In my opinion, there is no greater joy as a marketer than sending out quality mailers with incredible offers that make a difference in a customer’s life. Having the opportunity to catch someone’s attention with an amazing offer and gain their trust so they’ll continue to consume your content is incredibly satisfying.
In order to do this, you need to focus on three things: perfect writing, an amazing offer, and a well-designed mailer.
Let’s take a look at each one.
You’ve heard this a million times, but it’s worth repeating: the secret to effective email marketing is engaging with your audience with compelling and personalized content that speaks to them and makes them feel like you’re genuinely interested in their needs and wants.
To do this, you need to follow the golden rule of writing: tell a story. This is because when people read your email, they’ll typically browse through it quickly and try to stay focused while doing so. This means they’ll read the first few paragraphs before they start getting distracted by the offers and forget what they came for in the first place! So, make sure that your content is interesting and follows a logical narrative.
A really effective way to write an email is by using the S.E.O.T. (Situation, Echo, Opportunity, and Three Questions) framework. This is a proven approach that allows you to write from the perspective of a potential customer facing a particular challenge or opportunity that your product or service can help them with. This framework means you’ll write for the person who is in the position of need (the “situation”), understand what they’re looking for (the “echo”) and how your product or service can help them (the “opportunity”), as well as provide them with the necessary information to make a decision (the “questions”).
For example, if you’re selling kitchen appliances, you might write:
The [Type of product] you’re viewing is a great option for you if you’re looking for storage space in your kitchen. It’s clean, safe, and reliable. As a bonus, it has a fantastic storage capacity, so you won’t fill up on space anytime soon. This [Type of product] doesn’t just keep your kitchen organized, it keeps it cheerful as well!
If you’ve been searching for a way to improve the aesthetic appeal of your kitchen, then the [Type of product] is what you need. It will solve all of your storage issues and give your kitchen the upgrade it deserves.
However, not all [Type of product]:
- Product information
- Asking for feedback
- Customer care
- And much more
The key is to write as if you’re personally responding to their email inquiry. This approach puts the consumer at the center of the experience, and makes them feel like you’re truly interested in helping them out.
Pro-Tip: If you’re writing for a living person, don’t just send them an email now and then. Once or twice a week is fine, but make sure you stay in touch. People love to feel like they’re not alone in the world, and when they see you’ve been paying attention to them, they’ll feel a bit of warmth towards you. Even if it’s just a quick note letting them know you’re thinking of them, it’ll mean a lot.
An Amazing Offer
The second part of the perfect email marketing formula is an amazing offer. Now, don’t get me wrong, you need to offer something special for people to click on your email, but that shouldn’t be the only thing you offer. You must have content that’s valuable and of interest to your audience.
Whether you’re attracting potential customers to purchase a product or offering them a service, make sure you have something valuable to say. When developing your offer, ask yourself:
“What makes this product or service special?”
You should also evaluate whether or not you should be offering this particular product or service to the public. Remember, your product (or service) is only as good as its sales page. Therefore, in addition to having a valuable offer, you need to have something that will compel people to click on your email.
There are a few different ways you can do this:
- Price: People love a good deal. Always the smart shoppers, we always find ourselves looking for the best price possible for the items we buy. Even if it’s not what you originally planned on offering, no problem. Just make sure the price is right.
- Discounts: Sometimes, manufacturers will offer discounts for products purchased in bulk. Take advantage of these deals where you can. Offer your audience a discount and you’ll be able to retain their interest. Just make sure you don’t ‘steer’ them towards something that isn’t beneficial to your brand.
- Luxury Products: Do you have a luxury product that wouldn’t be considered ‘essential’ by your average consumer? If so, consider using this to your advantage. People love feeling like they’re doing something special, and a luxury product will give off that feeling.
- Free Shipping: Everyone likes free shipping, right? You can use this to your advantage by offering free shipping to your audience. Tell them they’ll receive free shipping and it will increase the likelihood they’ll click on your email.
- No-Hassle Returns: Everyone hates having to return what they’ve bought, whether it’s a phone, laptop, or anything else. If you’ve got an effective No-Hassle Returns policy, use it. People will appreciate your efforts to keep them satisfied with your product or service.
Pro-Tip: To really stand out, you need to do something special. Be creative and come up with an offer that no one else can match. Once you’ve gotten that valuable piece of content, you can use it to develop more offers that are just as amazing.
A Well-Designed Mailer
Finally, we come to the most important part of any marketing email: the design. The look of your email will determine how your audience will react to it. Keep in mind that while you’re designing your email, you’re still writing for an audience. This means everything from the size of the font to the color of the text needs to be considered. The look and feel of your email should match your website, blog, and social media profiles. This will make it more consistent and decrease the amount of missed communications that often happen with separate email services.
There are a few different ways you can design your email, but you should keep in mind that in addition to looking amazing, it needs to function well as well. You need to test different designs to see which one works best with your product or service. Ultimately, you’ll find the ‘perfect’ design that combines both form and function.
As a general rule, the shorter the email, the better. People are usually less likely to read long emails, and, in some cases, it can even be dangerous. If someone gets an email that’s longer than a few sentences, the odds are they’ll hit the delete button as soon as they open it. There is also the risk of information being corrupted. For this reason, keep emails under two paragraphs.
Pro-Tip: If you’re designing an email from scratch, don’t just send it out as is. Instead, write a brief note explaining what the email is for and include a cute or funny image or GIF to grab people’s attention. Additionally, make sure that the subject line of your email is interesting and includes relevant keywords so it’ll be easier for people to find your email.
With these three things in mind — perfect writing, an amazing offer, and a well-designed mailer — you’ll be able to send out incredible marketing emails that will make a difference in your customers’ lives.