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We all get emails from dozens of senders every day. If you are anything like me, you get a mix of messages from coworkers, friends, family and marketers. The marketing emails are the ones that have the least priority for me but I do glance over them. Some are useful and get me to view or signup for a new service or product. Others are just plain spam. So what makes some marketers email noteworthy while others are destined for the junk folder? In order to figure out what makes for an effective email marketing campaign we first need to understand why marketers send out so much email. It’s actually quite simple: Email works. Marketers in Saudi Arabia know that email can provide the highest ROI for different types of campaigns and industries. This isn’t just true for the kingdom; it is a global trend. Another major factor behind the huge amount of email being sent out by advertisers is that it’s cheap. Compared to other digital marketing methods, sending out an email is cost effective. Couple that with a killer email list and most marketers have a gold mine on their hands. One can easily procure regional email lists through various companies working in specific marketing segment. These lists are always segmented according to gender, age, profession etc. and this makes it easier for businesses to offer their products and services to the right target market. Email also offers marketers the ability to monitor and track results accurately. Prominent metrics that affect email database include inactive or deleted accounts and misspelled email addresses. Other factors that may lead to results include clients not checking their emails daily, emails going directly to the junk folders or customers ignoring emails for personal reasons. Now that we know the why, lets move on the how. The following are five ways you can launch effective email marketing campaigns for any product or service in Saudi Arabia.
  1. Database Verification
In order to make sure that all your email addresses have a stable receive and open rate, it’s important that you have your email database verified. You don’t want your emails being wasted away. There are automated tools available in the market that can assist you in making your database free from unsubscribed, fake and inactive email accounts. These intelligent tools can easily authenticate the email lists received from local agencies. To keep proper tabs on your email database, it is a good practice to validate your email lists at least twice a year. This will keep your email lists from running dry and also allow you to replace the inactive accounts with active ones at the right time.
  1. Tracking the Clock
Sending out emails to the right people at the right time is really important if you want your campaign to touch down. Finding the ideal timings when people in Saudi Arabia access their email accounts can be done through quality research. This includes conducting surveys, hiring research agencies and searching popular trends in your targeted area. According to trends in Saudi Arabia, a substantial increase in email activity is observed right after 21:00 in the evening. Research well and send timely emails to reap the maximum benefits out of your email marketing campaigns.
  1. No Stuffing
Unfortunately, judging emails by a quick glance has become a general practice. So unless your subject line is not compelling, there is a high chance that your emailswill remain unread. Considering this, it is important that you show only what is required in your emails. This includes header, content, visual details and CTAs. Introduce your emails with attractive catchy phrases such as “Now 50% Flat Sale” or “Buy One Get One Free” to ensure that your emails are opened. Remember, attractive introduction, relevant content and catchy phrases followed by CTAs is key to successful email marketing in the Kingdom.
  1. Add Personalization
You can use a pre-designed email template to swiftly spread your content to a vast audience. But most people in Saudi Arabia would not find it appealing. The market likes attention and this is why personalized emails are most effective here. It also depends on the strength of your brand. If people already know your brand and your product is in demand, then a simple predesigned template about your latest discount offer will be enough for everyone. But if you are a new entrant, you will find personalized content to be very engaging for readers. One way of making personalized content is introducing a message with the target user’s name. You can begin your email with amiable introductions such as “Hello Abdullah” or “Dear Ahmed” to attract the receiver’s attention. This will stir emotions and you can utilize these feelings to instill your message across your target audience.
  1. CTAs
In marketing, an email without a call to action (CTA) is useless. CTAs are the main elements in your emails that are responsible for converting target audience into customers. These are highly efficient anchors that provide a direct link to the checkout or sign-up page. This lands interested customers precisely where they need to be without navigating through your entire website. It saves their time and allows you to easily close leads. Inciting the right emotional responses from the users is important here and a good way of doing that is to intelligently employ the usage of color, text, and design. This will get your CTAs noticed quickly by the email receivers. Another way of making sure your CTA gets noticed is to place it in the starting of your email content. According to a study, most people tend to read only the beginning of the email and CTAs located at the end of the email never get noticed. You must understand that people don’t have time to read long pitches. Just make everything short and concise and place your CTAs at the top. The above 5 points should help you maximize the impact of your email. As a final note, you must understand that when marketing to consumers in Saudi Arabia keep the culture, demographic, environment, climate and regional preferences of the target audience in min. Before you hit that send button, review your email marketing campaign, analyze the regional preferences of KSA consumers and study how they reach online shopping or service providing platforms.
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