We’ve already talked about why you should use e-mails as one of your main marketing channels. However, the effectiveness solely depends on what is written and how. It’s not just about selling things, it’s about conveying the right message that will lead to sales.
Many marketers go for long e-mails but when you try to read them they say nothing. Others believe in the myth that “people don’t read”, write a couple of lines and fill the rest of the e-mail with images. Here’s a non-popular fact – people read. But they read only the piece of information that is strongly relevant to them. Everything else is scanned quickly and ignored. So, don’t bother with lengths. It doesn’t matter as long as you keep it relevant and convey the right message to your target audience.
How do you do it? Know your audience. This is the first step before taking any action towards executing your marketing plan. When it comes to e-mails, there are a few things you should keep in mind:
Don’t be bothered by length, focus on the message you wish to deliver and the words will flow.
Write a draft or a few drafts.
Revise and choose the best one.
In addition to the above, here are some guidelines to help you craft more effective e-mails:
It’s well-known fact that when something is tailored to the needs of the specific customer it gets bought. Personalization creates the feeling of being important and the user appreciates the efforts a business has made to pay attention to their needs and cares about what they want. Here are two examples of e-mail subject lines:
Special discount on shoes – limited offer, ends in two days!
Hey Ms. Simpson, get a special discount on red shoes today.
Which one would you open if you were Ms. Simpson? Now you see the difference which personalization creates. The first line is empty. Yes, it might get clicked as it has the word “discount” and creates urgency but yet it’s just another cliché.
The second line, however, conveys feelings. The business has made some efforts to learn the customer’s name and what they’ve searched for. It’s clear that Ms. Simpson recently searched for red shoes on the business website and didn’t get to the last step (purchase), so the business decided to offer her a special deal on red shoes which she may need but couldn’t afford at the time.
2. Strong Subject Line
This is where you should include strong words that will catch potential customers’ attention. This is what should make them click on it and avoid going to the spam folder or being deleted without even being opened.
Include action words, make them do something but don’t rely solely on verbs as “buy”, “get”, “purchase”. Think of the emotion you may trigger. Do you sell red shoes? Then you may think of something like:
“Finish your gorgeous looks with those red shoes” or
“The perfect finish of your gorgeous looks – special discount on red shoes”
Yes, you make the potential customer feel special by telling them that they are “gorgeous” and you have the perfect addition to make them feel even more special.
3. The Perfect Message
The world is overwhelmed by consumerism and the market is full of products. It’s just boring. Try to sell “experiences” not just plain products or services. Don’t just show a list of things but try to incorporate emotions and make your potential customers feel what it might be to own one of those things, how happy it would make them, how it will ease their lives. Talk about the benefits your products or services provide them with. Talk about them, not you or your business.
What is also worth mentioning here is the goal of the message. Focus on one goal per e-mail. Including too much goals in one message will make it hard for processing by your customers. They will be too distracted to pay attention to just one thing and wouldn’t remember anything.
Want to introduce your business? Talk about it and show them how it may improve their lives. Don’t try to sell, you’re only introducing your business. After this, you may push a sales pitch.
Want to sell a product on discount? Talk about the discounted product only. Don’t include every other product or service as it will distract the audience from the main action you want them to perform – to buy the discounted product.
Think of flashy text lines, buttons, banners… Whatever works to get your audience attention. Tell them what to do – to buy, to read more, to download, to request an appointment. Otherwise, your potential customers will be left in the wild not knowing what to do, i.e. how to purchase. Make them visible and stand out from everything else on both desktops and mobiles. Ask your customers to take a specific action which will make their lives better by surrounding the calls-to-action with valuable content.
It matters a lot. Just think about a random text full of grammar mistakes you’ve read recently. Would you trust that person or business? They don’t even bother to fix their grammar then why would they bother to care for their customers’ needs? Always proofread twice, thrice times what you’ve written and fix any grammar issues before sending out your e-mail campaign.
6. Last but not Least- Let It be Scannable
Make the text easy to scan no matter how long it is. Remember, people don’t have time, they usually check e-mails quickly and don’t spend much time reading every word. If they want to read they’ll open a book or check out a blog. So, you’ll need to adjust your e-mail texts to make them scannable. Highlighting the words and phrases that are important does a great job. It will make readers focus on what really matters and narrow their eyes to the action they need to take next.
Conveying the right message might sound hard but if you focus on your main goals the words will flow. This way your e-mails will be outstanding all the others that fill out a customer’s inbox. Additionally, it will add to your brand reputation building more trust leading to increase in brand awareness.