Do you know that the average person receives over 121 emails a day! Whilst some might be from friends and family, most are marketing and business emails. If you are a business owner this is a lot of competition.
So how do you get your prospective customer to open your email? What is going to make them pick it and not send it directly to the trash bin? In this blog, I look at how you can write a successful marketing email with a little help from a copywriter.
1. You need a great subject line
I once got an email from Dominos and in the subject line, it said ‘Hello pizza lover’ and do you know what I did? I opened it! Why? Because it made me laugh and I was curious as to what it was going to say.
You need to get your subject line right in your marketing emails, it is the difference between your customers saying delete or do tell me more.
Statistics show that 47% of consumers open emails based on the subject lines, this can increase if you personalise the subject. Lines that are 6-10 words long are also successful with a 21% open rate.
So how do you do this? Well here are some tips:
- Use action words – it will create urgency
- Convey a powerful message
- Personalise
2. Make it all about your customer
As with your website and all your business communication, your emails need to make the customer feel important.
There is no point talking about a new product or service if your customer feels left out in the cold. You need to make it about them.
So if you are launching something new, talk about why it will benefit them.
3. Include Call to Action buttons
Customers love a call to action button, just think about your website. It promises them something, new information, an offer, it is enticing. It is the same with your marketing emails.
Make them:
- Colourful
- Use active words to get the customer to click
- Keep them short
4. Use some appealing visuals
People nowadays do not have great attention spans. It is not surprising when you are bombarded with social media messages, emails, Instagram pop-ups etc around the clock. So how do you make them stay on and read your email? Visuals.
Think about it you never want to just look at a wall of text do you? Break up your emails if you can and be more creative with images; colour and different fonts.
5. Mix up your content
Don’t use your marketing emails to send customers the same kind of information all the time. Keep it varied. Yes use some for your newsletter but others can talk about new happenings in the business; offers or a quirky observation.
If customers don’t know what they are going to get each time it will make them much more curious and they will open your email.
6. Watch your frequency
This is the age-old question, how often should you send out marketing emails? It does depend on your business and what you are trying to get across.
You can look at your customer response and then judge whether it should be once a week or twice a month. Once you decide stick to that schedule.
7. Provide Value
If your customer thinks they are going to get something by opening your email, they probably will.
How do you add value to your marketing emails? Well in each of your welcome emails you can offer something different. For example:
- Include an offer in your marketing email
- Talk about the website and link to different pages
- Show the story of the brand and what your passion is
Marketing emails have moved on from those in the past. You can be creative with them, you will find more pleasure in that and your customers will to.
Follow these tips or speak to me at claire@cmcopy.co.uk and get customers opening your marketing emails today!
