Focus on offering insightful and informative email content to boost engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2021, 1:24 PM GMT+0

By accurately understanding the target audience, marketers can create emails that keep readers invested.

Branded emails must avoid focussing overtly on promotional content. Instead, use emails to offer content that audiences find informative and insightful. For example, eyeglasses retailer Jins includes content on good vision and healthcare savings in their emails along with the brand’s new eyewear deals.

Companies can also include free resources like ebook previews and virtual try-on promotions in emails to make branded content more engaging. Similarly, use emails to offer personalised product recommendations, post-purchase content and build strong customer relationships.

Apart from offering high-quality, relevant content, brands must focus on attractive design as well. Keep the graphics simple and make ample use of infographics to simplify complex information. Finally, make sure the brand logo is visible prominently at the top of the newsletter.

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