How to Make Your Marketing Emails More Effective
How many promotional emails do you read every day? If you're like most people, it’s probably only a few if any, plucked out from the 50 you receive just within the early morning hours. This is the reality many brands face with email marketing: the challenge of standing out among the many emails their subscribers are inundated with daily. As a brand owner or marketer, the challenge of creating engaging emails that consistently perform well may seem impossible.
However, it can be achieved with a few techniques and thinking more like a subscriber. As a subscriber to your brand's emails, what would entice you to open that promotional email? It may be a combination of things: an excellent subject line, a coupon, or the content within the email. When crafting a marketing email, it’s vital to continuously keep the perspective of your subscribers.
To guide you in this email adventure, we've developed a list of some of the best tips for writing effective emails that your subscribers will not only read but will be excited to receive.
Avoid over-sending.
Although your subscribers love your brand, they don’t want to hear from you every single hour of every day. Overusing email as a communication channel is a common error that many companies make when it comes to email marketing. However, this can be avoided simply by determining the best time of day and day of the week to send emails by monitoring your subscriber’s response, and sticking to that timeframe.
Overall, mornings are typically the best times to send emails since most people are on their screens as they begin their day. But remember that every audience is different, and may respond better to different times of the day. Test various timeframes and as you narrow it down, make note of the times that seem most active so that you have a few to choose from in the future.
Create a captivating subject line.
Picture this: you’re at the breakfast table, starting your daily WFH routine, and you receive an email. Which subject line is going to pique your interest? “Check out our monthly sale”, or “Exclusive offer JUST for you: read this before you pay full price for a new summer wardrobe". Odds are you'd click on the second one, simply because it demands more attention than the former.
What you put in the email subject line counts—it could be the difference between the inbox and the trash bin. To write a captivating subject line, consider the subject of the email and your audience. Is your audience younger? Use relevant lingo or pop culture references that they might be more apt to pay attention to. When you put yourself in the shoes of your subscribers, your emails will surely draw more engagement.
Focus on creative content.
We live in a time where everyone can be considered a “creator." Whether it’s TikTok dances or Instagram influencing, creative content is consistently posted across platforms every day. So why not add it to your emails? Chances are, many of your subscribers are also social media users who see this type of content every day and enjoy interacting with it. To increase engagement for your emails, try adding relevant, creative content within your email strategy.
Depending on your industry, creative email content could be a makeup tutorial, quick styling tips from an expert, or a how-to DIY home project. Give subscribers relevant information and watch engagement rise.
Have a consistent design.
Keep it short.
Let’s return to the breakfast table scenario. You’re at the table eating waffles when you receive a marketing email. But once you open it you realize it's not your usual branded email—it's so long it might as well be a novel. Instead of reading it you quickly delete the message. You don't have time for a novel. Get to the point!
Your subscribers feel the same way. Emails are meant to be short, so keep it that way. Ideally, you’ll want to keep emails to fewer than 200 words. Although this may not sound like much, it should be just enough for your subscribers to digest before they dig into their waffles.
Include a CTA button.
The good ole’ call to action, better known as the CTA, is a key element to every email marketing strategy, simply because of its convenience. It’s vital to add CTAs to your emails as they’re much easier for subscribers to follow, rather than links that can possibly malfunction or be mistaken as just more text.
An embedded CTA button makes it as easy as one click and, *poof*, your subscriber has arrived at the desired landing page. When adding a button to your emails, make sure it’s visible and not hidden at the bottom. Otherwise, you may risk a subscriber scrolling only halfway through the email and your button is never to be seen again. Since many people tend to read left to right, place your CTA to the right of content for clear visibility and more clicks.
Monitor for activity
The most important technique to use when it comes to email is listening. When trying a new approach, watch to see how it performs to determine which tactics inspire the most interaction from your subscribers, and don't be afraid to try new things-they may be just the thing your subscribers want to see.
Overcoming the "unread" status in a subscriber's inbox is more challenging than most would think, but not impossible if you take the time to make your email content more engaging. An effective email will not only get the reader to open it, but connect-with the content that it provides. Now go ahead and write that first fantastic email-your subscribers will thank you.
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