If it’s done well, email marketing is still one of the most effective ways to build a stronger relationship with customers and get a better return for your efforts compared to a lot of other types of marketing.
Getting it right in terms of copy is absolutely vital if you want to make email marketing work for you. It’s not always as easy as you might think to write a persuasive email that doesn’t come on too strong and is genuinely useful for your subscribers, while also encouraging them to take the action that you had intended (whether this be clicks, registrations or actual sales).
Here are some tips for crafting highly effective marketing emails.
Getting the Subject Line Right
One area that you definitely shouldn’t neglect is your email’s subject line. This alone will determine whether subscribers open the email or just delete it. Most people will only take a matter of seconds to decide whether they want to open an email so you need to get this right. If you don’t nail the subject line, the hard work that you put into the email’s main body will be a complete waste of time as your subscribers won’t actually read it at all.
A good subject line will pique interest without being too much of a hard sell. Actionable language can work well here, as can a sense of urgency to take action right now. Above all, your email subject line needs to let readers know what they’ll get if they open the message. Misleading subject lines can encourage people to open the email but if the content isn’t what they were expecting, it also makes it more likely that they will avoid opening future emails or unsubscribe from your mailing list. As a worst case scenario, they may even flag you up as spam.
How to Write The Main Body of the Email
The main body of the email needs to expand on the subject line and usually has a call-to-action (which is the main reason for sending out the email in the first place!). This can take a number of forms, including click throughs and registrations.
To start off with, it’s useful to remind the reader of your relationship and why you’re contacting them. Did they register for something, for example? In many cases, the rest of the email won’t have much relevance if you don’t set out the context.
Regardless of what you’re hoping to achieve through the email, always play up the benefits for the reader. What will they get out of clicking through to a particular landing page or reading your latest blog post? How will a particular product or service change their life? It might seem obvious to you but you’ll need to spell out to your readers exactly why they should do as you suggest, rather than hoping that they connect the dots.
A conversational tone works best in most marketing emails and it’s an ideal chance to inject some personality into your brand’s marketing. Ideally, you’ll want to aim your tone at the reader, rather than including “I” or “we” throughout.
One call-to-action per email is enough; anything more than that is known to lower the potential for click throughs. Most people will only perform one action off the back of an email and won’t return to it to for a second click through.
How Long Should a Marketing Email Be?
Be as concise as possible when writing a marketing email. Most people only scan through their emails, especially marketing ones, so you risk losing their attention if your email is more than a few short paragraphs. If you have lots of say about a product or service, send readers to a custom landing page where they can read about the benefits in more detail but don’t try to include this level of information in the email itself. Stick to punchy copy that is designed to encourage readers to take action.
Text and layout are key here in helping readers to skim through the content without missing anything important. Your call-to-action is usually hyperlinked and will therefore be a different colour to the rest of the text but you can go a step further by making it bold and more eye catching so that readers literally cannot miss seeing it.
Why Does Email Marketing Work?
A lot is due to people wanting to stay informed while on the go via their mobiles. The vast majority of consumers will at least open an email from a brand that they have agreed to receive emails from, whereas social media messages have a shorter shelf life and can easily be missed.
Another factor is that subscribers have chosen to be connected to your brand via email and to take their relationship with you a step further by doing this. Assuming that you’re going out of your way to make their life better through your emails, they can therefore be a lot more receptive to being prompted to buy from you via an email.