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!
When I started my first company over 10 years ago, I didn’t have a lot of resources to make things happen. I had some experience and knowledge from years of working in the communications industry – but no budget that I could build my business with. As I’ve stressed to my clients, kids, and anyone who will listen, lack of resources are never the real problem, unless you lack resourcefulness.
Fortunately with the world of online media, it’s now easier than ever for people who are virtually unknown to the wider world to build a thriving business from the ground up. I count myself as one of those success stories. It wasn’t easy to do though. There were no text books guiding me down the path. There was a lot of trial and error.
Now, all of these years later, I’ve written the book (or at least a book) on building your online influence. The lessons I learned truly made a difference, and allowed me to build a thriving business. I never intended to write a book about those lessons, but I couldn’t resist sharing my hard-earned knowledge with the rest of the world.
The main lessons I learned that I needed to spell out were:
– How to Generate and distribute content (with very little effort)
– How to Build their audience (even if you have no following now)
– How to Engage their followers (even if you hate talking to people)
In my new e-book, Pixels Are the New Ink: 3 Steps to Digital Domination in Your Industry, I lay it out in an easily digestible format. I truly believe the lessons in this book will be transformative for any businessperson, politician, community activist, or leader of any kind who wants to build their brand online.
Check it out here and find out the secrets that will help you dominate your industry.
– Jeff Tippett
If you’re running an association or non-profit, chances are raising money is already a big part of your yearly routine. Membership dues and donations are the lifeblood of your organization, and a crucial funding pipeline for day-to-day operations.
However, sometimes an opportunity to create lasting impact for your members arises, and you find yourself without the spare funds to make it happen. Running an effective grassroots or marketing campaign can incur a lot of unplanned expenses, but the good news is that this doesn’t have to be prohibitive. If you can develop a message that sells the benefit for your members, you can raise the money faster than you ever expected.
As I wrote in this blog post back in January, lacking financial resources is not your problem, resourcefulness is. I interviewed expert fundraiser Clarenda Stanley-Anderson in this same blog post, and it’s a great place to start for anyone interested in raising money for their organization or special projects. Read it here now!
You have several options to raise the money you need. If your team is stretched thin, you could hire an outside fundraiser. There are many individuals out there that work for non-profits and associations that are willing to offer freelance consulting services. Many firms, like Targeted Persuasion, also offer fundraising services for clients who need to raise money for other communications work.
Remember that not all fundraisers are alike and that you need a fundraiser with applicable experience. How they raised the money is just as important as how much. If you need cash fast to fund an imminent campaign, an expert grant writer probably isn’t going to do the trick.
The bottom line is this: don’t let current lack of funds dissuade you from investing in your organization’s future. If the campaign you want to fund is valuable to your stakeholders, you can find the funds. All you need is a good message, a strategy, and a little bit of time to make it all happen.
For more resources on fundraising efforts, visit the Association of Fundraising Professionals at www.afpnet.org. To find out how Targeted Persuasion can help you fund your next communications campaign, contact me at email@example.com.