“Who sends emailer these days?” might be a question we hear. But can you think of the number of emails popping into your mailbox in a day? Do you find a range of brands sending you their updates to your inbox? It is plenty, isn't it? Yes! So here is the answer- though we tend to use emails rarely for personal use today, they perform well for brands. Especially for building awareness among the customers, emailers do the job for most of the brands. So let us explore what emailers are, different types of them and the latest trends in emailers.
Emailers are considered to be one of the most powerful tools for increasing brand awareness. Emailers are commercials emails that are sent to the registered customers of the brand. They evolved from direct mailers, one of the oldest types of outdoor advertising. These were distributed to the customers and non-customers in person. On the other hand, emailers target the customer base via digital means. Emailers were the go-to promotional tool for most brands until the rise of social media in the advertising world. In the era of social media, where all promotional aspects of a brand have turned into the social media world, emailers do fall back in following the latest trends but are still in the upfront of brand promotions. They are, in a way, traditional yet fit into the digital space accurately.
Not all emailers serve the same purpose. It has different goals to achieve. Here are some types of emailers frequently used by prominent brands.
Welcome emailers are sent to new subscribers. These are sent by the brand once you sign-up on their website/application. Its sole purpose, as the name suggests, is to welcome the new customers.
These emailers promote the latest offers of the brand. They want the subscriber to take a specific action; therefore, it always consists of a CTA (Call To Action).
They are informational emailers shared with the subscribers regarding news and information related to the brand.
These are used to reconnect with the consumers or subscribers who haven't been active in a while.
They inform the subscribers of some important announcements, like- the launch of a new product, information regarding the delay in shipping or other important company announcements.
The discussion over the significance of emailers is still on. Social media design and content can grab people’s attention and perform best for brand promotions. The prime reason for emailers to perform well even in the social media age, or what keeps it alive still is its timely updations. It has constantly kept up with the trends and most importantly has incorporated interactive elements for engaging the readers into the content. But first, let’s talk about the two aspects that changed the game for emailers - segmentation and personalization. Segmentation is the act of dividing the brand-customer base into different categories based on specific criteria, and personalization is when you use the segmented groups to send tailored messages to these categories. Personalized emailers have more open rates as the subscriber gets individualized content. With segmentation and personalization, emailers became more targeted and effective; at the same time, it made tracking the results easy.
Boosting engagement is a major goal that all brands look up to. But emailers have been criticized, for a long, for not being able to grab the readers’ attention or to engage enough. Best branding agencies around the world have been trying to incorporate more engaging content. Today, emailers have overcome this hassle by adding interactivity into the emailer content and design, introducing innovative methods of reaching their subscribers. So what are interactive emailers? They are emailers that make the subscribers act within themselves. They involve the customer in the emailer and convince them to do what the brand wants them to do. It can be the hover effect, taking part in a quiz, giving a star rating, polls or gamification. Emailers thus drive engagement with its interactive content, which in turn increases its click-through rate(CTR).
The goal of every creative agency is to deliver the best quality emailers to the right customers. At Idex, being a creative agency, we aim to understand the client's requirements and deliver emailers with innovative design and content. We make sure to look into the client’s needs and customer base and brainstorm thoughts to fit into the right category of subscribers. Our team experiments with the latest innovations in emailers, making them relevant and trendy. Now you have seen how emailers have evolved, from the mailers that were distributed as handouts to the emailers that can even incorporate games into it. This is exactly the reason why emailers are still an inevitable tool in promoting a brand. From time to time emailers have updated their features, moulded themselves into a better form keeping in mind the readers' expectations, brand requirements and business goals. But this is not the end for sure; in the coming years, we will get to witness more additions and innovations to emailers that will only make us wonder!!!
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