Getting the right strategic email marketing mix is of paramount importance to brands, who need to make efforts every day to surge ahead of competition and stay on top of their respective markets.
Email campaigns are the order of the day for brands across the world, regardless of their domain, geographic location and target audience. The internet has opened new avenues for them to leverage the power of strategic email marketing which has resulted in better exposure and higher sales. However, not all brands are able to get the desired results, and the difference lies in paying attention to the nuances that are the foundation of a successful campaign.
To begin with, strategic email marketing calls for maintaining consistency in the email messages that are being sent. Many brands mistake consistency with regards to frequency. True, it’s essential to send messages regularly, but it’s also important that a brand must have a standardized look and feel to its communication. This could be in the form of a template, with the base colors remaining same and the rest of the message getting minute makeovers every time so as to bring novelty. There’s a difference between consistency and monotony, but this does not mean that each message has to be radically different than the previous ones. Coming to the frequency, it’s important to maintain a schedule, since it creates curiosity in the mind of the consumer and results in the latter expecting things from the brand, which is the beginning of a relationship.
Brands also need to pay attention to the subject line, since they only have so much time to get the attention of the consumer. In many situations, writing an effective subject line is the most important strategic email marketing tactic which can make or break the entire proposition. Talking about the B2B domain, there are many brands that operate in this space. Quite obviously, the emails being sent are generally on email systems like Microsoft Outlook, which have a preview pane that serves as a crucial point of interest. Hence, it’s important that the top left corner of the email message should have some really interesting visual or content.
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