Email and Espresso con Panna

 


     Some say that email is a long lost form of communication-- I've even heard email referred to as "vintage," if you can believe it, even with its 4.3 billion users worldwide. In reality, email marketing is actually one of the best tactics your brand can use, and today we're going to talk about why you should incorporate email marketing into your branding, as well as my top three tips for successful email. But, you know the drill-- before we get into things, let's take a short coffee break. If you like a strong, yet creamy espresso, give my recipe for an Espresso con Panna a shot (get it, a shot?) It might just be your new favorite!


     Much better. So, what exactly is email marketing? Well, take a look at your inbox. Those emails from the clothing place you subscribed to for that 15% off coupon? The unopened emails from that grocery store that always sends you  their weekly ad? Those trashed emails from your local coffee chain announcing their new seasonal menu? These are all examples of email marketing-- a smartly designed email with a catchy subject line that triggers consumers to want to open it ASAP. Typically, these are emails consumers receive by subscribing to an email or newsletter list, or by providing a company with their email in exchange for a coupon or discount. As you know from your own experience, some of those emails go straight to your virtual trash, some get opened simply to locate the "unsubscribe" button, while others are opened and read. What determines which of these category your company's email will fall into? Here are my top three tips to successfully use email as a marketing tool.

Tip Number 1
     Create a catchy and urgent subject line. Once you've chosen a service through which to create your emails, the first thing on your mind (outside of the content of your email) should be your subject line. Again, think back to your inbox. HubSpot's Olivia Allen says that the top three components to a great subject line are those that create a sense of urgency, that spark readers' curiosity, and those that contain discounts or promotions. Would you be more likely to email with a subject line of "ACT NOW..." or with "April Newsletter?" Of course, the answer is going to be the more urgent one-- "ACT NOW..." Not only do the words create a sense of urgency, but the all capital letters convey any tone you may have missed. Additionally, you're interested-- what should you act now about, and why? This is how you make the best use of the email subject line. 



Tip Number 2
     Match your email style with the style of your brand. If your brand is a children's toy, your aim should be to build a marketing email that engages your audience by staying true to your product. If, for example, you're selling a slime gun with a green and yellow logo, then your email should incorporate the yellow and green colors, as well as fonts that promote the idea of oozing slime, and graphics to match. If your brand is wedding photography, you likely have a neutral color scheme throughout your logo, and should tie that into your newsletter in both typed content and graphics. Another thing ot keep in mind here is the voice that you use to write in. For a wedding photographer, you may choose a light and elegant voice, while a slime gun company might choose to use language closer to their audience with words such as "awesome," "cool," and a lot of "like"s. Erica Santiago from HubSpot says that your email layout should be branded, should stand apart from others, and should entice consumers to look deeper. 

Tip Number 3
     Measure your response data. If you're sending out email marketing pieces, that's fantastic! But do you know if they're having your desired effect? It is crucial with marketing to create KPIs-- Key Performance Indicators-- to monitor the success of everything you do. When it comes to email marketing, specifically, Erica Santiago says that the four KPIs to pay most attention to include deliverability, "the rate at which emails reach your intended subscribers' inboxes"; open rate, "the percentage of people that open your email once it reaches their inbox"; CTR (clickthrough rate), " the percentage of people that click on your CTAs"; and unsubscribes, "the number of people who opt out of your email list once they receive your email." If you continuously measure these key components to your email marketing campaign, you will be able to determine your fail/success in real time. 



     Email marketing, while time consuming and difficult, can be some of the most rewarding and important forms of marketing your brand will participate in. With that being said, I wanted to extend this opportunity from HubSpot to my readers: In the HubSpot article, Email Marketing: The Ultimate Guide (Expert Tips + Data to Know, you will find download links to both a free email marketing planning template, and how-to guide on beginning email marketing. These resources could be an incredible help, especially if email marketing is uncharted territory for you, so I strongly urge you to check them out. All they require is a few quick fill-in-the-blank answers. Trust me-- you won't regret it!

Thanks for Reading,
    The Caffeinated College Student




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