Email marketing is one of the prominent ways to promote products and services to your existing customer base as well as potential future customers. This is because it helps a business reach out to its audience in a more personalized and effective way, in the inbox of a person, a space that is highly personal to any individual. Think about it, if you manage to get their attention in this space, with the right marketing and effective copy, you could be turning all your prospects into customers.
Is your email marketing copy getting you enough conversions? If yes, then you are probably on track and have an effective email marketing campaign. And if the click rate for your email is not good, then we suggest you consider revamping your email marketing content.
We are sure that you know the protocol of writing content for email marketing. But have you ever wondered how effective your content is?
If you’re wondering how important email marketing is in today’s scenario, take a look at some of these email marketing statistics: In 2017, the global email users were 3.7 billion which is expected to cross over 4.3 billion users. In 2017, 269 billion emails were sent each day and this number is expected to be over 350 billion emails by 2022.
As a user, you might be getting many emails in a day, but how many of them are you willing to open. Very few, isn’t it?
Have you ever thought about why you prefer some emails over others? Do you ever notice yourself open emails depending upon their priority and relevance to you? Do you catch yourself opening emails that are personalized and have catchy subject lines?
Here’s how to write compelling email marketing content:
According to reports, personalized email copy performs better than general email copy. Keeping this in mind, make sure to add the name of your customers in the subject line. While writing the body of the content, make sure that you talk to the customer and no one else. This keeps the users engaged with your email.
Just like Netflix is regularly sending personalized emails that suggest movies to the user, your business too should adopt this method of addressing your potential customers with personalized information. This way you provide valuable service to the subscribed customers.
You would be shocked to know that emails with personalized subject lines generate 50% higher open rates. This determines the importance of the subject line in an email marketing campaign.
In email marketing, the subject line is the first thing that captures a user’s attention. Businesses often commit mistakes while writing the subject line. In the quest to make a unique attractive subject line, businesses often end up writing a subject line that is hard to understand.
Make sure that your subject line is in line with the body of the email. Also, make sure to deliver what you promised in the email to avoid bad reputation for your brand. So keep the subject line short crisp and self-explanatory.
As a marketer or business owner sending out the email, understand why you are writing the email or addressing your customers. Clearly define your purpose of writing this email.
Do not clutter your promotional emails and landing pages with multiple messages. There can be multiple calls to actions in the content but make sure that they all lead to a single landing page. By giving away too many landing pages in the email content, your customers will be distracted. A distracted customer will not be able to decide on what to do next and hence may lead to a failed marketing campaign.
Once users open your email, you have a few seconds to capture their attention. So make sure you don’t use difficult words and keep your email as simple and easy to understand as possible.
Follow the basic rule for powerful content: K.I.S.S (keep it simple and strong). Remember the purpose of writing the emails. Keeping this in mind, draft a sample content that is easily understandable by your target audience.
The tone and nature of your content should be easily relatable to your target audience. This ensures that the users are able to understand the message that you are trying to convey.
We are sure that you would have come across promotional emails. Have you wondered what makes you click on their offerings? If you watch closely, you will observe a pattern common in all the promotional emails. The way they highlight the benefits and how valuable the offer is to you.
So whatever it is that you’re offering in your emails, whether it’s a the launch of a new product or a 50% off across your website, make sure you showcase your benefits clearly.
As we wrap up this article, we hope that you will consider these email content best practices for your next email marketing campaign. Let us know if we missed out on any points in the comments below!
Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.