Marketing is diverse and multifaceted. It covers all possible ways of influencing people’s senses and subconscious. Of course, emails do not remain on the sidelines and can become an effective means of influencing the target audience.
If you ask for help from top experts in the field of advertising and promotion, they can tell you which letters, in form and content, attract the most and least attention.
Recommendation of the month: Pin-up Partners – affiliate program in gambling and betting verticals. A direct advertiser operating under the brand of the same name since 2016 on CPA, RevShare, RevShare+ and HYBRID models.
- 3 types of letters, which attract the most attention
- 1. Multimedia emails
- 2. Standard emails
- 3. Letters with discounts and bonuses
- 5 types of letters that attract the least attention
- 1. Product and service announcements
- 2. Letters in the style of an article
- 3. Advertising of contests and competitions
- 4. Educational letters
- 5. Event announcements
- Finding the right types of emails for your marketing strategy
3 types of emails that attract the most attention
Depending on the audience structure, different tools will show better engagement results. But the most effective and successful types of emails will be fairly standard:
1. Multimedia emails
In addition to the standard text, they contain various visual elements, such as: videos, photos, GIF files and the like. Visual images significantly increase the interest of the audience in the content of the letter.
Modern consumers actively respond only to live dynamic content. It is becoming increasingly difficult for them to be interested in detailed and in-depth text materials.
Consider options for making the message you are sending interactive. It can be a dynamic color change, some mobility options, or something else.
2. Standard emails
Dilute the plain text with images and links to relevant and useful pages to significantly increase the chances of a reaction from the audience.
Make an email in the form of a short informative message that clearly demonstrates all the key advantages of your offer.
3. Letters with discounts and bonuses
Any useful attachments containing coupons, promo codes, free samples, or anything similar will demonstrate excellent audience engagement results. Consumers like to save on their usual purchases, so they actively interact with such messages.
Use the specific quantitative characteristics of the sentence in the subject of the letter to immediately attract the attention of the audience. For example, it can be:
- 50% discount on the entire product line;
- earn up to $100 per day;
- 25% discount on everything;
- get 100 bonuses upon registration.
Quantitative information significantly increases the chances of success of your marketing materials.
5 types of emails that attract the least attention
Before creating your own “unique” marketing offer, read the list of unsuccessful solutions that are not capable of attracting significant attention.
1. Product and service announcements
Of course, for any commercial brand, such mailing lists are a must-use tool. But users receive too many of these messages, so the effectiveness of each of them is extremely low.
Such newsletters with updates work only in the case of the most personalized approach. When each consumer receives a personal letter that is addressed personallyit also includes customized materials.
2. Letters in the style of an article
The problem with such emails is that even if the target audience opens the message, the probability that users will read long texts is extremely low.
As a rule, mail is checked quickly by running through short messages. People at this moment are simply not ready to read a dozen pages of informative material.
Short extracts or excerpts of voluminous materials are much more effective. They attract attention and make you want to read more, so provide the letters with relevant hyperlinks to full-fledged articles and main sections of the site.
3. Advertising of contests and competitions
Surprisingly, such letters are not really able to demonstrate really high audience engagement rates.
This trend is observed due to a decrease in the overall level of user confidence in emails. Most of them believe that advertising messages are intended to deceive or mislead. Thus, even useful emails with real interesting contests can be ignored.
Today, most of the activities with prizes are held in thematic groups on social networks. Therefore, the audience is not ready to send such emails.
Moreover, holding contests on social networks can be incredibly effective. Motivate your audience to create creative content and get nice prizes for it. This way everyone will benefit.
4. Educational letters
It’s no secret that most people have difficulties with the education process, especially when it comes to self-education. Diving into the technical details of products and services is not as interesting as it may seem to those who deal with them professionally.
Be careful about the process of informing the audience, even if it is done with the aim of improving the consumer experience.
Consider the option of a short letter containing links to useful materials describing the details of the operation of your products. Then the messages will perform their informational function, and your main resource will receive additional traffic to key pages.
5. Event announcements
Conferences, webinars, live broadcasts and other similar interactive events are now advertised through social networks and video hosting. Emails announcing such events are practically not opened. And all because users see their topic and go from the mailbox to various popular platforms for details.
A variety of influencers and official brand pages are much more trustworthy than mailing lists.
If you want to use the newsletter in the process of promoting an event, then consider equipping the message text with promo codes or discount coupons. This will motivate the audience to open and read emails, increasing their engagement.
Finding the right types of emails for your marketing strategy
My personal results match what experienced email marketers say. As practice shows, the types of messages that you use in your email marketing campaign affect overall engagement and return on investment.
Effective email newsletters will help you increase sales and turn new subscribers into regular customers.
At the same time, the best results are achieved when you combine the most effective and well-known templates with relevant content and tools such as personalization and segmentation.