Are you trying to establish direct personal communication with your audience or trying to make space in the audience’s inbox? You can easily do it with the help of an effective email marketing strategy. Email marketing still holds an essential position in the digital marketing strategy. It is not only a statement; we have stats to prove it. On average, 300 billion emails are sent and received per day – imagine the number! The number of email service users is 4.5 billion, which is still increasing yearly. Let us see in the blog how to write compelling marketing emails to ensure that the target audience reaches the landing page and takes the intended action.
Email marketing has changed so much you can now use attractive images, GIFs, and graphs and show your creativity to make space in your audience’s inbox which they love to have. Being one of the oldest forms of digital communication, it is now heavily used for marketing and promotion purposes – the new features, structures, designs, and formats make it as useful as other digital marketing methods. You need to give some attention to writing structure, designing, and formatting and use some new features to create a compelling email copy that serves as a strong email promotion tactic. With the help of this blog, we discuss email marketing, its importance, strategy, and some proven email marketing tips that surely work in bringing traffic, conversions, sales, and, most important, users’ attention.
What is email marketing?
Email marketing is a digital marketing method in which a business owner sends marketing or promotional emails in mass quantities to target new users for their business and to engage the existing ones. It is also a medium of communication with the audience to serve them better and keep updating with the new services and features. Running an email marketing campaign has now become one of the most effective digital marketing methods for traffic generation, building brand awareness, generating leads, and earning a high return on investment (ROI). The process of writing marketing emails complying with the email writing best practices for the audiences in order to get their attention and finally make them click on the call-to-action or links included in the emails is called Email copywriting.
Importance of email marketing strategy
Despite numerous digital marketing methods like social media marketing, affiliate marketing, personal messaging services, etc., the need and urgency for email marketing never goes down, as we see in the image above. In addition, the ROI from this method is far better than most online advertising techniques as it has $42 returns on spent for every $1, which is significantly huge! Due to its large user base, businesses have the opportunity to reach a wider audience for which you do not need to message one by one; using the email automation feature (it is the email marketing software through which you can send emails in mass quantities in a single click) can help you in this. The email marketing strategy changed a lot and became more creative. You can now add images and graphs, proper color combinations, appealing CTAs, etc., to gain users’ attraction. According to digital marketing experts running an email marketing campaign does not require much effort, is cost-effective, and yields better results.
With the help of an email copy, you can connect and establish one-to-one relationships with your prospective and existing customers. But this can only be possible when you correctly create and send the email copy. If not optimized well, it would result in unsubscribing from users’ end, or they will not open your emails, or in an even worse situation, users start deleting your messages. But don’t worry; observing our below-listed effective email marketing tips can make your email copy attractive enough to gain users’ clicks and help meet your specific goals.
How to write a marketing email copy?
In the above sections, we discussed the usefulness of email marketing and the features like cost-effectiveness and easy setup that make it more competitive for businesses struggling to stand out in the user’s inbox. Every company, big or small, is running an email marketing campaign that results in users’ inboxes full of promotional messages. This increases the competition and decreases the possibility of your email getting a click. In this situation, better email copywriting and enhanced email promotion tactics can only save you from getting ignored by the audience.
- Start with your email list – Creating your email list for potential or existing customers is the first step in an email promotion strategy. An email list is a collection of email addresses of the users/visitors who agreed/subscribed to receive promotional and informational emails from your company. With the help of this list, you can send emails without missing any of your valuable customers. Whenever your audience completes a specific task like filling out a form, making a purchase, inquiring, etc., your email marketing services provider or email automation software, whichever you use, automatically sends a message to your audience included in the email list. Apart from this, on a special occasion/festival, while running discounts & offers, etc., regularly email your users to show your activeness in the business.
- Write an appealing subject line – A popular saying is that the ‘first impression is the last impression’. This statement is very true for the subject line of your emails as it is the first appearance of the email. A subject line decides whether users are going to click on your emails or not. In layman’s terms, you can say that it acts like a gatekeeper for your emails. Despite having so much importance, many business owners neglect writing an appealing subject line, resulting in an unopened email.
While using email marketing software that sends emails to a large audience at once, writing a common creative subject line is crucial. Writing the subject line is like summarizing the whole email in a single line or in some words, which includes some actionable language that shows the urgency of why a user should click on it. It also informs users what they have to do in the email, like they will get some updates, news, discounts & offers, reminders, greetings, etc.
- Work on email personalization – The more you personalize, the more it will benefit; this applies to all digital marketing methods and strategies. Similarly, email personalization is like sending an email copy to users for which it is most favorable, making them click on it. This is a high chance that the user will be attracted to your website and will make a purchase. For example, a user visits your website searching for a smartphone and adds some products to the cart. Then after leaving the website, if you send emails to the person, showing them your latest footwear collection may not be a good strategy and does not guarantee you conversions. On the other hand, better email personalization is called when you provide some suggestions for smartphones that are the best performing.
This is one example of email personalization; there are numerous bases on which you can send personalized or targeted emails, such as age, location, gender, profession, search history, search behavior, etc. Every customer has unique needs; understanding this requirement and sending emails targeting them is an art of email copywriting. A better understanding of the audience requirement and smartly executing your email list is crucial. This may be sending greetings on the user’s special days of life like birthdays, anniversaries, festivals, etc. can make them happy and enhance customer satisfaction.
- Smartly use call-to-actions – The email marketing strategy is framed and executed to get conversions that fulfill the business specified goals. To serve this purpose, CTAs are used, which are the marketing term that appeals to users to click on them to complete the task associated with them. All the attractive terms you usually see on SERPs, advertising posts, e-commerce websites, etc. like buy now, add to cart, subscribe, sign up, donate now, refer, download, claim now, learn more, click now, read more, etc. are the examples of CTAs.
These CTAs seem to be small, but they are very useful in getting clicks, and you also have to use them smartly as an integral part of an email promotion strategy. It should always be included on the top and bottom of the email copy, easily visible, bold, and highlighted as users usually search for CTA to click on it. Thus, a proper color combination is also recommended for easy identification. Below is an example showing how smart CTAs can be used to attract users’ attention.
- Show your creativeness – Marketing needs creativeness nowadays, which also applies to email marketing campaigns. The more human you stay in your emails, the more customers get attracted to your business. And the great thing is email marketing has evolved so much you can include creative images, interesting GIFs, appealing CTAs, etc. all these, when used with the proper color combination, serves as an extraordinary email copy. You can be creative, funny, and humorous in your emails by keeping in mind that it does not hurt anyone’s emotions. Keeping it short and simple is a golden rule; to the point, short, precise, and attractive.
- Carefully choose your wording – The language and the words used while writing an email copy are something that builds your brand reputation or destroys it if not used properly. First, you should always be humble with your wordings as it represents the whole brand or company. Next, create a balance between the first, second, and third person, but as an ideal practice, communicate more in the second person as it shows that you are writing this email for the audience. And last, always remember that email copywriting is mainly used for promotional purposes; thus, telling a story or describing your business in an email copy is not much helpful. Yes, in the case of an informational email or you have to describe a long about the company or business, refer them to the blog’s pages.
- Customer experience is your priority – While framing an email marketing campaign, it is vital to understand that you are a guest in the user’s inbox. Thus you have to execute your campaign according to it. Here you need not tell or describe the features and services of your business; instead, discuss what customers would benefit from these features. They are not interested in reading the characteristics of your company, and this is definitely not the reason for clicking your email out of hundreds of emails in their inbox. Email marketing services are also intended to serve and communicate better with customers. Thus as an ideal guest, you should think of their ease and interest first. Also, talk to the users like you are personally assisting them, not like the bot; by rectifying these minor issues, you can significantly take advantage of email marketing.
- Tracking your insights is crucial – Opting for email marketing services or using email automation software does not mean that you are done like other digital marketing methods here; you also have to monitor your performance regularly. The KPIs related to email marketing, like open rate, click-through rate (CTR), unsubscribe rate, sales, etc., should be regularly tracked to perform best in the user’s inbox. And this is not a very tough task. You can easily use an email marketing software that provides these reports; by analyzing the data and clarifying where it needs improvement.
Some quick email marketing tips for writing a compelling email copy
- Keep your email clean and organized; every piece of information included should maintain a flow. You must have a clear idea about how to start the email, where to put images, GIFs, and, most importantly, CTR.
- Making space in the audience’s inbox is challenging; you have to get a click from them without saying a word. In this situation, some psychology will help you; conducting research and learning more about color psychology, fear of missing out, including interesting facts, etc., can be very helpful. And definitely, it works!
- For a new audience, start with an introductory email that includes greetings, a brief introduction of your company, some exciting welcome offers & discounts, etc.
- Remember, email is not just for promotion; it is also meant to serve your customers better, and the customers subscribe to you for the same reason. Thus also consider using it to communicate, serve, and inform.
- The world of digital marketing is ever-changing, and email marketing is no different. Thus, keep experimenting with your email copy, design, structure, subject line, format, etc., with the help of A/B testing and copy testing and analyze which one would give the best results.
- Mistakes are an integral part of the business but rectifying them immediately is essential. Inform your customers about the errors and immediately apologize if any inconvenience is caused to your customers. In a similar way, you can also greet, thank and share any good news with them as they are a part of the business.
Final thought
Unlike other digital marketing methods, planning and executing an email marketing strategy can be much easier than it seems to be. In social media marketing, SEO campaigns, PPC campaigns, etc., strategies are framed according to the algorithms of search engines and social media platforms. For email marketing, create a checklist and apply it to your campaign. Once it is updated, you have to frame it differently. With the help of email marketing software or email automation, your work becomes so easy as it is a one-time setup, and then monitor it regularly.
Now it’s your turn to create an extraordinary email marketing campaign; for any assistance and email marketing services-related help, you can freely contact our digital marketing company. Our digital marketing experts team will help you create a successful email marketing strategy.
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