What to Include in Your First Email with Your Direct Advertising Marketing Package?

Email is one of the most effective weapons in any marketer’s arsenal. When done right, it can be incredibly powerful, driving business growth and conversions like never before. But crafting that perfect email can feel like a challenge.

It can be hard to know where to start. Maybe you’ve been sending out emails for a while and have developed a process, or maybe you’ve been wanting to get into email marketing but don’t know where to begin.

We’re going to walk you through the entire process of writing a killer email, from drafting the content to testing the messaging to fine-tuning the style. By the end, you’ll have a well-oiled marketing campaign that will put you ahead of the competition.

The Importance Of Personalization

A key tenet of effective direct marketing is personalization. You wouldn’t send out a mass email to everyone on your email list, would you? Of course not. So why would you send out an off-the-cuff, boilerplate email to potential customers?

By incorporating customer context into your email content, you can maximize the effectiveness of your campaign. When you personalize your emails, you’re taking the guesswork out of marketing. Instead of assuming your customers know anything about your business, you can prove it to them. And if you can prove it to them, you can gain their trust and keep them engaged throughout the customer experience. That, in turn, can lead to a more profitable relationship and stronger brand loyalty as a marketer.

The Structure Of A Killer Email

A good starting point for any email campaign is a solid structure. You can use the skeleton of a professional-looking email to help you get your thoughts out quickly and succinctly.

But you can’t just paste a canned email into your draft. While it’s acceptable to use pre-made content to save you time (and we’ve all been there), you should endeavor to make your emails as unique as possible. This, of course, will help you stand out among the competition.

Key Audience Research

To craft an effective email, you first need to understand who your audience is and what they want. One of the best ways to do this is through key audience research. A good marketer will always make sure that their emails serve the needs of the intended audience.

Depending on the nature of your product or service, you may want to consider the sex, age, and location of your target audience. But you also need to take a broader view of who you’re engaging with. Is this an ideal audience for your product or service? What would make them more or less interested?

When we design marketing materials, like packaging and billboards, we often neglect to consider how the audience perceives and interacts with these items. But people who use your product or service are literally looking at your email or interacting with your branded content (web banners, social media posts, and so on) through email.

Actionable Takeaways

People love shortcuts. If you can provide them with some quick wins, you can bet they’ll be grateful. The key is to make sure that your takeaways are actionable and deliver some quick wins. The problem with most marketing emails is that they’re overloaded with content and dense with text. Short, concise emails that can be easily digested are an effective way to go.

An ideal email should not only provide value but should also leave the reader with a clear idea of what actions they can take next. For example, if you’re using email to advertise a sales event, your email might include the following:

  • An obvious CTA to click below and register for the event
  • A short blurb about what the event is and why it’s beneficial to them
  • A short list of the main speakers and their bios
  • An offer for a free copy of a valuable report
  • A link to register for the event

By doing this, you’re not only providing your audience with a concise piece of information, you’re also gently encouraging them to act. If you can get them to take just a little more initiative, you can achieve an amazing amount of growth and conversion.

Delivery Of The Email

Once you have your draft of the email, you need to get it delivered. The best way to do this is by testing the email’s different iterations. You can use a tool like ConvertKit to automatically launch a new version of your email every week. This will give you the opportunity to monitor the effectiveness of each new version and make necessary refinements based on feedback and analytics data. Testing different variations of your email is a great way to find the one that performs best.

This is also a good time to practice sending out your emails. Instead of sending drafts to your trusted assistant, send them to a list of testers. Having several sets of eyes looking over the content will help ensure that no errors creep in during the production process.

The Results

With any marketing or advertising effort, it’s critical to measure the results of your efforts. But when it comes to email marketing, the data can be incredibly helpful. Email marketing platforms like HubSpot and Marketo make it easy to track the success of your campaigns, as well as provide you with key performance indicators (KPIs) that you can use to form conclusions about the effectiveness of your campaigns.

These platforms offer an extensive suite of analytics tools that can be used to track click-throughs, opens, and other metrics associated with your emails. If you’re using HubSpot, you can even set up automated email campaigns to be triggered based on specific events, like the launch of a new product or service.

While it’s always great to have a successful email campaign, you should also set appropriate performance goals. Are you looking to grow your list? Does your product solve a particular problem for the reader? If you can’t measure it, you can’t improve it. Setting KPI’s for yourself as a marketer is an important part of keeping track of your progress and making sure you’re heading in the right direction.

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