Using emojis in e-mail marketing

Using emojis in e-mail marketing

E-mails with special characters aren’t just a blast to write, they could potentially help your e-mails get more opens and clicks – if you’re using them correctly. Why are emoji becoming popular in e-mail marketing campaigns? Because they grab your attention much quicker than plain text, plus they convey a sense of fun or something special as you’re scrolling through your e-mail. Also, emojis save space and manage to convey emotions that sometimes words can’t.

Here are a few pointers on how to use them to your best advantage:

1.Use online sites to find emojis/emoticons – There are a number of websites where you can find emojis/emoticons that can be used in e-mails. Simply copy the emoji that you want and paste it into your subject line.

2.Tone – Will emoji fit your tone? If you have a serious brand, say one that handles financial data, emoji might seem unprofessional to your customers. Ask yourself if quirky symbols or smiley faces fit your brand and make sure you test on small segments of your audience to measure how your larger subscriber base will react.

3.Audience demographics – If you market to millennials, emoji may hit the mark because they’ve become part of their daily life. That’s not to say that older customers won’t embrace them, but if you market to an older population who may not find them engaging, be sure to test before you implement them.

4.Make it relevant – With so many emoji, you can usually find one that will complement your message. You don’t have to rely on the most popular emoji every time.

5.Test to make sure your audience responds well – Before using emoji, run split tests to see how your customers react to them. In a split test, you’ll send one group of customers an e-mail with an emoji in the subject line, and send another group the same e-mail minus the emoji. You can use the difference in open rate to decide whether emoji are a good fit for your audience.

6.Test to make sure emoji display properly – Before you send your e-mail out to a large group, you’ll want to see how emoji render in different e-mail clients, and on different devices. It’s better to catch the problem early and troubleshoot before you send the e-mail to your subscribers.

7.Your e-mail should live up to its subject line – It should go without saying, but fill up your e-mail with good content that’s relevant to your subject line. Emojis can be considered micro-microcontent. In other words, teasers to micro-content. So, if your e-mail is a flop, an emoji isn’t going to help the situation.

8.Don’t Overuse Emoji – Don’t use an emoji just for the sake of using it. Make sure it is relevant to your campaign. Adding a bunch of happy faces and hearts is probably not going to get you great results. More than likely your reader will be annoyed and delete your e-mail before opening it. Especially if you do it frequently. It can also convey a lack of professionalism if people are seeing cutesy symbols that have no relevance to your brand or message.

These are just a few pointers to get you started in using emojis, so that you stand out and grab attention.

E-mail Marketing Tips

E-mail Marketing Tips

An often over looked marketing strategy is e-mail marketing. Researchers predict e-mail promotions can boost customer acquisition by 7 percent a year and increase sales. E-mail campaigns are almost as effective as organic searches for driving audiences to brands.

E-mail marketing is a cost-effective and powerful tool for small businesses to win more clients, and keep in touch with existing customers. Anyone who has ever shared an e-mail address with you at some point is much more likely to convert into a customer (if he or she hasn’t already) than someone who has never had an interaction with your business at all. Having an established mailing list and consistent frequency allows businesses to gauge what strategy and messaging works best.

Before creating an e-mail marketing campaign, here are some valuable tips that will help you make optimum use of this strategy:

1.Creating and managing the list – The first step in this process is to create a list of existing or potential clients to mail. The easiest way is to have a form on your website/at your physical establishment where people can enter their e-mail addresses and some additional basic information. Use every opportunity possible to build your list: events, web pages, blogs, conferences, point of sale—whatever is most relevant and available. To get people to provide you with their e-mail addresses, you have to offer something that they find beneficial – tips, sales discounts etc.

It may seem that having a large number of subscribers and e-mailing all of them is a good strategy, but not necessarily. It’s far more effective to contact the right people, i.e. those would be interested in hearing what you have to say.

Segment your list to be relevant and effective. Different people may have signed up to receive your newsletters for different reasons. For instance, existing customers and potential clients, the communication to both groups will differ. Edit your content accordingly to ensure that it is customised to meet the requirements of the various segments.

2.Quality and effective content – Your e-mail campaign is only as good as the content. Publish content that is of value to the recipient or else your e-mails are bound to get ignored. If people have signed up for your newsletters, they are looking for information that is of use to them, and not to be spammed. You don’t want your frequent e-mails with irrelevant content to be ignored and finally unsubscribed to. Also, make sure your e-mails are well written and have a personal touch. E-mails that sound automated are bound to be considered as spam.

What are the best possible elements of an effective e-mail promotion?
According to research, there are optimal numbers of images and lines of text small businesses should include in e-mail marketing campaigns to optimize their click-through rates. The numbers vary by industry, but on an average 20 lines and three images per e-mail are recommended as a good standard for optimal click-through rates in an e-mail promotion.

3.Timing and Consistency – Research reveals that not all times are good to send an e-mail blast. Get an idea of the appropriate time to send out e-mails, depending on whether it is work related or personal. This small step could make all the difference and lead to higher conversion rates. Usually, people check their work e-mails first thing in the morning and/or around lunch time on weekdays. For business to consumer e-mails, post 5 pm on weekdays and over the weekends are the best times.

Once you have a schedule in place, stick to it and be consistent. You don’t want to come across as irregular and unreliable.

4.Mobile responsive e-mails – As mentioned in our previous blog post, being mobile friendly in your online communication is extremely important. You should be able to reach people when they are on the go, so you can stay top of mind. Mobile responsive e-mails ensure that despite the device, your e-mails are being viewed properly. Test your e-mail in different e-mail clients and devices because you want to make sure it looks good in a variety of clients, browsers, and mobile devices, and the message is not distorted or lost.
Email marketing is extremely powerful, when done right. It is a great way to increase your productivity and efficiency when communicating with your leads and clients. Follow the simple rules mentioned above and you are bound to see success.

Free Email in India – End of Lifecycle

Free Email in India – End of Lifecycle

Free Email

Free Email was the first service I used on the web in 1998. It was then called Hotmail. Sold at 400 million and made an Indian very rich. Why ? Simply because it was the best way to acquire customers. You could always monetize it with advertising, so give it away free. New medium. Let users adopt. Why create any friction.

Free email monetized with advertising is a myth

Before the rise of messaging apps Whatsapp, Facebook messenger, Viber,WeChat etc, Snapchat there was still revenue to be made. Even if we do use the mail service, most of it is on the phone. First to make personal messaging redundant was Twitter, followed by all the messaging apps. Now if personal messaging becomes redundant on email, you stop generating page views and banner inventory that leads to revenue.

Personal Email continues to grow and acquire users, but usage, of the medium i.e page views and Ad banner views continue to drop per user.

This is especially true of fast-growing Internet markets like India. It’s likely that the 300 Million plus with have 900 million email ids between them. This market is growing 30% CAGR per year, so the overall email number growth on a large base will be huge. The number of redundant email ids to manage will also be huge.

This is a leaky bucket situation. There is a cost of user acquisition and a monthly cost of user services to the service provider. However,the advertising inventory generated by existing users and new users is shrinking. Users want an email address to sign up for a number of services on the net, but prefer to message on the messaging services. So they are a cost and not a revenue stream.

Over the Top of Email

This is the same problem telecom companies have of messaging services eating into their voice and text revenue. Messaging services over the top are also eating into email advertising revenue. All messaging services use email for registration and notifications.

Will Gmail be as valuable as WhatsApp? $100 Billion?

In India, all this growth is adding to the losses of the email service providers. No email service is a stand-alone application. How do you justify losses for this as a valuation business? WhatsApp was acquired at $19 Billion and is seen as the $ 100 Billion Unicorn.

Gmail is on mobile, has messaging, file transfer, voice etc – Android and IOS. Yet we will we not give it the same valuation as WhatsApp. Incidentally, it has higher reach too. The reason is that it’s FREE. If it changed to a paid subscription model, your valuation perception would change too for Gmail.

Free Email services will have to charge or go out of Business to applications like WhatsApp

Like telecom companies, Free Email services will have to charge or go out of business to WhatsApp. In the future, they cannot sustain themselves on advertising. If users grow and revenue does not, your valuation will also drop and services like WhatsApp will take over. Now is the moment to do a shake out. Better to have 10 million paid users than 30 Million free registered users.

Will you pay for Free Email?

The answer is a resounding yes! I will pay for my primary and maybe a secondary service. I need this to register, for notifications. Need it for bills and newsletters. It’s my digital address.

Article Credit : As published on LinkedIn by Mr Arvinda Kanwal


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