When you’re starting from scratch, writing a complete and effective marketing email can be overwhelming. We’ve compiled a list of tips to ensure that your emails are effective and engaging.
- Stick to the point.
Keep your email short and sweet. Only give relevant information- stay away from fluff! Your subscribers have limited time to spend reading your copy. Make sure your point comes through. What’s the goal of your email? Keep that goal in mind for every sentence you write.
- Provide value.
If you’re not providing something of value to your subscribers, they will unsubscribe. Who wants to get marketing emails that don’t help them at all? If you’re releasing a new product, describe how it can help them. If you’re having a sale, give details and a big link to your site. If your email doesn’t provide anything of value to your subscribers, rethink sending it until it does.
- Make it easy to read.
The easier your copy is to skim, the more information your subscribers will see. Try using bullet points, italics, and bold key information. Don’t go overboard here, as excessive use of bolding, italics, and underlining can do more harm than good.
Paragraph breaks will also do wonders- giant blocks of text are daunting to read, and you want eyes on your main points- so make them easy to find!
- Know your call to action.
You should have a clear goal for what your recipient will ideally do when they receive your email. Your call to action should be clear and visible- there should be a big button or link moving them closer to this goal.
Selling a new t-shirt? Provide a picture of the shirt and a big “buy now!” button linking to your website. The easier it is to follow through, the more recipients will do it.
- Personalize, if possible.
People are much more likely to read information that is addressed to them. If you have their name from a subscription list, set your email marketing service to address the email to them. (If you aren’t sure what email marketing service to use, check out our top five picks here).
- Control your tone.
It can be difficult for humor to come across in a text-based format, so avoid using humor or sarcasm unless you’re absolutely sure that it’s appropriate for the situation.
We know that you’re probably excited about the information you’re sharing, but avoid using too many exclamation points and excessive punctuation. It can appear unprofessional, and even hysterical, if you overuse the exclamation point. A good maximum is one exclamation point for every three sentences.
- Revise, revise, revise.
Once you’ve drafted your email copy, congratulate yourself. And then go back to it. Read it over. Check and double check your spelling and punctuation. Errors will appear unprofessional to your subscribers and undermine your credibility.
You’ll also want to make sure you’re sticking to your goal for the marketing email. If a paragraph doesn’t support your goal, delete it or edit it until it does.
Another tip- get someone else to read it over, or read it aloud to yourself. This way, you’ll be able to catch mistakes that you may have missed when writing it or reading it silently.
- Add artwork.
You’ll want to add a few well-placed, tasteful graphics appropriate to your messaging. Avoid stock photos, as some recipients may find these off-putting. Keep in mind the medium – you’ll want to avoid larger images that may inflate the size of the email too much. They should also fit well with the formatting of your email.
Hopefully our list gave you some helpful dos and don’ts for your email marketing. Good luck!