It’s been a hot topic in the marketing world for a while now: can email marketing campaigns be successfully executed in a digital world?
Let’s face it: not all of us are natural leaders or outgoing personalities, which means we struggle to influence others through traditional methods, like sales pitches and one-on-one conversations.
So how can we, as digital natives, market products to consumers using digital marketing tactics?
The answer is Email Marketing. With a little bit of planning and strategizing, we can leverage email marketing to promote our products and services, and gain consumer trust, with bold text to boot!
In this article, we’ll discuss how to add a bit of personality to your emails, using bold text and other stylistic elements, to make them more engaging and memorable.
Personalized, Stamped & Signed
Let’s start by incorporating some of the qualities that make up a Jane Austen novel: personalized, stamped and signed. As a digital marketer, you know that these three elements make a marketing email more memorable.
When a campaign is personalized—that is, the content of the email is tailored to the recipient—it becomes more memorable. Similarly, a stamp adds a little extra personalization by adding a personal touch to an email. Think of all the personalized stamps you’ve received in your lifetime: you know that something special and unique is happening when the mailman hands you a stamped piece of mail. Finally, having a signature at the bottom of an email adds an extra touch of professionalism and ensures that you, the marketer, stand behind what you’re writing. Without one, you run the risk of coming off as a somewhat unhinged, automated communication device.
To add these three elements to an email, simply make sure that your email client is set up to incorporate a personalized, signed and stamped email. Many email clients, like Gmail and Outlook, are set up to automatically include these elements for you, so simply send a test message to ensure everything looks good. If it does, you can be sure that your customers will be receiving the personalized email with all of its unique elements, including stylistic cues, to recognize you as the marketer who sent it. If you’re running a small business, this is even more important as it adds a human element to your branding. Think of all the times you’ve received a generic email from a business you’ve never heard of, with no personalized touches. Chances are, you will have skipped over this particular email in disgust. But chances are also good that you’ll remember this business’ email because of its interesting subject line or maybe even the personalized, stamped and signed element itself.
Bold, Inline & Callout Fonts
An element you’ll want to incorporate into your marketing emails is bold fonts. When used appropriately, bold fonts can make your email pop, so to speak. They’re certainly not a replacement for the right photo or an engaging subject line, but they can certainly help!
As noted, personalized, stamped and signed emails can be extremely valuable in positioning your business as a thought leader in your industry. Incorporating these elements can help establish your expertise and trustworthiness as a marketer, and having them in a marketing email makes it that little bit more memorable.
To add some personality to your email, you can choose from a variety of fonts that are bold and in-your-face, like Comic Sans or Tahoma. Other suggestions include Alegrija Pro, which is a special font designed by the Italian publisher, Designers & Media. It’s a great option if you’re trying to position your business as the expert in your industry. Of course, you can’t go wrong with Tahoma or Comic Sans!
If you want to add a bit more polish to an email, you can choose from a variety of colorful fonts, like Gotham or Montserrat, to make the text pop. And if you really want to stand out, you can opt for a different typeface entirely. For example, if you’re using a sans serif font, like Arial or Helvetica, then you can opt for a serif font, like Book Antiqua or Bodoni, to give your email that old-school, hand-written look. You can also choose a script-style font, like Comic Sans or Verdana, to add a bit more personality to your text. Keep in mind that your customers might not have the fonts you’re using on their machines, so make sure you have a way of ensuring that your text looks the same as you intend it to look (e.g., through an @font-face embedding).
Use Animations & Visuals
Email marketing campaigns, like any other type of marketing campaign, can be improved by incorporating various elements of digital marketing. One element that helps make email more engaging is animation and/or visuals. They can help catch the eye of the reader, getting them to actively engage with your content, rather than just skim it.
To incorporate animations and visuals, simply add a few brief interactive elements, like a GIF, a video, or a diagram. These elements can be used individually, or you can choose to use one of the many marketing automation tools to create a seamless, automated experience for your customers. One of the great things about these tools is that, because they’re automated, you don’t have to worry about being creative or coming up with new content ideas on the fly. They can take care of that for you, using their AI algorithms to analyze your corpus of text and pick out new content to send to your target audience.
Use Memorable Phrases & Hooks
While most people enjoy getting a mass email with all the fun facts about the recently-released blockbuster, it’s not exactly the type of thing we want to get bogged down in. To save our readers, let’s face it: we live in a world full of distractions and noise, and trying to keep track of everything going on can be difficult. As a result, we often end up ignoring emails that can potentially be valuable to us, because we’re busy trying to stay afloat in an ocean of information. To make sure that our customers (and potential customers) don’t get lost in the shuffle, we can incorporate a few phrases (or words) into our emails to make them more memorable.
If we think back to a time when we didn’t have smartphones and were forced to pay more attention to what was happening around us, it’s easy to remember the various phrases, words, and/or acronyms that made up a “tipping point” for us, drawing our immediate attention. These phrases and words can be used to highlight important information, draw attention to key events or offers, or even just to create a general interest trigger. For example, McDonald’s Happy Meal buckets may seem like a funny anecdote until you see that this particular phrase is routinely used by marketers to describe a critical mass that tips the buying decision in their favor.
If your business is in the financial services industry, then you may want to use words like “annuity” or “life insurance,” as these are some of the most frequently used terms in your industry. However, you don’t want to overuse these terms, as they can begin to seem like advertising or sales pitches, which is something you’d never want to do. Finding that perfect balance is extremely important.
Use Multiple Methods
While we’re always trying to improve our methods and procedures, sometimes the most effective—and efficient—approach is to try something new. The key is to not be afraid to experiment and fail, as long as you learn from those mistakes.
Sometimes the most effective and efficient approach is to try something new, even if it means failing, as long as you learn from those mistakes. For example, HubSpot, a digital marketing agency that specializes in inbound marketing methodologies, conducted a study that found, in general, email marketing performs the best when used in conjunction with other channels, like direct marketing and display advertising.
If you have a proven track record of delivering exceptional customer experiences via email marketing, why not try something new? Inbound marketing, which focuses on creating compelling content that attracts and retains a qualified audience, is definitely a worthwhile approach, as long as you don’t get so absorbed in content creation that you forget about the goal of providing exceptional experiences to your customers. So, experiment with new methods and see what happens!