When planned and executed well, an e-mail campaign can be a powerful tool in your overall marketing strategy. It can help you gain customers, increase your sales, get more traffic on your website, and ideally provide value to your clients.
But how can something as simple as an e-mail make these goals a reality? Whether you’re just starting out with e-mail marketing or you want to take your e-mails to the next level, you can implement one or more of these tips to write better marketing e-mails:
Know your audience.
Everything you do in the marketing field centers on understanding whom you are talking to. If you’re at a loss for how to analyze your audience, ask yourself these questions:
- Is your audience mostly female, male, or more of a balanced mix?
- How old is your audience?
- What problems does your audience face on a daily basis?
- What solutions do you provide that can solve these problems?
- What type of content (how-to articles, academic white papers, catchy lists of tips and tricks, or something else) is your audience likely to enjoy reading?
When you know the answers to these questions, you’ll be much more prepared to craft helpful e-mails that correctly address your customers’ needs.
In addition to providing content that your audience actually wants to read, you need to make sure there’s a straightforward way for readers to unsubscribe if they want to. Include an “Unsubscribe” link in each e-mail, and don’t hide it away in a mass of tiny text; your readers will appreciate your transparency.
Showcase your valuable content in the subject line.
Although it may be tempting to call your newsletter e-mail something like “November Newsletter,” nothing about this subject line will make customers want to open or read it. Remember that your customers and readers have lots of e-mails vying for their attention; what will set yours apart from the rest? Let your readers know what value they’ll get out of your e-mail before they open it.
Don’t be too verbose.
Be careful not to make your e-mails too lengthy. E-mails are not the proper place to write a small novel; even if your content is fantastic, well written, and helpful, chances are that not many people will read it if it’s in an e-mail.
E-mails should be concise and easy to read. If you have a lot you want to say, save it for your blog or website, and then link to those sites in your e-mails. You can also share the beginning of a blog post within an e-mail and then link to your blog so readers can finish the article on your site.
Copy someone you admire.
If you’re like most people, you also subscribe to a few e-mails and electronic newsletters. While you’re reading your daily subscriptions, take note of things you do and don’t like. It’s not a bad idea to subscribe to e-mails from successful leaders or organizations in your industry just to see how they approach their e-mail campaigns.
If certain e-mails appeal to you, what is it about them that makes you want to read the e-mail or learn more? If a particular e-mail doesn’t interest you, what is it that makes you want to delete it—is it too long? Does it not spark your interest? Are the e-mails arriving too frequently?
Obviously, you shouldn’t plagiarize anyone else’s work. Rather, you should pay attention to how your favorite e-mails make you feel and try to replicate that feeling with your own work.
Proofread your writing.
It should go without saying, but you definitely need to proofread any e-mails you send out as a part of any marketing campaign. When you send a note to your customers and potential customers, the words you use represent you and what you stand for. Errors in grammar, punctuation, and usage not only distract from your overall message, but they also make you look unprofessional. You don’t want to send the message that you don’t care enough to catch errors in your writing, so take the extra time to make sure your e-mails are clean.
If you’re not confident about your ability to proofread your own text, you should find someone who is. If you work alone, or if your coworkers or employees don’t feel comfortable proofreading, you might even consider hiring a part-time or freelance editor. This way, you can ensure that you’re sending out well-written material that you can be proud of.
Even though the digital marketing world has greatly expanded since its beginnings 15 years ago, e-mails are still an integral part of the marketing world. These e-mail-writing tips don’t take much extra time, but they’ll pay off immensely when it comes to increasing your online traffic and building relationships with your customers.