“You’ve Got Mail”, a Warners Bros.1998 romantic comedy film, is about two people engaging in an email courtship on the internet. During their courtship, both “NY152” and “ShopGirl” are unaware that they are business rivals.
One of the many memorable lines from the film includes:
“Whatever else anything is, it ought to begin by being personal.”
As with every effective email campaign, the engagement with the reader should always be personal. Below are the personal components of a successful email marketing campaign:
- Subject Line– Use action verbs to tell your customers why they should read your email. Keep the subject lines to 50 characters or less and avoid using SPAM trigger words.
- Sender – Send an email campaign from an actual person. With a personalized email connection, the open and click-through rates will increase. You may also want to include a picture of the sender.
- Brand – Create multiple email templates and design elements that reinforce your company’s brand. With every email campaign, your company’s brand will become recognizable to the reader.
- Content – Keep the content personal by including the name of the receiver of the email. Also,use segmented lists with targeted content to engage the interests and behaviors of the readers.
- Value – Propose something valuable to the reader. The first sentence of the email campaign is crucial in communicating your business offer. Use bullet points for scanability.
- Call-to-Action – Include a call-to-action that asks a question or prompts the reader to do something. This can be achieved by directing the reader to a landing page to enroll in a webinar, fill out a contact form, and link to your website.
- Visual Media – Combine text with visual media. The human brain processes visual media faster than words. And, make sure the visual media relates to the reader and the content of the email campaign.
- Social Media – Include social media buttons in your email campaign. This will prompt a personal relationship with the reader and help your business to increase its social following.
- Call-to-Action #2 – Add an additional call-to-action that compliments the main one. This will with strengthen the personal engagement with the readers.
- Unsubscribe – Insert an option for the reader to “unsubscribe” to your email campaign. Make it easy for the reader to make the choice.
By including these components, your email campaigns will begin by being personal.
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