Do you ever fear that the emails you send to your audience might get lost in their inbox? All the efforts you put into email marketing campaigns, only for them to disappear without a trace. Well, there are chances it might be happening! and now you’re questioning your approach to write compelling emails.
But what if I tell you that there is a way to make your emails stand out, and even get read?
There are a few key principles that you need to understand in order to grab your reader’s attention and keep them engaged.
So, let’s begin with the first impression of our email, which is the subject line.
THE EMAIL SUBJECT LINE
The subject line being the first impression of your email has to be intriguing enough to attract people. It is the deciding factor between an open and a delete, therefore it has to be very intriguing.
Here is how you can craft an attractive subject line:
- Try to keep it concise, and aim for under 50 characters.
- The subject line must spark curiosity however it shouldn’t deceive the audience. For instance, instead of just writing “Brand Update” you can try writing “Exclusive New Offers!”
- Consider personalizing the email for better engagement. Mentioning the subscriber’s name can grab their attention.
- Moreover, don’t be afraid to experiment with different subject lines to see what attracts your audience. The A/B testing method lets you compare two different subject lines and see which one of them gets a higher open rate.
KNOWING YOUR AUDIENCE
Although subject lines play a very crucial role, the content of your email is equally important.
It is always better to tailor your email to the specific needs and interests of the audience to get a better response. Generic emails cannot generate the response that targeted emails can.
Let’s discover how you can write targeted emails to grab your reader’s attention.
SEGMENTATION
Segmentation is your key weapon! It means dividing your email list into groups based on demographics, interests, or the purchase history of your audience.
For instance, if you are running an online store, then you may segment your list by the preferred style or even by gender. This would allow you to send targeted emails with content that is relevant to each group.
The advantage of segmenting is that you will be able to craft emails that speak directly to the wants and needs of your audience, and also increase engagement.
Additionally, many email marketing platforms also provide built-in segmentation functionalities. Some of the popular options are:
- Mailchimp: mailchimp.com
- Constant Contact: constantcontact.com
- ActiveCampaign: activecampaign.com
- Sender: sender.net
- Hubspot: hubspot.com
- Brevo: brevo.com
These are some of the platforms that allow you to segment your audience based on various criteria to tailor your email accordingly.
Now, let’s move on to the next element which is the content itself!
RELEVANT CONTENT
By now you know the importance of subject line and segmentation, so it is time to focus on the content now. In today’s time, people crave valuable information, therefore, rather than sending emails that are generic and promotional, go for emails that focus on providing solutions and building trust with your audience.
These tips can help you transform your email:
- Offering solutions is a great way of grabbing attention. People are bombarded with hundreds of marketing messages on a daily basis, so in order to make your email stand out, address the pain points and offer solutions.
You can send them tips, industry insights, or exclusive content.
- People are not always free to read the entire email. So, make your email scannable. This means, breaking up the large chunks of text in the email and replacing them with bullet points, images, and headings.
- Additionally, write as if you are in a friendly conversation with the audience. Aim for an informative and friendly tone to make the reader feel like they are having a conversation with a friend.
CTA (CALL TO ACTION)
Moving on, in order to write compelling emails, that doesn’t only apply to plain text, it also inspires action. Call to action (CTA) tells your readers what you want them to do next, which could either be visiting a website, downloading something, or even making a purchase.
Some tips for you to craft CTAs:
- Instead of leaving your audience guessing what they have to do next, be specific. Do not be generic rather use words like “Shop Now” or “Download Now”.
- Your CTA button has to be prominent and easy to click on any device. And it should be directly linked to the relevant page.
- Just like you would experiment with subject lines, you can even experiment with CTAs to see what resonates best with your audience.
A/B testing again helps you out in comparing the different versions of your CTA button and see which one gets a higher click-through rate.
A/B Testing for CTA Optimization
As mentioned above, A/B testing is a built-in testing function that is offered by various email marketing platforms. The function it performs is testing different versions of your CTA button to see which one performs better.
To understand it better:
- You can begin by defining two or more versions of your CTA button which could vary in terms of color, text, size, or placement.
- After defining your CTAs you have to split your audience into groups and each group will receive a different version of the CTA button.
- You will then send emails to the respective groups.
- After the emails have been sent, track the results of you’re A/B test.
- The tracked results will then help you to analyze which CTA performed the best.
So, by incorporating this testing method, you can optimize your CTA for better results.
These were just a few basic tips to craft powerful emails. However, a couple of more bonus tips are:
BEING TRUSTWORTHY
First and foremost, it is essential to build trust for long-term email marketing success.
- Your emails should include informative content, helpful resources, or exclusive offers relevant to the recipient’s interests.
- Avoid any exaggerated claims or misleading statements and be transparent about what the recipient can expect from the email.
- Avoid spreading false information, always make sure to double-check all the information for accuracy.
- Make sure to respect your recipient’s consent and only send emails to those who have subscribed for it.
- Be professional while composing the emails, always proofread, and be clear.
Although building trust takes time and effort but it is not impossible. Once you have reached that stage, it will ultimately lead to better engagement and a stronger relationship with your audience.
MAINTAINING YOUR BRAND IDENTITY
To write compelling emails make sure that your emails have a professional and a consistent design that reflects your brand.
- You can use visuals that align with your brand aesthetic and are relevant to the email content.
- Maintain a consistent font that is clear and easy to read across all devices.
- Select a color palette that matches your brand’s colors.
- You must include your brand logo and tagline in your email for brand recognition and to build trust with your audience.
- It is also advised to include your social media profiles at the end of your email to allow the readers to connect with you on other platforms as well.
You can always consider using tools like Canva to create better and professional-looking emails.
PRACTICE ETHICAL EMAIL MARKETING
Again, don’t bombard your readers with the same generic and boring emails. Even if the emails are targeted, they need to be sent in an ethical manner. You must obtain permission before adding anybody to your email list and also offer a clear unsubscribe option in every email you send.
Here are a few email marketing tools that you may consider:
These are some of the best tools, and the plus point is that they also offer free trials!
Summing it all up, these are a few tips for you to help you write compelling emails that resonate with your audience and increase engagement. Always keep in mind that email marketing is all about building relationships
- It is suggested to keep refining your strategies and keep experimenting with different techniques.
- Try the A/B testing technique to optimize subject lines and CTAs, focus on delivering targeted content, and again, prioritize building trust with the audience.
- Additionally, do not be afraid of using different tools, and always learn from successful email marketing campaigns.
- When you will make your audience your priority you will see how your emails will evolve into powerful tools for achieving your marketing goals.
- It is now time that you ditch the old, traditional method and follow these tips to make your emails noticeable and interesting.
Other than this, you can even subscribe to email newsletters from brands you admire, analyze their strategies, and stay up-to-date on the latest email marketing trends.
With full dedication and effort, you can definitely write compelling emails that your audience will genuinely look forward to opening and interacting with. Good Luck!
Read more: Email Marketing Vs Social Media Marketing
