Marketing
How do I write effective emails?
In the fast-paced world of digital marketing, mastering the art of writing effective emails is no easy task. While you want to clearly show the benefits of your products and services, you must also keep the reader’s attention. Since people’s inboxes are generally overflowing with sales and marketing emails, it takes talent to write a standout message.
In the fast-paced world of digital marketing, mastering the art of writing effective emails is no easy task. While you want to clearly show the benefits of your products and services, you must also keep the reader’s attention. Since people’s inboxes are generally overflowing with sales and marketing emails, it takes talent to write a standout message.
By following this short guide by RareCircles, you will tricks for getting customers to open your email, as well as take action for a specific goal. By exploring proven strategies for email writing, you can drive engagement and conversions, while also creating loyal customers.
Consider Different Customer Segments
Personalization is one of the keys to successful email marketing. As such, be sure to write unique email messages for different customer segments in your sales funnel. For example, prospective customers who have not yet purchased anything from your store will receive different messaging than established customers that you are attempting to re-engage.
Identify Pain Points and Offer Solutions
Identifying customer pain points is an essential part of email marketing. Basically, you should identify needs and offer solutions with your goods and services. To illustrate, if you own a bike shop, you could mention the inconvenience that comes along with breaking down on the side of the road. Next, offer bicycle tune-ups for 25% off during peak months like June-August to help people avoid such trying situations.
Be Concise and Specific
One of the keys to writing an effective email is to keep it short and to the point. Recipients are often turned away by large blocks of text. As HubSpot explains, “Data suggests the ideal length of an email is between 50 and 125 words. Emails this length had a response rate above 50%. A similar study found emails with approximately 20 lines of text, or about 200 words, had the highest clickthrough rates. When in doubt, keep emails short and under 200 words.”
Stick to One Topic
Sticking to one topic goes along with the notion of being concise. For example, if your campaign is promoting a holiday sale at your store, don’t veer off-topic and start introducing new products. Remember, effective marketing emails are written with specific goals in mind. If you try to say too much with your messaging, it will be impossible to track metrics and conversions.
Use a Compelling Call to Action (CTA)
While a catchy subject line will persuade people to open your email, you also need to consider the end goal of the campaign. A call to action (CTA) is a statement in your email that pushes a customer to take a specific action. For example, if you are sending out a monthly newsletter, you’d likely want to introduce the topic in a short concise message, then add a CTA like “Read More” that people can click through.
Test for Effectiveness
One of the most beautiful things about email marketing is that you can test emails to find the perfect messaging and cadence. If you are unsure about your messaging and you have a few drafts written, you can always try sending out a few different choices as test emails. Next, take note of which version had the best conversion rates and move forward using that specific email for the rest of your campaign.
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