Direct email marketing is form of advertising very similar to EDDM. The main difference is that these campaigns are sent via email, not door to door. Also email marketing campaigns are sent to a targeted list of potential customers, rather than to every person in a particular area. These lists are made up of subscribers, previous customers, and sometimes lists purchased by the company that meet their specific criteria.
Successful email marketing campaigns should be beautifully designed, clean, and simple with a clear call- to-action. The example below is from Dropbox. It’s simple and well designed with a clear message. As a result, their response rate is higher. Many people delete advertisements from companies or send them straight to their spam folder. In turn, companies have to work extra hard to make sure their campaigns are punchy and eye catching in order to entice consumers to click.
Direct email marketing has the potential to be a very powerful tool for your business. Here’s our top 7 essential ingredients of a show stopping email marketing campaign.
7 Essential Ingredients of a Show Stopping Direct Email Marketing Campaign
1. Timing is key
Think about it. If you’re one of those people that easily receives well over a hundred emails a day you simply don’t have the time to spend more than few seconds on each email unless it’s really important or sparks your interest. Research shows that people are most likely to open emails after 12pm. Furthermore, the majority of emails that get opened occur within an hour of hitting your inbox. After that, the open rate drops below 1%! That’s serious news guys. Timing can make or break your email marketing campaign.
2. Give them a reason to engage
If you want your email marketing campaign to be effective, it has to engage your audience. And by that I mean it must motivate them to interact with you and what you’re offering. You can do this in a lot of ways but theres a few go-tos’s. First, sales and promotions are great for email marketing. Especially if they’re of the exclusive variety. Another option is a, “we haven’t seen you in a while” email. “Click here to find out what you’ve missed.” As we all know, millennials are especially motivated by FOMO.
3. Explicit call-to-action button
One of the biggest mistakes companies make in their email marketing campaigns is making the consumer do too much of the work. If the person has to hunt through tons of text and photos to find the call-to-action, they are much less likely to result in a conversion. A good rule of thumb is to assume you have 5 seconds or less to hook your audience. Don’t over do it. Be concise and clear with your message.
4. Full color please
Scrolling through your inbox is not usually the most visually appealing experience. In a sea of black text on a white screen, full color advertising can do wonders for your response rate. Rich color is another great technique to hook your audience. Think about what designs you’re the most drawn to. They’re usually clean, simple, and beautifully designed, right? Your own email marketing campaigns should be no different!
5. Animation/ GIF’s
Many retailers have begun to incorporate GIF’s into their email marketing efforts. The more the better we say! Animations are fun and eye catching. The popular retailer LOFT does a particularly excellent job at beautiful email marketing with GIF’s.
Animations are also a great tool for engaging your audience in an email. A moving email is much harder to ignore than static letters on a screen!
6. Mobile ready
In a recent study, 75% of participants reported they are “highly likely” to delete marketing emails they can’t read on their smart phones. People are spending less and less time on their desktops and more and more time getting their news and updates on their smart phones. In the age of social media and iPhones, it is crucial for businesses to ensure their marketing campaigns are compatible with mobile devices.
7. Get Personal
One of the most crucial components of email marketing success is personalization. It’s a universal truth: people still love getting mail. When you see your name in the subject line you get a little rush of endorphins and do a happy dance. Right?
Just us? Oh embarrassing.
Facebook sends awesome birthday emails. They don’t even include a call to action. Just a delightful bouquet of watercolor balloons with your name attached. Pretty clever Facebook. We live in a time when our significant others can’t remember our birthday’s but Facebook doesn’t miss a beat. But I digress.