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Or what kinds of bakeries work the best for luring the recipient over.

It does not matter how great the design of your marketing e-mail is, as in the end it all comes down to the content of your mail. If the writing is powerful and persuasive enough to influence your readers to act, you are a successful marketer. If it is not that compelling, you will end up with a high open-rate, but no clicks, conversions and sales. By the end of the day, you will have a poor marketing campaign with no results to show.

Following are the 7 really important tips for writing great e-mail content. Read all the following tips and see if you have been doing something wrong.

Headlines: call to action

Create Powerful Headlines

Powerful headlines are what grab your readers’ attention. Invest a significant portion of your time in creating the best possible headline for your content. Almost every copywriter believes that 80% of total readers just read the headline. If it is compelling, the reader reads the entire copy. If it isn’t, he just clicks the small “X” button and closes the window, without reading the entire e-mail.

A good tip for writing powerful headlines is to list all the possible benefits of your product. For example, you came up with 8 really good benefits. Now, based on your target audience and the requirements of your prospects, arrange these benefits in a descending order. In this way, you can identify the most powerful benefit of your product.

Write your headline including the benefit that you just came up with. Moreover, another tip is to start your headline with an active verb. Apart from that, if you can come up with some figures, data and statistics, it will be even better.

Subject lines: Call to action

The Subject Line

In e-mail marketing, the subject line has a lot of significant value. Sometimes, it is even more so than the headline, because it is the subject line that is often responsible for making the recipients open and start reading the e-mail.

There are various things that you need to consider when writing the subject line. The most important one is its length. Statistically, subject lines with fewer than 30 characters have the highest open-rate. Apart from that, they are also well-optimized for mobile devices.

Furthermore, personalized subject lines also work significantly well. According to the Adestra July 2012 Report, personalized subject lines have a 22% higher open-rate.

The topic of email preheaders is brought up quite often these days too and it gains more and more attention. You can check out this article on email preheaders  to find out what it is and what role it plays in the efficiency of email marketing campaigns.

Benefits vs features

Features vs. Benefits

Most internet marketers make this common mistake, mainly because they do not know the difference between the two terms. There is a fine difference between features and benefits. As an online marketer, the content of your e-mail should focus more on the benefits than the features of the product/service.

For example:

Feature: Our new accounting software has a completely revamped and user-friendly interface.

Benefit: The new interface helps you save a lot of time. Now you can deal 3 customers in 15 minutes, when you could tackle only 1 business in 15 minutes in the previous version.

We are really stepping onto the grounds of consumer psychology here, and if it’s something that you feel you can improve in, you might as well start with checking out this article.

Numbers and metrics

Be Specific. Talk Numbers.

Be as specific as you can. In e-mail marketing, you need powerful, specific content, without wasting the valuable time of your readers. If the content of your e-mail is specific and concrete, it makes it easier for your readers to comprehend its information. As a result, they are more likely to respond and act.

For example, don’t say: “We have years of experience, and we have dealt lots of clients”. Instead, write: “We have over 15 years of experience in the industry. We have served 485 businesses so far, and still counting”.

Friendly and Congenial

The entire purpose of e-mail marketing is to build a sustainable relationship and contact with your prospects. Add the much-needed element of friendliness, personalization and congeniality.

Your written copy should seem as if you are talking to your reader. Moreover, it must not sound something generic.

A good tip is to address your reader with his/her first name. Moreover, try using the word “you” as much as you can. Apart from that, maintain a light and humorous tone, too.

Short, Simple and Neat

Never assume that your readers have a lot of time for your e-mails. In fact, with the amount of spam there is now-a-days, people hardly have any time for promotional e-mails.

A good tip to counter that is to write short and simple copy. But more importantly, it must be neatly formatted into several readable parts. Make sure that your reader can still grasp all the important concepts by just skimming through the copy.

Use headings, sub-headings and bullet-points to create that effect. Moreover, create a “slippery slide” effect to make them focus on the call to action.

The Call to Action

It is arguably the most important part for any promotional copy. Your call to action must be precise, visible and powerful. Most importantly, it also has to create a sense of urgency that could influence the readers to act now.

A common and effective technique is to keep the call to action short and simple. Moreover, using active verbs and sentences create a more powerful effect on the readers. You can also try using some powerful, emotion-triggering words, e.g. Money, Free, Earn, Discount, etc.

Some copywriters also prefer mentioning the biggest benefit of their product in the call to action again. This reminds the readers what they will be missing if they do not act. After the call to action, you can also create a “P.S” section to mention the limited-time offer once again.

Final Words

Always remember that it is the content of your e-mail that will make the impact on your readers. Whether you are establishing a relationship or trying to sell a product or service, writing powerful content is the ultimate key to success in the online marketing world. The above tips should give you a good head-start in the right direction.

Hi there. My name is Eugene Krall. I am just another commando like you are.

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