The way people communicate has changed beyond recognition in just over ten years. In fact, we’re now using emails as our main form of communication more frequently than ever before.
Email marketing campaigns are commonly used by many businesses to advertise their products and services. or sometimes they can be used to send receipts or details about orders.
Whatever your purpose, holding an understanding of how to write effective emails is an essential skill for any marketer. Here are some tips that will help you get started…
There are lots of different ways to address emails. You should always use them regardless of which method is most familiar to you.
Here are two examples of all-important addresses that will help you craft your message inside the recipient’s mind.
Example one: reply firstname.lastname@example.org
Why it matters? This is the fastest way to deliver information immediately into someone’s inbox.
Who should do it? Anyone can create a mailing list if they want to; writing a sentence outlining the topic and then creating a website takes only a few minutes.
But thinking like a potential customer, considering what messages would appeal most to them and where they spend their time online, can help you reach them faster.
It also helps add value by including links to other resources at no additional cost.
LinkedIn is a social network where you can connect with others working in your field.
Most people will read through an email message without reading it all the way through. You want them to get what you say quickly, so avoid clocking in at more than one or two sentences.
Make sure that there are no glitches in the subject line or the text messages; they should be clean and concise. When we’re distracted by other things, we don’t focus as well on the task at hand.
And when we use too many abbreviations, acronyms or texting language, it can make the message harder to grasp for the reader. Give yourself some time to plan how you’re going to send this message before you hit “send.” It will come out better if you spend just a few minutes writing it out before hitting “send.”
Emails are live documents that can be revised at any time. As such, they need to convey clarity, honesty, and confidence about who you are and what you offer.
Thus, it’s important to keep in mind how people will perceive your emails. Will they see through the illusion of your brand or will they feel like you are one big-company entity?
The email should match each aspect of your business; otherwise, the message gets muddy and confusing.
For example, if you have a professional service, then that is what you need to communicate. If you are a retailer then you want to leave the impression that you are a retail store.
Either way, society has a tendency to put too much emphasis on appearance, which is why it is imperative to remember who you really are when designing an email.
There’s very little “selling” in email marketing, which is good because people have grown immune to sales messages. Nobody wants to buy something when they don’t need it or want it.
Sales emails often come across as relentless and overly formal, which makes them kind of spammy. You may be better off using another form of promotion to generate leads.
Give your customers something for free. This could be access to a certain product or service, a special offer, or helpful information. The idea is to promote things that users can purchase from you, but which you are also offering for free.
You can give away products/services or offers while still making money through advertising; just make sure there’s enough of a bonus attached to make it worth their time.
If you do this well, people will think of you as an expert at your field and will trust you more, which can lead to future purchases.
Most people start with a pitch that tells someone why they should buy their product or service.
But there’s another turn that can be made in order to convince your readers to do something. That is telling your story through your email messages.
By using stories, you can engage your reader and make it more comfortable having an email conversation. You can use storytelling around sales issues, human issues (such as making a decision about buying a house), fun things (perhaps including funny notes from pets).
It helps fill up the space of your message by creating a sense of narrative and urgency. Your audience will need to know what you are talking about, so tell your story clearly.
You can change fonts to accommodate increased size. However, at some points, efforts must be made so that all elements are legible and don’t run together.
Don’t forget to include color cues within your messaging engine; if no one has different colors, logos may be used instead. Make sure that your font sizes and styles are consistent throughout your entire document.
There are very few conventions for how email marketing programs operate, so finding out which ones work best for you isn’t necessarily important. What matters is knowing your tools well and being able to adjust to each other when needed.
When people are first starting out with email marketing, they tend to write longer emails than is necessary. It is recommended that you start with shorter emails and then work your way up to lengthier emails. Shorter emails will get read more quickly as everyone has different lengths of attention span.
By having shorter emails, people who want to spend less time reading them do not have go too far in. There are several ways to shorten an email’s word count without making it seem like you did not try hard.
The most common way is to focus on action words. Action words are the things that happen when you click on a button or type in information. They tell you what happens once you act on the email.
For example, if you are signing up for a newsletter, the email might say “Join now!” or “Sign up today!” If you are requesting a sale, the email could be titled “Buy now” or “Shoptoday”. These actions help keep the reader interested and jumping through hoops, so to speak.
It may seem trivial, but avoiding boring sentences can make a big difference. Paragraphs lacking verbs cause readers to lose interest. It is very difficult to maintain attention using paragraghs alone.
In conclusion, trying to build tension by ending letters with dashes or bullets will only hurt efficiency. In fact, long paragraphs
In email marketing, a call-to action (CTA) is your message to readers to take some action. You usually want people to click on something when they see it in an email.
For example, you might have a CTA of “click here” or “subscribe now.” What happens after that is up to the marketer.
It can be as simple as buying what you sell or filling out a form, or as complex as signing someone up for a month long training program.
The important thing is that you need to get their contact information so you can send them more messages once they subscribe. That could be by way of another email, or via text message.
Email service providers often don’t allow phone numbers to be used, so if you use Gmail, you can only use texts instead of phones to connect with people.
There are many different ways to do this, but all lead to similar results.
More than anything else, email marketing is about testing. You’re being paid to send messages that will either lead to a purchase or r eadmission to a list, so you want to make sure they get read.
That means there should be something in them for everyone — whether it’s opening the message, taking part in a contest or survey, or simply reading it and going ahead and buying what you sold them.
You can have the best product in the world, but if people don’t know about it, then it isn’t doing anyone any good. The more ways there are to find things online, the better you’ll do at getting attention.
Testing is how you find out which methods work and which ones don’t; it’s how you improve your messaging skills and keep sending messages that matter.
Due to how people choose to receive messages, there’s an assumption that every person who wants to read your email has done so. It is common courtesy to ensure anyone receiving an email knows what it is about.
This can be accomplished by including a header with the full title of the message or email. This way both the recipient and reader know exactly what the message is saying they should do.
Further, you can include bullets to help organize the contents in the body of the email. If someone needs more information than what can fit into the body, they may opt to click on another link for extra material.
At the very least, including a bulleted list of actions helps keep the email organized as well as providing additional helpful links.