In the past, marketers had to spend a lot of time researching keywords, creating appealing offers, and figuring out the right personas to target. Now, with the help of data, A/B testing, and some great copywriting, they can create emails that are truly special and stand out from the crowd.
What makes up a great email marketing campaign? Let’s take a look.
Targeted Audience & Demographics
As the name would suggest, this is the group of people you’ll need to choose and focus on. You can’t just send the same email to everyone because, statistically speaking, most people won’t click through to your offer. When creating your mailing list, make sure you identify and analyze the characteristics of your ideal buyer. Keep your target audience in mind as you craft your email’s content.
In addition to this, it’s important to focus on reaching individuals who are most likely to be receptive to your message. To do this, you’ll want to consider the demographics of your target audience and whether or not you’ll be able to attract, retain, and motivate them to take action. Additionally, looking into the physical location of your target audience can help you determine which methods of communication to use.
Create Useful Headlines & Hooks
These are two important factors in drawing attention and encouraging click-throughs and opens. Essentially, great headlines are those that grab the reader and make them want to continue reading the copy. Just remember, you only have about 160 characters to work with so make sure you keep it interesting and grab their attention without using any filler words or sentences.
As for the hooks, these are the different forms of words and phrases that you’ll want to include in your email to encourage the reader to click through. For example, in marketing, we often use the words ‘free’ and ‘offer’ a lot so if you want to encourage someone to click through to your site or buy your product, you could include those words in your hooks.
Actionable Content
When someone clicks on an email, they expect to see something that’ll help them take action. Ideally, you’ll want to include relevant and useful information that’ll help your potential customers complete a certain task or action. To put it simply, when crafting your marketing copy, you don’t want to just throw in a few lines here and there but instead, you want to weave a story that’s logically coherent and provides valuable insight.
To illustrate this, let’s say you’re selling luxury goods and you notice your target audience tends to be more financially capable individuals. In that case, you might want to use that to your advantage and offer them a discount if they purchase a certain number of items. Not only will this incentivize them to take action, but it also provides you with more data to continue marketing to them in the future.
Copy That Works
One of the best parts of email marketing is the fact that you have complete control over the messaging and the creative process. As a brand, you have the ability to craft a marketing campaign around your company’s narrative and goals and tailor it to a specific group of people. In addition to this, you have the opportunity to experiment with different styles, copy, and subject lines to see which ones work best for your product and service.
Take note of what makes your product special and unique and incorporate these qualities into your marketing material. By doing this, you’ll be able to create something that customers want to tell their friends about and hopefully, this will lead you to even more success.