Essential Elements of Email Marketing
An email campaign’s success depends on multiple factors and the way you leverage different essential parts of email marketing. The success of your email marketing campaign is measured through various metrics, such as delivery, open, and click-through rates, etc. What you communicate through each mail can impact these metrics. Implementing a comprehensive strategy that takes care of each essential element of email marketing is a must to achieve business goals.
What are the essential elements of email marketing?
Even through the decades, email marketing still remains the most effective marketing channel for both B2B & B2C businesses. Every section of email marketing plays a crucial part to create an effective email campaign. Without the inclusion of necessary information at the right section, an email campaign will fail to give good results. So, in order to grab the attention of prospective and existing customers, you’ll need to master the knowledge of email, how each section works, its importance, and its impact on the campaign’s performance.
Here are 8 essential elements you must keep in mind while creating an email marketing campaign.
- Email List
You can introduce your business to new readers by including the mission and core values in the brand guidelines. This will help them understand what your organisation is about and what it stands for. In addition, the creative team gets more insight into your business to make design choices as per the guidelines.
Take a look at how DP Cement outlined its company mission and values. (We will show DP Cement’s brand guidelines as an example) - Email Marketing Platform
In order to execute your email marketing campaign, you need the right infrastructure to support your campaign. An email marketing platform is crucial to running a successful email marketing campaign.
An email marketing platform is a software that allows users/businesses to manage their email lists. It facilitates users in creating, designing and executing campaigns with automated emails. Additionally, based on the audience's behaviour, email marketing platform allows users to automate actions accordingly. Examples include Constant Contact, Mailchimp, etc. - Objectives
While you’re planning your email marketing campaigns, you’ll need to determine goals and objectives for your business. Your main goal could vary from introducing your business to new customers to persuading them to make a purchase, to maintaining relationships. It solely depends on what action or takeaway would you like from the customers after reading your email.
Email marketing tool is used to convince and engage with the prospect and existing customers and to turn them into repeat customers. Some of the common business goals to achieve through email marketing are: - Drive sales
The ultimate purpose of any marketing strategy is to sell your product or service and earn revenue. Email marketing if done right results in higher ROI than any other marketing tools. - Boost brand awareness
If building your brand’s awareness is your goal then email marketing is the best option to promote your offerings. People prefer email as a medium to connect with brands. Even if the subscriber does not open and read the whole message he/she can get an idea from the subject line itself. - Generate and nurture leads
Drive traffic and lead to your websites with the help of email marketing. It’s cost-effective, simple, and quick. One of the reasons why email marketing works best to nurture customer relationships is that it’s not always about hard selling. Brands should give reasons for customers to keep coming back by providing solutions to their problems, useful information, etc. - Boost customer engagement
Once you've made people sign up to your email list, keeping them engaged is the next step. By sending emails regularly (preferably once or twice a month) and creating high quality content, a business can successfully engage with its customers. - Increase customer loyalty and lifetime value
Based on how well you nurture your relationship with your existing customer, the success of your new product line or service will be determined. If you succeed in maintaining a good relationship with your customers then it’s a win-win for your business as well as customers. - Timing
One of the most essential elements of email marketing is timing. For instance, you may be located in Mumbai, but the majority of your target demographic may live on the other end of the world, different from your time zone. This impacts your open rate and click-through rate. Research your audience well and decide the correct hour and timing to send your email. People often tend to go through their emails while commuting to work or after arriving at work, on lunch break, or even at home after working hours. It is best practice to send them emails when they are free or willing to read mails. - Subject Lines
It is the first thing people read and then decide if they want to open it and engage with your email. Subject lines should be interesting, enticing, and within 50 characters. At the same time, it should be relevant to the main email content rather than just being a clickbait. Misleading subject lines can create a poor image of your company and impact your trust with your users. - Content & Graphic
Ideally, an emailer must consist of more images than words as it simplifies the message visually. As customers prefer to skim the content and get the gist of the message quickly, keeping the copy short and concise is beneficial. - Call-to-Action (CTA)
Call to action (CTA) is another crucial factor to determine the success of your email marketing. Usually, CTA gauges a user's attention through a button or a link often placed at the bottom of the content. CTA is used to direct users to take the desired action and assist marketers to have a better understanding of their campaign’s engagement. Thus, your call to action must be prominently displayed and stand out from the content. - Device Optimisation
Similar to websites, emailers must also be responsive to different devices. The view of an emailer may differ from screen to screen. With responsive email design, a user can see the content as it was originally intended without any hindrance in reading or understanding the message.
To execute an effective email marketing campaign, your email list, EMP, and goals must align.The thumb of rule for any marketing strategy is to keep customers engaged by personalised communication and feeding them with solutions for their goals. Remember, customers are one of the most important assets for any business. So, thinking about and for them and simplifying their efforts always works.
Determining goals and objectives prior to the execution of strategy ensures your business achieves a successful email marketing campaign. If you’re looking for a team of professionals to plan and run an effective email marketing campaign for your business, then connect with us now!
Email marketing is one of the most powerful tools out there and businesses across industries and sizes can leverage its features and what it offers. Contact us now and ace your email marketing strategy!