Why Your Brand Needs an Email Strategy
Email is arguably your strongest tool in your digital marketing strategy.
Chances are, your target audience uses email, and checks their inboxes daily (99% of consumers do). It’s for this reason that 87% of B2B marketers and 79% of B2C marketers use email as one of their core organic digital marketing tactics.
Email is the one chance you have to completely curate the message your reader sees, and then deliver it directly to their inbox. Marketers who utilise email marketing see strong ROI – as much as 42:1.
Personalisation is one of the most powerful aspects of email marketing. You can segment your audience into specific categories based on their past interactions with your brand, on their job title or duties, on their online behaviour, or a vast number of other criteria. This detailed level of personalisation means you can speak directly to the stage of the sales funnel they’re in, ensuring you’re delivering the right message to the right person at the right time.
As lucrative as email can be, brands will only see the results they need if they approach this tactic with expertise, knowledge and skill. Your email marketing campaign can only be as strong as the attention you give it.
That’s where Brafton comes in. We’re a full-service content and email marketing agency, and our email marketing experts understand how to leverage this medium to produce high-quality results. They’ve worked with brands in a wide variety of industries, including software and technology, consumer goods, health care, education, manufacturing, finance, food and beverage and many more. As such, they know how to tailor messages to every stage of the funnel in B2B and B2C audiences alike.
Elements of Successful Email Marketing
You may write emails on a daily basis, but the typical business or personal email is very different from an effective marketing email. To create a successful email marketing programme, you must take into consideration these details:
Compelling Email Copy
Your emails must be well-written. That begins with the subject line and carries through the body of the email, and even into the signature at the end. Email writing is short-form writing, which means every single word counts. It takes a deft approach to ensure your email copy says everything it needs to without a single excess word.
Attractive Email Template and Graphic Design
Plain-text emails might be just what your marketing programme needs. On the other hand, a bright, colourful template may work better for your brand. Whatever the case, it’s essential that design and layout is taken into consideration and each email template is professionally created and implemented.
Strategic segmentation is one of the key drivers of successful email marketing. Dividing your database into lists based on contact activity, characteristics, position in the sales funnel or other criteria allows you to tailor messages to the reader and gives you more control over your overall email programme. That said, arbitrary lists and categories won’t deliver results; this process must be carefully planned with specific goals in mind.
Supporting Digital Marketing Materials
Captivating subject lines and exceptional copywriting can only get you so far in email marketing. After you’ve enticed someone to open your email, you must provide something worth the reader’s time. There are countless types of materials you can share through email, including:
- Blog posts.
- Case studies.
- White papers.
- Quizzes and interactive media.
- Free or discounted offers.
The bottom line: If a reader feels that opening your email was a waste of their time, they’ll be less likely to open the next one.
Analytics and Data
Every email marketing campaign should have specific, measurable goals. Collecting data from your email marketing software, website analytics, social media metrics and other sources gives you insight into your campaign performance. With this information, you can proceed confidently with your email marketing programme, making adjustments strategically to meet your objectives.
Email Campaign Management Services
Brafton’s email campaign management services are comprehensive and wide-reaching. Your dedicated content marketing strategist (CMS) works with our in-house, industry-specific content writers, designers and project managers, as well as collaborate with your team to craft targeted email campaigns designed to engage and convert recipients. This holistic approach ensures your email marketing campaigns will closely follow current best practices, and reflect your brand’s messaging and values.
Our email marketing experts have created high-performing asset email launches, targeted drip campaigns and informative newsletters, and many more types of email campaigns. They’re also experienced in gathering and interpreting email analytics to demonstrate the successes of specific email campaigns.
Through the use of leading industry technology and established email marketing best practices, you can spread your message to huge numbers of potential customers while continually refining your strategy based on detailed data analysis.
Our email marketing services include:
Targeted Asset Launch Campaigns
Lead-generation assets such as eBooks and white papers require proper promotion to maximise results, and email marketing remains a cornerstone of these efforts alongside social media and dedicated landing page creation. If you’re looking to demonstrate your authority and establish thought leadership in your industry, asset creation is only the first step.
Brafton will create email content to be sent to a specified database of recipients, ensuring each email features links to dedicated landing pages customised with conversion in mind. By incorporating editorial and user experience design best practices, including engaging subject lines, rich media inclusion in the body of the email and expert call-to-action design and placement, you can increase your open, click-through and download rates.
Automated Emails and Synchronised Sends
In addition to coordinating overarching asset launch campaigns, your Brafton team is able to sync your email list with your customer relationship management software to accurately record converted prospects. Automatic email replies can then be used to ensure tailored thank you messages are sent to interested recipients, keeping them engaged and providing a personalised user experience.
Relevant Drip Email Campaigns
Initial email outreach can be enhanced through the use of email drip campaigns. Beyond downloadable assets, drip campaigns can be used for everything from new email subscriber onboarding to general brand awareness efforts, creating a series of digital touchpoints that will automatically be sent out to specified prospects on a routine basis. Using email automation software, Brafton is capable of crafting custom email drip campaigns that deliver relevant, targeted digital marketing to keep prospective customers interested in your brand offerings, all designed to avoid overwhelming recipients with haphazardly planned, irrelevant follow-up emails.
Customised List Segmentation
By undertaking email list segmentation, you can use your email marketing to nurture prospects and guide them down the sales funnel from the awareness stage to a final sale. Everything from a recipient’s business, job title and previous content interaction can be taken into account, allowing you to leverage unique, valuable content for different audience segments.
Content-Driven Email Marketing Strategy
Brafton CMS’s will help you dive deep into the goals of your various email campaigns, allowing you to zero in on how much your content marketing strategy is resonating with your target audience and why. From here, email campaigns can be fine-tuned further to improve results and ensure business goals are being met.
Email Marketing Best Practices
You’re working with a small amount of copy when it comes to email marketing, so any mistake could derail your entire campaign. Here are some of the email marketing best practices you should know to help drive the most engagement with your readers:
Get Your Subscribers to Do Something
The whole point of your email marketing campaign is to get readers to do something, so it’s important that you identify a call to action and include it prominently in all of your emails.
The CTA you go with will depend on your goals — maybe you’re trying to drive traffic to your website, increase brand loyalty, generate leads, or promote your product or service offerings. Whatever it is, make sure you hyperlink to the pages or content that will best help you achieve those goals, and include clear copy that prompts your readers to actually click. (And don’t forget to double — even triple — check that your links work!)
Test Different Subject Lines and CTAs
Speaking of CTAs, the beauty of email marketing is you can test various aspects of your emails to ensure you’re creating copy that is driving the most engagement. Use A/B testing to test multiple subject lines, preview text and CTAs, and then measure KPIs like your open rate and click-through rate to attach a number to them.
Not only does this tell you what type of copy is most effective at connecting you with your subscribers, it also helps you gain a little extra insight into what your customers find most engaging, allowing you to repurpose that information for future campaigns.
Personalise, Personalise, Personalise
In this day and age, it’s customer service more than anything that gets brands to stand out from the crowd. When it comes to email marketing, customers want to feel like you’re reaching out to them personally. That means including their name (in both the body of the text and in your subject lines), and using a more conversational tone.
But personalisation doesn’t end there. Customers want to know that there’s a real-live human on the other end of that email. Include the sender’s signature — maybe an image too — and make sure emails are coming from someone’s email address (that means ditching those noreply addresses).
Include Trust Signals
We live in a time where data privacy is one of the top concerns for consumers, and they are constantly on guard when receiving emails from sources they don’t immediately recognise. For that reason, most marketing emails end up in the trash, so it’s critical you establish some rapport with potential customers within the first few seconds of your engagement.
Take extra care to make your emails appear safe. That means including an appropriate level of branding, links to legitimate websites, spotless grammar and spelling, and anything else that signals to potential customers that you’re a real business.
Newsletter Management Services
Newsletters are among the most popular forms of email content marketing. They provide you with a regular opportunity to engage with prospective customers and increase subscribers, remaining top of mind for your target audience while also providing valuable content designed to build brand authority and encourage commercial action.
Brafton’s email marketing automation capabilities make it easy to automatically reach vast numbers of consumers via email on a regular basis. Your CMS will help you determine who should receive your newsletter, what time, and how best to engage your audience and avoid generic messaging. Using personas for your website visitors and product buyers, including advanced demographics information and details regarding what stage of the sales funnel the recipient is in, you can count on personalised, targeted and high-quality email newsletters that translate to higher open rates, click-through rates and conversions.
Brafton believes it’s essential to find a balance between education and entertainment when creating an email newsletter strategy. After segmenting your recipient list into specific groups, you can easily determine the proper mix between information, interesting content and promotion. This way you can keep audiences engaged without your content reading as overly salesy or extraneous.
Newsletter Writing Services
While email marketing automation and overall strategy are vital to achieving commercial objectives, the actual creation of newsletter content, from both editorial and design standpoints, is just as essential.
Using industry knowledge, internal subject matter expertise and proven best practices, your Brafton content writer will craft email content that resonates with your target audience, providing relevant, valuable and actionable information in the form of news articles, evergreen guides, interviews and more. Email newsletter creation begins with the construction of subject lines that encourage email opens, using direct language that provides both a sense of intrigue and urgency. Through the use of automation software, subject lines can also be customised to include recipient names, or industry- and location-based language geared toward personalisation. Brafton content writers are also trained to avoid language that will either turn off potential readers or be viewed as spam by email service providers.
In addition to targeted, high-quality content, the body of emails will be arranged to promote readability, from size and type of fonts used to the incorporation of bullet points to how graphs are separated. Unique CTAs can be inserted along with appropriate photographs, illustrations and videos, providing eye-catching options to break up text and keep recipients from clicking away.
Your Brafton graphic designer can also include elements such as branded header graphics and custom imagery to both engage recipients and keep branding consistent.
Writers and designers undertake email newsletter creation with target audiences in mind, including how they will consume the content, either on desktop computers or on mobile devices. Content is created accordingly, with layout and ease of use, regardless of device, remaining a primary concern.
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Land In Your Audience’s Inbox
Email is too important to lean on guesswork. Brafton is here to bring data-led strategy to your email marketing program.