When it comes to marketing, email marketing is one of the most important tools of the trade. You know, of course, that email marketing isn’t merely a tool.
Email an entire field of its own, deserving of study in its own right. Among the most important questions facing email marketing teams today is: What is the most important section on an email? Here’s what you need to know to answer that question and make the most of your newsletters.
What is a marketing email?
In marketing, emails are much different than the ones you’d normally send to your friends and family. Newsletters and other types of campaigns used in marketing contain promotional content and calls to action (CTAs). The CTA is one of the defining characteristics of a marketing email. These emails are carefully designed to urge leads and customers to take a specific action.
Most of the time, CTAs in email will prompt your recipient to view content on your website, take advantage of a sale, or sign up for an event or service.
What is the single most important part of an email?
As an email marketer, it’s important to remember that there’s a lot more to making a good newsletter than tossing in some content with a prompt at the bottom. A newsletter, while inherently simple, can bring you more subscribers and significantly higher conversion rates when you do it right. But doing it right means taking the time and effort to make a campaign that really pops.
You need to recognize the most important factors that go into these emails if you want to be successful. While your content is going to play a star role in any campaign, the next most important thing is your subject line.
Think of your subject line as your initial pitch—it has the singular purpose of convincing someone to open your message. If the subject line is awkward, thoughtless, or too salesy, your audience will disengage.
An overlooked and yet vital component of a campaign is the “From” section. The area that shows the name of the sender forms trust and is the foundation for relating to an audience. If your recipients don’t trust the name of the sender, your campaigns won’t be opened.
How to measure the success of your email marketing
Once you’ve started applying your knowledge by building trust around your brand, you should start seeing a difference in the metrics you use. Click-through and open-rates should start rising.
As you continue to build trust around your brand name, you can send newsletters with rich content like this with greater visibility.
Does it really matter?
While it’s debatable whether or not there is a single most important element to a campaign, one thing is true: these elements build on each other like a foundation. You must have a captivating subject line, but your email must also come from a trusted and recognizable source. Similarly, you should catch recipients’ attentions with a subject line, but if your content doesn’t meet expectations, there won’t be any traction.
The same trust factor that determines whether a lead will open your email or not also goes a long way in making a sale. If the lead trusts your brand name enough to open the message, you’ve won half the battle and closing a sale with that lead will be all the easier.
What now?
Now that you’ve seen how important it is for customers to trust your brand name and how it affects open rates, it’s time to put this information into action. In today’s market, customers have become much savvier and expect transparency from businesses. To get business from customers today, you have to start by building trust. See how you can build trust by facing your challenges head on in this blog post.