Email marketing is a rewarding way to target your audience. However, generic templates and messages don’t work. Marketing emails need to be personal and grab attention in order for them to be effective.
Here we look at 10 best practices that will help you write custom emails that work like a pro! Let's get started.
What is Email Marketing?
Email marketing is the process of sending an email to one or more recipients. The goal may be a sale, lead generation, or even customer support.
Email marketing software can help you to send an email campaign by integrating software with your contacts, autoresponder service, and other software tools.
Creating an email campaign that stands out from the inbox clutter starts with a compelling subject line.
You've got a few seconds to get their attention and convince them that you're worth reading.
So, how do you write an interesting marketing email strategy?
A good subject line.
A good subject line is engaging and compelling enough for someone to open it up in the first place
How to Write the Best Email Subject Line
The subject line is the most important part of your email. Make sure your title grabs readers' interest with something specific about what they'll learn inside.
If you want your email to stand out amongst all of the others from other companies vying for attention, then include an interesting subject line. Be creative! Make it short and simple.
And don't forget an eye-catching teaser at the top of body text. That way people will be curious enough to read on without getting bored or distracted by other things.
It's also an important aspect of search engine optimization (SEO). A well-written subject line can be a powerful SEO tool to rank higher on search engine results pages (SERPs) providing your content is relevant.
Why Sending a Customized Email is Important?
Personalizing your emails to your subscribers is one of the secrets behind a successful email marketing strategy campaign.
Here are the reasons why:
1) Increases Open/Conversion Rate
Personalized messages are more likely to be opened and clicked on, which will boost engagement with your site and increase sales conversion in turn. Plus it means you're sending subscribers the relevant content they'll want!
2) Strengthen Customer Experience
It strengthens customer experience by ensuring that you send exactly what someone wants when they need it most.
3) Helps You To Stand Out
Personalization is important in email marketing because each individual person wants to be seen as a unique human being and not just another number on the list.
Personalized emails will help you stand out among your audience's inboxes with relevant content that speaks more specifically to your client.
4) Convinces Readers that Your Email is Highly Relevant
It'll strengthen customers' experience by sending relevant content at appropriate times so they don't feel like all of these automated ads are coming too often.
Finally, building trust becomes easier when subscribers know you're not going to send them messages that don't apply to their needs, and the number of unsubscribes will decrease.
10 Techniques That Work
Copywriting is a magical art in the sense that it can make the blandest, uninteresting thing sound appealing and captivating. Here are some of the copywriting tips for writing emails:
1) Being Unique
You don't want to be a clone of everyone else in the industry. Give your recipients something they can relate to, and make them feel special by giving your audience exclusive deals or sending out news that no one else knows about.
This might not work for every business but it could give you an edge over other businesses that are competing for the same customers.
Clients love opening emails from someone they know and trust. To craft a great subject line, think about who your audience is, what you can offer them that no one else can provide - then put it all in the email!
2) Personalizing Emails
Personalizing an email is a sure-shot way to grab the recipient's attention and make them feel special. You can use their name or title in the subject line, start off with "Hi" or "Dear", etc., depending on how formal/informal you want to sound, before launching into your message.
3) Short Subject Line
How many words should your subject line be?
Sometimes, less is more. Keeping it short and sweet can help you stand out in an inbox full of emails.
Subject lines that are shorter get more attention.
Make sure your subject line doesn't get cut short, as shorter and snappier ones can often be the most successful.
Good subject lines are just as important as what is in the email! If your readers can't read it, then they won’t engage with it. Make sure to pack a lot of information into five to seven words or less.
Some good examples of subject lines in emails are just one word long followed by a colon (e.g., “Dog Rescue: Help”).
Another idea is to use someone's first name as part of the title! For example: "Hey Kaitlyn" would get their attention right away if they were looking at an inbox full of emails with similar subjects that are addressed generally, using a more personal greeting will usually get their attention.
4) Avoid Spammy Words
Emails can be sent to the spam folder if they contain words that are typically associated with spam. A well-worn characteristic of a spam email is its use of one or more of the following words: "discount", "sale", "urgent". These kinds of email campaigns will likely be tagged as such, and your recipients may not receive them.
By focusing too much on sales promotion, people tend to tune out and unsubscribe.
Instead, why not offer up value like sharing useful information or answering questions that subscribers often spend time searching for themselves - this will make your customer feel as though you're looking after their well being which builds trust in a relationship with your brand.
5) Using a Teaser
Use email teasers to capture your readers' attention.
Don't underestimate the power of a good email teaser. It has more power than you may realize and can make or break someone's interest in working with your brand, whether they're customers or not.
Teasers in the email will make your readers want more. You can't help but be drawn to the subject line when it's written well enough.
The power of drawing people in with a preview is undeniable, and there’s no better way to do this than by using the subject line. This one tiny sentence can make all the difference between someone ignoring an email or opening it up right away because they just have to know what happens next!
It's about creating intrigue, giving the recipients something to be curious about while also impressing upon them that you know exactly what they want.
6) Open-Ended Questions
Do you find yourself struggling to create subject lines? How can you keep your readers' attention on the first line of an email?
A good way to personalize your emails is by using open-ended questions and giving them the opportunity to answer in their own words. This can help create an emotional connection because it highlights things they may be interested in and gives them a voice.
Questions will help grab your reader’s attention and inspire them to continue reading!
It's so easy to scroll past an email if it doesn't grab their interest. Questions are a great way to start off with some intrigue and curiosity, which will make them want more information!
What's your favorite movie? How was your weekend?
What are you up to this week?
7) Deadline in Subject Line
How can you keep your readers engaged?
You’ve gotta catch them while the iron is hot! The deadline tactic creates a sense of urgency that encourages readers to prioritize your email. Sending out an initial announcement, reminding users about the promotion in “last chance” follow-up emails will help ensure they take advantage of time-sensitive offers before it's too late.
For best results on promotions with short turnaround times (24 hours or less), try using phrases like "now or never!"
8) Sharing Value
How do you share something of value with your audience?
As you may know, your emails are gold. But they're not precious to the person receiving them.
When you send out an email, there is a good chance that the recipient is not yet familiar with all of your business' features. It's up to you as content marketers and creators to help them understand what our emails are about in order for them to be valuable enough so they will read it through!
The problem is that many emails only focus on explaining their features or services without mentioning how such information will benefit the recipient.
This leaves readers feeling unappreciated for time spent reading an email when nothing was learned about value received by doing so, which is unfortunate because proactively solving problems has always been at the heart of good content marketing strategy (especially since people want more solutions than any other type of content).
So make sure every message begins with "here's why".
9) Saying Something Unexpected or Intriguing
You might not be a fan of humor, but that doesn't mean you can't try surprising your audience.
This could include anything from an industry fact they don’t know to the bizarre statistic or just something people aren’t used to hearing in a sales email (but will want more). Sharing something unexpected is a sure-fire way for readers and even yourself to read on.
Another technique for getting the recipient to read your email is by starting with an intriguing or unexpected statement. The reason why this works so well? Humans are naturally inclined to want to know what's next, which means they’ll likely spend more time reading the rest of your message if it starts off with something that intrigues them and piques their interest.
It’s best if the first sentence is a "hook" of some sort, like this: “Hey I know you're busy, but here's something important that we need to talk about before Friday." That way it'll be difficult for them to stop reading your email without feeling like they're missing some important information.
10) Establishing Relevance
How can you set yourself apart in a sea of emails?
Establishing relevance is key.
As you work on your email, it's important to make sure that its contents are relevant. If the reader feels like they're reading something that doesn't apply to them or their interests, they'll be more likely to stop reading and delete your email without a second thought.
Here are some different ways to establish relevance in an email.
- Start by mentioning the date and time, so they know that this is not a scam or spam message.
- Always mention what company name/organization you represent (e.g., "Hello! I am with Acme Incorporated") because people often have several emails at once open on their computer screens and might mistake your email for someone else's if it doesn't say who sent it right away."
Best Email Personalization Examples
Think of all the emails you’ve received in the last couple weeks.
Can you recall any?
There are ways to make your contacts and customers feel special without spamming them with mass email campaigns. Email marketing can be personalized by using targeted strategies, which will go beyond what a customer expects from an email campaign––and help get results like higher open rates, click-throughs, and engagement levels they want too!
Do you want to win your target market over with a personalized touch?
Check out how these 3 companies have managed in winning the email personalization game.
Spotify knows that personalization is key to keeping customers happy, and they've done a great job of it with this email. As soon as you open the email, phrases like "top listener" and "be the first to get access," make recipients feel important which will keep them coming back for more.
Netflix doesn't just email you about the latest releases. They also send personalized emails with recommendations for movies based on your viewing history and interests!
These personal touches help users feel connected to their favorite streaming service, which ultimately leads them to stay subscribed.
They have found this method effective in keeping subscribers interested, which leads to more money being spent on subscriptions. The company could take the same strategy as they develop other promotional materials such as ebooks, webinars or blog articles.
The email is simple and to the point with a focus on hyperlinked text that draws attention away from everything else. The message doesn't have any fancy graphics or colors, but bolded words, images, and links create an opportunity for recipients to engage in your offer without feeling overwhelmed by clutter.
Most HTML emails feature flashy graphics, colors, and animated images. However, this email is plain by comparison which makes the hyperlinked call to action stand out even more. When readers scan through the text looking for bolded words or images to focus on they are much more likely to spot your call to action by clicking "redeem offer."
Have you been sending a lot of emails without any personalization?
It’s time to step up your game.
Personalizing your email, whether it be the subject line or content, can go a long way in converting prospects into customers.
Deciding to start writing personalized emails is one of the best decisions you could make for your business.
Personalized email marketing campaigns can be used in every aspect of digital marketing.
The benefits are three-fold:
- It will encourage customers to buy more from you because they feel like their needs are being taken into account when communicating with you on a personalized basis.
- It saves time since marketers don’t need to craft multiple versions of the same message for every customer with the use of CRM software.
- It’s also a great way to build customer loyalty, increase your email list and it also increases the chances of conversion.
Which technique are you going to start incorporating today?