Did you know that over 215 billion emails are sent each day? The average professional sends and receives 122 emails daily and spends 3.2 hours of their working day in their inbox. This begs the question: are your marketing emails standing out from the competition?
No matter how fancy an email might look, well-written and compelling text is still more important. Think of newspaper articles. They are written with several rules in mind in terms of subject, conveying the message and language. Marketing emails (successful ones, that is) are no different. To improve your email response rate, check out the following tips to write marketing emails:
Write a compelling subject line
Without a well-written and compelling subject line, few people will be interested in reading your email. Here’s how to write great subject lines that will instill curiosity in your readers:
- Use actionable language. Verbs are widely used to inspire readers to take action (download, buy, ask, discover, etc.). However, your subject line doesn’t always need to incorporate a verb, as long as recipients know what they can do with the information. For instance, you could write “don’t miss our latest offer” – note the lack of verbs like purchase, redeem, buy, etc. In this example, the recipient knows what to expect in the email (purchase your latest offer).
- Personalize / segment your emails. Segmented marketing emails (tailored to a specific group of recipients) perform better in terms of open rate and clickthrough rate. This makes sense, since the more segmented your email list, the more personalized you can make your subject line and email copy. However, don’t just write someone’s name to impress them. Consider what their needs are and provide offers accordingly.
- Make the subject line as clear as possible. It goes without saying that people tend to avoid ambiguous subject lines. Aim for clarity not only in your subject line, but also in all your marketing copy. If you can also make the subject line catchy, funny or entertaining, then you’re ahead of the game. However, don’t forget that your subject line should state the message of your email very clearly so recipients know what to expect.
How to write great email copy
- Get to the point. Nobody has the time or mood to read long marketing emails, so state the scope of your email in the first paragraph. Skip the long introductions and state your point clearly with as few words as possible. Grab your readers’ attention with a ‘hook’ from the start. Don’t forget to use plain English and avoid jargons to get your point across easily.
- State the benefits. There is a difference between explaining the features of what you are promoting and stating the benefits. For instance, if you’re selling shirts, explain the value behind them. Are they versatile? What occasions are they great for? How will the customer benefit from wearing your shirts? Only showing pictures of shirts is hardly going to grab attention.
- Use second person pronouns. Just like you focus on the customer by stating the benefits, you should also use second person pronouns as much as possible without overdoing it. Second person pronouns also help establish a stronger relationship with the recipient.
- Keep it short and simple. Telling the full story into a marketing email is a common mistake among email copywriters. Because we humans have short attention spans, we tend to scan for the key points in a text. Find a way to summarize your ideas and use short paragraphs, bullet points / numbered lists and bold text on essential details.
- Use the right fonts and formatting. Speaking of bold, use it with common sense and do not bold the entire email. Moreover, choose fonts that are not too small and not too large and easy to read, such as Arial. Recipients are more likely to read an email that looks great (well-formatted).
- Read your email twice before sending it. Also, don’t send your email right away – a good rule of thumb is to send your email after you’ve had a (coffee) break. This way, you’ll spot errors that you might have missed or have the inspiration to improve your email.
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