Do you ever worry that the emails you send to your audience could disappear from their inbox? You invest all your energy into email marketing campaigns, yet they vanish from sight. Well, there are chances it might be happening! and now you’re questioning your approach to writing 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, which serves as the initial impression of your email, must be compelling enough to draw in readers. 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 personalising 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.
If you run an online store, you can segment your list by style or 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
The following platforms let you segment your audience by criteria to customise your email.
Now, let’s move on to the next element, which is the content itself!
RELEVANT CONTENT
Now that you understand the significance of the subject line and segmentation, it’s time to concentrate on the content. 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 powerful way of grabbing attention. Every day, people receive hundreds of marketing messages, so to differentiate your email, focus on addressing their pain points and providing 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. A 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.
Here are some tips for crafting effective CTAs:
- Instead of leaving your audience guessing what they have to do next, be specific. Instead of being generic, use words like “Shop Now” or “Download Now”.
- Your CTA button has to be prominent and simple to click on any device. Additionally, it should link directly 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 previously mentioned, various email marketing platforms offer A/B testing as a built-in testing function. 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 colour, 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.
- Once you’ve sent the emails, monitor the outcomes of your A/B test.
- The tracked results will then help you to analyse which CTA performed the best.
So, by incorporating this testing method, you can optimise your CTA for better results.
These were just a few basic tips to craft powerful emails. However, here are a few additional bonus tips for crafting effective emails:
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, 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 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 simple to read across all devices.
- Select a colour palette that matches your brand’s colours.
- You must include your brand logo and tagline in your email for brand recognition and to build trust with your audience.
- Include your social media profiles at the end of your email to encourage readers to connect with you on other platforms.
You can always consider using tools like Canva to create better and more professional-looking emails.
PRACTICE ETHICAL EMAIL MARKETING
Again, don’t bombard your readers with the same generic and boring emails. You must send targeted emails 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:
With free trials, these tools are among the best!
In conclusion, the following tips will assist you in crafting emails that effectively connect with your audience and boost engagement. Always keep in mind that email marketing is all about building relationships
- We recommend that you continue to refine your strategies and experiment with different techniques.
- Try the A/B testing technique to optimise subject lines and CTAs, focus on delivering targeted content, and again, prioritise building trust with the audience.
- Additionally, do not be afraid of using different tools, and always learn from successful email marketing campaigns.
- When you 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, analyse 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
