Consumers have high expectations when it comes to email marketing. In 2016, it's just not good enough to send a promotional email to subscribers and expect it to engage them.
When you send emails to subscribers, you enter their personal space. If they take the time out of their day to read your email, then they expect to benefit from your message - either by receiving a promotion that interests them or, perhaps, learning something new.
Sending advertisements doesn't cut it anymore. According to a recent Forbes article, you need to improve your content and design to meet your subscribers' expectations:
"It isn’t enough to send a simple promotional email or a short list of new content on your site. People need more from email campaigns, and in order to give the people what they want, you’ll have to step up your overall budget. Serve them well with better designs, more appealing copy, and better offers—free giveaways, discounts, and special deals are all winners, but they take an upfront investment to be successful."
The best way to improve your email marketing efforts is to focus on content creation. Your emails need to be informative, engaging, and appealing all at the same time. You can achieve this by teaching subscribers something new with each message.
We recommend commenting on your industry, new trends, and updates. You can also identify a common problem that members of your target audience have and explain how your business offers a solution.
Marketing emails are also a great way to increase the visibility of your other marketing efforts. You can add links to your blogs and articles, and include social media buttons to make it easy for your readers to share your content.
Email marketing, like most of the online marketing practices, has changed a lot over the past few years. As a result, consumers now expect more in terms of how they benefit from marketing emails. That shouldn't scare you away, but rather motivate you to improve your marketing efforts.
In the coming weeks we will be sharing tips and trends as we look forward to 2017, so make sure to check back!
Having a good email marketing platform can help you create effective and engaging email campaigns. Learn more about how Act! emarketing can you help you do just that.
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