If it ain’t broke, don’t fix it. Right?
This age-old saying speaks to the virtue of sticking with what works! Be it a system, machine, or general approach to life, there’s no point changing anything if it still looks, functions, and performs as it should.
Email marketing provides a perfect example.
This old digital dog has been around forever and a day. But it still kills it online! Know how to write a marketing email and it can return a mightily impressive median ROI of 122 percent. That, if you believe the same source, is four times greater than marketing via paid search and social media.
Looking for advice on writing quality email content? Read on to discover how to write high-converting marketing emails.
Consider (& Segment) Your Audience
Your website might have countless blog posts and pages with lead magnets and content upgrades scattered throughout them.
The result? Your email list will be comprised of people who’ve subscribed from various places and for varying reasons.
Some people will have signed up to get a free e-book, or to receive your weekly newsletter. Others may have wanted the bonus ideas on your latest article. Many more could have subscribed via the homepage pop-up advertising a certain promotion.
Sending the same email to each person is a recipe for trouble.
Remember, emails always convert better if they’re relevant to the recipient. As such, you should always track the places from which your audience has subscribed. You can then break down your email list into segments and send emails to those who’d actually have an interest in what you want to say.
Higher open rates and engagements are sure to follow.
Make It Personal
Remember when email marketing was in its infancy?
You could send a generic email to everyone on your list and see crazy ROIs. Fast forward a couple of decades, though, and everything’s changed.
Consumers in 2020 must trust your brand in order to both pay attention and buy something from your company. You need a relationship with your audience in order to see sales success; your audience needs to feel valued before they’ll buy from you!
Personalized email marketing helps with both.
It’s about directing your efforts at the individual, as opposed to the group. For example, you should address your messages to each recipient and use data to send them relevant content (e.g. suggested products based on their purchase history).
Making your emails more personal should help endear your brand to your audience. You’ll enjoy higher open rates, engagements, and sales as a result.
Don’t Rush Your Subject Line
It’s hard to overstate the importance of your subject lines in email marketing.
In a few short words, you have to write something that will compel the recipient to click on the email and find out more.
It’s worth remembering how many emails people get these days. Their inboxes will be full of marketing emails from other brands, all vying for their attention. The subject line must be on-point in order for yours to stand out.
Short, conspicuous, humorous, and attention-grabbing subjects are great for stimulating open rates.
Just make sure the content inside relates to them. There’s nothing worse than being lured into an email only to find out that the message inside is irrelevant. It’s a sure-fire way to lose peoples’ trust and see your unsubscribe rate shoot up.
Keep Email Copy Writing Short & Scannable
You’ve done the hard part and got somebody to click on your email.
Now you’ve got to convince them to stick around long enough to read it! Fail, and there’s no chance they’ll convert on whatever offer(s) you’re promoting.
Try to keep things short, snappy, and concise. People are busy, which means they don’t have forever to read your message. They want to get the value you’ve promised them as quickly and easily as possible!
Avoid long, complex, and dull walls of text. Treat it like a blog post instead. Your emails should be easy to scan from start to finish, with lots of white space and images to keep people engaged.
Oh, and double-check for spelling and grammatical mistakes too! There’s nothing like these rookie-errors to make you look unprofessional.
Don’t Worry About Excessive Detail
Worried about being unable to squeeze your whole message into a concise, engaging, no-nonsense email?
Don’t be! That’s where the landing page comes in.
Remember, the entire goal of your email is to spark a reader’s interest, compelling them to click on your offer. You can then explain more about the offer on the high-quality, relevant, and fully-optimized landing page they end up on.
Make Everything About Them
Another quick trick to writing quality email content is to use the second person.
Here are some examples:
- “Congratulations [INSERT RECIPIENT’S NAME], you just won our latest competition!”
- “Thanks for subscribing [INSERT RECIPIENT’S NAME], you made our day!”
- “[INSERT RECIPIENT’S NAME], you’re one step away from joining our community. Click below and you’ll be first to hear about our latest news, giveaways, and discounts.”
Using ‘you’, ‘your’, ‘you’re’, and ‘yours’ helps make the content feel more personal. It becomes less about you (the brand) and more about them (the consumer). In so doing, the email seems oriented toward bringing the reader value, as opposed to the reverse.
Exactly How to Write a Marketing Email That Converts
Email marketing holds a huge amount of promise for people in this industry. But it doesn’t always deliver the goods! You can easily waste masses of time, effort, and money at the hands of ineffective emails.
That’s why it’s so important to learn how to write a marketing email that actually converts! Only then can you tap into the full benefits on offer. We hope the tips in this post will help you do it.
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