Are you using email to market your company? If not, you are missing out. Despite the fact that it has been around for a while and might not have the shiny, new appeal of things like live video and virtual reality, email marketing is still one of the most effective ways to promote your company.
People are protective of their email addresses. They give them out only when they want to receive email from a company, and that means that having an email list provides you with a unique opportunity to connect directly with your target audience.
Email Marketing Basics
Email marketing is effective because it allows you to initiate repeated contact with a potential customer without being a nuisance. The only way a customer ends up on your email list is if they sign up for it voluntarily, so you know that you’re starting with a warm lead, someone who is genuinely interested in your product.
An email marketing “drip” campaign can be a good way to move potential customers through your sales funnel until they reach the point where they’re ready to make a purchase. And once they have bought something, you can use email to let them know about product updates, new items, and keep them abreast of company news.
Email Marketing Stats
To help you understand why email marketing is a good way to acquire new customers, let’s look at some statistics about email marketing.
1. 60% of all consumers say that email is their preferred way to receive information from companies.
2. Welcome emails are opened by just over 45% of recipients. The only emails with a higher open rate are cart-recovery emails, which encourage people to complete an unfinished transaction.
3. On average, email marketing earns a 4300% return on investment – higher than many other forms of marketing.
Email marketing is both affordable and effective.
How Email Marketing Can Help Your Company
Now let’s look at how email marketing can help your company.
Did you know that the average consumer requires between 7 and 10 “touches” from a brand before they are ready to make a purchase? It can be difficult to get those touches without a way of reading out directly to prospects. Email marketing is ideal for this type of drip marketing.
Email provides you with the means to build trust and provide value to prospective customers. The original emails you send shouldn’t be sales pitches. Instead, they should establish you as an authority in your field and provide your leads with something they can use. Many successful email marketing campaigns share information or tell a story to illustrate the value of what the company has to offer.
Branding and Email Marketing
Branding is important in every element of marketing, and email is no exception. Every email you send out must be a good representation of your brand. That means that the design must echo your brand design, and the voice you use in your emails must be consistent with what appears on your website and social media accounts.
How to Convey Your Brand Message in Email
Conveying your brand message in an email isn’t easy, but you must learn how to do it if you want your email marketing campaign to be a success. Here are some tips:
1. Make good use of the colors and images that people associate with your brand. Of course you’ll use your logo – and we’ll talk more about that in a moment – but the overall design of the email must be consistent with your logo and overall branding message.
2. Use a voice that speaks directly to your target audience. If you look at marketing emails from different companies, you’ll notice that they may be very different from one another in terms of how they sound. A business-to-business email might use an elevated tone and industry jargon, while an email aimed at parents of small children might be warm and playful.
3. Everything in your email should speak to your brand’s values and core traits.
The emails you send are emissaries for your brand, and you should treat them as such.
Using Logos in Email
Using your logo in marketing emails makes sense. After all, your logo is often the first thing people see when they are first introduced to your brand. It appears on your store or building if you have one, and it’s on your website and social media accounts.
For that reason, we recommend putting your logo near the top of your email. It should be the first thing that people who open your email see. That way, they make the immediate association between the email and your company.
The logo doesn’t have to be large, but it does need to be clear and noticeable. It’s a good idea to place it either at the top left-hand side of the email (right above the greeting) or centered at the top so it is inescapable.
Marketing Email Analysis
Now let’s take a quick look at a marketing email that does a good job of featuring the company’s name and logo. This email comes from weight loss company Medifast.
What you can see is that the logo appears right at the top. It’s not particularly big, but it is impossible to miss.
The company paired the logo with a professional photograph of one of their meals. The colors are striking and the overall effect is appealing. The picture itself is a clickable link so that the recipient can take immediate action.
This email is effective because of its simplicity. It uses the company logo well and provides a compelling image.
Tips for Writing Great Marketing Emails
Now let’s run through some tips on how to create great marketing emails. When every element of a marketing email works together, then the chances increase that you will get the high conversion rate you want.
All great marketing emails start with a compelling headline. You may notice that many of the emails you receive have headlines that pose a question or tease a bit of interesting information.
Those are both good tactics. Research shows that emails with questions and numbers in their subject lines have a slightly higher open rate than other emails.
The most important thing for your headline to do is to make the people who receive the email want to open it. Whatever appears in your headline must – in some way – be an accurate representation of what is inside the email. Never pull a bait-and-switch as that’s a very good way to get people to unsubscribe from your list.
You should also consider using the recipient’s name in your headline. Personalized emails tend to perform better than non-personalized ones.
Any marketing email you send should include images to break up the text and add visual interest. The images you include should be compelling and relevant to your target audience.
While you can certainly use stock images if you must, the better option is to hire a photographer (or take photographs yourself if you have the skill to make them look good.) Consumers can tell when photos are posed and generic.
Make sure that you use alt tags and image tags in all of your photographs so that in the event they don’t load properly, people can at least read a description of them.
Formatting your email properly is essential. Remember that post people read in an “F” pattern by skimming across the top of the page, and then scanning the left hand side. They may skim across again to read subheadings.
Use short paragraphs, subheadings, bullet points, numbers, and images to break up the text. An email with lots of white space is much easier to read than a solid block of text.
It’s also important to make sure that your email is properly formatted for mobile users. Research shows that 55% of all email is viewed on mobile devices as of 2016. Mobile readers will not stick with an email if they have to scroll horizontally to read it.
Finally, as mentioned previously, make sure to include your logo in your email in a prominent position. The ideal spot is someplace where readers will see it as soon as they open your email, either above the greeting or centered at the top of your email.
You may want to include a second logo at the bottom near your call to action. Some companies even use their logo repeatedly throughout, inserting it next to subheadings or superimposing it on images. You can decide how much you want to use your logo, but make sure to use it at least once.
Email marketing is a very effective way to reach your target audience. Including your logo in a few key positions inside the email can help you cement the readers’ connection between your logo and your brand. Over time, that connection can help you build brand recognition and customer loyalty – and grow your company.