Email marketing could possibly be one of the greatest marketing and brand promoting tools of all time. More than 122 billion emails are sent out around the globe hourly. Nearly three-quarters (72%) of consumers say email is their favoured communication (with companies they do business with) and 61% say they like to receive promotional emails weekly while 28% want them even more frequently.
I’ve been directing email strategies for more than 20 years, most recently for Casual Dining Group as well as Chelsea FC, Virgin Atlantic, Vodafone, Microsoft, Tesco etc. While emails have progressed in popularity at a staggering rate, the premise of promoting a brand to a digital consumer is the same as ever.
An email is a direct marketing communication and potential persuasion tool, interfering with people’s thought processes, time, and ultimately pushing the process of purchasing. As 90% of mobile users check emails on their phone, you can have people in the “palm of your hands” if your email is great.
Get your headline right. Grab their attention – the subject line is the most important thing. Also, emails don’t always have to be connected to a discount.
Ensure the opening sentence is inviting, warm and commercial. This is the second reason people look before clicking. Create a little story. Intrigue the reader. Also, get it spell checked.
One mouthwatering evocative image must be used, which makes the viewer remember and love your product. A group shot of your preferred audience smiling, eating, drinking and living the life is far more engaging than a stock photo of an empty restaurant or a lonely hamburger.
Have a commercial call to action. What do you want the e-reader to do – eg “book now” or simply “buy now”? Position it in the top right hand corner of the email, to catch the eye.
Make it relevant to the reader. As databases can now be segmented, it’s very important the targeted consumer is talked to with relevance to their demographic.
Decide on your “send-out strategy” and consider when you want the person to see your brand.
Read it through once more and cut out any unnecessary copy – less is more.
Georgia Hall is former brand director at Café Rouge and founder of independent brand, digital and marketing consultancy GH Brand – www.ghbrand.co.uk