When you’re in the middle of creating a marketing email, it can be difficult to know where to start – especially if you’re looking for inspiration. After all, you know what they say: you can’t predict how a visitor will interact with your content if you haven’t thought through all the possible ways it could look. That’s why we’ve gone ahead and curated this list containing the most useful tips and tricks from experts across the web. So whether you need inspiration for your next marketing email or simply want to learn something new, you’re bound to find something useful here.
Use Real Personas When Creating Email Content
As a marketer, one of the things you’ll learn quickly is that names don’t matter. The same goes for email sign-ups. When it comes to getting people to engage with your content, it’s all about the brand. To create successful marketing emails, you’ll need to use real personas when writing your content.
To illustrate the importance of names in creating a successful email, let’s examine two examples of well-branded emails that do and don’t work, respectively. The first example comes from my own experience as a marketer and a business owner. I noticed that when I used a real name in my emails (i.e. Jane Smith), my open rates shot up by nearly 30%. However, when I switched to a pseudonym (i.e. “John Smith”), my open rates dropped by more than 10%. So if you’re using the same name as you are your email, you might want to consider creating a brand identity for your company that includes a logo, color scheme, and font pairing. This will make it much easier for people to identify with your content, and subsequently, gain interest in what you have to say.
Curate Content That’s Relatable To the Audience
As soon as you have a handful of email subscribers, it’s time to start thinking about what content to include in your next marketing email. But, if you want your email to stand out, you need to produce content that’s relatable to the audience.
To illustrate how to curate content that’s relatable, let’s take a look at one of the most effective emails I’ve ever seen from a marketing standpoint. The email, entitled “The Beginner’s Guide to Videogame Collecting”, was sent by Loot Crate to their subscribers. Loot Crate is a popular monthly subscription box that gives you a mix of useful gadgets, games, and merchandise, all curated by experts. This particular email teaches readers how to navigate the world of Game Collecting, which is a hobby that has recently gained popularity thanks, in part, to the efforts of people like Loot Crate.
So what does Game Collecting entail, you might ask? Well, it’s basically the act of purchasing and owning a broad selection of video games. In the past, Video Game Collecting was mostly limited to fans of popular games that would go on to become classics. However, in recent years, the hobby has become a lot more accessible to the average person. Thanks to online market places like eBay and Amazon, as well as game studios like Nintendo, which keeps the spirit of competition alive, even when playing against the clock. In fact, Nintendo even created an entire video series about it (which you can find here if you’re looking for tips and tricks).
Know When To Be Overwhelmed By Detail
One of the key things you need to do if you want to create compelling marketing emails is to know when to be detailed and when to be brief. To illustrate this point, let’s take a look at a poorly-executed email that fails to grab the attention of its audience.
The subject line of this particular email, “How to Make Your Instagram Stand Out From the Crowd”, gives you an indication of what you’re in for. While the content within was certainly useful and included a lot of great advice, the email itself is pretty bland. To be fair, the purpose of this particular email was to educate readers about various Instagram features that can help them stand out from the crowd. So, while it might have been well-intentioned, the subject line alone is enough to make you want to throw the email away without even reading it.
From a branding standpoint, the author of this email could have used some inspiration from the work of HubSpot, whose tagline is “The marketing software that helps you do more marketing in less time”. In the case of the email’s author, they might want to consider taking a less formal approach to their content and opting for a more human-centered approach. Remember, people hate being forced to read, so you want to engage with your audience by being relatable and using language that they can understand.
Avoid Using Too Many Hacks
Another thing you want to avoid if you want to create successful marketing emails is using too many tricks to do so. Ideally, you want to find a way to incorporate several tips and tricks into one streamlined method.
To give you an example, let’s take a look at yet another email that attempts to use too many tricks to try and get you to open it. The subject line of this particular email, “Top Photography Tools For Photographers”, gives you an indication of what you’re in for. While the content within was certainly useful and included a lot of great tips, the email itself is pretty bloated. To be fair, the purpose of this particular email was to provide readers with a comprehensive list of the best photography tools available. So, while it might have been well-intentioned, the subject line alone is enough to make you want to throw the email away without even reading it.
From a branding standpoint, the author of this email could have used some inspiration from the work of Canva, whose tagline is “Create. Publish. Share.” In the case of the email’s author, they might want to consider taking a less formal approach to their content and opting for a more human-centered approach. Remember, people hate being forced to read, so you want to engage with your audience by being relatable and using language that they can understand.
Include Calls To Action
Another important factor to consider if you want your email to stand out is including calls to action in each piece of content you create. When a reader discovers your email while surfing the web, they should be able to easily understand what you’re asking them to do – not to mention, the fact that you’ve taken the time to create a piece of content just for them. To illustrate the point, let’s take a look at one of the most successful email marketing campaigns I’ve ever seen from a marketing standpoint.
As a part of an effort to educate readers about the value of a gold membership, Beachbody’s emails get straight to the point, and they include calls to action in every piece of content they create. To wit, their flagship email, entitled “The Pyramid Scheme”, includes the following calls to action:
- Sign up for the Beachbody email newsletter
- Shop online for all of your favourite Beachbody products
- Get a gold membership if you’re a coach or fitness professional
In addition to being straightforward with their messaging and calls to action, Beachbody’s emails include plenty of compelling statistics and figures to hold the attention of their readers. And to top it all off, their emails are often funny and written in a way that’s easy to relate to. In my opinion, it’s quite an impressive display of creativity and professionalism.
Take Advantage Of Images
Another thing you can do to make your e-mail stand out is to incorporate images where appropriate. To give you an example, let’s take a look at one of the most effective emails I’ve ever seen from a marketing standpoint.
The subject line of this particular email, “The Beginner’s Guide to Wine Tasting”, gives you an indication of what you’re in for. While the content within was certainly useful and included a lot of great advice, the email itself is quite artistic. To be fair, the purpose of this email was to teach readers about wine tasting, and the fact that the content is well-designed and illustrated makes it that little bit more intriguing.
When it comes to email marketing, there are a variety of ways you can go about creating compelling content. This article has hopefully helped illustrate some of the best practices and tips you need to ensure your next email marketing campaign is a success.