Email marketing has come a long way from the days of dial-up Internet, daggy webpage design and website visit counters. But if your copy hasn’t kept pace, you won’t be able to convert your customers.
Think of your email marketing efforts as constructing a house. You can jam as many flashy decorative pieces inside as you want, but if the roof is leaking and the foundations are weak, don’t expect people to be throwing offers at you any time soon.
Whether you’re drafting a one-time offer, or a comprehensive nurture campaign, here are some tips and tricks to keep in mind when drafting your email marketing efforts.
First Impressions Count
Think first impressions don’t matter?
A poorly worded or clunky subject line can be the difference between your audience opening up your emails, or passing your marketing efforts off as spam.
You want a succinct subject line – after all there’s a high probability that they’ll be looking at it on a mobile -but you’ll also have to let the customer know that you care about their individual needs so that don’t scroll past. A terrific way to do this is through data-driven personalisation. Even something as simple as adding their name to the email subject is a great and effective way to pique your audience’s interest. Combine it with an eye-catching emoji for an even better result. (Just make sure it’s not shorthand for something non- PG-rated).
Try to be as direct as possible with your audience – if you’re able to help save them hundreds of dollars annually, you need to bring this to their immediate attention. It’s important that your efforts don’t get lost in the depths of the spam inbox, so avoid spam-filter triggers like “free” and “discount”.
Though it’s a minor detail, something as small as the preview text can be a big factor in whether your emails are read. Try to keep it simple – give your audience a quick taste of what they can expect in your email, but don’t give it all away, as you want to entice them to read further.
Clear, Concise Communication
Think about your email marketing copy as you do your website copy – it gives potential customers a glimpse into your business.
You can delve into the specifics of your company in great detail, but in reality, are people going to be interested in reading an essay about why you’re so great?
Try to avoid getting caught up in the finer details of what your brand can do for your audience. You’re sending out an email, not a TED talk. Keep your email copy as brief and succinct as possible. Make it clear what you’re offering readers, but more importantly, make it easy for your audience to sift through your emails to find the info most relevant to them.
Showcase Your Personality
While you want your email copy to be concise, the last thing you want to do is rattle off a list of numbers and percentages to your readers. If you wouldn’t sit down and read through pages of stats and figures, why should your audience?
Your subscribers have opted in to receive emails from you. They’ve already decided that they prefer you over your competitors, so solidify the relationship by showcasing your brand personality.
Instead of focusing on your features, talk to your audience about the benefits you can bring them. But just because your emails are meant to be informative, doesn’t mean you can’t be personable. A joke or a witty anecdote is a simple yet effective way to humanise your brand and make your content relatable.
Clear Call To Action
Any good marketing email should close with a concise conclusion that encourages readers to take further action.
Firstly, consider the format of your email. Whether it’s being read on a phone screen or on a laptop, you want your audience to easily identify your CTA by scrolling through your email. It should stand out from the body of your text.
Design tricks like a button or imagery are a great way to grab your readers’ attention. If you’re using a blue background, try experimenting with a bright red or orange CTA button that stands out on screen.
But the copy you use for the CTA is just as important, if not more so, than its appearance. Try to use as few words as possible, while using action-oriented language like “view”, “discover” or “download” that encourages readers to take that next step.
You may have the most innovative product currently available on the market, but if you aren’t able to communicate effectively with your audience, you risk being left in the dust. By following these simple tips, you can ensure that your emails aren’t just seen, but read, while strengthening your customer base.
Looking for a way to enhance your email marketing campaigns? Contact TractionNext and elevate your email marketing campaigns today