This month for Praxis, I’ve been focusing on content consumption. Praxis is a business school I’m in that focuses on professional development. Each month, we are given a different set of tools to learn a subject and a project to complete. For Module four, I’ve been reading books, articles, listening to podcasts, and watching films on a variety of subjects related to marketing. This has been my most valuable month at Praxis yet.
As I’ve developed my style of marketing, I’ve learned that while conventional approaches are helpful, I deal with things in a more unconventional way. I believe this style of marketing, called growth hacker marketing, will be a successful combination of old and new. I will go into detail on growth hacker marketing in one of my next articles.
In November, I planned on analyzing the email marketing tactics of four major language learning companies. Four out of six of these schools had campuses where students would come to study, the rest provide curriculum online. What I found, two weeks into my study, was that I wanted to unsubscribe. All of their emails were uninteresting, overwhelming, or just flat out annoying. I didn’t find myself pulled towards these companies at all.
As so, I changed my angle to analyzing their social media. I looked at the language schools’ Facebooks, Instagrams and Twitters and what I found was much more interesting to me. Through their social media, engaging with users was much more easy, entertaining, and productive.
When I switched my research, halfway through November, I had a negative opinion of email marketing funnels. Though, I had realized that I was just looking at poor examples. I called up my little sister, who is an avid shopper, and follows many high ends makes up companies like Mac. She’s subscribed to a whole bunch of different websites and actually interacts with them. She told me that she reads every one of the emails from her favorite companies and that it often leads to her buying a product. So I asked her to forward along some of the newer ones.
The emails I saw had a completely different setup. Every email was well structured, with a clear message and/or offer to convey. Julia, my sister, was constantly receiving coupons and information on new products and actually buying them.
I looked at the emails wondering what made them so different? What made these emails different from the language schools’ I so willingly unsubscribed from?
The first thing I concluded was that the make-up companies knew who their customers were. They were mostly marketing towards younger girls, probably in their teens to mid-thirties. They knew who they were advertising to, and thus crafted the emails to be most appealing to them.
Fun graphics on the side or top of the email made it much more visually stimulating. In a few specific emails, the graphics even displayed promotions and coupon codes, cutting down the time it would take to convey the message of the email.
All the emails were short and concise; there was no overkill. Most emails were less than three hundred words and didn’t come more than once or twice a week. This would make users more likely to actually read the email than just deleting to clear up space on their phone.
Apple Languages and International House, two of the language schools I studied with, had done things differently. For starters, they didn’t seem to know who they were advertising to. I understand why that could be hard with such a huge variety of people attending language schools, with widely expansive demographics.
Their emails were long, choppy, and came too frequently. If I hadn’t been studying their email funnels, I most certainly would not have read every one of them.
In conclusion, it seriously matters how a company structures their emails. From what I’ve learned, users are more likely to read the emails when there is something that benefits them. Entice them with a coupon to a popular product, exclusive offers, and information on new products coming out.
Do not send more than two emails a week or make them too long. Chances are your users are just going to end up deleting them.
Email marketing is extremely important to a company, no matter the budget, no matter how successful the company is. Getting customers to read your emails keeps them involved with the company, more likely to buy products and to tell their friends. It’s cost-effective and doesn’t require a huge team of people to put them together. Whatever is being promoted, email markets are a great way to expand the business, advertise, and sell products.
I was grateful for my sister’s insight and feel confident given the task, I could really get creative with email marketing funnels. I already have a few cool ideas up my sleeve!
What newsletters are you subscribed to? Do you read them? If so, mention below in the comments and we can discuss!