How to use content wisely and effectively in Email Marketing?

The word commitment means to be dedicated for a cause. Every time you share content make sure that they are relevant. Relevancy should start from the first look itself which means should start from the subject line.

Let’s check how to use content wisely and effectively in Email Marketing:-

• Start with Subject Line: Subject line that is first seen by the customer and it should be attractive. You can invest some creative time and burn your head here because first impression is the best impression. Add relevancy and fun here. To add relevancy to subject line, write a subject line thinking from customers end and also segment before sending so that you add relevancy to the campaigns. And now to add fun you have a very simple trick here i.e. add emoji and now you can add slightly animated emoji. Emoji helps your campaign to stand out in inbox and save space and look creative and impressive.

• Pre-Header: Pre-header is the next thing which a customer reviews before they open the campaign. And so pre-header should be a one line summary of what the campaign is all about.

• Once your customer is impressed with the subject line, they will open it; let’s check the possibilities in developing creative content.

1. Text Only Creative: In this sort of creative major part of the creative will be filled with text, and mainly informative newsletters prefer this style. Even though the chances of getting inbox placement is high, the chances of getting open rate is low, as the customers don’t get enough time read them, and it would be good if you can get some interesting images into them.
2. Text and Graphics: Well here you have the possibility of using as many images as possible along with text. These are mainly used by e-commerce sector as they are the one who needs to have a lot of images to be displayed in a single campaign. The major drawback here is that multiple image based mailers are less likely to get an inbox placement.
3. Single Image Campaign: This is a way in which you can send campaigns with image and text. You just need to compile the entire content and images as a single image. Here chances of getting an inbox placement are highand it’s more interactive and impressive.
4. GIF Image: Gif images are more interactive as they are more livelyand definitely an eye catcher.Also while using gif images with the help of a single image you can creatively display different products in a single image.
5. Video Mailer: Yet another trending content is video mailer, here with a 30 second video content you can really entice customer.

• Now let’s check where all we can brilliantly classify mailers based on the content relevancy.
  1. First place where we use content is regular campaigns. And we have discussed how to create them. Now let’s check what we can add inside them. Create content considering the customer preference. I.e. campaigns should be informative and related to the product they choose from the preference centre.
  2. Apart from sending campaigns you can send auto response to the customers, i.e. responding to each and every customer action, usually termed as triggered mails.Triggered mails are always preferred as they are more relevant and real-time based. You can send, thank you mailers tothank customer after purchase or you can send sorry mailer, if you failed to keep promise, or something happened that demanded sorry, and you can send campaigns reminding on the upcoming events such as webinars for which they have registered.
  3. Other ways of using content for email include, cart abandonment mailers, survey mailers, recommendation mailers etc. Cart abandonment mail is send to remind the customer about the product which they left in the cart, survey mailers are send to analyse the customer satisfaction, to check preference changes, to understand what they want more from us.

These are some ways in which you can use content, which sounds more relevant and communicative and even it helps in getting better customer response and retaining them. Content is an art, it an art of creativity and learning, which can be improved with proper knowledge on the subject you deal with and the customer attitude, that will help in this. Email marketing companies in India and worldwide are aware about the consequences of fake commitments. Losing a customer is not a big deal unless you realise that, they are capable of mouth to mouth publicity.