You’ve decided to try email marketing, the good news is you’re not alone. According to HubSpot Blogs research, 57% of marketers are using some form of email marketing. That’s a massive number!
But before you get started, you need to know how to write an effective email marketing introduction.
In this article, we’ll run down some of the dos and don’ts of writing an email introduction that will get your prospects to open your email and take further action.
Make It Short And Sweet
The first thing you need to do is keep it short. The average consumer now gets bombarded with information and ads every day, so your email pitch needs to keep its brevity. A/B testing can help you determine the optimal length for your email pitch.
An important thing to consider is whether you should include an attachment or not. According to HubSpot Blogs research, 65% of consumers open email attachments less often than other types of communications.
But if you’re blessed with a decent amount of information to share, a well-designed attachment can boost conversion rates. Make sure you choose a subject line that provides value to the recipient without being too promotional.
When writing your email introduction, you need to establish trust. You can do this by providing valuable and relevant information in your email that the recipient can use. When companies create valuable content that addresses a need or solves a problem, consumers tend to trust those brands.
Establishing trust takes time, so it’s imperative that you don’t rush the process. When crafting your email introduction, you need to consider what makes your product or service special. Doing so will help you choose the right keywords and build credibility with your prospects.
In the previous section, we discussed how valuable relevant information is when establishing trust. Now we’ll discuss how to include the right keywords in your email pitch. Choosing the right keywords is critical for effective email marketing because people tend to look for specific terms when searching for products or services online. Using the right keywords will drive visitors to your site, and if you’re using a tool like HubSpot to run your marketing, you’ll have all the right keywords automatically populated.
To identify the best keywords for your email copy, you need to use a tool like Google AdWords Keyword Planner. Once you’ve entered your email address and clicked on the Get Started button, the tool will analyze the popularity of phrases and words within the email field. As you type, it will display a preview of what’s available.
After you’ve entered your email, you can scroll down to the Keyword tab to review the suggested keywords. You can use these suggested terms or enter your own to find more accurate results. You should only enter terms that you think would make sense in a search engine, so omit terms that are not relevant to your business.
When someone decides to try email marketing, they often wonder whether they should use real names or a pseudonym in their correspondence. Letting your brand speak for itself is always the best approach, but if you’d like to incorporate some humor into your campaign, you may want to use a pseudonym.
An easy way to add personality to your email marketing is to use emails to provide examples of how well your product or service works. When you provide real-life stories of how other customers used your product or service, you add credibility to your pitch.
Craft A Call To Action
You need to include a call to action (CTA) at the end of your email pitch. The term “call to action” refers to the action you want your reader to take. Some common CTAs are “click here,” “buy now,” “subscribe,” and “visit our site.” The “click here” CTA is one of the most popular ones. When a prospect clicks on this type of CTA, they’re taken to a landing page where they can make a purchase or take additional action.
Landing pages have several advantages. First, you can put a call to action on your site without having to ask readers to leave your email address. Second, they increase the chance of conversion because consumers are more likely to take action when presented with a call to action in the same manner as the rest of your content.
Make It Human
You’re not transmitting a piece of digital marketing material just because your product or service is digital; you’re marketing something to people. You need to make sure that your email marketing is personable and that you address the reader by their name.
When you use first-name or last-name instead of Mr., Mrs., or Ms., you establish a connection with the reader. This is important because studies show that people are more receptive to offers made by brands they feel comfortable with.
Additionally, using personal pronouns in your email indicates that you’re engaging with the reader as a person — you’re not just pitching a product or service.
Keep It Light
One of the major factors that make up the credibility of an email is its tone. If you want to keep your email light, you need to approach it from a humorous standpoint. Humor can be a powerful tool in creating a better connection with your customers, so use it where you can.
You may want to include a funny anecdote, add a witty quote, or even just use a silly illustration to make your point. Your readers will certainly appreciate your humor, and it will make them more receptive to your content.
People want to feel as if they’re discovering something new, and they want content that’s interesting and well-written. By incorporating humor into your emails, you show your readers that you have fun discovering new things and that you care about their opinion. This makes you seem more human and approachable, which are all qualities that will make your email more credible.
Update Recipients On Progress
You need to update your email list whenever you make significant progress toward your goals. If you’ve been working on your email strategy for the last six months, and you’ve only just begun implementing your plan, you may want to send a quick email to your list. Let them know how far you’ve come and that you’re continuing to make progress.
Even if you’ve only just begun implementing your email strategy, you may already have an established audience. This is why it’s important to keep your list up-to-date on any progress you make. Just remember, if you want people to stay subscribed to your email, you have to give them value and keep them engaged.
You won’t always be able to choose the right keywords or find a way to incorporate humor into your email pitch, but that’s okay. As long as you keep trying, you’re sure to find something that works. Never give up, and be persistent until you get the results you’re looking for.
The only way to improve your odds of effective email marketing is by consistently implementing and adjusting your strategy as you go along. Never stop learning, and never, ever give up.