Why Email Marketing Needs to Be Done Right the First Time
There are misconceptions that email marketing is an outdated and ineffective form of advertising against the advancements of modern technology. Email marketing is in fact far from dead. Statistics evince that 90% of adults and 74% of teenagers regularly check their emails. Although email is evidently not the most up-to-date form of marketing, it is still regularly used by consumers and thus should be utilized correctly in your companies marketing campaign. It is ‘one of the most popular, cost effective and highest performing marketing channels currently available’. That is why it is integral that your marketing team perfects your email marketing strategy.
There is extreme importance in the very first email marketing campaign you run. First impressions are everything, and your marketing team should ensure that the imprint of your company left in the consumers mind is positive. From the first email marketing campaign you organize you are creating your first client list, forming relationships with whom are regarded as your loyal customers. The format and information in this campaign will also leave a long-lasting impression pertaining to your brand identity in the consumers mind. There are many advantages of email marketing, however your company will only be able to benefit from these if this form of advertising is executed correctly the first time. There is no coming back from incorrect greetings or unappealing email designs. Those kinds of mistakes remain engrained in a customer’s memory.
Your Company Must Stand Out by Executing Email Marketing Perfectly
The success and popularity of email marketing is no secret, therefore there are many companies utilizing this marketing tactic to their advantage. Specifically, approximately 296 billion emails are sent out each day. It would be quite easy for emails to get lost in the inbox, particularly if they are unengaging or from companies that the recipient has not formed an opinion about. The way to stand out against this crowd is by making a good first impression. The saying ‘a good first impression lasts a long time’ is very true, especially in marketing. These good impressions can be formed by showing the consumer you know they are a loyal customer or are aware of their behavior. Engaging visualizations and appealing layout of your email marketing campaign will also leave a positive impression of your company. However, you may have also heard the saying ‘you only get one chance to make a first impression’. It is extremely difficult to come back from a negative first impression, especially via email marketing.
The Benefit of Email Marketing; Being Able to Communicate with Your Client List In a Personalized Manner
The first and foremost benefit of email marketing is the ability of emails to directly reach your client in a personalized manner. These emails can make customers feel they are valued by your company if you successfully form this consumer client relationship. If your marketing team ‘nurtures existing clients’, this will continue to augment customer loyalty from these clients, and in turn be beneficial to the success and popularity of your business. It is important to begin shaping this relationship positively within the first email sent out to them. Email marketing can also lure new email members in, through individualizing the first email that is sent out to the consumer. This could be executed by showing that your company is aware of the customer’s activity regarding your company; if they have been active or inactive. If they have been inactive, your marketing team could attempt to show you are aware of this.
In your first email sent out, it is essential that you call the consumer by their first name. This sets the foundation for your client consumer relationship as ‘on first name basis’ and personal. Statistics expose that email marketing campaigns including the individuals first name have a ‘higher clickthrough rate than those who don’t’.
However, if the customer feels undervalued or irrelevant in the first email, it is extremely difficult for your company to come back from this and repair the mended relationship. For instance, if the name you call your customer is incorrect, it is deemed almost impossible to make the customer feel special again.
The Design in the First Email Represents the Brand Identity, Leaving a Lasting Impression with the Consumer; the Visuals Equate to the Brand Identity
The visuals in your email should equate to your brand identity; how you wish to be perceived by the consumer. The presentation of your email is extremely important. Firstly, as humans we are visual beings that are drawn to compelling and interesting images. We absorb more visual information than written. Therefore, it is extremely likely that if the visual element of your email was engaging to the consumer, they will remember the information on the email. The visuals and brand identity of your company should also be persistent. Although it is likely your brand identity and logo will be revamped, if this is constantly being updated it is possible the visuals will not resonate with the email recipient. The presentation and layout of your email is also extremely important. This is because the design of your email should visualize your brand identity and resonate with customers; they will remember the images and symbols associated with your brand. If your email design is not appealing and executed poorly with technical mistakes, that inevitably reflects poorly on your company. If technology isn’t used correctly or wisely, it’ll appear your company doesn’t know how to use technology. Technology is extremely important in the modern era. If your company makes any mistake in how to use this machinery, it immediately places your company as undesirable to be affiliated with.
It is vital that your email marketing campaign is implemented right the first time. There are many benefits of this form of marketing, make sure your company gets to profit from these by assuring you’re personalizing emails correctly and perfecting the visuals, design, and layout.