A helpful guide to the benefits of emails and images in your digital marketing portfolio.
WHAT'S BETTER FOR YOU?
One of the biggest challenges to coming up with a successful comprehensive marketing plan is figuring out the best channel for your content: emails or social media and location based ads.
Putting cost and budgets aside, the most important thing to figure out is which channel is most effective for your type of business and the content that you are sharing.
One challenge most local brick and mortar businesses face is building large, relevant email databases.
To understand the issue, let's do some quick math.
Successful email campaigns see less than a 15% open rate and less than 1.5% engagement rate. So, if you emailed 10,000 people you could expect 150 engagements.
And that's for successful, well designed email campaigns.
Fresh or Death
So what's makes a good email campaign? Fresh, relevant content like: upcoming lineups at a music venue; a new collection at a clothing boutique; or new menu items for a restaurant.
Repeatedly emailing the same people with the same stuff doesn't work- with each successive email, you get less traction.
Coupons are great, too. But variety still matters- keep offering the same deals and eventually that's just your price.
It's About that Action
Email marketing works best when there is a call to action in the email. Like a "buy now" button.
"Come and visit us next week!" is a much tougher conversion. Convert the sale while you have the customer's attention.
So make sure there's something to "click" or "redeem" in your emails.
Timing & Location
Good emails work, but they don't help you capture the people that are shopping near you RIGHT NOW.
And if your clientele includes tourists and other transient clientele? Forget about it.
So make sure to consider timing and location of THE CUSTOMER when drafting content and choosing distribution channel.
Where and when will customers see your ads? Where and when will they visit your business?
Pictures over Subject Lines
When you send an email, the real advertisement is the subject line.
Think about it. If only 15% of your customers open an email you send, that means 85% only ever see the subject line.
With social media and digital advertising on the other hand, 100% of customers get the whole picture. Even if they just scan, your branding sinks in.
And what's more, pictures (and video) are a lot more powerful than text when it comes to influencing customer behavior.