Think email is a one-trick pony? You're about to get schooled.

For those who think email is a `one-trick pony` - you're about to get schooled.

What's hot about email?

Email brings a consistent flow of low-cost, highly-targeted leads. It's an oldie but a goldie and as a customer acquisition platform, its underrated.

The types of emails you can send are in abundance nowadays. They can be optimised depending on your audience and the type of response you want. Email specialists can pinpoint and handpick your ideal customer down to the job role, or the town they live in.

With email, you're not casting the net far and wide, hoping for a catch. That's not how we email anymore.

Let's delve into that.

You wouldn’t wear the same outfit to a wedding as the casual wear you chuck on to do the food shop (or maybe you would!). The point is, just like you dress for different situations, your email style and delivery need to be adapted for various situations, too. It depends on who your target audience is and what you want them to do.

Let's delve deeper.

Launching a product or service??

There’s an email for that.

Need bookings for an event?

There’s an email for that.?

Need new business leads?

?…Well, you get it.?

This is not to say that getting the messaging, tone, design, and delivery is easy. If it were as simple as painting by numbers, we would have an infinite clientbase and a bottomless budget.

There will always be variables to consider - nuances and personalisation are needed. That said, there are a few things you can do to your email campaigns to make them much more effective – that’s until you outsource your emails to us, of course??

Here’s a brief checklist for each email type

Cold outreach campaign (lead generation - new client acquisition)

What you need:?

1. A clear understanding of your target audience and their needs
2. List of up-to-date email addresses for your target audience
3. Compelling subject line
4. Personalised and professional greeting
5. Highlight of the benefits of your product or service
6. Testing and optimisation
7. The right software to track your emails,?so you can use data to improve your future campaigns.???????

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Brand awareness?campaign

What you need:

1. A list of people?who have expressed interest?in your brand or?are likely to be interested?in your product or services
2. Compelling subject line
3. Email content that adds value to the recipients of your list and builds a positive association
4. Call to action - this could be a click-through to your website or your social media platforms
5. Great email design - this includes great photography/images and a well-thought-out layout
6. Testing and optimisation - one blanket email, won’t be enough!?
7. The right software to track your emails,?so you can use data to improve your future campaigns.

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Client engagement campaign (existing clients/existing data)?

?What you need:

1. Accurate email addresses for your clients
2. Personalised information - client title/name / company / etc.
3. Compelling subject line
4. Targeted content - email content needs to be relevant, but also well-written and engaging
5. Added value - include updates or offers
6. Call-to-action - this could be to attend an event, jump on a call or purchase your product or service
7. On-brand materials - include branded graphics, your logo, and anything else that communicates your message and brand ID
8. Segmented list - so you can tailor your messages for specific groups
9. Testing and optimisation
10. The right software to track your emails,?so you can use data to improve your future campaigns.

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Newsletter?campaign

What you need:

1. A subject line that grabs attention
2. Header image or graphic which includes your logo and most importantly reflects the identity of your brand
3. Brief intro or greeting?- personalise where you can
4. Relevant content?- this could include news, promotions, or anything that will add value to your target audience
5. Call to action??- this could be anything from visiting a website to making a purchase
6. Great design, including images and graphics - remember to break up the text with headings/banners / images
7. An email frequency plan - consistency without overwhelm is the right balance
8. A way for readers to unsubscribe or manage their subscription preferences (This needs to be in compliance with privacy and email marketing laws)
9. Testing and optimisation?
10. The right software to track your emails,?so you can use data to improve your future campaigns.

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E-commerce campaign

What you need:

1. A clear subject line - state the purpose of the email whilst grabbing attention
2. Personalisation - increase engagement by using accurate information: title/name / company
3. An offer - outline the benefits of the product or service and create urgency around the offer
4. Call to action - encourage a purchase and link to your website
5. Product images or videos - showcase great visuals of your product or service
6. Great UX design - ensure your email is easy to navigate and consider the customer journey. Remember to include links to your product page/shopping cart
7. Social proofing – reviews and testimonials will help to build trust
8. Mobile optimisation - ensure that your email looks good on mobile and tablets
9. Testing and optimisation?
10. The right software to track your emails,?so you can use data to improve your future campaigns.

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New product?campaign

What you need:

1. A clear subject line that grabs attention
2. An introduction that gives a description of the new product and why it is important
3. Great images or videos of your product - prioritise showcasing the features and benefit
4. Detailed information - how can it solve a problem or meet needs?
5. Call to action?- motivate your recipients to make a purchase or learn more?
6. Contact information for customer support

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Promo/sales campaign?

What you need:

1. A clear subject line that grabs attention
2. An introduction that draws in your reader
3. An offer - highlight the benefits of the product or service and create urgency around the offer
4. Visuals - relevant and eye-catching visuals that help illustrate the offer and its benefits
5. Call to action - include "Buy now" or "Get your discount"
6. Social proofing - testimonials or other social proof that help build trust and credibility
7. Mobile optimisation - ensure that the email looks good on mobile and tablets
8. Personalisation - increase engagement by using accurate information: title/name / company
9. Great timing - when are your recipients most likely to be checking their inbox, have the time to read and take action?

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Event bookings campaign

What you need:

1. A clear subject line that grabs attention
2. An introduction - to yourself and your event
3. More detail on your event - this needs to include date / time / location and how to book
4. An overview of why the event is important to your recipient and what they can expect
5. Contact information - make getting in contact with you as easy as possible for those who have questions
6. RSVP options - you can include a range of email, phone, social DMs, text, off-platform, and even in-person RSVP options
7. A round-up - Include a thank you, any extra details, and 'look forward to seeing/meeting you there.’?

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Why choose email?

‘Email remains one of the most effective forms of communication across the globe. Email usage is expected to grow at an average rate of 2% to 3% annually…’

There is no more effective way to make sales and engage with businesses at scale. Done correctly,?one single email can do more than all of your social media platforms combined.

Bring in the email specialists

IOL will research companies to build a targeted database and then tailor your emails to that audience -?all based on the responses that you want.??We can advise you on why Mailchimp isn’t going to give you the returns you want, why your blanket emails are not reaping the rewards you deserve, and why emailing once a week and then not following up, is a losing game. Let’s talk email. Contact us today.