Email marketing is today one of the most widely recognized and admired marketing tactics in the world, and the reason for this is simple – minimum investment and phenomenal, measurable returns. However, effective email marketing means making full use of the opportunity to get exponentially high returns compared to what one would get in case any other marketing medium was opted for.
For instance, a good communication can bring about 500% more returns that an average communication, in the form of an email. To ensure that the email message has been created in the correct manner, one needs to take care of plenty of considerations. To begin with, understanding and identifying the ‘hot button’, i.e., what would trigger a response in the prospect, is critical, since that would determine the structure of the email.
For instance, if a new kind of sports shoe has been launched, it is important to understand which of the shoe’s USPs should be used as a marketing ‘weapon’, so as to get the best results. This could be the fact that the shoe is more comfortable than others, or that it is more affordable than the rest, or features a new technology. Basically, effective email marketing is all about knowing which of these is going to interest the target audience in the best possible manner.
Next, it is important to pay heed to the fact that in order for an email to be effective, it needs to be opened. Hence, the subject line plays a vital role in the success or failure of the effective email marketing campaign. Also, the headline of the email message, which is essentially an extension of the subject line and decides whether or not the person will read the entire mail and respond to it, is also very important. A delicate mix of all these elements makes for the perfect email and ensures a successful campaign.
