As part of our PowWow series we’ve decided to take a closer look at how to write effective emails. Email marketing is one of the most effective marketing channels we have at our disposal, with marketers confirming that email marketing produces 60% ROI. One of the greatest advantages about this channel, apart from speaking directly to your audience, is the ability to track interactions and engagement and then use this this data to improve the impact of your campaigns. In search for the Holy Grail of email marketing some marketers lose sight of the importance of the content and simply focus on the stats which we do not recommend. Content is king, the data helps in identifying opportunities and optimising your communications strategy. As a B2B marketing agency, we spend a lot of time writing marketing emails on behalf of our clients including; awareness & lead generation campaigns, newsletters and event invites, and it is important to make sure every word is well thought-out and relevant to the reader. With this in mind I wanted to share with you some valuable tips we have learnt and how they could potentially help you in your role.
1. Write for ‘Scannability’ Your readers don’t have time to read every word of your email, so it is important to make your email easy to scan. Make the important information stand out!
2. Create a Flow There should be a natural flow that connects the email together, from the subject line through to the headline and then to the CTA, they must all be linked to convey your message or tell a story of some kind. 3. Excite & Engage When writing an email you assume that the reader will be excited to be receiving this message. They are not. Your writing needs to entice the reader to complete an action and needs to written with conviction and enthusiasm – if you can’t be bothered to write it then they won’t be bothered to read it. Think about emotive words and use a thesaurus to stop yourself from repeating words like ‘amazing.’ The copy needs to effectively communicate to the recipient how this product/offer/service will enrich their lives, no matter if you are writing about the next Apple product or the importance of technology when managing data. 4. Tone of Voice When writing copy to target CIOs the tone of voice will be different to when writing to One Direction fans. Remember to use a tone of voice that fits your brand values and conveys the message correctly to your intended audience. If you are unsure, ask a colleague or friend to read it and feedback to you what they thought, if they use too many negative words then you’ll probably need to re-write. We have also found that saying similar sentences in subtly different ways can increase response rates. You will have no doubt received an email that starts off like the first option below, but the second option sounds more positive allowing the reader to relax:
I wanted to discuss with you how we could help your business increase its ROI by 100% VS
I would welcome the opportunity to share with you how we could potentially help [CompanyName] to increase ROI by over 100%. 5. Prove It If your email has successfully completed its purpose your reader will be drawn to the CTA. If he/she is still skeptical in anyway they will need to see some proof or some evidence of these benefits you are promoting. In order to build credibility you can:
6. Personalisation By now I’m assuming that most marketers are using personalisation, but how much and how often? Aside from standard personalisation, the trick is create dynamic content which is inserted to offer a completely personalised experience while finding the balance of not using too much that it scares the socks off your reader. Econsultancy recently wrote ’10 Things to avoid using in your email subject lines,’ and here they state that you should not personalise your subject lines, but we’ve found that personalisation of company name leads to 4% more opens, while using their first name doesn’t have any drastic effects on the statistics.