Why Emails Are Your Marketing Secret Weapon
Everyone’s a-buzz about social media marketing and for good reason. It’s cost-effective, easily accessible, and drives real-time engagement. But what if we told you the real secret was sitting in your inbox right now? That’s right—email marketing isn’t just surviving; it’s thriving!
Imagine having a direct line to your audience, where every message you send is specially crafted to speak directly to their needs, interests, and pain points. While social media can be a great way to engage with a wider audience, email marketing provides a unique opportunity to build more personal, authentic relationships with your target audiences.
Think of it this way: you (the sender of an email) are a digital postman delivering tailored messages directly to the doorstep of potential customers, aiming to engage, inform, and build lasting connections! This is all done using personalized and targeted emails. We should also keep in mind that social media now has content filtered by algorithms which means Dun Dun Dunnnnnn. It doesn’t reach all people. Cue email marketing!
A staggering 91% of people access their emails at least once a day.
92% of users have at least one email account.
Email marketing is up to 40 times more effective than social media.
The buying process happens 3 times faster.
All that being said, please don’t ask us to pick one over the other. We love both! It's important to keep in mind that both are effective tools for marketing in different ways.
Good vs. Bad Email Marketing Campaigns
Though email marketing is one of the most effective forms of marketing, there’s still work to be put into crafting that perfect email!
The Good
Here are some things to strive for:
A Clear and Compelling Subject Line: A well-crafted subject line entices subscribers to open the email. It should be clear, concise, and ignite curiosity.
Thoughtful Design: A well-balanced combination of images, text, and white space will get people interested. Brand elements such as logos, colours, and fonts should also be consistent.
Engaging Content: Content should be relevant and align with the interests of the target audience. For example:
How-to articles
Trends and industry insights
Customer success stories
Clear Call to Action (CTA): A prominent and clear call to action guides readers to a desired outcome, whether it's clicking a link, making a purchase, or sharing the newsletter.
The Bad
Now, here are some things to watch out for:
Sending Irrelevant Emails: Wading through hundreds of uninteresting emails is one of life’s most useless pastimes. Most subscribers will mark such emails as spam or will even block the sender.
Sending Emails That Are Too Long: No one likes having to read lengthy emails. If your email is too long, subscribers won’t even bother reading it. Large blocks of text also aren’t visually attractive; keep emails short and use headings and visuals to make them easier to read.
Writing Boring Emails: Make emails more interesting by using attention-grabbing subject lines, visually attractive content, and a clear, strong call to action.
Making it hard for Subscribers to Opt-Out: Let’s not be keeping subscribers shackled. Subscribers should be able to unsubscribe whenever they want to, especially if they've already bought something or don't find the emails useful.
Purchasing Email Lists: Yep! This is a thing. Some email marketers will opt to buy email lists to grow their outreach quickly. But this is a bad practice that leaves you with low-quality contacts, low email open rates and low engagement.
Time to Stand Out in the Inbox!
As the digital landscape continues to evolve, email marketing campaigns are a cost-effective and powerful tool for achieving marketing success.
Here at Bright Light Content, we understand the dynamic nature of the digital world and the pivotal role email marketing plays in creating meaningful connections with your audience. We believe in the power of turning leads into customers and creating lasting engagement. Now we want YOU to be part of this excitement.
Our team is rearing and ready to help you kick-start a campaign that will do exactly that! Reach out today at hello@brightlightcontent.
Sarah Whyte is Bright Light Content’s Copywriter and Brand Strategist. She’s a quick talking, avid reader who delights in noticing big truths in everyday places.
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