The ability to create emails that build relationships, persuade actions, and get responses is a key component of any customer retention program. It's crucial to find a way to get noticed and achieve results with the flood of emails flooding inboxes every day. Email marketing isn't easy. However, it can be simplified by breaking down the task into core tasks and understanding the role each task plays within the overall campaign.
To create an effective email program for follow-up, you must first determine what the intended outcome is. Without knowing what the email is about, it's impossible to create an effective one. The response can vary depending on what the goal is. Every email should have three main roles.
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1. Establish relationships. Email programs must build stronger relationships with customers and strive to improve the brand.
2. Get answers. Respond to questions, surveys, and feedback.
3. Encourage action. Clicking a link within an email is one example.
These are the primary roles that every email should aim to attain, but there are three essential actions that must be completed before they can succeed. These actions are known as the "3 G's", and we're not talking about mobile networks. Important to remember that these actions must be completed in the order given below. Emails should be sent to confirm this.
1. 1.
2. 2. Get open
3. Take the action: click, response, etc.
The job of an email is to get attention, persuade recipients to open it, then get them to click a link to take action on something in the email. Why is this a particular order? It is obvious that an email will not be opened if it does not first grab the receiver's attention. If it doesn’t get opened, it won’t get clicked on the inside offer. It's now time to maximize your chances of achieving each of the three actions: interest, open, and action. It is important to understand that all successful marketers use four main email components.
4 components incorporated in effective emails
1. 1.
2. 2.
3. Email content (body).
4. 4.
The starting line
For maximum effectiveness, the "from" line should contain the name of the company or website. Why? This is the website or business they are transacting with. Using it in the "from” line will help build brand awareness. The subject line and the answer to this question will tell them the details of the offer and the source. This will build trust and remove any security concerns.
Okay, now let's suppose we have achieved the first two objectives: gaining attention and getting an email opened. Next, what? To get the next action we must ensure at least two things are in place. The 'click'.
Subject line
Effective subject lines are essential for achieving the first two actions (interest and open). Keep it brief, sweet, and interesting. Let's say, for instance, that a store is offering a fall promotion for a limited time.
You might use the following subject line: Enjoy 50% Discount 5 days only More Details Below
You might also consider: Savings for a limited time!
The subject line is clear and concise. It ends with a call to action (details in the inside), followed by an "ellipsis" (or hellip). On-screen menus use ellipses to indicate that there are more to come. A good subject line can attract attention and make the receiver want more.
The content
Email body content (text and images) should reinforce the offer mentioned in the subject line and give details. It should be simple. State the benefits for the customer, keep to the facts and include a call to actions. People are overwhelmed by email and won't spend much time reading them. Get to the point and make it compelling. You need to give them reasons to take action and, most importantly, you should ask for it. It doesn't matter if you send a super email and get it opened. But, don't forget to give the reader the means to complete the final action.
Call to Action
Calls to Action ask readers to take action. These include "Shop Now", "Learn More", and "Click for Details".
It is important that the call to action clearly communicates what the intent is and what the user will gain by clicking it. The "Start Shopping" call-to-action clearly states that the user can shop the offer by clicking the link. A "Complete the Survey Call to Action" is the best call to action if the goal is to get them to take part in a survey. Do not assume that they will accept the offer. Ask them to do it.
It is important to understand that emails should have four main components. These components are used to support desired results. This guide will help you to create email marketing campaigns that are effective and achieve your company's goals.
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