I’ve compiled a list of the most useful, useable tips for your marketing emails. To get emails done right, there are a lot of bases to cover. You can use this as a checklist to help ensure you are doing the most to maximize the impact of your efforts.
Keep it short and sweet. People usually only scan marketing emails, so make sure that all the important info is easy to “get” at a glance. Stick to just a few, short paragraphs. Save the lengthy communications for your newsletters rather than sales pieces.
Bullet points and lists are your friends. Don’t use a whole sentence when a simple phrase gets the idea across in less space.
Build credibility by addressing your customers. Explain (briefly!) how your service or product will help. Be authentic. Be yourself.
Stay professional. Being yourself doesn’t mean it’s ok to be unprofessional. Don’t use slang, too much lingo, or be too familiar with your audience. They aren’t your BFFs, so be respectful. Use spell-check and the grammar check in your document program. Get a second set of eyes to proof it for you.
Perfect your call to action. This is where you literally tell people what you want them to do. Buy now! Donate now! Register today! Click here! Once again, brevity is key. Be clear.
Readability is important. Not just for people with vision impairments, but for busy people everywhere. Don’t go crazy with multiple colors or flowery fonts. Make sure fonts are clear, simple and large enough to be read in a hurry.
If you are using graphics, it’s wise to limit them to one or two clear images for quick comprehension. Also, think of your audience. Are they computer savvy? Will they have the software to read fancy emails loaded with pictures or videos? If they are still using old technology (hello, AOL!), include links to your website so they can get the whole picture there instead.
Repeat your message! At least once, if not twice, say the main idea a couple of times in the body of your email. Reinforcing the main idea is critical to helping recipients comprehend your email.
Make sure that when your customers receive the email, your name is properly displayed. The sender name is the first thing people look at when they receive an email, and if they don’t recognize you, the chances that they’ll delete without opening your email jump much higher.
Subject lines should be brief and to the point, and definitely not spammy. Avoid words like “free,” “discount,” “help,” and “sale”. Never use all capital letters and stay away from exclamation points.
Personalize whenever possible. Using the recipient’s first name can increase open rates, and some people have seen good results from using the name of the city the person lives in. Obviously using location information isn’t relevant if your business is online only.
Test to determine the best days and times to send your emails. Many businesses send emails overnight, clogging everyone’s inboxes. It might work better for you to send emails at lunchtime or in the late afternoon.
And finally, it’s always a good idea to hire a pro. Writing powerful, effective marketing emails is a skill that copywriters hone to perfection. They immerse themselves in best practices and new marketing ideas so you don’t have to. That way you can focus on what you do best – your business!
Need to send a sales email? Want to develop a grand-scale email marketing campaign? I can help! All you have to do is contact me today.