Blog, Marketing

It’s in your pocket almost always. And when it’s not, it’s next to your bed. You might ignore it, but it’s always there. Since smartphones became the norm, email marketing has been everywhere your clients are. It’s low cost, high ROI, and it’s got more potential than you give it credit for.

So, where you do you start? Because an email is practically a blank slate for your content, aside from a few formatting and inbox constraints (see here to check out our tips), this is a bit of a loaded  question. However, we will go through a few cool things you can do with emails that are tried and tested.

A email from Duolingo, sent with the subject line, "We miss you!". Heavy on the guilt factor: weeping owl mascot is the kicker.

An email from Duolingo, sent with the subject line, “We miss you!”. Heavy on the guilt factor: weeping owl mascot is the kicker.

Email Retargeting

Retargeting or remarketing is a way to get back those clients that wandered off; it’s a reminder that gets them back into your sales funnel. Maybe they signed up to your mailing list through your online store but left their cart when they saw the shipping fee. Send them an email with an offer of 20% off, or a waived shipping fee, and you’ve got a sale!Or maybe they haven’t engaged with you in a while. Take a leaf out of Duolingo’s book, go right out and tell them you miss them!

Newsletters

Don’t underestimate the newsletter as a marketing tool! For businesses with a long sales cycle, it can be instrumental in the lead-nurturing process. It gives you an opportunity to express your brand’s unique value proposition, and to humanise your brand. It’s the digital iteration of “putting a face to a name”. Personalisation on both receiver and sender end is incredibly valuable, as the team at Hubspot discovered. They found that emails sent from a human name followed by the company name worked better than the company name alone. For more personalised approaches to email marketing, we’ve got a few more ideas here

The Digital Publication

Want to be an industry leader? A forward thinker in your field? This is the campaign for you. A digital publication is high-end, polished email full of high-end, polished content. This content could be written, or video. It is a serious exercise in brand building, building from your service or product base into industry commentary.

Although it may stray into literary territory, remember you still need to think about what action you want to inspire within your audience and give them an opportunity to do this. So, if you want them to feel the aspirational pull of your brand, and to purchase one of your silk ties as a result, make sure there is a link to your online store readily apparent within the digital publication itself.

Being creative will help you stand out in the inboxes of your clients. If you’re looking for that spark of inspiration, we’ve got a few ideas that might just kickstart your best ever sales tool. Let’s talk– fill in the below form and we’ll be in touch!

 

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