Email campaigns are getting tougher to write these days. That’s due to the recipients of these emails.
They are becoming far more selective about what they open. Also, they’re careful regarding what they send to the trash folder.
Let’s consider the recipients. They’ve actively subscribed to a mailing list.
Thus, are more likely to give that list a short leash. They are also careful when it comes to the quality of content and their ability to unsubscribe.
That’s why it’s more critical than ever to create high-quality material for your email campaign. In the end, it’s all that really matters.
No one cares if your email looks great and comes with fancy bells and whistles. Content is where it’s at!
The message you’re trying to convey and how you convey it is paramount. In fact, you need to get both of those things right.
Otherwise, your fan-base will ignore your messages altogether. That’s a bad thing.
Let’s avoid this from happening. We will focus on how to write a great email campaign. That, in turn, will get the attention of your subscribers every time.
Follow these simple and straightforward tips. Your customers will be anxiously awaiting each new email that hits their inbox.
The From Name
It all starts here. Think about the number of emails you receive each day. Now, think about how many of them you open and the amount send to the trash.
What motivated you to make that decision? I’ll bet you opened the majority of your emails because you knew who the email was coming from.
How many do you delete unopened, because you didn’t recognize the sender? Likely, it’s most of them. Therefore, this is why the “From” name is such an important component of your email campaign.
Two thirds of email users will open or ignore an email based on knowing the sender. This factor is crucial as to whether your email is being read or rejected. Thus, you need to get it right the first time.
Don’t overthink this one. It’s actually quite simple. All that’s necessary is using a “From” name that people expect to see.
Perhaps, your subscribers have signed up to a particular list or newsletter. In that case, they’re going to anticipate seeing that name on their email header.
You may be writing the email. Yet, using your name as the “From” name is not advised. That’s unless your subscribers signed up knowing they will be getting emails from you.
Let’s say, you are writing the emails for a website that has a recognizable name. Then, that’s the one you should be using instead.
Remember, this is about getting people to open your email. Therefore, if they don’t know who it’s from, you’re just giving them an excuse to delete it.
Familiarity is the key here. Use it to your advantage.
The Subject Line
Next, you need to create a compelling and provocative subject line. That’s because they’ve made it past the “From” name.
Now, they feel comfortable opening the email. Therefore, your subject line is all about giving them a reason to do so.
This part is important. It’s the moment when your subscriber gauges their interest in reading what you have to say. You want to hook them.
Consequently, you need to take great care in crafting your subject line for maximum impact. Here are a few things to consider.
Personalization Speaks to the Reader
No, I don’t mean including the name of the subscriber in the subject line. That was cool for about a few minutes.
Now, most subscribers don’t care. This is really about tapping into the various segments of your subscriber base as best you can.
Don’t create a one-size-fits-all subject line. That’s because it may not grab all of your subscribers in equal measure. However, tailor it to get as many as you can.
This, in turn, will maximize the likelihood that your emails will be opened. Plus, you may even snag a few individuals who are still curious.
Call to Action
The subject line should also serve as a call to action for your subscribers. It doesn’t matter what the content inside of the email might be.
Does this mean always using verbs? Not always. Though, they definitely help to get your point across with a sense of urgency.
However, there’s more to it. You can’t get people to open an email solely through action words in your subject line. There’s a true measure of an effective subject line.
It portrays what the subscriber can do when they read the email. Additionally, it refers to how the subscriber can use the information contained within. Plus, it has to do with how they can benefit.
A good email campaign provides real benefit to the subscriber. Therefore, your subject line must convey that to the reader from the get-go. Otherwise, your email will be trashed.
The Email Content
Congratulations, your subscribers have opened the email. They were compelled to read past the subject line. Then, they clicked on it. What’s next?
Now, you have to provide them with strong, effective copy. This doesn’t require a large vocabulary with big fancy words.
It’s not concerning you at all. It’s about convincing the subscriber to become a customer.
Keep it Simple
The best way to accomplish this is done in a few ways. First, you need to make your copy easy to read and understand. Present what it is you are offering to them.
Then, explain how taking you up on that offer will benefit them. Be up front and basic about it. Thus, they’ll understand what you’re trying to tell them.
Additionally, avoid fancy buzzwords and lingo that might confuse the reader. Instead, be more simplistic with your content. Then, it’s more likely the reader will want to pursue what is being offered.
This doesn’t mean your readers can’t comprehend above a third-grade level. Rather, it’s about making your point with clarity. Also, it urges the reader to accept your offer.
Brevity is the Soul of Wit
Nobody is going to read some long-winded rambling email. It doesn’t matter how critical every word may be to you, the copywriter.
People aren’t going to stand for it. They might skim the first few paragraphs and that’s it.
Keep this in mind. You should create your body content with an eye on remaining brief and succinct. Present your offer or whatever actions you want the reader to take in short order.
Your content shouldn’t be long and drawn out. Thereby, your readers will quickly tune it out. Now, you’ve lost any hope of getting them to click through.
Of course, there are details that need to be addressed. Thus, do it once they arrive at the intended destination.
Use email in summaries. They work far more effectively than blocks of information that nobody wants to read.
How Does the Reader Benefit from This?
That’s the one question you must always keep in mind. How does your email provide a benefit to the reader? Make sure you always concentrate on that.
Avoid explaining the features of your offer. Alternately, focus only on convincing the reader why they should click through.
Make sure to explain things to the reader. Let them know their benefit from this offer. Do it in a positive and meaningful way. Otherwise, you’re not going to hook them.
It doesn’t matter what you’re offering. You need to illustrate what makes it beneficial to them. If not, you’re not doing your job properly.
A good email campaign is about outlining specifics. Additionally, it concerns providing a perk or an advantage. This will be a direct result of accepting the offer that’s described in your email.
Use the Second Person
It’s all about the reader. In this case, we mean the “you” of your content. You’re talking to the reader directly.
Therefore, engage them in that manner. Speak to them using second person language.
Always, remember that you’re engaging the reader. Thus, this email isn’t about you, the writer. Nor is it regarding the brand or anyone instrumental in the sending of the email.
This is about getting the reader to respond to an offer. You need to make that abundantly clear. This is done by positioning your copy in the direction of the subscriber reading it.
Now, you’ve made your pitch in your email content. Plus, it’s been kept precise and brief.
It emphasizes the benefits of your offer. Accordingly, you need to drive the reader toward your click-through opportunity.
This is usually via a button. The reader clicks on it in the email. Then, it takes them to the landing page or website.
There, they can take you up on the offer by making a purchase or signing up for something you pitched in the email.
Yet, it’s not enough to merely say “click here”. Rather, you want to repeat the benefit the reader will receive from accepting your offer. Furthermore, your wording should reduce any potential barrier keeping your reader from clicking your button.
Yes, even here, your choice of copy is important. Refrain from employing words that might turn off the reader. Also, don’t lead them to expect they can only take advantage of your offer through steps they would rather avoid entirely.
These are words and insinuations such as apply, order, download, and submit. All of these have negative connotations. Thus, it’s something a reader may reject instead of embrace.
For starters, they all sound like work. Your readers are busy people. Thus, they want the benefits you’re offering. They wish to do it with the least amount of effort possible.
Instead, use words like get, learn, take and have. These words don’t sound like work.
Conversely, your reader is more likely to click on your email. That, in turn, will send them where you want them to go.
If you have any comments about this topic or suggestions for future topics leave them in the comment box below.
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