The power of email marketing is known by all marketers. A correctly composed email can increase your sales, make your clients more loyal, and build strong relations with your audience. You just need to understand how to write a marketing email professionally. However, let's first understand why writing an email is so important for business and why exactly we should write emails on the regular basis.
The importance of emails
How often do you check your email? You do that at least twice a day: early in the morning when you wake up and need to find out what happened in the past 8 hours, and right after the work when you come back home and want to check what happened in the past 8-10 hours. Of course, if your job is connected with communication, you check email far more frequently. And let's be honest, even if it has no relation to communication with people, you still check it a little bit more often than a couple of times per day.
For the past few years, email has become the best form of notification and the most effective tool for keeping in touch with your clients. When you order something in an online store, you do not expect them to call you back. First, you want to get the confirmation of your order sent to your email. This is the practice that is considered to be correct. We can even tell that this is the expected behavior, and when you change its pattern, your clients can be rather frustrated.
Email vs email marketing
Many entrepreneurs think that email marketing is only about sending emails to their clients. In fact, this process is more complicated and requires time and effort. Perhaps, even additional resources. Email marketing is the form of communication that you need to keep active all the time. You cannot write to your clients once in a while, as they will forget you. You need to develop a proper schedule and find the information that will be interesting to your clients. If you have an online store, you can send emails with current promotions or new goods that you have. You can also send some educational tips. The main requirement is that your content should be interesting and useful for your clients.
How to write emails
Now, let us move to the most important and complicated part - how to write email correctly and not to make a mistake.
1. Mind your subject
What is the first thing a person sees when they receive your email? Obviously, it’s the subject line. By creating a catchy and interesting subject line, you increase the chances that a receiver will open an email. While working on a subject, remember that you need to attract the attention of a reader. Include the most important information - for example, the sales, the promotions. Also, it is better to include a call to action right in the email.
2. Check the spinnet
Spinnet is a phrase that comes right after the email subject. As a rule, a standard phrase is written there (for example, that you can unsubscribe from the email). If you want to drive your sales, use the additional line to present the important information in your letter.
3. Who sends the letter
The noreply sender tells nothing to your client. Check whether you have changed the name in the settings of the sender that you use. If you want to make your email marketing strategy more proficient, create a representative for your emails - a person that will be a technical author of all emails. Your readers will get used to this fictional character and will be more prone to open your letters.
4. Use personalization
Making letters personal does not mean including the name of a client. It is the more complicated process. You need to create such letter so a person thinks that you have written this email personally for them. For example, if your client bought a TV last week, you can send them an email with things that they may need for their TV. For example: Hey, John! You've bought a TV last week. What about some comfort? These pillows are perfect for laying on them while watching your favorite TV show.
5. Make categories for your clients
Of course, you cannot write personal emails to everyone. That is why you need to make categories for you clients. It will help you to figure out the groups that will receive the same emails. Also, categorization is necessary in order to find out the number of your loyal readers (you can check the open rate of the emails in the settings of your sender).
6. Choose proper day for sending an email
Make some split tests to define the best days for your emails. Perhaps, your clients open your letters on Tuesday more frequently than on Thursday. Mind that weekend is the worst time to send a marketing email.
7. Check your writing
Clients hate to receive emails with mistakes. Thus, you will be sure that you have written everything in a proper way, and your readers will receive perfect letters.
8. Add pictures
Your email should contain both texts and pictures. If you add only pictures, there is a risk to be moved to the spam folder. At the same time, none of the clients will read an email which consists of a plain text. Make it more vivid with pictures and gifs.
9. Highlight your benefits
Your text should always highlight your benefits, not describe your features. The clients are clever enough to understand that the features do not always work, and they expect from you some effective things. Show them what they can receive from your goods or services.
10. Use senders
Even if you want to save money, never save on sender. If you send emails from your account, all the letters go to spam and no one receives them. Senders help make this process easier. Besides, they give the opportunity to track all metrics and organize your clients into groups. Moreover, there are many sender services that allow sending emails for free if you have less than 10,000 client base.
Professional email marketing is as complicated as professional online marketing. However, if you take some time to investigate it, you will be able to perform everything by yourself. This is the least you can do for boosting your email marketing strategy. Just give it a try, and you will see how your sales and clients’ loyalty will change!
Do you have more suggestions concerning marketing email strategy? Share them with us.
The importance of emails
How often do you check your email? You do that at least twice a day: early in the morning when you wake up and need to find out what happened in the past 8 hours, and right after the work when you come back home and want to check what happened in the past 8-10 hours. Of course, if your job is connected with communication, you check email far more frequently. And let's be honest, even if it has no relation to communication with people, you still check it a little bit more often than a couple of times per day.
For the past few years, email has become the best form of notification and the most effective tool for keeping in touch with your clients. When you order something in an online store, you do not expect them to call you back. First, you want to get the confirmation of your order sent to your email. This is the practice that is considered to be correct. We can even tell that this is the expected behavior, and when you change its pattern, your clients can be rather frustrated.
Email vs email marketing
Many entrepreneurs think that email marketing is only about sending emails to their clients. In fact, this process is more complicated and requires time and effort. Perhaps, even additional resources. Email marketing is the form of communication that you need to keep active all the time. You cannot write to your clients once in a while, as they will forget you. You need to develop a proper schedule and find the information that will be interesting to your clients. If you have an online store, you can send emails with current promotions or new goods that you have. You can also send some educational tips. The main requirement is that your content should be interesting and useful for your clients.
How to write emails
Now, let us move to the most important and complicated part - how to write email correctly and not to make a mistake.
1. Mind your subject
What is the first thing a person sees when they receive your email? Obviously, it’s the subject line. By creating a catchy and interesting subject line, you increase the chances that a receiver will open an email. While working on a subject, remember that you need to attract the attention of a reader. Include the most important information - for example, the sales, the promotions. Also, it is better to include a call to action right in the email.
2. Check the spinnet
Spinnet is a phrase that comes right after the email subject. As a rule, a standard phrase is written there (for example, that you can unsubscribe from the email). If you want to drive your sales, use the additional line to present the important information in your letter.
3. Who sends the letter
The noreply sender tells nothing to your client. Check whether you have changed the name in the settings of the sender that you use. If you want to make your email marketing strategy more proficient, create a representative for your emails - a person that will be a technical author of all emails. Your readers will get used to this fictional character and will be more prone to open your letters.
4. Use personalization
Making letters personal does not mean including the name of a client. It is the more complicated process. You need to create such letter so a person thinks that you have written this email personally for them. For example, if your client bought a TV last week, you can send them an email with things that they may need for their TV. For example: Hey, John! You've bought a TV last week. What about some comfort? These pillows are perfect for laying on them while watching your favorite TV show.
5. Make categories for your clients
Of course, you cannot write personal emails to everyone. That is why you need to make categories for you clients. It will help you to figure out the groups that will receive the same emails. Also, categorization is necessary in order to find out the number of your loyal readers (you can check the open rate of the emails in the settings of your sender).
6. Choose proper day for sending an email
Make some split tests to define the best days for your emails. Perhaps, your clients open your letters on Tuesday more frequently than on Thursday. Mind that weekend is the worst time to send a marketing email.
7. Check your writing
Clients hate to receive emails with mistakes. Thus, you will be sure that you have written everything in a proper way, and your readers will receive perfect letters.
8. Add pictures
Your email should contain both texts and pictures. If you add only pictures, there is a risk to be moved to the spam folder. At the same time, none of the clients will read an email which consists of a plain text. Make it more vivid with pictures and gifs.
9. Highlight your benefits
Your text should always highlight your benefits, not describe your features. The clients are clever enough to understand that the features do not always work, and they expect from you some effective things. Show them what they can receive from your goods or services.
10. Use senders
Even if you want to save money, never save on sender. If you send emails from your account, all the letters go to spam and no one receives them. Senders help make this process easier. Besides, they give the opportunity to track all metrics and organize your clients into groups. Moreover, there are many sender services that allow sending emails for free if you have less than 10,000 client base.
Professional email marketing is as complicated as professional online marketing. However, if you take some time to investigate it, you will be able to perform everything by yourself. This is the least you can do for boosting your email marketing strategy. Just give it a try, and you will see how your sales and clients’ loyalty will change!
Do you have more suggestions concerning marketing email strategy? Share them with us.