Businesses have been doing digital promotion through emails for long now. It has existed as a digital marketing tactic since the dawn of email services. And, it continues be a crucial marketing tactic till date. Wondering how to get the best out of email marketing? Then these 5 P’s of effective email marketing are some ‘must-knows’
As years came and went, so did many marketing trends and methods. Many of the marketing methods that were effective years back have gone obsolete now. It is like that with digital marketing. This field has evolved so much over year and still continue to be. However, email marketing has weathered a storm of more than two decades of market evolution.
This direct marketing method is not only effective but essential. On top of that, it is comparatively easy to start and measure. Moreover, regardless of the industry and size, it is suitable for every business.
Those who effectively employ this type of marketing enjoy various benefits like:
>Better lead generation
>Improved sales
>More conversions
>Reduced marketing costs
>High ROI
…and so on.
If you too want to get the best out of your email marketing campaign, it is important to be very thorough with its 5 P’s.
5 P’s of Effective Email Marketing
➊ Pain
Digital marketing experts have always emphasised on the importance of building an emotional relationship with your audience. Emotions can be both negative and positive. And both can be employed in effective marketing. Before invoking positive emotions by telling your audience how your product can help solve a problem, it is important to give adequate attention to explaining the problem itself.
Compared to other marketing methods, email marketing is one more intimate medium. And that’s its strength. Therefore, you should make sure to adequately address the pain-points of your audience before pitching your product. It is important to make your audience feel understood. This works like a warm up and helps make your audience more open to hear your offer.
Therefore, addressing your customers’ pain-points is essential for effective email marketing.
➋ Promise
We’re still in the emotional territory. And of course, emotional appeal is important in such conversational and direct marketing methods. When trying to appeal to your customers’ emotions, it is important to make some promise. You can guarantee them to solve a certain problem. Or you can promise a certain experience the customer may have if they engage with your business.
And it is not only about making a promise. It is also important that you adequately flash your proposition. For example, a digital marketing agency in Bangalore may try to flash their promise by writing the following subject-line:
Our social media marketing services can increase your engagement rate by 4x.
So, this was one example. However, it is important to make sure that your promises are realistic. If your business fails to deliver to the said promises, it can get adversely affected. This can harm your trust score and turn everything upside down for your business.
➌ Plan
The promise you make won’t amount to anything if you don’t back it with a plan. If you manage to arrest your target customer’s attention by making a promise; next, they’d want to know how you can fulfil that promise. Therefore, it is important to assure your customer that you have a legit plan for fulfilling your promise. Tell your audience where, when, and how they can get the said promise delivered.
To continue the example given in the above point– the said agency should tell the receiver how they can help them get the promised result. The company can tell how their social media strategy, content marketing, social media audits, etc. will help the customer get the promised increase in engagement.
Moreover, it is important to direct your audience what steps they should take. For this, your email should be charged with effective CTA. Call to Action elements help guide your customers through a conversion journey. Hence, it is an important part of the ‘Plan.’
➍ Proof
Sadly, there are many fakes in the online market. Hence, it can be a bit difficult for your audience to trust you. Therefore, in order to have your target audience believe your promise, plan, and over all credibility, it is important to give them adequate proof.
For this, you can do number things. Incorporating a customer testimonial in your email can be really effective. Moreover, you should make it a point to include your social icons. And since we are talking about proof and credibility, it is also important to optimize your email signature.
➎ Precision
This is a very important thing to keep in mind. All the strategies given above can go in vain if you fail to follow this step. If you don’t communicate effectively, the relevance of the message will be lost. All your promise and plans will all go to vain.
Think about it. You invest so much time, energy and different resources into creating an email campaign. But all of this goes wasted just because the receiver finds is too long or unclear to read.
Unless someone is a very loyal customer of yours, they won’t be interested in reading long dull emails. Moreover, you aren’t the only business trying to reach the customers through this medium. Your target audience must be receiving hundreds of promotional emails. Therefore, it is important to communicate your message with precision.
Conclusion
This is one of oldest yet one of the most effective digital marketing tactics. It is suitable for all types and sizes of businesses since it’s quite cost-effective. However, to get the best out of this marketing medium, it is important to know these 5 P’s of email marketing—Pain, Promise, Plan, Proof, and Precision. It all comes down to appealing to your customers’ emotions—all while keep it real, clear, and to the point!
