| What Does A Compelling Marketing Email Look Like?

Posted in Marketing at 9:00 AM by Loftis Consulting

With the rise of social media, some analysts sounded the death knell for email marketing. However, email marketing hasn’t gone anywhere. In fact, it’s arguably bigger and better than ever, despite all the newfangled digital marketing techniques that have been and gone during its tenure.

It turns out that people respond well to email marketing. Thanks to new facilities that separate emails into different categories, like “promotional” and “social,” those who are interested are free to peruse them at their leisure.

The aim of companies, therefore, is to create emails that are so compelling that customers can’t help but read on to find out more. But how exactly is this achieved? And how can you adjust the writing in your emails to make sure that they lead to conversions?

 

#1: Use Actionable Language

Using actionable language in the headline helps to create a sense of urgency in the reader. For instance, Opentable has sent out marketing emails in the past saying “Take dad out for lunch.” Words like “take” and “ask” help to provoke the reader into action, compelling them to take the next step and use the service.

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You can also use actionable language in a way that doesn’t rely on the use of particular verbs. For instance, many companies go with headlines like “Don’t miss out on our half-price sale.” Although there is no direct call-to-action, a call to action is implied.

 

#2: Personalize When Possible

In general, people prefer personalized messages to generic emails. Studies have shown that targeted and segmented emails drive more than 58 percent of total email revenue. As such, it’s a good idea to use tools, like email newsletter software at Postman Newsletter, to segment your market. For instance, if you’re an estate agent, you know which of the people in your marketing list are looking to rent or buy. As a result, it only makes sense to sent emails about renting to the renters and emails about buying to the buyers.

You can also do more technical things, such as make use of dynamic fields – fields that automatically adjust based on information in your customer database. This helps you to send emails out to all your customers named Jill, starting with “Dear Jill.”

 

#3: Establish Relevancy

The heading of the email should be relevant and personalized to the person it is being sent to. And so should the copy in the email itself.

In practice, this means including more than a dynamic name tag. For instance, suppose you’re a prescription glasses company, like Warby Parker, and you want to remind customers that their prescription is coming up for renewal. It’s a good idea to put a personalised date in the header for their renewal based on their last prescription.

 

#4: Write In the Second Person

Finally, it’s always a good idea to write emails in the second person using words like “you,” “your” and “yours.” The reason for doing this is to make sure that the content of the email is focused on the reader, rather than on the business providing the service. After all, people just want problems to be solved.

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