On average, it takes fifteen seconds for the recipient of an email to determine whether they want to know more about the content or if they will toss the email in the trash. Your challenge is to seduce this recipient like a true email marketing Casanova for maximum effect. In this article for aspiring online retailers, we present several points of attention.
To open the email or not?
What is the first thing the consumer sees when they receive an email from you? Is it the special offer that you have prominently displayed? If only it were that simple, as your email needs to be opened first, which only 22 percent of recipients do on average.
Therefore, pay attention not only to the subject line of the email but also to the sender field. You can, of course, name your company as the sender, but wouldn’t you find it nicer to receive an email from a person? Try running a campaign where a (fictitious) employee from your company makes a 'personal' offer to the recipient. A company that did this saw its open rate rise from 20 percent to 39 percent.
Love at first sight
When an email arrives, recipients scan it for bolded words and images. It is therefore important to present your message as concisely and attractively as possible.
But what one person finds attractive, another may not. It is therefore essential to know your target audience well and segment accordingly. Don’t send the same email to everyone in the database; instead, consider the different target groups within your database and what information they are waiting for.
Testing the waters
Measuring is knowing. That is why you set up A/B testing so you can clearly see which text or image works best for which audience. Also, especially test factors where you already expect a certain effect, as those expectations may turn out differently in reality. One example is the color of the call-to-action buttons in your emails. Which color do you think works best? Green or red? If you thought green, you are mistaken, as the red button yields a whopping 21 percent higher click-through rate than the green one.
Mobile
More than 40 percent of all emails are opened on mobile and that percentage is only increasing. It is therefore important to take this into account and ensure that a finger can also click on the links in the email. Tempt that finger to click with a call-to-action, such as a play button or an image of a menu that links to your website.
A connection with a click
If the link has been clicked, it indicates three things:
- your subject line works
- your email has passed the scan test
- what you are offering is interesting to the recipient.
You are then immediately in conversation with the recipient; they are responding to your message.
Now build a relationship with that person. Show in your email communication that you care about the customer. Automate your marketing so that you can reward engaged customers and win them back when their interest has waned.
This way, you can approach your customer much more personally with the information you have gathered about them. Come on, isn't it much nicer to receive a personal email from someone who cares about you than from someone who says the same thing to everyone? Customers are much more likely to click on a link in emails from someone they trust.
Attracting for successful campaigns
For a successful email campaign, you should behave like a true Casanova. Don’t hide behind a mask but show yourself, ensure a good appearance, and try something different as well. Don’t be pushy in your communication, but let someone spontaneously click somewhere and keep your relationships warm so that customers remain loyal to you. And a true Casanova knows: listen to your customer and allow them, without them realizing it, to tell you as much as possible about themselves.
Also good email marketing?
Epartment has been providing the realization and guidance for sending good email campaigns/newsletters for quite some time. With a tailor-made email template, your email instantly has the look of your webshop, making the message immediately recognizable and felt familiar to your customer. In many cases, we create templates that can later be filled in with text or image blocks so that you have full control over your email campaigns. No technical knowledge is required for this. Contact us to discuss the possibilities for your business.
