We all need to be on our digital game – there is no doubt about it in today’s marketing world. Email marketing is one incredible way we can engage with our customers but just how do we grab someone’s attention amongst their crowded inbox during their busy day?
What we want them to do is:
CLICK on our eNewsletter
READ our eNewsletter; and
actually SELL something to them.
It certainly takes a bit of strategy, but this is completely achievable and it all comes down to content.
Content marketing is best described as “A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Content Marketing Institute
Here are some handy tips to get that first click and keep them clicking!
Subject Line: No one is going to open an eNewsletter with a boring subject line. Think about what your consumers are thinking, just make sure it’s something punchy!
Content: The best way to develop content for articles is to check your figures. Find what your best sellers are, what you have excess stock of or if there is something new people don’t yet know about. Team short and sharp pieces of text with a great photo. People love to get an inside look at your company, it makes them feel special. Profile new staff members and include news on what you have been up to. Tell a story. A maximum of 6 short articles is generally enough.
Tony talks about the art of Storytelling in one of his previous blogs and how it engaging and emotive it can be.
Call to Action: There is no use having great photos and interesting articles if there is no call to action. Link them to your site and products and make it as easy as possible for people to find your contact details and website. Offer them a good deal or discount. You have them this far – don’t lose them. Generate enquiries and make sales!
Timing: However often you distribute your eNewsletter, make it relevant to the time of year and the holidays that are approaching. If you send your eNewsletter at 7pm on a Friday evening, your open rates are probably going to be pretty low as there’s a good chance your customer is at a social event. Try and get people when you know they are at their desk. Afternoons are also a good time to send eNewsletters as people are getting weary and may need a quick distraction (or a spot of shopping!). Look into your audience and their behaviour.
Email marketing is a very cost-effective way to reach your database and Jack in the box not only offers a system that make it easy to develop and send eNewsletters, we can produce it if you don’t have time. There is the added bonus of having all email figures at your fingertips to gain added insight into your business.
Find out more about our Mailbox eNewsletter system here.