Email marketing has been shown to be among the most effective ways to directly connect with existing and potential customers for eCommerce businesses. By sending emails about new promotions, product announcements, and quality content, brands can engage their audience cost-effectively and with amazing results. In some cases, email marketing can deliver upwards of 4000% ROI – the highest among all marketing channels out there.
Clearly, email marketing is a powerful tool, but you need to use it wisely or else all your effort will go to waste. With that in mind, here are four key elements to keep in mind when creating email campaigns that bring in positive results.
4 Components of Effective Email Marketing
Each email marketing campaign should have a specific objective. This would depend on your business, marketing objectives, audience, and more. However, there are four things that should be consistent, clear, and brand-cohesive for your campaigns to be effective.
1. Messaging
The messaging of your email should be clear and engaging from the get-go. Your headlines should hook your readers in and make them want to open the email. If they aren’t interested in what you have to say, they won’t even bother opening it.
Additionally, the content should also be centred around your audience with clear benefits that they care about. You want to address their needs in a timely manner, and that means understanding your business from their perspective.
Here are several tips to improve your messaging:
- Understand your customers’ needs and behaviour so you can demonstrate your ability to provide the right solutions to their problems.
- Avoid using spam words in headlines, or your emails might end up in the Spam folder. This includes words like “money back”, “limited time”, “100% off”, and more. You can check here if you want a list of words to avoid. Also, make sure that your subject lines are not misleading.
- Depending on your brand style, you can even use emojis in your messaging to make it more engaging.
- Split-test your copy. This way, you’ll be able to know which version is more effective.
2. Design
People today are more inclined to trust brands that are visually engaging. By adding attractive designs and other visual elements to your emails, you can easily grab your reader’s attention as well as reinforce brand credibility.
Here are some ideas on how to design your emails:
- Keep it simple and clutter-free. Good design is organised and provides customers with a clear path to purchase.
- Adhere to your branding guidelines and add engaging visual elements in all emails you send. This helps build brand recognition and highlights the value of your offer.
- Optimise your emails for any device. Many consumers today check their emails using mobile phones instead of computers.
3. Personalisation
Personalisation doesn’t simply mean adding the “First Name” tag in all your email campaigns. It’s much deeper than that, and it will be influenced by real user behaviour and preferences.
A few personalisation strategies that work well include product recommendations based on a person’s browsing and purchase history and recapture emails based on shopping cart activity.
Here’s how you can tailor-fit your email campaigns to your customers:
- Use automation to segment your customer groups depending on their profiles and interests.
- Use tags or other custom fields to tailor each email to the individual.
- Use triggered emails that automatically get sent when a person performs a specific action.
4. Conversion
To make sure that your emails lead to profitable results, you need to employ conversion tactics to turn readers into real customers. An effective email needs to have clear means of conversion in the form of call-to-actions (CTAs) in your copy, buttons, and links.
Here are several ways you can optimise your emails:
- Make sure CTAs are intuitive and displayed prominently on every email.
- Limit the number of CTAs you use. Too many can only cause confusion, which may lead to inaction.
- Include your value proposition. Provide a good reason why people should buy from you.
- You can also split-test your CTAs to identify what resonates with customers and delivers better results.
Launch Effective Email Marketing Campaigns Today
Level up your email marketing to scale your eCommerce business. If you need help incorporating these key components in your campaigns, we’re happy to help.
We provide email marketing services designed to bring you real, lasting results. Let’s talk about your email marketing needs and how we can help you achieve your goals.