Email marketing is an art form in itself, although most people don’t think of it that way when they’re looking through their junk folder. In a marketing email, you’re aiming to drive engagement and build relationships with not only your existing clientele but potential customers as well.
When done correctly, marketing emails can work wonders. In fact, per a HubSpot study, 59% of marketers reported that email is their biggest source of ROI.
Marketing emails are a bit different than regular emails, but how do you write an effective message that will yield results? Check out our experts’ tips about what goes into an effective marketing email.
About the basics…
The most effective email marketing campaigns have an authentic tone with a clear focus and information that is helpful to the reader — this begins with the subject line and preheader text. Be clear to your readers about what they should expect upon opening the email.
We’ve transgressed the days of clickbait. If somebody opens your email, which advertises a 50% discount on all items, it’s imperative to follow through. People will write off a business and dismiss them immediately if they don’t get what’s advertised.
Stay authentic and send emails from a notable or familiar “from” address. In fact, 68% of Americans make the decision on whether or not to open an email based on the sender’s name. Use your organization’s name when initially sending emails to fresh subscribers or customers, but after building brand familiarity, it works well to include more personalized messages from specific employees or figures of authority at your company.
Target your audience through personalized language.
When sending marketing emails, contacts should be segmented into lists of common interests, purchases, or industries. For example, if you own a jewelry store, split your email lists into people interested in necklaces, earrings, or rings based on past purchases. On your newsletter sign-up page, offer a selection of checkboxes to give the subscriber the chance to tell you what they want to hear about from you. Even further, segment your list for past purchases based on the length of time that has passed since their last purchase. Then offer a special deal for customers who haven’t made a purchase in six months or just send a “we miss you” message.
Make the recipients feel special and realize that you are paying attention to them. People want to feel like they’re being personally communicated to. One of the ways to do this is through second-person writing. Using pronouns like “you” and “your” can take things a step further, as can using personalization tokens to target audience members by name or company.
Begin with the benefits. Somewhere between the subject line and the end of the first paragraph of your marketing email, readers should be able to understand the intent of your message and why it will benefit them. Don’t waste time describing yourself or your company, but get straight to the point.
Contacts need to see genuine value in what you’re sending if you want to have an effective marketing email that will convert them to customers or repeat customers. People enjoy receiving valuable resources such as white papers, e-books, and more. Offer value.
It’s not a cinch, but…
Writing an effective marketing email can open doors to new customers and grow your business. Proper dialect and personalized messaging can make recipients feel truly heard and drive their motivation to engage with your brand.
Need help writing an effective marketing email? Contact Clearbridge Branding here, and we’ll begin creating an email campaign that no reader will forget.
