Why ignoring Email Marketing may cost your business?
by
Arati Shah
Digital Marketing involves marketing a product or service using several interesting and visually appealing marketing strategies. Blogs, Articles and Social Media Marketing are the latest front runners to promote any product or service to increase online presence of a brand. However, the traditional mode of sending emails has still not lost its importance in spreading the word of a brand to many customers at one go.
A well-designed and formatted email has a professional appeal to communicate with a prospective customer. In todays cut throat competition, acquiring new customers is more challenging than to maintain a cordial relationship with the existing customer and this is where email marketing comes in. Email marketing is an easier and a cost effective method to maintain a cordial relationship with existing customers and establish a professional relationship with a new customer. A precise email which is visually attractive and develops a personal connection with the customer, leaves a long lasting impression about the brand in the mind of a customer.
In todays technologically advanced world, people are using the benefits of what technology can offer and incorporate it to its best possible use in their routine activities. A number of Internet Marketing Companies in Redditch, Bromsgrove, Worcestershire and other cities in U.K want to ensure that amidst these activities, the benefits of what a particular product or service can offer is communicated through a digital medium.
Why businesses should incorporate email marketing
Increased customer reach
Like Social Media, Email marketing has just as much potential to reach specific target audience as desired by companies. With the correct email ids, a wide set of audiences can be informed about new product updates, latest features and special offers. This is highly advantageous as all customers can be informed at one go and then there is the option of customized emails as well, which can be used for distinct customer profiles.
Add or delete content as per requirement
The advantage in sending an email is that content can be customised and last minute changes can be included as per convenience. Each email can address a customer personally and cater to the specific demands as requested by a customer.
Customers have 24/7 Access to Emails
Customers are working on the go through their smartphones. A phone call to advertise or a letter sent can irritate a customer whereas an email dropped in their inbox gives the customer the option to read the email as per convenience. An email can be accessed anytime, day or night and remind the customer about pending emails to be read and reverted.
Save on cost
Each time an email is sent, there is no additional cost involved and there is the added convenience of sending the emails at any time of the day. The only cost to be incurred is in designing the visual images which are not included while sending the email. Moreover, as each email can be customized there are no charges involved no matter how many times an email is sent to a wide range of customers.
The key components to remember while designing an email
While designing an email, the main objective for sending the email has to be clearly defined. Sending an email without an appropriate objective will result in transferring the emails to the spam folder and lower the interest of the customer. There are certain key aspects to keep in mind before creating an email, given below are a few:
Showcase the brand
The main purpose of including Email marketing as a marketing strategy is to promote the brand. The brand name has to be included in the from field and the to field must carry the recipients name and not their email address. The entire email should focus on communicating the main message of the brand.
Importance of Pre-Headers and Headers
While sending an email, marketers often overlook the importance of headers and pre-headers in the email. The current trend in email marketing is to include an online version of the email, a snippet text and it is applicable in Gmail, Outlook and iOS mail app that shows a preview of the email. A feature known as peek and pop in iOS 9 allows a user to preview the content of the email in the pre header section without the need to open the email which makes it vital to pay attention to the Pre-headers and headers of the email.
An appropriate email layout
A user creates an impression of the brand depending on how well structured the email looks, its size, the text, fonts, colors etc. Research reveals that a user prefers an email which is 500 to 600 pixels and has a vertical layout. To display a wide set of products, it is ideal to include a navigation bar for a better customer experience and keep adequate space that lays emphasis in the area of call to action.
Visually attractive images
While adding an image in the email, it is important to ensure there are no background images layered behind the text as Outlook may not view background images. Too many images will deviate focus from the main message and also increase the size of the email causing loading problems. For many features, appropriate links must be mentioned to provide the relevant information needed by the user.
Crisp content
A crisp and precise content will receive more clicks and will be read multiple times by multiple users. Adding short sentences and paragraphs which are appropriately divided into sections allows the reader to navigate the content easily. While creating the content using fonts like Arial, Arial black, Times New Roman, Comic Sans is safe as it is compatible with several email platforms.
An ideal footer
The footer plays an important role in providing additional information to the user. Along with contact details, link to the main website, services offered and other significant information needs to be mentioned. Gmail allows the user to block a sender which does not allow the sender to send any future emails and therefore it is advisable not to hide the unsubscribe button from the footer.
Bal Rai is an Internet Marketing Consultant at eTrack Media, a leading
SEO Company in Mumbai, India
that provides the best
Web Design Services
, web design and development services, SEO and social media management services to full-service marketing firms as well as end clients.
Article Source:
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