Despite the many options for digital marketing, emails continue to be a powerful tool for direct communication. When marketing collateral is added to them, they deliver even more engagement, value, and impact.
Why Does Email Marketing Matter?
Email marketing uses a variety of formats—newsletters, promotional offers, product announcements, event invitations, and more—to promote products or services, share news, and build relationships with customers.
One advantage of it is its wide reach. With billions of people using email, you can spread the word about your brand to a large audience and connect with current and prospective customers. It’s also easily customizable. You can tailor your messages to different groups of people, making sure each person gets content that’s interesting to them. Personalization through addressing recipients by name or referencing their past purchases makes emails even more engaging.
Plus, email marketing is cost effective. Compared to traditional methods like sending printed mail or placing ads in publications, sending emails costs a lot less and provides a substantial return on investment. This is great for businesses of all sizes, especially smaller ones with limited budgets.
However, you also need material that shows what you have to offer.
What Is Marketing Collateral?
Marketing collateral refers to the materials you can use to promote your company’s products or services. For example:
- Brochures give detailed information about your products or services by explaining their features and benefits.
- E-books provide in-depth knowledge on specific topics relevant to your industry, showing that your company is an expert in your field.
- Infographics present information with simple, straightforward language and attractive designs.
- Videos bring your message to life with dynamic visuals and storytelling that creates an emotional connection with your audience.
Other types include whitepapers, case studies, flyers, sales presentations, and more.
By adding marketing collateral to your emails, you give customers valuable information that helps them learn more about your company and make informed decisions. When you email marketing collateral to your customers, you also build stronger relationships with them, leading to greater brand loyalty and repeat business.
But simply attaching files to an email doesn’t make for a successful marketing campaign. For the best results, one has to think ahead.
How to Incorporate Marketing Collateral in Your Email Campaigns
Ready to spice up your email campaigns by including some marketing collateral? Here are a few things to keep in mind:
- Be Strategic – Align your marketing collateral with your email campaign goals. Whether you’re nurturing leads or building brand awareness, choose collateral that fits your message and adds value to your audience’s experience.
- Know Your Audience – Segment your email list based on demographics, purchase history, or engagement. This way, you can send content that speaks to each group’s interests.
- Mix & Match – Pair the right collateral with different email list segments. For example, send a sell sheet as a follow-up for prospects interested in a specific product or service.
- Plan Your Timing – Pay attention to when you send your collateral and make sure it fits the stage your audience is at in their buyer journey. Maybe send a fun video as an introduction or a convincing case study when they’re ready to make a decision.
- Make Everything Mobile Friendly – Don’t forget to make your emails and their collateral look as good on mobile devices as they do on computers! Many people check their emails on their phones, so your content needs to be easy to read and interact with on smaller screens.
- Keep Tabs on Performance – Track how well your emails and collateral are doing. Check metrics like open rates, click-through rates, and conversions to identify what works and what needs improvement.
The best marketing plans can still fail if the material doesn’t connect with the intended audience. Take these steps to make sure your collateral hits home!
Transform your marketing strategy with the right marketing assets. Download our Ultimate Guide to Marketing Collateral and discover the types of marketing collateral you need to engage prospects (and when to send them) to boost conversions!
Make Your Email Campaigns More Engaging With Marketing Collateral
We’ve covered how you can incorporate marketing collateral into your email strategy. Now, let’s cover how to make those emails the best they can be. Here are a few tips to consider:
- Use Eye-Catching Visuals – Spice up your emails with high-quality images and videos. Strong visuals make your messages more interesting because they grab readers’ attention and make content easier to digest. Plus, they give your emails a professional touch that leaves a lasting impression.
- Make Your CTAs Clear – Make sure your email marketing collateral has clear and compelling calls to action (CTAs). These make your messages actionable by telling your audience what to do next, whether it’s visiting your website, downloading resources, or making a purchase.
- Offer Something Special – Treat your subscribers to exclusive content like early access to new e-books. It makes them feel valued and appreciated, boosting loyalty and open rates.
- Educate Your Audience – Share whitepapers, infographics, and how-to guides to educate the audience about your products or industry trends. This makes you appear as authority in your field, earning customer trust.
- Add Interactive Elements – Use fun elements like quizzes, surveys, and polls to encourage recipients to spend more time with your emails and gain valuable insights into what they like.
Common Challenges When Using Marketing Collateral in Emails
Adding marketing collateral to your emails can be a bit difficult, but tackling these challenges will help you see better results!
- Design Consistency – Maintain a cohesive design across marketing materials with a brand style guide that includes your colors, fonts, and logos. Templates also keep everything uniform.
- Content – It’s easy to overwhelm your audience with too much information, so keep your emails simple and concise.
- File Size & Load Times – High-resolution images and videos can slow down or disrupt email delivery. Use compressed formats to reduce file size without sacrificing quality and host your multimedia content on fast servers for quick load times.
- Integration With Email Platforms – Choose platforms that support rich media and offer strong integration. Also, plugins and API integrations streamline the process and support smooth functionality.
A functional email campaign is only part of the story. For a full understanding of its success, you need to follow the metrics.
Ready to maximize the impact of your marketing collateral? Abstrakt specializes in helping businesses seamlessly create and integrate marketing assets into campaigns that drive results. Explore how we can turn your collateral into powerful tools for growth!
Tracking Your Email Marketing Campaigns
To see how well your email marketing is doing, here are factors to keep an eye on:
- Open rates tell you how many people open your emails, so high rates mean your subject lines are grabbing attention.
- Click-through rates (CTRs) show the percentage of people clicking on links to demonstrate engagement.
- Conversion rates measure how many people take action, like making a purchase, after clicking a link.
- Bounce rates indicate emails that didn’t get delivered, which may signal issues with your contact list.
- Unsubscribe rates show how many people opt out, helping you determine whether your content or frequency needs adjustment.
- Spam complaint rates reveal how many readers mark your emails as spam, which can negatively affect your sender reputation.
- Forwarding and share rates track how often people send your emails to someone else. More often than not, it shows how valuable and shareable your content is.
Tools & Best Practices
Use Universal Transverse Mercator (UTM) parameters in your links to see what’s working in Google Analytics. Try out different subject lines, email designs, and CTAs with regular A/B tests to find what resonates with your audience. Don’t forget to ask for feedback from them through surveys and use heatmap tools to see where they’re clicking. Also, make sure your email platform works well with your CRM and web analytics tools for thorough tracking and analytics!
Key Takeaways
Emails are still a powerful way to connect with your audience, and adding marketing collateral to them can significantly increase their impact. Think strategically and take the time to get to know your audience. Also, make sure to keep things simple and track metrics so your email campaigns stay engaging.
Create Email Campaigns That Hit the Spot
Want to take your email campaigns to the next level? Abstrakt Marketing Group has you covered! We understand the challenges that come with email marketing, and we’re here to help you overcome them. Let’s partner up and enhance your marketing together!
