Email Marketing Done Right: Key Aspects for Successful Campaigns

What draws your attention when you open your inbox? Is it the subject line? The promise of relevant information? Or do you think that this email seemed written specifically for you? The answer should be all of them. For us marketers, we must understand that email remains one of the most effective tools for building loyalty and driving engagement if done right. Through the work I've done on Reckitt's Enfamil digital strategy, let me show you how you can achieve superior results with three fundamental aspects to consider

The Key to Engagement: Personalization

A one-size-fits-all email structure hardly ever works to build a relationship with a customer; it lacks being tailor-made, and at Enfamil, my team and I were aware of this situation and developed our campaigns depending on what stage of motherhood the subscriber was at. My advice to be able to personalize your brand content is to make sure you are asking the right questions that give you information about your audience, for example, when a user registers in our "Enfabebe" Platform (That is the name given to Enfamil's loyalty program), we would immediately ask users to let us know the date they were expecting to welcome the newest addition to their family so each email was tracked to personalize their tips.

Note: Example of email made for Andean Region (2022). Property of Reckitt. Mead Johnson.

The Importance of Timing

Even the best-crafted email can fall flat if sent at the wrong time, and you have to consider the peak time when your audiences are most likely to open your content, meaning, don't send emails at 3 am in the morning when you are going not only position your brand at the back of the list on next morning emails but also make your customer question if they should stay subscribed. Furthermore, timing also includes realizing when is the best stage to present the customer with a determined product or service; as an example, in Enfamil, based on their stage of parenthood, we would send emails regarding how to introduce baby first foods,  something that would be completely irrelevant if it is sent when the baby is just born.

Content Based on Value

It goes beyond saying, but the email you are sending should have clear value to your audience; it is not sending just to reach a number at the end of the month; it is to really offer value that each communication, avoiding your messages as been regarded or treated as spam but rather as a helpful resource subscribers look forward to.

Note: Email best practices by GetveroLinks to an external site., we should think of our email in terms of the presented funnel.

Conclusion: From Inbox to Impact

As a Marketing expert, you know that email marketing is not about sending messages, is about building relationships. Through personalization of content, timing, and the creation of true value, you could make your campaign one that resonates and boosts your brand loyalty. So, the question is: What do you put in your next email?