Email marketing is one of the most common ways to market a business or brand today. Research said
around 347 billion emails were sent in 2023, which will only increase in 2024. But that
brings us to our topic today: the evolution of email marketing and engaging campaigns.
Like any other marketing method, email marketing also requires properly handling such
campaigns. So, what exactly is email marketing? How has it evolved over the years? More importantly,
how do you craft a campaign that helps you stand out in 2024?
We’ll answer those questions, but we’ll also explore some important intricacies. We’ll also show you how to use an AI paraphraser to create outstanding emails. So, let’s dive right into it, and
understand the basics.
What Is Email Marketing?
Email marketing uses email messages to connect to an audience, increase awareness,
or market a product. This marketing method isn’t exactly new, as it was first tested in 1978, and since
then, it has remained one of the pivotal ways of promotion.
It has become an integral part of all online and digital marketing strategies and is widely
used for:
- Promote products or services, particularly new brands.
- Market events or bring awareness regarding them, aka sales or promotions.
- It helps build brand awareness and puts new ones on the radar.
- It is also used to engage with audiences and cultivate customer loyalty.
Besides that, email marketing is also used to establish expertise and provide informative content.
Moreover, it also plays a vital role in generating leads and driving conversions for websites, blogs, social
media, etc.
How Has Email Marketing Evolved? 3 Key Tactics
Email marketing used to be much like traditional brochures, where only basic information was available.
It used to be based on a simple sentence like “Oh, you have a problem? Well, we have a solution.” But
nowadays, it’s much more complex and detailed than that.
Today, it has become a highly personalized and automated way of marketing a business, product, or
service guaranteed to yield results. Experts say email marketing generates $44 for every
$1 you spend on it.
The three main ways email marketing has evolved today is because it employs:
- Sophisticated segmentation of the target audience.
- Focuses on dynamic content, with a blend of written and visual content.
- And uses behavior-triggered marketing tactics to reach pinpoint accurate audiences.
Besides that, many Customer Relationship Management (CRM) campaigns employ email as one of the
best ways to market a business. You might have emails like this in your inbox as you read this,
which might say, “Tell us about your experience buying this product…” or something of that ilk.
The point is that email marketing today isn’t just about advertising your product or business. It is about
cultivating customer loyalty, and it enables that by humanizing a business. It helps the audience grasp
the idea of the business as if another person were talking to them.
4 Ways To Craft Email Campaigns That Stand Out In 2024
An email marketing campaign is a sum of various strategies, from headlines to the final banner. So, here
are four key steps to take and craft an engaging email campaign in 2024:
1: Write Captivating Headlines
One of the first things you need to do is write captivating headlines. One of the significant problems that
email marketers face open rates, and only about 21.5% of emails are ever opened by email recipients.
That’s because the headlines are lackluster and don’t captivate the user.
That’s why it’s essential to write something engaging. For example, it won’t be as effective if you write
something like this:
“Our top selling hiking items in March”
On the other hand, here is a better headline:
“Handy merch that helped hikers this month.”
That’s not only casual but also promises that inside the email, there are products that help hikers. So,
any hiker would be inclined to open that email and check for it.
2: Keep it Short and Simple
One of the worst mistakes email marketers make is making the email too long. It’s not a blog, nor is it a
website or a social media post. You should tell a story but don’t need to hog the target audience’s
time. So, it’s essential to keep things short and straightforward.
Now, the standard email length is around 120-150 words. Anything above that, and you risk losing your
audience. So, if you are telling a story, try to get your audience to visit your blog, website, or social
media. But keep your emails short.
3: Make it Original & Ensure Smooth Flow
Original content in an email is necessary, and writing something that stands out is essential. It would
help if you wrote a text that connects with your audience and is in a tone they can understand.
Now, let’s say you write something difficult to understand; then, there’s an easy way to fix that.
You can simply employ a paraphrasing tool and fix it. Here’s an example of Paraphrasing.io’s AI
paraphraser fixing our email:
Once we tap the Paraphrase button, here’s what we get:
Compared to the original text, the regular one makes it a bit more casual and uses simpler words. But, if we tried formal, here’s what we get:
So, a simple tweak here or there from this AI paraphraser can help get more clarity in our text. This practice can save you time and help you write emails that connect with audiences.
4: Use the AIDA Format
Another thing you need to do in an email is use the renowned AIDA format. This is when you trigger the needs and desires of a target customer and then suggest a solution. Here’s how AIDA works:
- Attention: Use a captivating headline to drive their attention.
- Interest: Generate interest by throwing essential facts or information here.
- Desire: Now suggest how something like this can be their (customers’ and trigger the desire).
- Action: This part will contain a CTA, and they will be asked to purchase, visit the website, etc.
And that’s how you can use the AIDA format in an email to make it more captivating.
Conclusion
These are some of the top methods to create email marketing campaigns. It’s all about how casually you can connect to your audience. The better you understand the concept of connecting with your audience, the easier it will be to write engaging emails day in and day out.