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3 Ways To Squeeze More Value from an Email Marketing Campaign

3 Ways To Squeeze More Value from an Email Marketing Campaign

Marketers focus heavily on the development and execution of email newsletter campaigns, and for good reason. Customers still regularly open emails from their favorite brands, and many of these messages lead to further on-site engagement and even purchases. But even with impressive returns on these investments, marketing teams are always looking for new ways to yield value from their email efforts. After all, these types of campaigns remain a central facet of digital marketing strategy for many brands.

“Make a strong first impression when recipients open the newsletter.”

To help marketing strategists get more out of their email newsletter budgets, they can incorporate a number of tactics that address content creation, distribution and process optimization. Here’s a closer look at three strategies that can lead to bigger results in a brand’s email outreach initiatives.

To help marketing strategists get more out of their email newsletter budgets, they can incorporate a number of tactics that address content creation, distribution and process optimization. Here’s a closer look at three strategies that can lead to bigger results in a brand’s email outreach initiatives.

1. Compel recipients to click: Today’s consumers see their inboxes bombarded with dozens of messages on a daily basis, and getting recipients to click on an email in the first place is one of the biggest challenges for marketers in this fierce pocket of competition. Thankfully, there are some proven ways to stand out in a crowded inbox. Newsletter creators can ensure that their messages have an edge over the rest by including unique, compelling subject lines and pre-headers that feature a personalized element such as a name, birthday message or past purchase reference.

2. Keep them hooked with content: Even if a recipient has opened the email newsletter, the marketing team still has a ways to go before it can gauge the effectiveness of its strategy. The content within these messages needs to be even more engaging and value-packed than the subject lines, or else consumers will be less likely to click on the brand’s newsletters in the future. Try incorporating a wide range of content types to keep readers interested from one message to the next.

It’s also important to make a strong first impression when recipients open the newsletter. Kicking things off with a flashy visual such as a masthead or short video will capture the imagination of the consumer and inspire them to find out more by scrolling down the page. The average email newsletter reader only views a message for around 50 seconds, so a clear call to action is also necessary to include early on.

3. Don’t hesitate to repurpose: Contrary to common opinion, it’s not always best practice to only use fresh and unique content in an email newsletter. An article from Venture Beat argued that a brand can save a great deal of money and time by repurposing its content from other channels, while reaping the same benefits of a totally novel campaign. The news source recommended sending out roundups of popular content, curated newsletters from other corners of the Web and plenty of social media material to promote the visibility and value of these assets.