What is Content and Limitations for Email Marketing?

Email Marketing is using emails to promote and sell your products or services to your customers. The customer is informed about the products or services, the latest trends in the markets, hot selling items, product launches, and discount sales through these emails.

1. How to Write the Content for Email Marketing

In today’s competitive world you not only need new customers but also need to have to return customers who want to purchase more of your products or services and increase your sales and the success of your venture with the best Ecommerce Platform. The content of the email plays a very crucial role.

• Understand your goals:  First and foremost, understand what your goal in sending this email is. Is there any special offer, is there a sale you are trying to promote, is it a product launch, a celebrity event happening? The intention of the email should be clear and only that should be covered in the email. Do not overcrowd one email with multiple things, it just confuses the customer.
• Fun-filled and curious subject line: Have a subject line that makes a person curious about what could be the contents of the email, and compels the customer to open the email.
• Catchy headline: Start the email with a great and catchy headline
• Engaging content: Have content that is engaging and makes the customer want to read the entire mail, Include enlightening content in the form of infographics, blogs, GIFs, whitepapers, social media updates. The content should appeal to the customer and it should directly speak of their interests and needs, and demonstrate value.
• Personalize the content: The recipient has signed up for this content because he is interested in what he sees on the website. Offer him what he wants to see. Personalize the content by sending content to segmented lists.
• Call to Action: Make sure your emails are guiding your customers to a limited number of actions. You want them to click on something in the email once they have read the mail, right? Use a high contrasting button which is easy to see in the email. Don’t confuse the customer with too many CTA buttons. It might result in no action and no clicks from the customer.
• Provide value: Highlight offers that could be lucrative to the customer and give concise and clear directions on how to avail these offers in the email. If there are start and end dates or any other conditions to be met highlight it so that it is visible even when the person scrolls.
• Automate the sending process: Another step would be to automate the process which will ensure that messages are sent out as soon as it meets certain triggers, but ensure that the content is personalized. The customer’s name in the subject line and on opening the mail plays a vital role here.
• Visibility on mobile: Consider the fact that most emails are going to be opened on mobile phones so the font should be big, the subject line should be catchy and curious but also short. The entire content should be correctly visible on a mobile phone even if the user scrolls back and forth.
• Build brand loyalty: Reach out, reach out, reach out. Take the special effort to build brand loyalty through your emails, because emails can be personalized for your customers. It is not like an ad campaign where you are reaching out to a wide-ranging people.
• Include a PostScript: Summarize your offers in a PS (PostScript). Most people read only the subject line and the PostScript.

2. Limitations of Email Marketing

There are some limitations in email marketing and these can be overcome by having trained and experienced a staff who diligently works towards finding solutions for these issues:

• Healthy infrastructure: A set of IP addresses that have not been blacklisted should be the healthy infrastructure set up from which to send your emails.
• Mails going into spam and/or not being delivered: Email service providers have developed spam filtering so that users do not receive spam or fake mails. Simple steps will ensure that your brand is not affected and your mails do not end up as spam by ensuring that the customer has opted for the email, building your own email list, not sending too many emails, configuring a name the user will identify as your business/brand or is familiar with as the email sender or the “From”, using segmented lists as target audience so that content stays relevant as per segment, include a reply to in your email so that users reply to the email. Don’t use misguiding subject lines. Certain special characters also when included in the subject line can lead them into the spam folder.
• Keeping a good and updated distribution list: Some customers who do not open the email should be moved from this list so that delivery rates are not affected. Other than that, when new users get added, some old users opting out, some have an email address change, name change, delivery details changed, so the person looking after the distribution list has to keep all these points in mind and work towards keeping an updated distribution list. Also give the user the opt-out option, which is better than the mails being unread or deleted by the users.
• Good Email content and keeping your customer engaged: You need to know that the content is the main trigger for the email to be read or deleted. Good content is the key to the email being read and the customer being loyal to your brand. Continuous deletion of emails can lead to those emails being marked as spam.
• Designing a good email that is clearly visible on any device: Most users view their emails on mobile nowadays. There is a trend to use images and GIFs in your emails. When working on such designs you need to ensure that it is easily viewable on any device.