Integrated marketers know how challenging email marketing can be. You have seconds to get the reader’s attention and hold it. MarketingSherpa has outlined three visual tactics commonly used in social media that can help take your email marketing to the next level.
Tactic #1 – Gamification
Gamification means using game design elements in non-game functions to make them more fun and interesting. In an email this may mean inviting your audience to play games to win prizes. By presenting the information and opportunities as a game, integrated marketers can get the audience to do the marketing themselves. Efforts like these attract new customers, encourage interactivity and, when made mobile and social friendly, encourage social sharing.
Tactic #2 – Include Social Media Quality Images
Hubspot explains that when paired with relevant imagery, messaging retention is close to 65%. Constant Contact points out that images are processed by our brains faster than text, so effective, high-quality images grab attention, encourage action, and serve as an easy shorthand in support of your messaging. One of the most effective uses of imagery in email marketing is user-generated content.
We’ve discussed before that authenticity resonates with customers and helps build relationships. Audiences are increasingly looking to their peers and others like them to understand a product, service or company. One such method for delivering the personal touch is the inclusion of user generated photos, videos, and social sharing in your email marketing.
Tactic #3 – Integrate Video into Emails
Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019. We’ve looked before at the value of video, and the Content Marketing Institute outlines its many virtues including the ability to drive brand awareness and interest, tell a story, forge memorable associations with your brand, and serve as a proving ground for your ideas.
Video is also easily shareable through social media. By using video in your email marketing, you are potentially able to spread your ideas to new and different audiences in a creative way, and in a format that they are comfortable with from their social feeds.
MarketingSherpa reminds integrated marketers to test the integration of these social media tactics into their campaigns to determine the efficacy of each tactic. In their examples, profiled companies saw click through rate increases, boosted sales, and improved engagements. Make sure to implement A/B testing for your own integration and see how social media efforts can enhance your email marketing campaigns.
Last modified: July 19, 2017