You’ve probably been burned by a cheesy sales email. Or maybe you’ve been suckered into opening an email from a marketing spammer who’s trying to trick you into buying some useless product.
Whatever the reason, you probably want to avoid putting too much energy into your marketing emails. Instead, you need to find the right balance between being friendly and compelling.
Consider this: if you work on a farm, you might want to avoid using the word “pork” in your marketing material. Not because people are offended by pigs (although some people certainly are), but because there is a specific genus of pork (i.e., pigs) that is considered endangered. The same goes for certain other animals, like the kangaroo and certain types of bear (also known as brownies). In some countries, it is actually illegal to buy or sell these animals and their products.
On the other hand, if you work for HootSuite, you can use the word “pork” all you want without having to worry about insulting anyone’s cultural sensibilities. Because we handle social media marketing and digital PR for clients, we get to see a lot of spam messages as a result of this. And let’s be honest, who doesn’t love a good spam message now and then? Especially when it’s short and to the point.
What’s the point of all this jabber? Simply this: if you are worried about offending someone with the content of your marketing emails, then you might want to reconsider trying to snag a few more customers. Or at least, find a different way to market your product.
Marketing Job Email Subject Line Tips
To get the attention of potential customers, you need to use the right words to describe your product and the value you provide. Using overused or overly familiar words like “free” or “great value” won’t cut it.
Instead, try using words and phrases that are specific to your target audience. For example, if you are selling farm equipment, you might want to consider using phrases like “German engineering,” “high-quality German goods,” or “built like a tank.”
Once you’ve got their attention with the right messaging, you can follow up with some compelling content to draw them in.
Make It Personal
Emails that are short and to the point tend to perform the best. If you can, try to find a way to incorporate some humor into your marketing material. Who doesn’t love a good laugh now and then?
Not only will this make your email more entertaining and, therefore, more likely to be read (a good email is always worth reading), but it will also make the reader more sympathetic to your cause. You see, when you’re laughing or crying with someone, you’re more likely to feel connected to that person. And what is more personal than a product that you use every day?
This doesn’t mean that you need to write like a novel or drop a few f-bombs, but it means you should consider including something about yourself or a personal experience with the product. This will help make the email more relatable to your target audience and, as a result, more effective.
Make It Short And Sweet
Another important thing about effective email marketing (besides a witty subject line) is keeping your emails short and sweet. Email etiquette expert Dan Zorr says that your emails should be no longer than seven sentences. And, according to HubSpot’s email best practice guide, your subject line should be between one and three sentences.
If you’re following the rule of seven sentences or fewer, that means you’ve got a pretty good shot at getting someone’s attention in only a couple of paragraphs. Of course, you’ll want to keep things nice and short. But, in today’s world, short is certainly not synonymous with ineffective.
In fact, according to HubSpot, short and sweet emails perform better than long, rambling emails. Why? Because when you write a long email, the reader has to stop and re-establish their train of thought. And that takes time. By the time they get to the end, they may have forgotten what they were writing about. Or, at least, it’ll be hard for them to refer to what they wrote in the first place.
Writing a short email prevents this type of thing. Just keep things straightforward and to the point. What’s more, according to HubSpot, short and sweet emails garner about 16x as many clicks as lengthy missives.
Ultimately, you want to write an email that is both engaging and helpful. If you can find a way to do that, then you’re sure to succeed.