Given this, it’s no surprise that digital campaigns are a priority for many businesses. However, email marketing remains a tried-and-true tool that’s both effective and versatile. It not only helps to engage your audience but also allows you to tailor content specifically to their needs.

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Read also: Successful Digital Marketing Campaign Case Study: Credicoop.

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A study by the Direct Marketing Association (DMA) in 2017 found that consumers check their inbox an average of 20 times a day. Even though many use a secondary email for promotional content, most still find marketing emails irrelevant.That’s why your email marketing efforts should focus on keeping your audience engaged with your brand—not just pushing commercial offers. Personalized content is key to capturing their attention and fostering that connection.

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When it comes to visuals, your emails should be eye-catching and include images to draw the recipient’s attention. DMA also noted a 25% increase in design elements in promotional emails in 2017—a trend expected to continue in 2018.

As for the text, it needs to be clear, persuasive, and even a bit fun, ensuring the recipient doesn’t feel the information is irrelevant or unnecessary. The goal is to make them curious about your brand. Using email marketing alongside automation also allows you to create dynamic content that targets the specific interests users have shown in the past.

A common misconception about email marketing is that these emails often end up in the spam folder. In reality, when done right, email marketing acts more like a helpful guide, encouraging users to complete a conversion.