Writing emails should be a no-brainer. At least, it’s supposed to be if you’re just firing off messages to a friend, or to mutual colleagues in your after-work movie or book club. But if you’re drafting emails for your business, shouldn’t that be an entirely different thing? The quick answer is: yes, it’s supposed to be. After all, you’re talking about pulling in leads and eventually increasing your profits down the line. So yes, it’s definitely going to be different. But it’s also not too far-fetched that it would seem like writing in a foreign language altogether.
Email marketing entails utilizing certain strategies that will boost your chances of having the results that you want. But then again, effective content marketing in general is like that, isn’t it? You need to know what to avoid so you can focus on what’s working. In a sense, email marketing is both an art and a science. You need to incorporate flair and creativity into it, but you also have to make sure there are strategies behind what you’re doing and you’re not just loosely aiming for the moon.
Want to make you’re practicing good email marketing? Here are some tips you can easily implement to help you land more leads – and ultimately, more sales.
- Start with a great subject line.
Of course it helps to know the latest trends in content marketing, but if you really want to start off on a good note, then begin where it first matters: your email’s subject line. Now, if you’re thinking this is something that can easily be overlooked, you can’t be more wrong. The truth is that your subject line will spell the difference between your reader opening your email or deleting it – or worse, labeling it as spam.
Make sure the subject line clearly captures something your audience can relate with: an advice or tip they can benefit from, a promo or discount they can’t miss out on, or just a very compelling update from you. That may sound like a tall order, but it’s totally doable with practice.
- Nail down the preview text.
What is preview text? It’s typically a snippet that’s taken directly from the body of your email, and is usually displayed right after your name and subject line. Depending on the email provider, it ranges around 35 to 140 characters of the first line of your email. So why is this very important to get right? Because it tells your reader just how well – or badly – you put together your email. Think about it this way: if the first characters are a mess, what are the chances that the rest of the email will make complete sense? Not very likely, is it?
That’s why many email copywriters pay particular attention to their first sentence, and then build on from there. Aim for content that’s catchy and engaging right off the bat, and whatever you do, don’t immediately put links to your social media accounts or start with complicated instructions.
- Write for an online audience.
The age of whimsical, drawn-out letters is long gone. So do not attempt to bring it back by making your message lengthy and complicated. Instead, shoot for a copy that gets your message across without being dry and dull. How to do that? For one thing, draft a quick outline before you even write your first sentence. Determine what your email needs to accomplish, and then plot a logical structure to follow that. It’s also a good idea to keep your paragraphs brief – and your sentences just as concise. Highfalutin jargons and too much descriptive words may look good on creative writing, but they tend to do a lot of damage in email marketing. It’s better to just stay away from them.
To keep your thoughts organized, you can also have it at just one main idea for every paragraph, and using bullets or subheads to make your email easy to scan. Remember that you’re writing for the web, and online readers don’t have the patience for hefty blocks of text.
- Mind your capitalization and punctuation marks.
Just because you’re writing web copy doesn’t mean you have to forego everything you’ve learned about grammar and syntax. On the contrary, you have to be just as mindful of them – if not even more so. You are, after all, representing your business. And the last thing you need is for your brand to be associated with unnecessary caps or repetitive exclamation marks – which will most likely cause your emails to get filed in the spam folder.
Go through your email a few times before sending it out, just to make sure you’ve caught any typo errors or missing punctuation marks. The short time you invest in proofreading your work will be well worth it because you’ll have the confidence that you’re always sending out copy that’s well put together, polished, and clear.
- Write with your audience in mind.
It has been said many times, but it definitely bears repeating. The first step is to know your target audience well. The second is to write a copy that meets their needs and addresses their problems. That’s a great way to give yourself the best chances of improving your conversions.
Make use of the tools you already have: things like your web and social analytics, and your direct interactions with your customers, which can come from their comments to your uploaded posts or direct messages to you. From there, you’ll be able to create your audience profile. Once you’ve got that, it’ll be easier for you to draft emails and even create an editorial calendar for your email marketing – because you already know who you’re writing for.
There’s no one-size-fits-all email marketing strategy, but then there doesn’t have to be. You can just execute different strategies and see which ones work best for your business and target audience. These tips should be able to give you a pretty good start – all you need to do is to try implementing them.
What tips do you use to help with your conversions? How do you improve your leads and sales in email marketing? Let us know in the comments.