy is essential to maximizing your impact and ensuring your business grows.
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