Strategic Email Marketing: The X-Factor

Feb 6
10:28

2012

Bhupendra Singh

Bhupendra Singh

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Strategic email marketing has the potential to deliver fantastic results, but the email message being sent across needs to focus on few key factors, otherwise the whole exercise can fall flat on its face.

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That email marketing is among the most effective ways of driving the message home with current and prospective consumers,Strategic Email Marketing: The X-Factor Articles is an obvious fact. However, in order to stand out from competition, it’s important that the strategies one develops include the X-factor, which will get consumers hooked. That being said, the basic difference between regular email marketing and strategic email marketing is the kind of results both deliver.

In order to get the attention of the consumer, it’s important to have a striking heading to the email message, so that his/her attention is immediately captured. However, a lot of thought needs to be put into this, as the heading also needs to be relevant to the content of the email message, otherwise the brand can be perceived as a fraudulent entity – an identity that can’t be done away with very easily! The rule of thumb here is that false promises are a strict no-no as far as strategic email marketing goes. Sure, exaggeration and amplification are key ingredients of advertising, but it’s important to understand where to draw the line.

Coming to the content, marketers need to understand that more often than not, they would be promoting a product or service which people don’t know about, and probably also don’t have much interest in. Hence, it’s important to develop concise messaging that also delivers the appropriate amount of information, and that is where the challenge lies. However, a few basic necessities, in case it’s a product, are – price, quantity, delivery time and USPs in bullet points. Agreed, the message cannot be long, otherwise people will lose interest, but it also can’t be so short that it’s ambiguous and does not drive the communication.

This is all there is to consider for strategic email marketing initiatives to be successful. Happy marketing!