Email marketing campaigns are as common as a penny in a pocket. You have the same old graphics, the same old landing page and the same old poorly optimized mobile experience. No wonder the open rate will be just around 5-10% and CTR a measly 1%.
But in the world of Facebook, there now is a way around the obsolete, unsolicited and promotional push notifications and SMSes. Facebook by means of acting as an email lead generation form, where consumer can provide their information directly on their website, ultimately resolved the spam trail.
So in this day and age or everyone hating spam/promotional email what are truly the best practices that a brand can follow?
Make the email notification about them and not about you. Have a sale or a discount to offer? Make a cool, funny or creatively done email that’ll make people stop and pay attention. Don’t just have a alert with product images and flash 40% off like you’re a road-side vendor. The creative should be crafted, use puns and tongue in cheek to entice the user to at least give it a click. People don’t even cater to their distant cousins let alone random brands trying to sell them something
Don't just use any images, try out GIFs, infographics and illustrations to make it appealing. So much so that the customer perceives it to be fun, interesting and engaging. A great campaign can create great results if its visual appeal is drastically improved.
The timing of your notification will directly correspond with the click rate. If you're a e-commerce site trying to push a sale, then an alert during lunch or post 6 pm would be ideal. This is the time when most of your millenial buyers are done with work or even college for that matter.
Off late email notifications have been considered as a second thought when sending out alerts. This is due to the obtuse belief that an email marketing campaign fetches lower results and poorer still in measurement. Therefore, brands simply make email as a tertiary product of its marketing exercise. Make email your priority and you will reap the benefits of copy optimization, heatmapping, open rate optimization and headline/title optimization.