Email marketing is a channel that can give us access to our audience like no other. It has been proven to convert at an extremely high rate. However, email marketing is not everyone’s cup of tea. Many people shy away from using it because they don’t know what to say and struggle with getting people to open their emails. With the right direction and a few good techniques, email marketing can be a worthwhile investment for your business or organization. Email marketing has been a vital component in any company’s marketing arsenal for the past 15 years. Those email addresses have become even more valuable these days as social media becomes increasingly competitive. However, with a whopping 57% of emails being blocked by spam filters and competing for attention in already crowded inboxes, getting your message across may seem like an uphill battle.
Email marketing is an effective way to get in touch with existing and potential customers. But that doesn’t mean it always goes right. From poor segmentation to weak triggers to unsubscribes, email marketing can be tricky business if done incorrectly. Here are some email marketing tips on how to write sales emails, how to set up a campaign, what subject lines work best, and more. Email marketing can be an effective way to deliver promotional content and turn website visitors into customers. It’s also a way to let leads know about your latest blog posts, products, and services. In this article, you’ll find ideas for your email marketing efforts.
Make it all about your customers
When it comes to email marketing, you need to make it all about your customers.
How many emails have you received from companies that are just a bunch of promotional fluff? You probably can’t even remember the last time you got one that was helpful or interesting.
That’s why when we’re creating content for our clients, we always start with a focus on how we can help people. We make sure that everything we write is geared toward solving a problem—or helping someone achieve something they want to accomplish. We don’t just talk about our product or service—we talk about how it can help someone else.
It might sound like a subtle difference, but it makes all the difference in terms of engaging readers and building trust with them over time.
Send the right email to the right customer at the right time.
Email marketing is a great way to market your business, but it can also be a difficult one to master. It’s easy to send an email that doesn’t hit the right tone or misspell a word or two, but you want to make sure that your emails are always well-written and professional. Here are some tips for how to do it right:
- Make sure your subject line is compelling and relevant.
- Keep your email short and sweet—don’t overdo it with too much text!
- Always include a link back to your website in the body of your email so they can easily find out more information about what you’re selling or where they can buy it from if they want more details before making a purchase decision on their own time (without being pressured).
Segment your audience
The first step in building a more effective email marketing plan is segmenting your audience. This means separating your customers into groups based on their interests, behaviors, and demographics.
Segmentation allows you to target each group with content that’s relevant to them. For example, if you’re selling women’s clothing, you might want to segment by age range and gender to make sure that the content you send is targeted specifically toward those groups.
You can also segment by interests so that you can send out sales promotions on specific items related to those interests. For example, if you have an eCommerce store selling children’s toys online, you could segment by age range and then send out promotions for different types of toys (like dolls or trucks) depending on what children are interested in at that age level.
Start your subject line with a number
When you’re writing an email marketing campaign, the subject line is your first and best opportunity to get your message across. What words do you use? How many characters do you have to work with? The answers depend on your audience.
If you’re trying to get readers’ attention while they’re dealing with a deluge of emails, you need to stand out above the crowd. One way to do that is by starting your subject line with a number—like “5 Tips for Email Marketing!” or “Why You Should Try Email Marketing Today!” Starting with a number can give your email the momentum it needs to break through the noise and get noticed.
Craft a compelling subject line
The subject line is the most important part of an email. It’s what gets your message opened and read, so it’s worth spending some time crafting a compelling one.
Here are some tips:
- Keep it short and sweet. The shorter, the better! The average length of a subject line is 5 words, so try to keep yours under that count.
- Use numbers (but don’t overdo it). Numbers make your subject line stand out, but you don’t want to go overboard on them—no more than 2 or 3 at most.
- Keep it simple. You want your subject line to be clear and straightforward so people can easily understand what they’ll get by opening your email. Avoid vague statements like “Check this out!” or “Don’t miss this!”
Create a sense of urgency
There’s no doubt that email marketing is a great way to connect with your customers. But if you’re not careful, you can end up driving them away by using the wrong tone.
If you want to create a sense of urgency around your emails, remember this tip: don’t be too aggressive or pushy. You have to strike the right balance between “this deal expires soon” and “this deal will only last for a few more hours.” If you go too far in either direction, your message will fall flat—and people will start ignoring your emails altogether!
So how do you find that sweet spot? Here are some tips for creating an email marketing campaign with the right amount of urgency:
- Don’t make it sound like an ultimatum: “You’ve got until midnight tomorrow!”
- Don’t use all caps or exclamation points (or both!) at the end of every sentence: “This deal is going to expire soon!”
- Don’t send more than one email per week about an offer that’s expiring soon: people don’t like feeling overwhelmed with information about sales and deals all at once!
Use ‘you’ more than ‘we’, ‘I’, and ‘our’
One of the most effective ways to write an email is to use the word ‘you’ more often than ‘we’, ‘I’, and ‘our’.
It’s a simple trick, but it works. By using the word ‘you’, you make your reader feel as though they are being addressed personally. It’s much easier to relate to someone when they feel like they’re being directly spoken to, rather than just having information thrown at them without any real connection.
We also recommend using shorter sentences, as they are easier for readers to digest quickly and retain information from.
Include Alt text in images, so readers can see them even if they have image-blocking on
Did you know that your images count as content? And that they’re not just pretty pictures—they’re part of what makes your content accessible and readable?
That’s right: if you have an image on your site, it’s important to make sure that text alternative (aka alt text) is included with it. Alt text is the text that appears when someone has an image-blocking setting enabled, so even if someone can’t see the picture itself, they can still read the alt text and get some sense of what it’s about.
It’s easy to get into bad habits with how we use images on our sites, but this is one habit we want to break. If you’re using a CMS like WordPress or Drupal, there are plugins out there that will automatically add alt text for you when you upload an image. If you’re not using a CMS like those two, but instead uploading your files manually, make sure you include alt text in every file name!
Don’t forget the unsubscribe link in your email footer
The unsubscribe link is a good way to ensure that your email marketing efforts comply with the CAN-SPAM Act. If you’re sending emails to people who haven’t explicitly opted in, you need to include this link in your footer or somewhere else where readers can see it.
It’s also important to make sure that the unsubscribe link works and points to an address that exists. You don’t want to leave anyone hanging when they click on it!
Good copywriting shares the same fundamentals as good writing in general. You still want to hook your readers right away, get straight to the heart of what you’re saying, say it clearly and simply—don’t belabor the details or use jargon that only a niche group would understand. Don’t lose your reader’s attention by trying to impress them. Just be yourself, but with a few more exclamation points and a gif or two.