By: Bianca Vranceanu and Adrien Maines
Staying relevant and gaining long-term client engagement is highly sought-after yet difficult to achieve. Implementing consistent client-focused marketing strategies, reaffirming the benefit of your company and services, and providing actionable resources critical to securing long-lasting habitual interactions are crucial to your brand. Email marketing helps elevate brand awareness and keeps the company top of mind, primarily when used with regular social media and media exposure. Statistica reported that the global email marketing market in the U.S. is projected to reach 17.9 billion by 2027.
Here are three ways to optimize your company’s email marketing and drive brand engagement.
Use The Right Tools
Creating an e-blast that is eye-catching and engaging can be simplified by using an intuitive newsletter platform that runs efficiently and has a variety of aesthetic design options. A robust email tool will cover all steps of the marketing process – from email sender management and design support to analytics, which provides insights and will help assess the marketing strategy’s success.
The tool should offer personalization options that help your content stand out in crowded inboxes. Oberlo found that emails with a personalized email subject line generate 50% higher open rates than non-personalized subject lines.
Some platforms offer an email sequence feature. This allows you to design an automated series of emails. The emails are sent based on predetermined criteria such as a time or action being met by the reader.
Finding an email marketing platform that incorporates various tools that enable your process to be uncomplicated is crucial for successfully implementing email marketing.
Demonstrate Consistency
It’s important to develop a schedule and plan for the content you will include in your email marketing. Determining a sending schedule is critical. Will your e-blasts be weekly, monthly, or quarterly? Whatever you decide, stick to it. Once you have built some history, looking at engagement analytics is a helpful way to determine if your scheduling plan needs adjustment for maximum success.
Consistency also involves your brand’s tone, messaging, and visual elements. Including brand colors and typography creates visual consistency for your audience and helps define and communicate your company’s aesthetic. The tone and messaging should match the values of your company. Successful e-blasts have concise call-to-action content that piques the end user’s interest and encourages further engagement. Ensuring consistency across all platforms, such as e-blasts, website content, and social media, allows for a more recognizable, trustworthy, and engaging brand.
Include Actionable Resources
When creating content, it is best to start by asking, “how will this help the target audience?” Eblasts are a fantastic way to highlight achievements, upcoming events, and your company’s available resources. However, finding the balance between helpful and promotional is critical to maintaining the attention and subscription of your clients. Beginning the e-blast with call-to-action items such as a blog or published article that answers the frequently asked questions your clients pose will immediately capture your audiences’ attention. Moreover, including hyperlinks to the blog or article throughout the eblast will encourage cross-platform engagement, which is beneficial to SEO results and allows for further engagement on different platforms.
Bonus Tip: Sticking to 3-4 blocks of information per e-blast is key because it will not overwhelm the audience with information and will incentivize them to visit your social media or website to read more about the topic.
Email marketing is a fantastic branding tool to elevate exposure and garner long-term engagement. Using a newsletter tool that is reliable and intuitive, sticks to consistent branding, and includes client-centered resources will help define your brand as trustworthy and relevant and remain a focus for your clients. If you plan and execute well, you’ll soon find customers excited to see your email arrive as you’ve built an expectation of brand value and trust.