Your email marketing list is worth its weight in gold. 77% of customers prefer to receive promotional messages via email but setting up email campaigns can be time-consuming. Research has shown that it can take 5 to 12 interactions with a brand before a consumer is ready to make a purchase. If you are looking to sell a new product via email, that means you could be waiting up to one to three months before any real sales are generated.
That is why using teaser campaigns can be an effective way to speed up the adoption of your new products.
What Is A Teaser Campaign?
A teaser campaign is exactly as it sounds. It is a campaign, delivered via a communications channel to entice customers to get excited about an upcoming event or product. Then, when the product is released, customers are closer to the purchasing decision and more likely to buy early.
Email marketing is one of the better digital channels to use for teaser campaigns because you can monitor results and concentrate on those subscribers that seem interested and also see how the audience reacts.
But email marketing teaser campaigns still require significant planning and forethought to achieve the best results. So here are five things that you can do to create the perfect email marketing teaser campaign.
1. Create A Goal
Simply having a product to promote isn’t going to be enough. You need to ensure that you have a clear goal in mind for your emails. This allows you to have focus and know what to put in each email.
The campaign goals could be:
- To drive traffic to a website.
- Receive (pre)orders for a product.
- Get bookings for an event.
In addition, each email could have a unique goal to help the campaign as a whole. For instance, individual emails could have the following goals:
- Share details on social media.
- Register interest in the event/product.
- (Pre)order the product.
- Visit a landing page.
Before you send the first email, you need to plan your email marketing teaser campaign. Ensure you know the whole story arc. What details do you want to release and when? You can carefully construct the email story on a spreadsheet that contains the message and the action you want the audience to take.
3. Be Mysterious/Secretive
One of the best ways to get people interested is to keep as much as possible a secret. When you are ready to reveal the details, then convey the idea that you are sharing something special with the audience that you haven’t told anyone about yet and is still secret. Being part of an exclusive group makes audiences feel special and more open to your marketing message.
4. Have Four Parts
There are four stages that you want to have for your email marketing teaser campaign. These are:
The Tease – the part that will get the attention of the reader.
Introduction – telling the audience about the product and how it can help them.
Buildup – build excitement for the product/service with the audience.
Conclusion – delivering what the audience expects.
There is no definitive answer for how long your campaign should be. Some could be three or four emails, but the longer a campaign goes on for, the higher the chance that audiences will become bored and unsubscribe.
5. Make Emails Accessible
Test your email marketing messages so you know that they are readable across all the main email platforms and formats. For important headlines and critical content, use text and not images and when you do use images, ensure you have useful content in the alt tags.
Are you running an email marketing teaser campaign? What are you promoting?
Let us know in the comments below.
Your business is a brand recognised by customers, prospects and suppliers. Without this brand image, external people won’t know what to expect. When customers are speaking to you in person, it is easy for you to present your brand. However, when you are sending an email – the brand image isn’t so easy to convey.
What you need to do, is design your email marketing campaigns so they match your business brand.
Does This Affect Email Marketing Results?
Email recipients are careful about which emails they open and how they interact with them. Customers are also very wary of scams that may seem to be from a legitimate brand but are in fact from internet scammers. Normally these scammers use a brand name, but don’t match the expected brand image.
Therefore, the first advantage of ensuring that your email matches your brand is that you can reassure your audience that the message is from you – and therefore increase open rates. The right brand can also help set you apart from the competition. For example, the subscriber might have signed up to three or four competitors of yours, as well as your email list – if you all send similar messages, the prospect won’t be able to differentiate between you and therefore their purchasing decision would be more difficult.
With more open rates, you’re going to attract more traffic to your website, which will organically grow your sales/enquiries.
Familiarity Grows When You Brand Emails
Research has shown that in 80% of sales, it can take between 5 and 12 interactions. If the majority of those interactions are based on email, you need to ensure that the familiarity of your brand is built up with each email as this makes it easier when you call your prospects.
As the brand familiarity grows, your customers will develop expectations of what is included in your email and that transfers to their treatment as a customer. For example, if you continuously email them useful information that can help them run their business, they will expect your services to be educationally driven.
This can be a great way for your business to impress prospects and for them to determine whether or not you really are the partner they need to help them.
Ways That Your Brand Image Can Be Inserted Into Your Email Design
There are many different ways that your business can create emails to match your brand image. Here is a quick checklist to ensure that you are getting your email design right.
- Colour – Colour is vital to your brand image. It doesn’t just look good, but it can also be a visual clue as to the personality of the brand (i.e. blue represents confidence and intelligence).
- Logo – Customers will expect your logo or another familiar brand image to be inserted somewhere in your email.
- Wording – How you speak to your customers and prospects is very important. Different organisations will have their own ways of conversing with customers or you might have defined terminology for your products/services.
- Message – The message that you are sending to your prospects is crucial. Some brands will only send certain messages (like educational, sales, related products to previous purchases).
- Social Media – your social media profiles are a good way to communicate your branding.
- Layout – Customers will expect to see your emails looking a certain way. This could be a mirror of what your website looks like, or be unique to your emails; either way, it should be consistent.
Your business’ brand image is very important. It’s even more important when you are sending emails as it reassures your audience that your message is legitimate and helps to build the expectations of your brand.
How do you build your brand through emails? How effective is it?
Let us know in the comments below.
Email subscribers are an important asset to your marketing and sales team. They are the ones that are likely to purchase products and expand the reach of your brand. However, the effectiveness of your email marketing campaigns can be greatly reduced if you don’t have the right welcome email. This email, the first they receive, should have a lot of information contained within it, yet still be concise.
There are numerous benefits to having a proper welcome email for your subscription list. It can reduce unsubscribe rates, encourage higher interaction rates and the chance to reduce the time to sale. So what should you include in your welcome email? Here are a few suggestions:
Why They Are Receiving This Email
Sometimes, your subscribers won’t remember that they signed-up for your email list. This can make it awkward when you send your first email to them, and they then unsubscribe citing spam or that they hadn’t subscribed. Instead, by reminding them that they gave permission to receive your commercial email, you are reducing that risk.
A Thank You
A good first impression is not just important; it is essential. The right impression will help you generate a strong bond with your audience and encourage them to see you in a positive light. By saying thank you, you show that you are courteous and have manners.
Demonstrate Your Importance
People want to know why they should be reading your content. Therefore, give them some examples of why your content is important. There are several ways that you can achieve this:
- Direct them to previous campaigns containing useful information.
- Demonstrate the benefits of your products/services.
- Demonstrate content on your blog that might be useful.
- Include testimonials from others.
Set Email Expectations
Email expectations are an often forgotten but necessary element for retaining the trust of your audience. If you can demonstrate that you won’t just randomly email them whenever there is an offer but will only email them a specific number of times, then you can be sure they’ll stick around for longer. Of course, you have to keep that promise and not forget the level that you first set.
Ask For Feedback
Another key component of your welcome email should be asking for feedback. This can be taken in many different ways, either by the audience directly replying to you, or by setting up a survey online and taking the results from there. This opportunity can generate useful information, like where the subscriber found out about your brand, what content they would like to read and more personal details that can help segment them.
Website And Social Media Links
Don’t forget to place links to your website and social media profiles onto the email itself. This helps to build up a following over a wider set of communication channels and convert the prospect into a brand advocate.
Remember to keep all the necessary, and legal information within your welcome message. This includes how the subscriber can opt-out of your mailing list, which should be an easy and quick (immediate) process, like clicking through on a link.
Reward Your Subscribers
The subscriber is an important asset to your company, show this by offering the new prospect a reward for subscribing. This could be a discount, free download or a humorous video that is visible only to subscribers.
Your subscription welcome email is a valuable marketing tool for your business. It helps to please prospects that you might not have met and can help to keep them engaged with your brand and more receptive to your marketing messages. By using the tips above, you can generate a highly engaging welcome message to entice audiences to consider your products or services.
How do you keep email subscribers? Do you send a welcome email?
Let us know in the comments below.
Your email marketing list should not look the same after a year. Old contacts will unsubscribe, others will become dead, and some will need to be removed to keep your list clean. The problem is, if you constantly have people exit your list, there will be a time when it will become very sparse.
To combat diminishing list numbers, you need to consider how to attract more subscribers to your list. Your task would be smoother if you made it easier for your potential subscribers as this will decrease abandonment. So how can you make it easier to subscribe to your mailing list?
1. Place A Sign Up Box On Your Facebook Page
Facebook Fan pages can be used as a portal to your list subscription. Many apps can be installed or used on Facebook that directly link to email marketing software. All a new subscriber has to do, is click on the button and enter in their details.
By placing the subscription link on social media, you have the opportunity to really entice audiences by building trust through social media content, making it easier to fully convert them in the long run.
2. Pop-up Subscription Boxes On The Website
Who wants to have the trouble of finding the signup box on your website? After reading your blog, whitepaper or about us page, a visitor will want to sign up for your mailing list or leave – whichever is easier for them and often, just leaving is easier.
So why not place a popup on your website that displays when the visitor is about to leave the site? This popup will prompt the visitor to subscribe to your email list and fill in the required fields there and then. This can then populate your list.
Ensure you are tailoring your popup box to match your brand image, so it integrates seamlessly with your website.
3. Run A Giveaway
This is one of the most widely used tactics for collecting email addresses. A giveaway is fairly useful. Not only does it provide the prospect with something tangible for their details, but it can also help you segment the incoming emails into what interests them. For instance, if they’ve downloaded the children’s toys catalogue, you know that you should be sending them emails about children toys and not living room furniture.
Giveaways can also be an excellent way to gain more exposure for your brand. You could have a raffle and offer a limited number of prizes. By using gamification techniques, you can attract subscribers to your mailing list by asking them to share details about the raffle in exchange for an extra ticket for themselves.
4. Top Or Side Bar
Don’t hide your signup box. Make it stand out on your homepage so that visitors are drawn to it. The best location for the signup box would be in the top left corner as this is where the eye is naturally drawn to and has the greater reader engagement. However, this is a prime location, and therefore, you might need that for another piece of content.
If that is the case, place the signup element in the menu bar at the top or in the sidebar, close to the top of the page. If it is above the fold, then more people will see the subscription tool and use it.
Your email list will lose some subscribers over time, so it is important to replenish them with new subscribers. It should be easy for the target audience to see the signup for your mailing list and take action. Otherwise, list growth will be slow or even negative.
Where do you have your signup forms? Do you use social media sign up forms?
Let us know in the comments below.
Email marketing is all about getting the attention of your audience. The first part of your message anyone will see is the subject line, and getting that right is paramount. Many articles give advice on the words you need to use in your subject line, but they often fail to mention the length.
Having all the power words within your content may do you no good if you have a subject line that is too long to read. So what is best: short or long subject lines?
Not All Data Suggests The Same
The biggest problem with determining the ideal subject line length, is that not all the data is the same. It is all dependent on what campaigns are measured and the audience who received those campaigns.
For instance, those sending messages to the B2B sector will find that messages with subject lines of between six and ten words will get more open rates, but click through rates aren’t great. When there are more than 130 characters, the open rates drop significantly but the click through rates increase substantially. Finally, anything over 16 words sees a significant return on both clicks and opens.
The president of ShowMeLeads has claimed that she has found a definitive answer for the length of an email. Research that analysed 260 million emails from 540 campaigns has led her to believe that there is a very specific word count that businesses should aim for.
According to the research:
- Subject lines with between six and ten words generated a 21% open rate.
- Subject lines with fewer than five words were opened on average 16% of the time.
- More than half of emails had between 11 and 15 words in the subject line and generated a 14% open rate.
Marketing Sherpa conducted research to find out whether or not longer subject lines were better than shorter messages. They looked at 9,313,885 emails for their research. Their results were different than those of ShowMeLeads.
Their results were as follows:
- The most popular length for subject lines was between 41 and 50 characters, yet it performed the first worst for open rates.
- Only 6% of emails had a subject line of between 61 and 70 characters, but these had the best open rates (17%).
- Email messages with between 51 and 60, or 91 and 100 characters performed the second best achieving 15% open rates.
Finally, Return Path studied over 2 million emails to evaluate the correlation between subject line length and open rate. Their research also looked at the Pearson’s Correlation value, which suggested that there was no correlation between the length of the subject line and open rate.
However, they still advise keeping an eye on your subject line length. Their research demonstrated that:
- 25% of subject lines were between 41 and 50 characters.
- Open rates were greater when subject lines were between 61 and 70 characters.
- Only when there were more than 100 characters in a subject line did the open rate drop (down to 9%).
Desktop Versus Mobile
One of the important considerations is the device that your email is being read on. Desktop inboxes display approximately 60 characters whereas mobile devices show between 25 or 30 characters. Therefore, if your audience is mainly on mobile devices, then you need to shorten your subject lines, so the call to action or important message is at the beginning.
Email subject length might be an important factor in the success of your campaigns, but there is little evidence to suggest that a longer or shorter one will have a major impact. It might be all too dependent on your primary audience. Therefore, you should consider A/B testing your emails when deciding what works best for your audience.
What subject line length do you use? Have you ever tested it?
Let us know in the comments below.
Colour is critical when it comes to the success of your marketing and branding. Email can be particularly affected by colour and you can see the results in click-throughs and conversions. So why is colour so important and how can you improve your results by using it in your marketing?
What Impact Does Colour Have On The Reader?
Colour has long been associated with emotions. Different emotions and meanings are evoked depending on the primary colours used. Four main colours are used to illicit emotions from an audience: red, blue, yellow and green.
Each colour will have a different meaning for your audience and to make matters more complicated when choosing colours within your marketing, each colour has both positive and negative emotions, which can make it difficult to choose.
To understand how to use colour, you must first know what each colour means. So here is a quick guide:
Red is seen as a physical colour and is often used for warning signs and danger. However, it can also be used for strength, warmth, energy, stimulation and excitement. Of the negative side of the colour, people can perceive aggression, strain and defiance.
Red can seem closer than it is, which is why it often grabs the attention of the audience earlier than other colours. At the same time, readers respond physically to the colour with a quickening pulse rate and the perception that time is passing faster than it is.
Because it evokes the fight or flight survival instinct within humans, it often doesn’t have the subtlety of other colours and sometimes can have an adverse impact on your marketing. It all depends on whether you want quick actions and to demonstrate power, or if you want to be more calm and relaxed.
Blue is the colour of intelligence. Often when viewed, the colour communicates intellect, communication, trust, efficiency, serenity duty, logic, coolness, reflection and calm. However, it is not always positive. Blue is often associated with a lack of emotion, unfriendliness, aloofness and cold.
Unlike red there is no physical reaction to the colour but rather a change in our mental state. Blue is often used in relaxing areas as it seems to calm the mind. However, it does depend on the shade of blue. Stronger blues will stimulate clear thoughts, while lighter, softer blues will calm the audience and help with their concentration.
Interestingly, despite being perceived across the world as being cold and unfriendly, blue is most often chosen as a favourite colour.
If you want to be emotional, yellow is the colour to choose. It is often seen to reflect optimism, confidence, emotional strength and creativity. On the flipside, it can also evoke fear, irrationality, emotional fragility, depression and anxiety. So it has to be used very carefully.
Yellow is very stimulating, so it will have a greater effect on the audience’s mood compared to blue or red. But you have to ensure that you have the right shade as some shades will lift spirits, provide confidence and optimism while others will reduce the audience’s self-esteem and lead to fear and anxiety.
Green is all about being balanced and nature. Those who display green in their marketing are not surprisingly connected to rest, restoration, the environment and peace. It can also be reassuring to the audience.
However, green also has negative aspects. It can be seen as bland, boring and stagnant – which makes it a poor choice for those who want to be seen as the next big thing.
When the eye sees green, it doesn’t react as it would with the other colours. Therefore, we often see this as a relaxing and restful colour. Being at the centre of the colour spectrum, we also see green as a balance.
When using the right colours within your marketing, you can evoke the emotions that you want to generate the right reaction. Whether you wish to develop a trusting relationship with your audience or get them to take quick action, you need to know what the right colour for your email is as well as the right text.
What colours do you use in your email copy? Does it get you the results you want?
Let us know in the comments below.
Building a quality email list is an essential task if you are looking to generate significant income from this marketing channel. A quality list will provide a better return on your investment than one that is just bought or produced by securing the details of random visitors to your website.
So how can you build a quality email marketing list for your small business? Here are seven, very simple ways to do just that.
1. Use Downloadable Content
It is highly effective to use downloadable content to produce a quality email marketing list. You could provide a free download (like an ebook or whitepaper) in exchange for an email, which works particularly well as you can then determine what the prospect wants to know about (the subject of the downloadable content) and you can tailor your campaigns accordingly.
This strategy does take considerable effort. You need to create the downloadable content, the landing page (and sales text) and then market it.
2. Ask For More Information
By collecting more information, you can better segment your list or see if a subscriber is unsuitable for your products (and thus needs removing).
However, if the information they input is incorrect, the prospect could be sent the wrong content, or they could be rejected when they are a perfect candidate.
3. PPC Keywords
If you want to target a particular group, then by thinking of their search behaviours you can target them on search engines. Using paid ads, you can target certain key terms that you know they will search for and direct them to an email sign up page.
This can be a very expensive way to attract subscribers to your email list, but it does mean that you have a list made from prospects that you’ve qualified based on their interests.
4. Run / Attend An Event
Running or attending an event can be a good way to collect email addresses. You can collect the email addresses on a simple signup sheet or give small gifts out to those who provide you with their email address, an excellent tactic, as you can qualify prospects instantly by asking them a series of questions before passing them the signup sheet.
However, you may find that some of those who sign up to your email list forget about you by the time it takes you to send out your first email.
5. Run A Competition
Gamification can be a very powerful tool when it comes to generating interest in your brand. By running a competition, you can attract numerous signatories to your email list. Your competition could be anything from a sweepstake to a trivia quiz. What is important is that their entry must include an email address.
It is important to think about what you offer as a prize, if it is not related to your business activities, then you will attract people who aren’t suitable for your business.
6. Ask For Referrals
Another possible strategy is to ask current customers to recommend you to a friend through a referral system. This works by having your customer enter their friends’ details into a box, and you send them an email saying that a friend has passed on their contact details. In that email, you give them a chance to sign up for your email marketing list.
It can work wonders because friends of your customers are likely to be a good fit for your business. However, there is no guarantee that you will receive permission to contact the person again.
7. Discount Codes
Another staple of the email marketing world are discount codes provided when a customer signs up to your mailing list. Either you send them the code after they have signed up, or using a pop-up application on your website, you provide the code once they’ve entered their details.
The trouble with this strategy is that they might just sign up, with a fake email address, to get the discount code and it doesn’t encourage any long term stickiness with the customer.
There are many ways to grow your email marketing list. What you’ve got to ensure is that the names being added are good quality prospects. Therefore, you need to qualify them as they sign up so you can decide who should and shouldn’t be on your list.
How do you build an email marketing list? Are you confident they are all relevant subscribers?
Let us know in the comments below.
Emails are a very effective way to get your brand message across to your prospects. Customers like to receive promotional content via their email address as it is a relatively un-intrusive form of communication. However, the scary thing is that unless you are great at designing emails, 80% of your messages will be viewed and actioned in a preview pane.
As the trend of opening emails on phones becomes more mainstream, the challenges of getting people to see the whole of your message will increase.
It is All About The Details
Research by Lyris found some useful information on how prospects read and action emails. According to their survey results:
- 60% believe that the sender’s name and email address is the key information.
- The subject line is the second most essential piece of information for 54.3%.
- The main headline is the next piece of vital information (53%).
- Teaser copy is not very important. Only 30.3% of respondents stated they examined the email in the preview pane before taking action.
This information can be very useful in deciding how to design and send your emails. So what tips can we provide to optimise your email campaign designs to get more opens?
1. The ‘From’ Field
Spam is the biggest challenge for email users. Our addresses are bought and sold to companies without our consent and sometimes we can receive dozens or hundreds of unwanted messages a day from companies offering us products we don’t want.
Therefore, being seen as not spam can be very challenging. One way to do this is to ensure your ‘from’ field is not that of an organisation but a recognisable individual to help beat spam filters and make your message look genuine to the subscriber.
2. The Subject Line
The subject line should be working hard on the message you want to provide. Forget the boring and generic subject lines like “RE: Your winter wardrobe needs” or “March Newsletter”. Instead, look for something that provides a benefit to the reader of your email. It could include the action you want them to take after reading your email.
Key action-inducing messages will increase the open and action rates of your emails, giving you a greater ROI.
Don’t be afraid to personalise your emails. Have their name within the subject line and perhaps in the copy of the email, which will make it appear as though the email was created just for them and therefore, more worthwhile for the subscriber to read.
3. Take advantage Of Your Space
Don’t waste the top of your email with text that is only stating the obvious. There is no value in ‘view this email in a browser’, place this at the bottom of the email instead. The top space should be for highly engaging and informative teaser text. Let the reader know what your email is about and what it will give them but keep some information back so they are intrigued about the rest of the content.
Alternatively, you could use this space to offer reassurance that the email is not spam and worth a good read.
4. Don’t Be Obsessed With Images
If you are selling business services, forget the images. Many business email users have firewalls and email client settings that restrict the download of pictures. Therefore, when they see your email in the preview screen, it can look messy and unattractive. If they don’t like the look of your email in the preview screen, they aren’t going to download those images.
Your emails are the key to selling online. They have the greatest ROI of any online marketing channel and can support your business’ revenue continuously. Just ensure you have the right design so that when people preview your emails, they want to open them up and read more.
What are your open rates like? What is your click through rate?
Let us know in the comments below.
When it comes to email marketing, there are several myths out there that can really restrict or obstruct you from using the communication channel for marketing. We thought we would debunk those myths straight away and give you the real lowdown on what you need to know.
So here are the top seven myths and the truth behind them.
1. Consumers Are Overloaded With Emails From Trusted Brands
In reality this is far from the truth. Once you’ve removed the spam emails and messages from friends, families and co-workers, most people receive very few emails. Research has shown that 60% of consumers receive 6 or less emails per day from trusted brands, while 40% receive 3 or less per day. Bearing in mind that 78% of consumers prefer to receive news of offers via email, this isn’t such a high number.
Therefore, you shouldn’t be worried about starting email marketing. If your audiences trust you then they will want to receive your messages.
2. Purchases Happen Immediately
This is again completely wrong. Email marketing has a very high ROI and is the best for digital marketing. However, not all sales are immediate. While 85% of all emails are opened within 48 hours of the email being sent, only 21% of the purchases are made within this time. Instead, 32% of consumers make a purchase two weeks after the email was sent.
This does mean that you have to be patient to see the results of email marketing campaigns. Don’t instantly think it is going to be a flop just because no-one has bitten yet. Instead wait two or three weeks to assess the true impact.
3. Shorter Subject Lines Work Better
There are many who believe that the shorter the subject line, the better the response will be. This isn’t always true. While there is evidence to suggest that shorter subject lines, those with less than 60 characters increase open rates, there is also evidence to demonstrate that subject lines over 70 characters increase the click through rate.
So consider what is more important to each campaign. Is it that people read it or that they click through to make a purchase? Then use that goal to determine how long the subject line should be.
4. Personalisation Has No Effect
There is a lot of information out there to support that personalisation has a massive impact on the reaction of the audience. Just by mail merging the name into the subject line and within the content you make the reader think the message is personal to them.
At the same time, you can segregate your email marketing campaigns so that only the most relevant people receive the content. This can prevent subscribers from leaving your list because you’ve sent them something they don’t need.
5. List Maintenance Is Just About Clearing Bad Data
There are people who become inactive on your list. But not everyone who is inactive is going to be uninterested in your services for a long time. Approximately 20% of your openers may not have opened another message in the past six months. Also, some software doesn’t pick up a read if the recipient doesn’t download any images in your email. Therefore, list maintenance needs to include re-engagement campaigns as well as removing the ‘dead wood’.
6. There Is A Solid Best Time For Email Marketing
This is complete rubbish. There are times that are best for sending out content to your list, but it is clearly dependent on your list and the audience. In fact, there might be two best times to send emails to your list if you have two very specific demographics that you market to. An example of this would be job boards who have to market to employers and job searchers. Both groups are likely to have different prime times for sending emails.
Determine when the best time is for your business through solid A/B testing.
7. The More Emails You Send, The Higher The Subscriber Rate
There is no evidence to suggest that the more emails you send, the higher the unsubscribe rate will be. In fact, the opposite has been found. When you send more than four emails a month you can expect that there will be double the number of opens. Therefore, you have been given double the chance to sell your products and create more revenue.
There are many email marketing myths. Don’t believe them all. Instead do your research and find the true statistics, see the benefits of email marketing and find what works with your audience. Then you can see the true power of email marketing and what it can do for your business.
What other email marketing myths have you heard? Do you believe them?
Let us know in the comments below.
Email marketing is one of the most important activities that your business, whether big or small, should be doing this year. It consistently has the highest return of any digital marketing channel and can be a real force to re-engage old prospects and customers to make consistent purchases with your business.
They are also easy to implement and monitor, meaning you can concentrate more on what matters to your business, the production.
Your email marketing campaigns will rely on several elements. However, one of them that will matter above all else is the writing of your email. If you don’t have good email copy, no one will pay attention to the offer you are presenting and your email remains just another message in a junk folder.
So how do you write compelling marketing emails? Here are our top five tips:
1. Actionable Copy
This is important within the copy of the email as well as the subject line. You want to give instructions to your email list to tell them what you want them to do after reading the email. For instance, words like ‘download’, ‘take’, ‘reserve’, ‘buy’, etc. are pretty good actionable words.
There are ways that you can tell the audience what to do without relying on verbs, which can provide you with extra room and seem less pushy. For instance, TicketMaster will send emails like “Don’t Miss Bruce Springsteen and the E Street Band”. This doesn’t use a verb, but it indicates what actions you need (i.e. book tickets).
2. Write Content That Can Be Skimmed
Most people don’t really read their emails, just like blog posts. They skim read them looking for the really important pieces of information. You probably only have about five seconds to impress your reader and get them to understand what you want. Therefore, you need to write short and simple emails.
All your key points need to be bolded and bulleted so your audience can immediately see what is important. Next, you need to add a couple of call-to-actions so even if they miss the first, the second or third will attract their attention.
3. Talk About Benefits Rather Than Features
Small business owners and inexperienced sellers are often adept at talking about features and what’s included in a deal but these aren’t very convincing to prospects. Your audience doesn’t care that your product has the most powerful technology in the industry or can process commands in 1/600th of a second. For many that will have no meaning to them.
Instead you need to advertise the benefits to the customer of your product. Talk about how it can save them time, money or improve their life, social standing, etc. This is far more convincing.
4. Provide Proof
Email readers are often cynical of most emails they receive. Many of them will immediately assume that your email is spam or just selling them something, and this isn’t what they want in their inbox, despite email being the consumer’s most preferred marketing channel.
To avoid this cynicism you need to establish credibility and this can be done via proof. Show that you understand the consumer by using their language and buzzwords. To add to this, back up any claims with facts and numbers.
There is nothing better in marketing than to provide a personal experience. People who see generic messages will often assume that the message has been sent to thousands of people with little relevance to them. However, by personalising the message, your reader will feel special; like they are the one who was chosen for your specific message.
There are many different ways to create personalised messages:
- Include personalised information (name, business name, website information, etc.) within the subject line and content.
- Segment your list for readers.
- Send content at the right time for their location.
Email marketing is a great channel to sell your products and services. You can enhance your emails and get better returns if you write great copy. Consider the tips above to ensure that your emails are more engaging and convert more readers.
What are your writing tips? How do you convert readers into customers?
Let us know in the comments.