Nearly 293.6 emails were sent and received every day in 2019 alone. The figure is expected to grow over 347.3 billion by 2022. Also, email marketing generates a staggering amount of ROI as compared to other marketing channels. A single email, for example, generates $38 for every $1 spent. These statistics prove that email marketing isn’t going anywhere soon.
Now the thing is email marketing can generate astounding revenues for your business if it appeals to your target audience. You can’t send fashion-related emails to people looking for marketing case study help and expect conversions, can you? It is important for marketers to use the right content for successful email marketing campaigns.
I have narrowed down the top ten effective content writing tips that can take your email marketing campaigns to a whole new level. Check them out.
- Personalise your emails
Did you know that personalised emails can improve your click-through rates by 14% and conversion rates by 10%? Reports suggest that personalised emails generate nearly 58% of all revenue. This proves that personalised emails are definitely worth your effort and time.
Benefits of email personalisation
- Returns quality sales way better than regular email campaigns
- Reduces the unsubscribe rates
- Doesn’t include any operational costs
- Lets you personalise according to your business goals
Your target clients feel valued when you use their names to address the emails. You can personalise the ‘from’ name, subject line of your email or you can also use your subscriber or client’s first name in the email.
- Craft an unavoidable subject line
The subject line leaves the first impression on your target audience. A good subject line can lead to quality conversions while a bad one can ruin your reputation within a few seconds. Reports have confirmed that personalised subject lines are 26% more likely to be opened by your target clients.
Benefits of a fantastic subject line
- Convinces your target client to read the email
- Differentiates you from other marketers from the same niche
- Explains the context of your email precisely
- Encourages your readers to take the action you want them to take
There are multiple ways of writing a persuasive subject line. No matter what technique you want to apply, make sure it revolves around holding your reader’s interest. Address your client directly, include action words and make the subject line unique. Your subject line needs to be succinct, precise and short.
- Focus on writing CLEAR emails
It’s true that people love to read catchy emails. But, what’s the point of your creativity if your target clients are unable to understand the context of your emails. Therefore, it is crucial to make your emails as clear as possible first. You can make it catchy in the second half of your emails. But first, try to make your emails as descriptive as you can.
Benefits of writing clear emails:
- Prevents your readers from diverting to your competitor’s emails
- Boosts your authority as a company
- Conveys your message without interruption
- Makes your clients feel that their time is valued
Clear emails help your target clients understand the purpose of your emails. It gets your points across easily. You don’t have to develop complicated email campaigns that may not even draw real results. Focus on writing what you want to convey to your potential clients.
- Write it in the second person
Remember that your target clients may be busy people. You need to make your emails worth their time and using the second person voice in your emails is the best way to do it. The second person makes your emails sound personal and unique. The second person voice makes your readers believe that the sender of that email isn’t a robot but a human just like you and me.
Benefits of writing emails in the second person:
- Connects better with your target audience
- Increases the likelihood that your clients will open your emails
- Gives a professional personality to your emails
- Prevents your readers from getting bored
Use the words ‘you’ and ‘your’ as frequently as you can in your email marketing campaigns. Most of your emails in email marketing campaigns would highlight a product or persuade someone to opt for your services. No matter what your goal is, writing in the second person will make the task easier for you.
- Use catchy call-to-action phrases
A compelling subject line persuades your readers to open the email. Writing in the second person motivates them to read the entire email. Now, it’s time for you to get your clients to click and that is when you need to use a precise call-to-action phrase. Ordinary CTAs use thoughtful placements and bright colours. But, the best ones use actionable and precise verbiage to attract the attention of your target clients.
Benefits of catchy call-to-action phrases
- Increases click-through rates by almost 28%
- Motivates your sales funnel since it instructs your users on what to do next
- Makes the purpose of your emails clear to the readers
- Directs the actions of your readers depending on your business goals
You can use action-oriented texts to draw your readers in. Try to skip boring words such as enter, submit, etc. Make sure your call-to-action buttons are large and legible. It is even better if you could create a sense of urgency through your call-to-action. Click here to get some examples of effective CTAs.
- Keep your emails short and precise
Always remember that your target clients may not have the time to read long-winded emails. They may just skip the entire email in that case and your email marketing efforts will go down the drain. So you must keep your emails as short and precise as possible.
Benefits of keeping emails short:
- Yields shorter turnaround response times
- Helps your readers get straight to the point without beating around the bush
- Acknowledges the reader’s problems or queries straightway
- Makes it easier for your clients to read the emails on mobile devices
Simply put, a long email is a sign that the sender had a lot of invaluable time. You don’t want your target audience to think something like that about you, right? Shorter emails make it clear to your readers about what is being asked and what action is requested. Write your email first and then read it out and cut off the fluff.
- Highlight your benefits first and foremost
Whether you are making an offer or asking your clients to opt for your services, make sure you showcase the benefits first. Your clients may not want to read the features of your company right in the beginning. They would want to know about the perks of availing your services. So you must try to present a realistic picture of your product rather than flaunting the USPs.
Benefits of writing about the benefits first:
- Engages with your target audience through an emotional connection
- Uses a storytelling technique to capture the interest of your readers
- Helps your target clients figure out how your service can solve their problems
- Helps you understand the needs and demands of your potential clients better
You need to give your clients a solid reason to choose your product and to trust you. You can’t win their trust by talking about the features of your company. You need to highlight the benefits that you can provide them through your services. Focusing on the benefits can help your readers understand what’s special and unique about your product.
- Do not exaggerate things
Never overdo your emails since that may divert your potential clients away. Your target audience may end up putting your email in the ‘Spam’ folder if you mention exaggerating things that are evidently untrue. For instance, if you plan to give away 30% discounts on your products, mention that instead of typing ‘up to 50% off’ in your emails.
Benefits of stating the true facts in your emails:
- Encourages your readers to trust your services
- Gives you the results you want
- Makes your emails and your organisation sound true
- Shows confidence in your exaggeration-free emails
Exaggerating facts in emails are most likely to put your readers to sleep. It’s easier to make your readers respond to your emails when you use honest facts in your campaign. You must also get rid of generalities, overblown and concluding statements to enhance the credibility of your emails.
- Make your emails relevant to the subject line
You can’t write ‘Exciting Offers For Halloween’ on the subject line and talk about your new products in the body of the email. You must stick to the subject line no matter what. Relevance is very important if you want your email marketing campaigns to be successful. In fact, research suggests that irrelevance is the number one reason for people unsubscribing email lists.
Benefits of making emails relevant to the subject line:
- Shows that you have paid attention to the needs of your subscribers
- Bridges the gap between what you want to achieve and what you want as a marketer
- Makes your readers believe that your organisation is customer-friendly
- Nurtures the relationship between the marketer and the client
Maintaining relevance in your subject line and emails can skyrocket engagement rates by almost 62%. 89% of marketers believe that email is their main source for lead generation. Remember to honour the preferences of your recipients and test your email sending parameters to make your emails relevant to your expectations of your target clients.
- Use a friendly style to write emails
Spamming your target audience is the last thing you would want to do in your email marketing campaigns. No matter what niche of business you are in, make sure you employ a friendly style, even while writing your business emails. Reading hostile emails may leave your recipient feeling that they have been attacked and they would unsubscribe that very moment.
Benefits of employing a friendly style in emails:
- Conveys professionalism and affability
- Creates a bond between the recipient and the sender
- Makes it easier to convince your readers to agree with your point of view
- Strengthens the credibility of your emails
You can always start with a friendly greeting by addressing the recipient’s first name. Use emoticons as and when required to make the emails look creative and interesting. Also, try not to use too many exclamation points in your emails since that might make the purpose of your emails less important. Do not forget to read your emails at least three times before sending it to your potential clients.
All in all, email marketing is the best form of digital marketing that lets you connect with your audience on a detailed and personal level. Implement the content writing tips discussed above the next time you run email marketing campaigns. With the right type of content in your emails, you can build brand engagement and enhance your relationships with target clients easily.
Guest Post Author
Nionica Starc is a part-time content developer at a reputed firm in the United Kingdom. She also offers Marketing Project Assignment help to students at MyAssignmenthelp.com. Nionica loves to hike in the weekends.