As a business leader, you understand the importance of getting as many clients as possible. And because everything’s online these days, you’re constantly working on improving your online presence. You’re always engaging with customers on Facebook and Instagram and writing up awesome blog posts to improve your site’s SEO. And recently, you’ve been thinking of improving your marketing emails. You aren’t getting as much engagement as you’d like, and you know you could be doing more to make them interesting. You know what it’s like when you get an email from one of your favorite brands and immediately open it, and that’s what you want to happen to your customers.
Luckily, there are some great strategies you can use to write awesome marketing emails. If you want to learn more about how to master email marketing, read on.
1 Make it personal
These days, we live in a world where the consumer has very little patience for anything mass-marketed. Especially younger generations, such as millennials and Gen Zers, have spent most or all of their lives online, and they know how disingenuous something not tailored directly to them sounds. According to Forbes.com, “What a lot of marketers fail to grasp is that customers don’t want to be seen as a nameless face. They want to be acknowledged as unique human beings…Rather than sending out the same emails to everyone, use the feedback you’re getting to segment your email list. That way you can make sure customers feel like you’re reading their minds.”
It might take a bit of work to segment your email list, but it’s worth it: segmented campaign emails get opened over 14 percent more often than non-segmented ones. It’s all about having the right information and simplifying it with surveys (especially when your customer first signs up for your newsletter). By focusing on information like preferences, location, purchasing behavior, and your specific relationship with each subscriber, you can segment your emails properly.
2 Be phone-friendly
Did you know that these days, the average American consumer is spending five hours daily on a mobile device? That means that, when they open your marketing email, it’ll probably be on their phone instead of a larger screen. The last thing you want is a reader to struggle with your email, having to zoom in and out to read your content and see your images clearly.
According to the Content Marketing Institute, it’s all about optimizing for all screen sizes. They explain that it’s most important to use a single-column responsive layout: “Traditional two-column emails are set at a width of 650 to 700 pixels (px), which displays well on desktop and most tablets. However, certain mobile operating systems (notably Android) will not scale email content to fit the screen…However, when responsive design is applied to a two-column email, we get closer to an acceptable mobile-optimized email experience.”
Additionally, don’t make your emails too long. Instead, focus on tone, by making them funny and entertaining. If you have additional content to provide, consider linking to a blog post after providing a summary of what it’s about.
3 Write in the second person–and make it about the “you” reading
Writing in the second person is important for almost any communications you have with potential clients. From blog posts to tweets, this is how you connect, by making your tone friendly and directed at your reader at the same time. According to HubSpot, “second person language…keeps the focus on the customer, not the brand. This is a subtle tactic that helps you stay value-oriented.”
In the same vein, what you choose to write about should be something that benefits your readers or gives them the information they want (or need but didn’t know it until now). Put yourself in their shoes when you’re writing, and don’t forget to focus on how whatever you’re selling is something that will change their lives for the better. If you aren’t sure what works best, send out a survey and ask your readers what they need that’s connected to your product. For example, if you make running gear, ask what they think could improve in their runs, and develop a product with features based on that.
Considering that email marketing is the greatest strategy for customer retention for 80 percent of retail professionals, writing great content is very importan
4 Have awesome subject lines
Finally, having a great subject line is the most important of all. If you’ve ever rushed to buy airline tickets from an airline you subscribe to, you know what we’re talking about. Your subject lines have to be clear, interesting, engaging–and most importantly, they have to make the reader think that there’s something in it for them if they click. That by doing something (for example, clicking on a product in your email), they’ll get something in return (like 50 percent off an item).
According to The Huffington Post, you need to “make your subject line compelling and keep it short and sweet (under 50 characters). An effective subject line offers something of value to your recipients and invokes a sense of curiosity, urgency or excitement.”
And don’t forget to use emojis! Emoji use increased 775 percent in email marketing from 2015 to 2016.
These are some great strategies for writing the best emails possible. What other strategies do you use?