Successful email marketing: 8 tips for writing emails that get opened, read and clicked, and force readers to take action!
Running a successful business isn’t just about creating a winning product. Instead, it is essential to market it efficiently as well. If you don’t, how will people know about your products, and hence will be interested in purchasing it?
Marketing is a way to sell your product. Today, marketing is an endless stream of opportunities. There are innumerable avenues to tap. One of them is email marketing.
According to eMarketer, digital ad spending grew to approximately 129 billion USD in 2019. As per HubSpot, the US alone spent over 350 million USD on email marketing in 2019!
So, what makes email marketing such a lucrative tactic?
Well, for starters, Statista reports that as of 2019, there are over 3.5 billion users with an email account. This figure is expected to grow to 4.3 billion by 2023.
Compared to other mediums, Adestra claims that millennials prefer brand communications to be done via email. Another report by Emarsys states that 80 percent of businesses believe that email marketing plays a role in customer retention.
In short, there is substantial data that illustrates the importance of email marketing.
Now that you now that it is important, the next step is to learn how to write emails that are readily opened, read, and clicked! Here are tips that will come in handy.
1. Conduct research about your audience
Before you begin writing emails that convert, you must first understand who your target audience is. It will govern how you should converse.
For example, while millennials might prefer informal and personalized emails, Gen X might find the same content, rude or spammy. So, the right content will depend on who your audience is.
To understand your target audience, conduct thorough research, gauge their preferences, plights, and behavior. Make use of social analytics, surveys, interviews, and focus groups on coming up with insights that you can then use to create an ideal buyer persona.
Once you know who you are talking to, it is much easier to write an email marketing copy that will attract them.
2. Write a catchy and attention-grabbing subject line
As per a survey conducted by Optin Monster, it was discovered that over 47 percent of recipients decide whether or not to open a given mail depending on the subject line.
Think of your subject line as the first impression you form on your user. If you fail to impress them there and then, the chances of converting them into potential customers are quite slim.
Give them enough information in the subject line to convince them that opening the email is beneficial for them. Yet, don’t reveal too much. Leave them feeling curious. Only then they’ll open the email to find out.
You must choose the tone of your subject line depending on your brand personality and the demographics of your audience. For instance, while some audience may prefer a touch of humor, others might be attracted to personalized emails.
3. Use the preview text effectively
Writing a catchy subject line is merely the first step to getting customers to open and read your emails. You must also accompany it with an effective preview text.
Think of the preview text as a short sales pitch. The catch is that you can’t be too promotional or salesy. The preview text helps subscribers in understanding what the content of the email is going to be.
Generally, the first line of the email is depicted in the preview. You must get your email copywriters to craft this phrase very carefully.
Never use unclickable links or instructions in your email preview. The maximum text that is reflected is 35 to 145 characters, depending on where the client is viewing the email. So, you must make it brief and informative.
You can also lookup for brands – that are nailing email marketing for – new ideas. One such example is Groupon, an American global e-commerce marketplace, known for its humorous subject lines. To promote its promotions, it once used the subject line, “The Deals That Make Us Proud (Unlike Our Nephew, Steve).”
Funny, right? Who wouldn’t click on an email with that subject line?
Another example to emulate is of popular fashion brand Leather Skin Shop. It sells leather jackets for men and women. Fashion marketing is not an easy nut to crack, yet, they are usually very good with their email marketing ideas.
Depending on the context of their emails, the email preview text is usually insightful, short, and crisp.
4. Think of your email marketing copy as a web copy
Treat your emails like a web copy. It needs to have a similar structure and tone. Here are some things you must consider when drafting the email:
- Have a consistent tone and ensure that the tone you select is relevant to your brand image
- Have a logical structure in your email
- Keep each paragraph short, to improve readability
- Each paragraph should have only one main idea
- Where need be, divide the content via bullets and subheadings to make it scannable
While you are at it, avoid the biggest email drafting mistake that any brand can make: all caps. In the lingo of online conversations, all caps are synonymous with shouting. You shouldn’t be shouting at your customers, right? Not to mention that such usage makes an email look like spam.
5. Don’t indulge in “marketing-speak”
When it comes to advertisements or marketing collaterals like brochures and billboards, marketers must create copies and content that are promotional. You don’t beat around the bush on those platforms. You overtly promote yourself there.
But, email marketing is different. Here, being too promotional can end up backfiring.
It is, therefore, better that you abandon your conventional marketing language when writing an email. Instead, make it conversational.
Imagine your customer sitting right in front of you. How would you pitch your product or promotion to them? What will you do to illustrate your credibility? Do the same when writing your email.
But don’t write an essay, please! Keep it short yet conversational. Share customer stories or anecdotes regarding the business to make it seem more humanistic. It will help in building a profitable relationship with your subscribers.
6. Choose your words very carefully
Now you know that emails must be short, impactful, and crisp. And this means that every choice of word is highly critical. Each word you use will play a role in delivering the overall impact and experience.
Be careful not to use any word that has negative connotations. Use phrases that guide people to take action. Make use of analogies to grab attention and to convey your message crisply.
Since people cannot see the picture you are painting them, use your emails to help create an imaginary world. Use sensory words to evoke emotions.
While you are at it, be careful not to go over the top and make promises you can’t keep. It will end up creating expectations that you can’t meet, thereby leading to dissatisfied customers. Remember, the goal is to retain customers in the long run, not just ensure a one-time purchase.
7. Use psychology to your advantage
You will be surprised just how predictable humans are when you have the right information about them. Understanding how the human brain works and delving into the world of psychology can help you create high-converting and successful email marketing copies.
For example, you might have heard of “fear of missing out” or FOMO. It is the psychological insight about consumer behavior that shows that people don’t wish to miss out on things, especially those which are popular. This is why flash sales tend to be so successful.
You can use this insight to your advantage by using urgency and scarcity in your emails. Let people know the given offer is limited or exclusive to some customers.
Another important element is your choice of color. Different colors tend to cause different reactions in customers. While purple showcases royalty, red depicts urgency. Using the right colored Call-to-Action button in your email can help.
8. Be relevant, personal and promote action
Conduct targeted marketing. Don’t create a generic copy for every customer. Instead, depending on your relationship with a said customer and their purchase history, send them targeted messages.
For instance, let’s say a given customer purchased a printer from your online store. You can send them emails regarding ink cartridges later on, and offer discounts on it.
Create clusters of first-time customers, repeated customers, and mere subscribers. Alter the content depending on the cluster. Keep it relevant and make it personal.
At the same time, always encourage action from your subscriber. It isn’t enough to tell them about a promotional offer. You must also guide them to visit your website. Use clear call-to-action. Don’t leave them hanging!
With these eight tips on email writing, you are ready to create a successful email marketing campaign.
Do your research on your audience. Create the right impression, be catchy and personal. Promote action, and you are good to go!
Are there any other tips you think will work? Let our readers know below.
Mary Warner is an enthusiast blogger. Her compelling research and communication capabilities exchange offerings that have value for the reader. Her passion for writing has been an ever-evolving affair. She loves to share her views related to latest trends in marketing, technology, ecommerce, and the like.