Every email marketing campaign is different. Some will perform much better than others. What works for one company may not work for another. That being said, there are some tried-and-tested techniques that can be applied to any company in any industry to ensure that their emails get opened and that they engage with their audience.
Whether you’re just stepping into the world of email marketing or you’re already familiar with the importance of this channel in your marketing mix, it’s a good idea to study the basics. Below, you’ll discover the keys to writing successful emails that get results.
Personalise Your Approach
When writing an email, it’s important that you tailor your message to suit the recipient. You don’t want to pitch your product at someone who is not interested in buying it. Before sending your email, ask yourself, ‘Does this person need or want what this email is offering?’ Make sure that your email fits the profile of the person you’re sending it to. With that in mind, you can craft an engaging pitch that will encourage them to open your message and take further action.
From a sales perspective, this approach can result in generating additional revenue. But more importantly, it shows that you’ve taken the time to find out what the person reading your email wants, needs, or both. This will make a much greater difference to your email’s success than simply pitching your product in the body of the email.
Even before you’ve begun writing your email, you should have a clear idea of what you’ll say. The opening line or hook is the first thing that will grab the reader’s attention. It can be a question, a statement, or a statement with a question mark. The important thing is that it leads into the body of the email and sets the scene for what you’ll discuss throughout the rest of the email.
For example, if you’re writing to promote a new product but you don’t want to appear too salesy, you could begin your email with something like this:
I’m writing to you today because I want to promote [product name] and, as a [company], we value your opinion. Our engineers have been working hard to create a new product that will revolutionise the way you experience buying organic produce. As a valued customer, you’ll be the first to try it out. If you agree, simply click here to receive a free sample copy.”
This type of introduction subtly suggests that the reader is likely to be interested in the product, yet it doesn’t appear too salesy. It appeals to both their benefit and interest.
You can also use a hook to introduce a new service, offer, or a discount:
I’m happy to announce that as a [company], we provide essential support services that allow [your business] to thrive. We’d like to thank you for considering us for your business. If you’re interested in learning more, click here to receive a free sample PDF of our flagship annual report.”
The advantage of using a hook is that it encourages the reader to continue reading your email. If you can get them interested in what you have to say, you’ll ensure that they engage with you throughout the rest of the email.
The body of your email is where you’ll discuss the topic of your email. Ensure that this part is both informative and compelling. When crafting an email, you should always keep in mind that the reader is consuming your message for entertainment purposes. That being said, you still want to keep your audience interested in what you have to say. To achieve that, make sure that your body is interesting and packed with value. You can also use hyperlinks to further enhance the informational value of your email.
For example, perhaps you’re writing to introduce a new product or service. You might explore how the product or service works in detail, explore its benefits, and detail a few of the key features. In addition to this, you could offer a limited time discount, promotion, or a referral to an affiliate program.
The body of your email should consist of a few tight paragraphs and contain relevant information to the subject matter. Avoid using too many headers in your body. These add extra padding and make your email heavier than necessary. Always proofread your work before sending it out.
Introductions & Conclusions
Every so often, we are inclined to introduce a new topic or idea and then explain why this is important or interesting. An easy way to do this is via a conclusion. A conclusion allows you to tie everything you’ve discussed in your email so far into one place. Remember: your email’s conclusion should tie all the information you’ve presented so far into one place. This makes your email easy to understand and, ultimately, memorable.
For example, if you want to introduce the concept of blogging and want to explain why this is important or interesting, you could state:
“Blogging has become a preferred way of creating content for businesses across the world. From sharing essential company information with interested parties to creating mini-guides on specific topics, businesses can use blogging as a way to establish their expertise, attract new customers, and retain existing ones.
With that in mind, we’d like to introduce you to the exciting world of blogging. If you’re interested in learning more, simply click here to receive a free sample pack that will help you get started.”
This type of introduction encourages the reader to click on the link and discover more about blogging. It also ties the concept of blogging into the email’s overall message so that the reader understands the purpose of the email in connection to the topic of the introduction.
Attachments are pieces of information or documents related to the email that you’re sending. These could be:
- Product images
- Press releases
- Demo videos
- Pricing information
- Annual reports
- Financial statements
- Tech specs
- Sample emails
As a rule of thumb, you should only attach documents to an email that are absolutely necessary. If you do want to include attachments, make sure that they are relevant to the topic of the email and that you’ve attached the right files. Otherwise, it is better to leave them out.
Your sign-off is simply your name or a short trademark symbol & the company you work for. The sign-off should be short and sweet. Remember: your email’s sign-off is optional. However, you should still maintain a casual and friendly tone. The sign-off allows you to end your email, giving the reader the impression that you’ve taken the time to write a thoughtful and detailed message. It also shows that you’re a professional, and the sign-off will make a great impression on the other party you’re emailing with. For example:
If you’re writing to promote a product or service, you might also want to include some sales speak to close the deal. Remember: the sign-off is your last touchpoint before the email is concluded. It’s an opportunity to leave your contact details, so make sure that you provide them (unless you’re happy for your email to be published).
Include a farewell comment at the end of your email to provide the reader with some value. For example:
“Thanks for taking the time to read through my email. I hope that it was both informative and useful. I’d like to thank you for your interest in our product. If you’d like to stay in touch, simply click here to receive regular updates on new products and special offers.”
This is a polite way of ending an email while still maintaining a professional tone. It suggests that you’ve taken the time to write a thoughtful and detailed message, and it encourages the reader to engage with you further. If you can get your email opens, your customer engagement, and your relevant sales, you’ll find that your email marketing campaign is already on the right track.