When it comes to email marketing, a lot can go wrong. From boring subject lines to confusing call-to-action buttons, sometimes we as marketers can fall into the trap of creating an email that doesn’t work. Thankfully, there’s a golden rule when it comes to email copy: everything should work for everyone.
What does that mean for you, the marketer? Once you’ve established a rapport with your audience and gained their trust, you can use persuasive language and compelling topics to convince them to take action.
Let’s examine how to make sure your email copy is effective for both recipients and search engines.
One of the most important things you can do for your email is to craft a compelling subject line. As we’ve established, a lot can go wrong with email marketing, and a bad subject line is a common pitfall. To avoid ruining your marketing plan, make sure you invest some time in crafting a snappy subject line that will catch your readers’ attention.
Here’s an example of a powerful subject line we found while performing a search on email marketing:
- How to Create a Killer Business Plan
- 4 Steps to Create a Business Plan That Proves Your Concept Is Worth It
- The Definitive Guide to Launching Your Own Business
- How to Make More Money Than You Think Possible as a Sole Trader
- Everything You Need to Know (and More) to Become a Travel Agent
As you can see, this subject line is pretty compelling. Not only does it grab the reader’s attention, but it makes the email seem trustworthy and valuable. To top it off, the email is directly relevant to the recipient’s area of expertise.
Whether you’re writing your own email marketing copy or using an autoresponder to send out pre-written pitches, make sure the email is presented in a clean, well-formatted manner. This means using simple sentences, keeping paragraphs short and simple, and using appropriate headings and subheadings.
In addition to formatting your email to make it easy to read, there are a few other things you can do to make it more persuasive. For example, you can use strong verbs, specific details, and statistics to make your email more impactful.
Here’s an example of a well-formatted email from ActiveCampaign, a brand that provides marketing tools and platforms for business owners:
- Subject: How to Create a Killer Business Plan
- From: Chris Dede
- Date: October 18, 2016
- To: Bob Proctor
There are many elements that go into crafting a business plan, but at the heart of it all lies simplicity. You want your business plan to be straightforward and easy to understand. This is a big reason why we’ve gone above and beyond to make a killer business plan template for you to use. It would be a shame to spend all that time on a business idea and then have something as simple as a business plan hold you back. We all know that plans can be changed, but it would be better if you started from a solid base.
The goal here is to establish a rapport with the reader and give them confidence in your claims. When they’re confident in your company, they’re more likely to be persuaded by your pitch and take an action that will benefit your company.
Take a moment and consider what makes your business special. What makes it different from other businesses that offer the same product or service?
In the end, your job is to make your product or service seem valuable. Whether you’re selling a product or an idea, you want the reader to understand how your offering is different from the rest and why they need to pay attention.
The body of the email is the meat of the message. This is where you’ll put all of your compelling copy to convince the reader to take some kind of action. Remember: everything in the email should work for both the reader and the search engine.
In addition to the subject line and the email’s body, you also need to think about the content within the email. Content means everything from the photos you use to illustrate your message to the links you include to other websites. This is where you’ll place all the elements that make up your marketing campaign. Think of the email as a living, breathing piece of marketing machinery.
Here are some tips on how to create an effective email body:
- Use actionable language: The key to a compelling email is to use words and phrases that are easy to understand and compelling. For example, instead of saying “click here to learn more”, you can say “Learn More about this product here” or “Get more information about owning a franchise with us.”
- Use short paragraphs: Keep your paragraphs short and sweet. Sentences should be short and simple, and you can use subheadings to make your points more clearly.
- Use strong verbs: Strong verbs indicate that something important is happening. Instead of writing, “The weather in London has turned chilly”, you can write, “It’s getting chilly in London” or “As winter sets in, so does the snarl of traffic.”
- Avoid using too many words: When you use too many words, the reader can lose their place. Instead of writing, “How to Create a Killer Business Plan”, you can write, “Craft a killer business plan” or “Craft a winning business plan”
- Use statistics: Numbers can be powerful tools in marketing. Instead of writing, “Our research shows”, you can write, “The data shows” or “Based on our research…”
- Use images: Images can make or break an email. According to HubSpot Blogs, images are currently ranked as the second most important element of an email, behind only the text.
- Use maps: Maps are extremely useful and interesting. If you live in a country where GPS navigation is available, you can use maps to illustrate points you’re making. If not, you can always use Google Maps.
- Be consistent: Make sure you use the same tone of voice throughout the entire email. You can use different words or phrases, but the overall message has to stay the same. Otherwise, it will seem like you’re trying to pull one over on the reader. You don’t want to do that. You want to seem like a trustworthy, honest party, and that’s exactly how you will come across if you keep things consistent.
Although you don’t technically need to do anything with metadata to have an effective email, you should still make sure it’s done properly. This means using keywords, creating descriptions that are compelling, and using appropriate hashtags. Without proper metadata, you risk losing out on the most prominent placement in the search engine results.
In case you’re not familiar, metadata is the data surrounding a piece of content that describes it. This can include things like:
- The date the email was sent
- The name of the person who sent it
- The email address of the sender
- The subject of the email
- The recipients of the email
To get the most out of your email’s metadata, use a tool like Google My Business to track the success of your keywords and content.
This one may seem like a no-brainer, but it’s one of the most important things you can do for your email marketing campaign. When you personalize your email, you’re communicating with the individual who receives the email. This means you, the marketer, have the ability to craft a more relevant message to that particular person based on their previous actions, preferences, and interests.
Here’s an example of how you might personalize an email to a doctor involved in an orthopedic specialty:
- Subject: Orthopedic surgeon finds this product useful
- From: Chris Dede
- Date: October 18, 2016
- To: Bob Proctor
There are many elements that go into crafting a business plan, but at the heart of it all lies simplicity. You want your business plan to be straightforward and easy to understand. This is a big reason why we’ve gone above and beyond to make a killer business plan template for you to use. It would be a shame to spend all that time on a business idea and then have something as simple as a business plan hold you back.