Christmas is on the horizon, so small businesses are developing their marketing plans. However, with delivery hassles, they wonder whether sending out emails still makes sense.
Copywriter Angela Booth thinks EDMs (electronic direct mailings) do work today, just as they always have, but companies need to experiment.
For anyone targeting today’s TikTok generation for example, shorter is better, especially for broadcast emails. A client told Angela: “we’re sending out more messages, but they’re shorter than anything we sent out a year ago.”
The client reports that their campaign timelines are shorter too. Rather than extending one campaign over a couple of months, they’re generating shorter campaigns, targeting customer groups, and specific platforms.
When Angela asked her ecommerce clients what had changed in their use of EDMs this year, several said they were sending out more emails. However, there was a common theme: avoid “one day sale” types of emails. Customers receive too many of those, and won’t open them.
Email marketing marketing tips
Other ideas from Angela’s clients:
- User-generated content works: “customers want news, quick ideas on product users, and information on outcomes”;
- Get to the point and avoid too many links. When read on a phone, links make it appear the message will take too much time.
Angela shares email marketing quick tips here.
More on digital marketing from the blog
Today, most businesses use content marketing for promotion. However, few businesses use it to its fullest potential.
Today, it seems as if every business—tiny, small and large—is using content marketing. There’s an enormous amount of content flowing online every day. So, you may wonder whether you’re adding to the noise by creating your own content.
Wondering whether EDMs will work for you?