Despite the advent of many new and exciting marketing methods, email marketing is definitely still one of the most reliable ways of marketing and that means you should still be emailing your customers regularly (but not too regularly). If you are having limited success with your email marketing campaigns though, there’s likely a reason that will require some analysis of what you’re doing and why.
The key to email success is ensuring that your emails create reader engagement. One of the easiest ways of doing this is by increasing the ability of a reader to interact with your email content. Creating emails that allow for interaction does a number of things. Firstly, it increases the amount of information you’re conveying in each email. Secondly, it allows your readers to communicate more easily (depending on the content, but we’re talking about things like polls) and lastly, it impresses the masses by showing your readers that you’re technologically advanced and willing to move with the times. In fact, a number of recent polls and surveys have indicated that interactivity is highly valued when internet trends are ranked and in most cases, ranked in as the number one preference.
Therefore, if you’re not using interactive features in your emails, this may be the reason you’re not seeing great results. Don’t panic though – it’s never too late to change the way you do things and learn some methods of adding interactive features to emails. Below are the first 2 Ways to make your emails pop. Click through to ‘Ways to Make Your Emails Pop Part 2’ and ‘Even More Ways to Make Your Emails Pop’ to see the rest of this huge list.
Keep it Relevant
Using real-time marketing gives you that cutting-edge advantage over your competitors. Customers are given the opportunity to make a choice based on the interaction that is based on current circumstances.
As an example, a booking agency company who you’ve bought standard tickets through might send you an email with a seating map, letting you know you’re currently having a sale on the last dozen first-class seats and asking if you’d like to upgrade your ticket. You (the customer) can see the available seats on the seating map and can click which one you’re interested to see the price and to book.
Customers can choose to change their current seating for a seat in a different position but that’s the same price, or they can upgrade and pay the difference for a better seat. Delta Airlines in the US used a similar interactive real-time technique with their seating tickets and they increased their click-through rates by 123%. For such a high gain, this seems pretty easy right?
Add Surveys, Polls and Reviews
Surveys and polls are fantastic, not only for you but also your readers. You’re receiving up-to-date information regarding whatever topic your survey is about and your customers are able to give you feedback or information in a quick, easy manner. To use surveys to improve customer service and make your customers feel valued, just add a survey or poll to your emails, but instead of simply linking them to a survey, it’s better for all if you add an interactive survey to your emails.
As an example, after each customer has made a purchase or used a service, you could send out an automated email with a survey embedded that asks ‘Were you happy with the service you received while shopping with us?’. If the respondent answers yes, the survey’s branching logic brings up another question asking ‘what did you like the most?’ and a multiple choice list of possible positive attributes, such as ‘fast delivery’, ‘great price’ etc. If they answer ‘no’, then a question asking ‘what didn’t you like?’ with a list of negative attributes such as ‘slow delivery’, too expensive’ etc appears for them to choose from.
As long as this is all mobile optimised, it is a fantastic way of garnering customer feedback while the purchase is still fresh in the customers’ minds. If feedback is negative, giving the customer an immediate outlet to express their grievances might prevent them from posting negative reviews online or on social media. It also shows your customers that you care, which is vitally important for customer retention.
So overall, adding a short survey or poll within your emails not only helps you gain valuable information and feedback about your service and products, but it also gives the customer a voice that makes them feel valued, while also increasing email open and click-through rates. All customers need to do is open your email and it’s all there. There’s no need to click through to another site, or switch to a PC to complete a survey.
Add Unique and Creative Interactions
There are so many unique and creative additions you can email to your customers these days, like scratchie cards or prize wheels, for instance. If your email or marketing automation platform doesn’t have these as standard features, you should be able to easily integrate a third-party app that does allow you to use these features. If you’re using Swift Digital’s suite of tools, we have many of the features mentioned in this article included as a standard feature; however, you’re also able to access a huge range of interactive features and other tools by connecting apps through our integration options.
So why do scratchie cards and prize wheels work? People are curious by nature, want instant gratification and these tactics have been shown to be almost irresistible when people have a card or wheel right in front of them! That means that your customers will almost definitely scratch the scratchie or spin the prize wheel inside the email if they see it, which means all you need to do is entice them to open your email, which won’t be hard to do if you mention the free scratchie, wheel or other chance to win in your email title. Think of it like this – you’ve received two emails in your inbox. One of the emails has a title that says “Get 5% off today” and another one reads “Try our free scratchie today for a chance to win up to 50% off”. Which of these emails are you more likely to open? Even if all but one of the scratchies contain only a 5% off voucher, you’re still enticing a huge number of people to open your email who wouldn’t usually bother. More opens = more chances of customers buying from you, especially if you create a sense of urgency with the discount you give them.
You can get more creative with this too. Why not reveal your discount or message using a peeling action, or a zipper, a sliding action, a tearing action or a pulling action? These all create interaction, entice recipients to open your emails in the first place and they also help you stand out from the crowd.
Add Menus to Emails
For the same reason you’d add menus to a website, you can (and sometimes really should) add them to your emails too. Menus make your content easier to navigate and prevents your readers from having to scroll through a whole bunch of information that’s irrelevant to them in order to find the info they want. Ideally, you’e using customer segmentation and personalising your emails for each group, but this isn’t always possible, but if you regularly use menus when delivering a lot of information in your emails, you’re allowing customers to more quickly choose the important content for themselves.
You can use standard menus, drop-down menus (also called hamburger menus), tabs and more, as long as they’re interactive and properly optimised for mobile. The menus are used the same way as on a website, where you click on it and it gives you navigation options. In some cases, you may be able to create a mini version of your website home page if that’s a look you’re aiming for.
Another great option is an accordion menu, wherein each section of your email can be expanded and collapsed so that you’re able to fit a large amount of information into what appears (when the entire thing is collapsed) to be a small email with a single menu.
Videos are a great way of turning a boring email into something more exciting. They are also a great method of disseminating a large amount of information in a compact way – a 60 second video can contain 200-400 words worth of speech, which is a lot of space if those 200-400 words were written as email text! What you include in your videos is only limited by your imagination, but many companies use email embedded video to show off new products, update customers on the latest news, provides ‘how to’ instructions and so much more.
By embedding a video into your emails, you’re increasing the chances of readers actually viewing the video, simply because it’s so much easier for them to do than clicking a link to view the video elsewhere. It’s also a preferred way for people to gain information, with approximately 50% of people saying they first look for videos about products or services they’re intending to use and 43% of people saying they’d like to see more videos from their favourite brands.
A tip: Ensure you get the main message into the first half a minute of your video, as most people only watch the start of a video and grow bored after about 2 minutes.
We have a few more methods on our continuing list, which you can see by clicking through to ‘Even More Ways to Make Your Emails Pop’. If you don’t want to wait to find out more about Swift Digital’s Marketing Automation platform, give us a call now on 1300 878 289 or click here for a demo.[/vc_column_text][/vc_column][/vc_row]
Please click through to the second part of this article ‘Ways to Make Your Emails Pop Part 2’, or the 3rd section entitled ‘Even More Ways to Make Your Emails Pop’ to see the rest of this informative list. If you have any question in the meantime, or would like a demonstration of how Swift Digital’s Marketing Automation platform can help you add relevant, up-to-date interactive features and polls/surveys to your emails, chat to us on 1300 878 289 or click here.