Email marketing is one of the most effective form of online marketing. However most bloggers and many marketers don’t realize its importance. Email marketing is cost-effective, you can reach a large number of people, you can customize your content. Here in this blog post I will describe how you can write effective emails that helps you engage your readers and drive more sale.
Lets check out how can you make email campaign more effective
Make sure that your subject line is short and to the point.
Audiences will not open your emails if they do not know what’s in them. A subject line that is too long will get truncated and likely lose its meaning.
Most email clients only display the first 50 characters, so make sure the important part of your subject line comes at the start of it and is kept as short as possible.
Get to the point.
You might already know the importance of writing clearly, If you’re not writing clear, concise emails, then you might be making a big mistake.
If you write an email that’s too long or confusing, your reader may not get to the point of your email in time.
For example, Your gorgeous turquoise sweater is $50 off! But if someone doesn’t read quickly enough and only sees that it’s $50 off and not what’s being sold at that price, then they won’t buy anything.
Getting to the point quickly will help people understand your message and make decisions faster. The best way to do this is by keeping your email easy to read and thinking about who your audience is – their needs and wants.
Keep the most important information at the top.
To ensure that every email you send is as effective as possible, it’s important to keep the most important information at the top of your emails.
This doesn’t mean you have to forgo an eye-catching header or creative design. Rather, it means that any text, images, and call-to-action buttons should be set at the top of your email.
For example, if you’re sending out an event invitation via email and want recipients to register via a form. Then make sure that form is prominently displayed near the top of your email so recipients can easily see it and act on it.
Similarly, if you’re sending out a newsletter and want readers to click on one particular story in it, then place that link somewhere toward the top of your newsletter so they don’t have to scroll.
Create a sense of urgency.
Here are some phrases you can use to create a sense of urgency in your emails:
- Limited time offer
- While supplies last
- First come, first served
- Today only
- Now or never
- Act now
- Exclusive offer
Use a name, not a company name as the sender.
All of us have received an email from “Customer Service” or “Info.”
You don’t need to be told that being a faceless corporation makes you seem like, well, a faceless corporation. Your company’s brand is important, but in the sea of emails your reader receives every day, it might not stand out.
For your sender name, choose a person who is recognizable and familiar to the recipient.
If the person has multiple touch points with you—say they’ve attended one of your webinars or have regularly interacted with someone on your team. They may feel more comfortable opening an email from that individual than from your brand as a whole.
This way you can also avoid the awkwardness of sending someone an email.
Use short sentences in short paragraphs.
There are several ways to ensure a customer reads your emails, but one of the most effective is writing your email in a way that makes it easy for anyone to read.
It may seem obvious, but short sentences and short paragraphs are easier for readers to understand. Shorter paragraphs also break up the text; this makes it easier for customers to skim or scan an email for important parts.
Writing in short sentences can help customers quickly follow instructions, which increases the likelihood they will take the desired action.
Use bullet points and numbered lists.
- Use bullet points to highlight important information.
- Use numbered lists to break up information into steps.
Use a combination of bullets and numbered lists to make your message easy to read, scannable, and memorable.
Optimize email for mobile devices.
When developing your email message, keep in mind that most people are reading email messages on their mobile devices. Therefore, it is important to ensure that your message is optimized for those devices.
Here are some best practices for making sure you’re doing this:
- Use short sentences and paragraphs to improve readability
- Use simple layouts so you can make sure that your message will look good no matter what device it’s being read on
- Make sure you use a responsive template so that the text and images resize according to the device used to view them
- Keep your emails short; most people don’t have time or patience to read long emails on their phones
- Make sure any calls-to-action are large enough to be tapped easily
Use one call-to-action per email message.
You’ve probably received email messages that have several different calls to action.
For instance, the message might ask you to click a link and purchase a product, download a free report, listen to a podcast or sign up for an online course.
Many businesses make this mistake. They think more is better, so they try to squeeze every possible call-to-action into an email message.
Here’s the problem: When you inundate your audience with too many requests, you overwhelm them and actually get fewer results because no call-to-action stands out. Instead of focusing on one request and taking action, prospects aren’t sure what to do next.
It’s important to keep your emails focused on one topic with one clear call-to-action so readers don’t become confused and lost as they navigate through your content.
Put the call-to-action button above the fold.
One of the most important aspects of an email is its CTA.
CTAs are what tell your subscribers what to do next, so it’s extremely important that you make them stand out.
CTAs should be placed above the fold—meaning they should be visible without having to scroll down. Putting a CTA below the fold can result in a lower click-through rate because people may miss it entirely if they don’t scroll down.
Your CTA button should stand out from the rest of the content
- Use a contrasting color as the background for your call-to-action (CTA) button. Make sure that it stands out from the rest of the design and text.
- Include a clear and concise message on your CTA button, such as “Learn More” or “Register Today.” Avoid using generic language such as “Submit” or “Go.”
- Use shapes to draw attention to your buttons. When you add a box around your call-to-action button, you draw the eye to it immediately. This is especially helpful if your CTA is at the bottom of an email, where readers’ eyes naturally go last.
- The size of your CTA should be large enough so that mobile users can click on it easily with their thumbs. Buttons that are too small will frustrate mobile users — which means they won’t convert!
Use words like “You” instead of “We” or “Us”.
Email marketing should be a conversation between the sender and recipient, not a monologue.
“We” or “us” orient your writing toward your company, but people are more interested in themselves.
Readers want to know what’s in it for them. “You” gets the reader thinking about their needs, their expectations, and how you can help them solve their problems.
Customize your messages to each customer segment.
The more you can customize your messages, the more likely they are to resonate with people.
For example, if you’re sending out a weekly newsletter, it would be highly beneficial to have a different version of the message for each customer segment. This means that rather than having one email that goes out to your entire list, you could have multiple emails go out based on list-level attributes like age range, location, job title, etc.
For example: If you’re in a B2B company and you want to send out an email newsletter about the topic of “How we help our customers succeed in business.”
You could make this message relevant for different customer segments by creating custom content for each segment.
For instance: For customers who are CEOs or executives at their companies, you might create messaging about how your product helps them increase profitability and grow revenues.
Whereas for smaller businesses creating messaging around how using your product saves them money and reduces costs over time
Personalize each message with customer data.
Emailing your customers will always be more effective than not emailing them. But, to make sure that they enjoy receiving and reading your emails, it is important to personalize the messages you’re sending.
You can start by simply addressing the email with the customer’s name. You can also use other data, like their purchase history or job title, to tailor each message individually to every customer rather than sending one generic message for all of them.
That way, they get a sense of value from being a customer: “Only I get these deals!”
Focus on one message per email campaign rather than sending multiple offers.
Rather than sending an email blast with multiple offers, focus on a single message you want to get across. If you have more than one offer to make, consider providing the reader with a link to your website where they can view an array of offers.
Another way to avoid cramming too much in one email is to send a series of emails over a few days.
Include customer reviews.
Email marketers, you can improve your performance by including customer reviews in your marketing emails.
Customer reviews will help you gain trust and credibility from your potential customers, making it more likely that they will choose to do business with you. Reviews are also a form of social proof.
They show that real customers have done business with your company and been satisfied with their experience.
Additionally, including reviews in your marketing emails helps demonstrate transparency about the quality of service you provide to current customers. This may give potential customers confidence in your ability to meet their needs.
Finally, if some of the reviews you receive from customers are negative, include them on a review page on your website or share them privately with managers who can address the issues raised. You may be able to use these suggestions to improve the way you serve future customers!
Make it easy to subscribe and share.
- Make it easy to subscribe and share.
- Use social media to promote your email program.
- Make it easy for subscribers to share your content via email and social media. Include social media sharing buttons in your emails, so recipients can easily forward emails with a click of a button.
- Give customers a reason to share your content.
- Use your email signature to promote your email program by including links to sign up for your list on all outgoing messages you send from your company’s email accounts.
Offer an incentive for subscribers.
Let’s be real with each other: everyone loves free stuff. A great way to entice people to subscribe is to offer something that they’ll consider a valuable incentive for signing up.
This can be a free ebook, access to a webinar, or any other content that you perceive as valuable enough for them to want in exchange for their email address.
Fine-tune your message and offer value.
It’s true that everybody loves free stuff, but doesn’t love being bombarded with sales information all the time—it’s annoying. And no one wants to feel like they’re being pressured into buying something from you just because you have their address.
If you take anything away from this article on successful email marketing, make it this piece of advice: Don’t sell too hard!
You’ll come across as pushy, and people will naturally shy away from you if they feel like they are constantly being marketed to without getting something back in return.
Write with a personality.
Before we get into the nitty-gritty of email marketing, let’s take a step back and talk about what makes an email worth opening in the first place.
- Be creative and funny. If you’re not funny, don’t pretend to be—this doesn’t often come across well in writing!
- Be passionate about your subject matter. Your customers will pick up on this, and it’s contagious. It also shows that you’re genuine.
- Write in a conversational tone. This helps create the impression that you’re having a conversation with your reader, making them feel understood and comfortable.
- Experiment with different writing styles! One week a letter may work best; the next, an FAQ format might be more effective.
Use videos in your emails.
It’s been proven that videos are more effective than text.
However, this is even more vital for email marketing because email readers spend less time with each message than people do on websites. So embedding a video into an email can increase interaction significantly.
It’s also worth noting that you can use this technique to show how your product or service works, demonstrate its uses or add a personal touch. This will not only make it easier for the customer to understand what you’re offering but will also give them a reason to interact with your company.
Add your picture or logo.
Adding your picture or logo is much more effective than a plain text signature. This is because it gives you the opportunity to put a face to the name – which helps build trust and familiarity, particularly for new prospects.
You could use a picture of yourself, or choose a logo that people will associate with your company. If you sell products then you might even use an image of one of them. Or why not take advantage of this opportunity by showing people both?
Be mindful of image size.
If your email campaign isn’t looking the way you want it to, the first thing to check is image size. The image could be too big or too small. If this is the case, then your formatting will be thrown off. And you may end up with an email that has a lot of empty space around it.
One workaround is to give customers a choice of image sizes. This allows them to choose the one that works best for their needs. Another solution is for marketers to reduce file size in order to avoid having large images in emails.
Commit to consistent communication.
Consistency is key to making your marketing campaign effective. If you send out emails once every six months, readers will simply forget that they’re on your list or assume that you’re no longer in business.
But if you send out an email newsletter once a month, readers are more likely to be engaged when they receive your message. Plus, sending out consistent messages makes it easier for customers to remember who you are and what you offer.
By staying consistent with the frequency and types of messages you send to particular audiences, not only will those audiences get used to seeing them. They’ll actually look forward to receiving them! It sounds simple, but it’s important: be consistent. and your subscribers will be far more likely to turn into long-term customers.
The more you put into a marketing email campaign, the more people will respond positively to it
It’s vital that you understand this. Running an email marketing campaign is not a casual activity.
If you want to see great results, you need to be consistent and persistent in your efforts. You’ll also need to put in the necessary time and resources required for a successful campaign.
Set realistic expectations, plan accordingly, and focus on doing few things well rather than doing lots of things poorly.
Sending out compelling email messages can be an effective way to reach customers. Email marketing is used whether you’re advertising a new product, promoting a sale, or sending people to your website.
I hope you like the blog post about creating effective email marketing.
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