15 Dec

Practice Makes (Email Marketing) Perfect, Part II

By Libby Esterle, Senior Account Executive

As part of my blog “series” on social media and email marketing, I wanted to share some final thoughts on email marketing to wrap things up as we head into the new year.

Make it pretty

Graphics are a great way to engage and pull in recipients. People tend to pay more attention to photos and videos and less attention to written content, so it’s always a good idea to include photos of your product or service in action if possible. The same goes for demonstrating how your customers/clients use your products and services in real life to make it even more relatable and promote the benefits of what you offer. In addition, make any images clickable and bring people directly to your product. That way they can easily learn more, and you can track efficacy of the email.

Be a social (media) butterfly

Make your social media efforts work for you by repurposing your content, including photos and videos, in your email outreach as well. By having multiple touch points and sharing the same content in several different ways, you are better able to stay top-of-mind and convert leads.

Some ideas include reusing high engagement posts, recapping results of a question/poll you conducted and sharing testimonials and/or posts you’ve been tagged in.

Lights, camera, (call to) action!

Always include at least one call to action as well. This can be in the form of a button or link to click and gives readers an easy and tangible way to interact with you. By doing so, you are keeping recipients connected to you and your messaging. Even if they don’t become a customer through that specific email, if they click and follow your social media platforms, they’ll continue to see your content, setting them up for a greater potential of becoming a future customer.

Measuring up

Finally, monitoring email metrics is key to determine when the best days and times are to send your e-newsletters. Initially, try various days and times to see if any outperform another and then adjust accordingly. Marketing research has found Tuesday, Wednesday, and Thursday mornings tend to perform best, as more than 50 percent of marketing emails are opened within the 9 a.m. to 5 p.m. window on those days.

Thanks for reading and best of luck with your email marketing and social media campaigns!