If there’s one thing social distancing due to COVID-19 has taught us, it’s the importance of communicating with fellow human beings. To this end, one of the goals of using email as a marketing channel should be communicating with recipients to build a rapport. The role of marketers is to find ways to help people remain engaged with the brand—i.e., marketers should be able to bridge the gap between the product and contacts so that they remain loyal to the brand. So, if you’re a marketer looking for ways to engage with your email recipients, this article is for you.
Studies say the maximum attention span of adults is 20 minutes, and that number is getting shorter every day. To engage with these contacts better, marketers need to try various interactive elements in emails. One mistake many brands make while being interactive, though, is using the same promotional, marketing, and sales tone in email campaigns regardless of the content. As a result, people living in different regions of the world, having different interests and preferences, or possessing a variety of buying habits receive the same emails, decreasing their relevance. For example, brands might unknowingly send heavy winter clothing suggestions to people living in areas where winter is extremely mild. This needs to be addressed.
We recently conducted a webinar on Interactive email marketing to boost sales and discussed the different interactive elements marketers can try to increase efficiency while maintaining relevance.
Let’s get to them one-by-one:
When you tailor email content to recipient tastes and preferences, the recipients are more likely to open an email from your brand. However, knowing recipient interest via their consented data is only helpful when you try different personalization tactics. We recently wrote an article on email marketing personalization tactics.
One-on-one communication in email marketing is possible through both text and images. As we all know, minimalistic design is the trend for the time being, but it looks like it’s going to stay for a while. A few minimalistic approaches you could try to stay relevant in your recipient inbox include:
Maximize usage of negative spaces in emails. Make sure you adjust images and text in your content by utilizing the space.
Focus on one main call-to-action (CTA) so recipients don’t get confused.
Use fewer images with more intention so people will know where to look and what to see. Using too many images in emails will be jarring for the eyes, increasing the chances of your emails ending up in spam. They also increase the email load time.
Consider mobile users before finalizing the content of your email campaigns.
Maintain brand consistency—your logo, color palette, and typography should be taken into consideration when designing an email template.
Make sure the email renders properly in dark mode.
Brands turn to user-generated content such as customer reviews, videos or images customers post, testimonials, etc. to interact with their recipients. Genuine content from your customers will help your leads and other contacts to get to know more about you as a brand. We’ve written an article on different ways to leverage user-generated content in email marketing.
Relevant communication with contacts can be made easier with the help of automation. In order to maintain a healthy relationship with your contacts, think of all the actions they perform after they receive your emails and then trigger corresponding response actions that’ll help you build a conversation with them in the long run. A few email marketing automation strategies you could try implementing right away include welcome emails, onboarding emails, reminders, nurture series, and more.
If you’d like to learn more about interactive email marketing and how to go about it by using Zoho Campaigns, get in touch with us and we’ll be able to help you! 🙂