While the contents of your email may vary, the general format of an email campaign remains relatively the same. The subject line will grab your reader’s attention and hook them in. Your message will then introduce yourself and your company, setting the scene for the content that you’ve curated to support your pitch.
But, aside from the content, what else can you use to differentiate your email marketing campaign from your competitors’? What are the tactics that you can use to make your email more engaging?
Well, you may want to consider using fewer email templates so that your message is more personal and less likely to be ignored. As a result, you may develop a more meaningful relationship with your audience, increasing the likelihood of action.
With that in mind, let’s take a look at how you can design a stunning email that will make your contacts act quickly. We’ll identify a number of tactics that you can use, including using fewer templates, to engage your audience and increase the chances of action. Let’s get started.
Personalize Your Campaign
One of the simplest ways of differentiating your campaign from your competitors’ is to personalize it. But, to keep things simple, let’s assume that you’ve designed an email with a pre-defined template. Now, here’s where you can inject some personality.
First off, look at your list and consider who you’re sending this email to. Tailor your message to appeal to your contacts and demonstrate your awareness of their needs. Second, put yourself in the shoes of your contact. Think about how you’d want to be persuaded and what you want to see in return for your time and attention.
For example, if you’re marketing to tech-savvy individuals who have busy schedules, you may want to include a short and snappy message with a few bullet points to make your point quickly. Alternatively, if you’re marketing to parents who want to be assured of the safety of their children, you may want to include a graphic showing a happy face surrounded by a heart symbolizing safety and trust.
Once you’ve done that, take a step back and examine the email as a whole. Are you making effective use of the available real estate? Are you using sub-heads to emphasize important points as they’re made in the text? Does the design harmonize with the rest of your marketing materials (CTA button, social media banners, website)?
If you’ve answered ‘yes’ to any of these questions, you’re on the right track. However, if you’re still not sure, it’s time to iterate.
Include Calls To Action (CTA)
Depending on your product or service, you may want to include calls to action (CTA). A call to action is simply an invitation to your audience to take action. For example, if you’re selling kitchen appliances, you may want to include an invitation to visit a showroom, check their website or sign up for their newsletter.
You can use various methods to elicit action, including:
- Adding a link in the body of your email that will take the user to another page with more information or an opportunity for them to take action.
- Asking the reader to contact you for more information about the product or service (known as a ‘click to call’ button).
- Using a call to action button in your social media posts (to see an example, visit HubSpot).
- Showing the reader an image or video of your product with the text “Try this now!” or “Click here to learn more.”
- Include a ‘Get Started’ button on your homepage so that users can find out more easily how to get started with your product or service.
- If you’ve set up a sales funnel and your buyers have reached the end of the funnel but haven’t made a purchase, include an “Order Now” button at the end of the email to encourage them to make a purchase. (If you’re marketing to B2B customers, include a “Sign up for our newsletter” button at the end of the email.)
Keep It Short
Although you want to keep your email pleasing to the eye, your contacts have a busy day (or week) ahead of them. As a result, keep your messages short. When you write an email that’s too long, your reader will most probably delete it without even reading your message. If you think that some of your colleagues are going to be on your email list, then consider whether or not you should write a long email.
According to HubSpot Blogs research, only 13% of people open emails that are longer than three paragraphs. Moreover, only 8% of people will read an email that’s longer than six paragraphs. To reiterate, keep your emails short and snappy.
Include key information up front. If you have a lot of text in your email, your reader will have to scroll to find what they’re looking for. Keep your copy concise and easy to consume. You’ll lose credibility if your contact has to hunt for information that’s buried within your email.
Keep It Light
An email’s tone and content should match. If you’re using words like “please,” “thank you,” and “urgent,” in your email, then your contacts will most probably ignore it. If you’re marketing to busy individuals who have other things on their mind, you may want to consider taking a lighter tone.
For example, if you’re marketing to parents who want to be assured of the safety of their children, you may want to use terms like “honesty,” “reliability,” and “security” rather than “please” and “thank you” as you would in a business email.
Avoid using overly formal language with your contacts as it may seem too distant. Instead, you can use phrases like “I’d appreciate if you could help me with something,” “I’m looking for feedback,” and “I’m open to suggestions.” Moreover, when you use these phrases, your reader may assume that you’re not as polite as you appear.
Include a memorable, short slogan at the end of your email. Your slogan doesn’t have to be complex or long — a simple, memorable phrase will do. Consider using an app like MailChimp to create a short and snappy slogan using the product’s name, for example.
As they’re reading through your email, your contacts will scan the subject line and contents for crucial information. To grab their attention and make them curious about what you have to say, use compelling language and include the right keywords. Moreover, include an occasional smiley face to bring a little levity to your subject line and email.
Craft A Personal Touch
While you want your email to provide value, you also want to ensure that your contacts feel that you’ve taken the time to get to know them on a personal level.
To do this, you can use a number of methods, including:
- Personalizing the language you use (e.g., using first name instead of Mr., Mrs., or Miss)
- Personalizing the copy (e.g., “Hey John”, “Hello Jane”, or “Hey Kenny”, “Hey Sheryl”)
- Personalizing the photos you use (e.g., including a nice big smile)
If you want to take this a step further, you can even create a personalized cover letter for your contacts. This can be used to introduce yourself or your company, connect with your readers on a personal level, and encourage them to take the action you’ve suggested.
Include images that are relevant to your contacts. Your contacts may not always be interested in your product or service, but they will appreciate a nice, relevant image. Moreover, if you have an audience on social media, you can easily share an image with your contacts that way.
To avoid having your email appear like a mass email, consider using a service like Campaign Monitor to generate a unique email address. This way, your contacts will feel that you’d taken the time to get to know them on a personal level through an email.
Treat It Like A Meme
Now, we’re not suggesting that you copy every aspect of a meme. Instead, take a look at the trend and consider using it to your advantage. For example, if you notice that your audience is responding well to visual aids, including memes, then you can easily incorporate this into your campaign. If you want to keep things simple, use a popular meme or one that you’ve created yourself.