Email and content are interconnected elements within a comprehensive marketing strategy, and their collision is essential for a successful and cohesive approach. Here’s how email and content collide in a strategic framework.
The collision of email and content in a strategic framework ensures that marketing efforts are not fragmented but work harmoniously to deliver a cohesive, personalized, and impactful experience for the audience. This synergy contributes to stronger brand-consumer relationships and more effective communication throughout the customer journey.
Set Goals and Objectives:
Audience Research and Persona Development:
Content Audit and Analysis:
Content Ideation and Brainstorming:
Content Calendar Creation:
All Shapes and Sizes
Content is not limited to stories or articles. There are many options of content that can play a part in email tactics.
Whilst email marketing can operate as a standalone marketing campaign, integrating it with other channels, both online and offline, will serve to both reinforce a brand’s message and increase responses. This approach often leverages various types of content.
The facilities manager of a disposable tissue manufacturing company decides it’s time for a new conveyor for the company’s XYZ line of products. The first step toward purchasing new equipment is to do research online to understand his options, so he Googles “conveyor systems with best output.”
He finds an eBook titled, “5 Ways a Cylindrical Conveyor Improves Productivity & Output.” He clicks on the link, get to a supplier’s blog and reads it. At the end of the post is an offer of downloadable content also related to conveyor output; he gives his email address in exchange for that content.
He’s now a lead in that supplier’s system, so now the supplier is able to send additional content offers to this lead to draw him further down the sales funnel. The facilities manager is eager to be engaging with this supplier because he now has evidence of the company’s expertise, and appreciates the useful information they’ve provided specifically tailored to his needs as he considers his options.
The art of writing emails stands as a critical skill that goes beyond mere correspondence. Crafting compelling and impactful emails is not just a practical necessity; it’s a strategic tool that can influence relationships, convey ideas, and drive desired outcomes.
Reading email, like on the web, is different from reading in print.
Start becoming aware of your own behaviour as you read email communication. Often, you start with the best of intentions to read every word from top to bottom, but end up:
This is how your audience reads, too! They don’t care about your content as much as you do.
Each quadrant have tendencies and lean toward specific ways of reading. We can cross over into other reading types on occasion when additional variables are considered. But generally speaking, we can design toward our target market profile/persona type first, while still designing for others in our structure.
Heat Mapping
Put the most important information up front, then details, then background
This format was often used in journalism
People don’t have the patience to read all the way to the bottom; they will give up and abandon your content instead.
Consistency: Maintain brand consistency across all elements of the email, from colors to fonts and imagery.
Clarity: Ensure that the email is easy to read and understand, with a clear hierarchy of information.
Visual Appeal: Incorporate visually appealing graphics, images, and layout to enhance the overall aesthetics.
Mobile Responsiveness: Highlight the importance of designing emails that adapt seamlessly to various devices, especially considering the prevalence of mobile usage.
HTML email providers for marketing offers several key benefits that contribute to the effectiveness of your email campaigns. These are things that normal plain-text emails cannot replicate.
Discuss the importance of designing HTML emails that are compatible with a wide range of email clients, including desktop clients (e.g., Outlook, Apple Mail), web-based clients (e.g., Gmail, Yahoo Mail), and mobile clients (e.g., iOS Mail, Android Mail).
Conduct thorough testing across multiple email clients to identify and address compatibility issues.
Overly Complicated Layouts:
Mistake: Using excessively complex layouts can overwhelm recipients and lead to confusion.
Solution: Keep email layouts clean, simple, and easy to navigate. Prioritize a user-friendly design that guides the reader through the content.
Cluttered and Lengthy Content:
Mistake: Including too much information in a single email can result in information overload, leading to disinterest.
Solution: Prioritize concise and focused messaging. Break content into digestible sections, and use compelling headlines to encourage further reading.
Inconsistent Branding:
Mistake: Inconsistent use of branding elements, such as colors, fonts, and logos, can diminish brand recognition.
Solution: Ensure that your emails adhere to brand guidelines consistently. Maintain a cohesive visual identity to strengthen brand recognition.
Ignoring Mobile Responsiveness:
Mistake: Neglecting mobile responsiveness can lead to poor user experiences on smartphones and tablets.
Solution: Prioritize responsive design to ensure that emails adapt seamlessly to various devices. Test emails across different screen sizes and resolutions.
Unoptimized Images and Graphics:
Mistake: Large or unoptimized images can slow down email loading times and lead to a less engaging experience.
Solution: Optimize images for faster loading without compromising quality. Use appropriate file formats and consider alternative text for accessibility.
Neglecting Call-to-Action (CTA) Design:
Mistake: Poorly designed or unclear CTAs can result in low click-through rates and missed conversion opportunities.
Solution: Create visually appealing CTAs that stand out. Use compelling language, contrasting colors, and appropriate sizing to prompt action.
Lack of Personalization:
Mistake: Failing to personalize emails can result in a generic feel, reducing relevance for the recipient.
Solution: Incorporate personalization tokens to address recipients by name and tailor content based on their preferences, past interactions, or demographics.
Ignoring Spam Filter Considerations:
Mistake: Neglecting spam filter considerations can result in emails being marked as spam and affecting deliverability.
Solution: Avoid spam trigger words, use clear opt-in processes, and regularly check and maintain a healthy sender reputation.
Failure to Test Across Email Clients:
Mistake: Designing emails without testing across various email clients can lead to display inconsistencies.
Solution: Test emails rigorously across popular email clients to ensure a consistent and visually appealing experience for all recipients.
Not Learning from Analytics:
Mistake: Failing to analyze email performance metrics means missing opportunities for improvement.
Solution: Regularly review analytics data, including open rates, click-through rates, and conversion metrics. Use insights to refine future campaigns and strategies.
While challenges exist, the strategic use of interactive elements can significantly enhance your email marketing efforts, providing a more engaging and memorable experience for your audience.
An email service provider (ESP) is a partner who can help manage your email design and send.
I.e. MailChimp, Constant Contact, iContact, HubSpot email, Sendinblue, etc.
Some of the best and most popular tools that require various skill levels are:
Whether you’re a novice or an experienced marketer, embracing these insights will empower you to craft emails that resonate, fostering lasting connections and maximizing the impact of your marketing efforts. Thank you for joining this session, and best wishes on your journey to mastering the art of compelling email marketing.
