Email marketing is a powerful way to connect with your potential customers. Through email marketing, you can personally reach your target audience and motivate them to take a particular action. Fortunately, email communication for brands hasn’t lagged behind in the face of social media and mobile communication. Case in point: a study conducted by ExactTarget found that 77% of consumers prefer marketing communications in the form of emails over other platforms.
With all the power of email marketing at your fingertips, finding unique ways to be creative can be a drag. You work with your product or service every day, and it’s not always easy to think outside the box. To help guide you, here are a few creative ideas to get a headstart on crafting your new email marketing campaign:
Show your customer’s what’s happening behind the scenes.
Customers love transparency, and showing them what’s happening behind your company doors makes your business feel even more relatable. The majority of consumers would rather make a purchase from a business they can put a face to. These behind-the-scene emails help humanize your business, and showcase the faces that work hard to keep customers happy.
There are different types of behind-the-scenes content; figure out what works best for you. You can show off the company culture by including photos and details from different team-building activities and product brainstorming meetings. You can include progress content that demonstrates how far the business has come, and the strides you’re making to continue on an upward journey. Did you raise money? Speak a conference? Win an award? These are all things you’d want to include. The type of content you decide to share when it comes to behind-the-scenes emails depends on your audience. But the key is to be honest, and put your best foot forward.
Spin your content to fit the holidays.
Every business wants to get involved in holiday sales or promotions, but this is a prime opportunity to spin your offerings to match the holidays. Power Digital Marketing, a San Diego-based Internet marketing agency, advises business owners to choose from a variety of ways to appeal to customers during the holidays.
“When people are in the mode to ‘buy,’ ‘respond,’ and ‘act now,’ you have a prime opportunity to truly connect,” the company stated. This includes putting together anything from a Gift Guide to a promotional email.
If you want to do something a little different, instead of slapping your product link and image in a newsletter as a part of a “Holiday Sale!”, take the time to truly integrate those special occasions with what the brand is selling.
Take these examples of great holiday campaigns, for instance. REI encouraged its customers to spend the day being outside rather than shopping, and made national news when it closed its doors during one of the busiest shopping days of the year. It encouraged customers to take photos of themselves hiking, running, and engaging in other outdoor activities for a chance to win prizes and discounts during future dates.
Be a part-time aggregator.
There’s a reason why aggregated email lists like The Skimm are so successful; they provide immense value to readers by bringing the most relevant news to their inbox, all in one email. This is a fun, unique way to stand out. Find a way of incorporating aggregated lists into your email schedule by including links to content that are most relevant to your business.
For example, let’s say you run a software company for concierges to book restaurant tables. Articles in your aggregated list might include funny food pieces, New York Times restaurant reviews, and DIY recipes. If you were a marketing agency, your aggregated list might include Google news and updates, advertising campaigns, and content marketing blog posts from well-known marketers.
Adding videos to marketing emails isn’t as common as it should be, but there are many ways to do this. What’s most important is that you don’t overdo it; not every email should include a video. But when you do include a video, do your research and choose wisely. Video marketing is a powerful tool — even in emails. According to a study from Wistia, emails with a video have a 300% higher chance of a CTR than those that don’t!
You can use video to show what’s happening behind the scenes (as we mentioned earlier), show tutorials or product demonstrations, or show a news roundup. There are endless possibilities for what you can do with video in email marketing, but one thing is for sure: it should be engaging enough to entice them to both click and watch the video through to the end. Here are a few examples of how other brands how found unique ways to combine video with email.
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Will is the Executive Managing Editor at Feedster. Will and his team from Content HOW work with venture capital, marketing co-ops, and companies to attract and gain qualified leads.
His primary focus on developing a sales funnel for a company and finding out of the box / growth hacking style ways to convert and drive traffic.