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Inbox survival skills for promotional emails

by | Nov 3, 2021 | Analysis, Public Relations

Nowadays email inboxes have become clogged with messages that people simply don’t want to read. More often than not, customers start applying their own sets of rules to determine which emails they will read and which they will ignore or send to the trash.

With the fight against COVID-19, the nature of email marketing—just like public relations—has evolved. As most people had to stay at home, they made purchases and business exchanges online. In spite of the rise in unsolicited spam mail, email remains one of the most effective ways to boost customer loyalty. Enumerated below are ways by which emails can be used for best marketing benefits.

1) Personalization

The best bet for what to put in the ‘From’ line of an email is the name of the company, which must be clearly shown. The name of the company alone should be sufficient to get at least a glance. Mentioning each customer’s name in the email also helps, but personalization is more than just mentioning names. It could also be leveraging data like the last product they bought, where they live, or how many times they log into an app. Personalizing promotional emails is a proven way to increase open and click-through rates.

2) Experiment with sending time

It is usually better to send out emails during the daytime. Mondays are not a good choice, and neither are weekends. Weekends tend to have low open rates. There is a tacit agreement that Tuesday, Wednesday and Thursday are the best days to send out emails. However, every business is different and at the same time may not work as effectively for everyone. For some businesses ‘lunch break’ and ‘evening commute’ are the best times. The better a business gets to know its audience, the easier it will be to learn when the best time is for the subscribers to engage with the brand.

3) Use unique designs

To make email marketing work, it is useful to use quality email design. Unique designs help to build a company’s brand and express it clearly and effectively to customers. Studies show that if there is video content in email, it increases the conversion rate by up to 300 percent. Designing emails better maximizes connections and sales. For instance, Function of Beauty sends emails that look like apology letters that people would write to their hair. The email addresses pain points that resonate with the company’s audience. In their cleverly designed emails, they promise to take care of all types of hair and suggest that the way to do this is by using Function of Beauty’s products.

4) Keep readers engaged

Mastering the concepts of content writing go a long way in building and monetizing on email lists. For this to be achieved, it is important to form a connection with the audience. Eye-catching subject lines get emails opened, but it takes more to make people read emails all the way to the end. For instance, Boxycharm uses an animated arrow to direct the reader’s attention several times throughout the email. Their emails also hold the reader’s attention with the promise of a surprise. As readers scroll down, Boxycharm offers limited-time freebies readers can claim when they buy the company’s products.

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Ronn Torossian
Ronn Torossian is the Founder and CEO of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.

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