There’s no need to say it, but we’ll say it anyways: Email Marketing is still effective!
It seems a little counterintuitive that through many years of internet evolution one of the oldest communication channels is still one of the most effective for brands.
Even though we know that email marketing is a numbers game, often you can get discouraged by a low open rate.
This KPI keeps getting into our heads making us wonder if our campaigns are failing due to a poor email list, bad timing or not enough personalization.
The cause has been always right in front of our eyes, but we take it for granted: good writing.
The art of writing effective emails involves crafting engaging subject lines and email bodies that compel readers to click, read the entire message, and take action, ultimately leading to more conversions.
Let’s get right into it.
The Subject: Set a Hook
When we are talking about open rates, the first thing that comes to mind is the subject line, as this is the first thing our readers will see.
Just like a book cover, looking at this few words can make a customer open or ignore emails, so there’s a lot you are playing with this title.
Now, curiously, you shouldn’t write your subject line at the beginning, rather, end with it.
Why? Because this title should synthesize what all the email is about.
Your subject’s quality relies heavily on what you are offering or the message you want to send, it’s a glimpse of what they are about to read.
So, if you are a travel agency with limited discounts for Greece tours, put something like:
Subject Line: Go To Greece with This Offer: Only Three Days Left
A subject with a clear call to action and a sense of urgency.
Now, if you are a B2B company trying to reach new allies or just doing some outreach email, then dropping some names on the subject line might be another great email opener.
What does dropping names mean? It’s talking about your specific charge within your company: Head of SEO Coca-Cola or Marketing Director of Disney.
In the B2B scenario it’s clear that this audience isn’t looking so much for offers or deals within their emails, which is why any “salesy” subject will be discharged immediately.
Let them know you are an important part of your company, and that you have come to talk about business, this will increase your campaign’s opening rate.
In the end, segment your email list into various groups with different subjects to ensure which one is getting higher open rates.
The Body
In this part of the writing process we’ll only focus on two sections: the greeting and the email goal.
The Greeting
The greeting falls into a debate between how formal or informal you can be when talking to a client or business partner. Should we call them Mr., or a simple “Hey, how are you?” It will be necessary for the recipient to continue reading the message.
Well, it depends a lot on your “brand personality.”
If you are a government entity, an insurance company, or a law firm, it’s understandable that people will expect a somewhat more formal tone from your company.
Your email templates should start with a Dear [Customer Name] or a “Greetings” that maintains the formal and solemn tone that your company wants to keep.
Now, many marketers have verified that such a formal tone tends to alienate many clients since it makes the relationship between company and consumer feel very distant, which is why a more pleasant conversational bond isn’t formed.
If you are a clothing company you could start your email with the following:
Hey [Customer Name], how’s everything going? “Did you get your outfits for this summer? We’ve got you covered”
This closeness or friendlier tone makes the customer feel more comfortable with the brand, in some way it removes the “authoritarian tone” from your company and you become another friend.
This is a tone that many customers tend to prefer, as they see the “salesperson tone” as somewhat dated.
Of course, remember that there is a limit between being cordial and very friendly. In the end, they are clients or coworkers you are dealing with, so learn to read the room in your interactions.
The Email Goal
This is the part where email marketers need to showcase their writing talent.
This is the section where the email click is, the message that will convince readers to take the next step with your brand.
To do this, the first step is to clearly define the goal of your email, providing a basis for the content you will write in the body. Some common objectives include:
- Promoting a new product or offer
- Reaching out to other blogs for a link exchange
- Notifying recipients of any company updates.
With a clear goal in mind, you can avoid going off-topic and focus on the most important information in the email.
When it comes to emails, it’s important to be concise. Some experts even recommend keeping emails to the length of a tweet, or whatever they call it now in “X”. Therefore, it’s crucial to include only the most essential information in your email. Let’s use the example of the tour to Greece once again:
“Dear [Customer Name], Are you ready to embark on an unforgettable journey to the cradle of Western civilization?
Our exclusive tour of Greece offers a unique blend of ancient history, stunning natural landscapes, and vibrant modern culture. Imagine strolling through the majestic ruins of the Acropolis in Athens, basking in the sun on the pristine beaches of Mykonos, and indulging in delectable Greek cuisine while overlooking the azure waters of Santorini.
This carefully curated itinerary ensures that you experience both iconic landmarks and hidden gems.
With expert guides sharing fascinating insights into Greece’s rich heritage and comfortable accommodations awaiting you each night, this trip promises to be as enlightening as it is enjoyable.
Don’t miss this chance to immerse yourself in a country where every corner whispers tales of gods and heroes. Book your spot today for an adventure that will leave you with lifelong memories.
Warm regards”.
This email looks pretty okay; it has good writing, mentions all the details about the tour and even gives the call to action for customers. But, what’s the problem, you may ask?
It’s a little bit too long.
It’s common for us to focus on an endless number of adjectives when describing product features in order to make the offer more attractive.
However, these endless qualifiers make the email harder to read. It is similar to seasoning a meal – if you overuse the condiments, the flavor will be overwhelming and, therefore, less enjoyable.
In email writing, less is more!
If we make it shorter:
“Greetings [Customer Name],
Join us on an exclusive tour of Greece, where you’ll explore ancient history, natural beauty, and modern culture. Highlights include the Acropolis in Athens, Mykonos beaches, and Santorini’s cuisine and views. Expert guides, comfortable accommodations, and iconic landmarks await.
Don’t miss this chance to immerse yourself in Greece’s rich heritage. Book your spot today for an unforgettable adventure”.
Add Some Emojis or GIFs
This tip tends to resonate more with younger audiences, such as Millennials and Gen Z.
An email that is entirely in black and white with large paragraphs may not be visually appealing and can even appear boring to read.
With the rise of social media and the new generations, written content is often scanned rather than thoroughly read.
By incorporating emojis or gifs, you can enhance the appeal of your emails. While this may not directly relate to writing, structure, or grammar, adding some color to your emails can increase the reader’s interest in engaging with the content.
️Conclusion
Often, email marketers prioritize technical aspects over writing, neglecting the impact of strong written content.
While carefully curated lists are crucial for a successful campaign, it’s important to recognize that our messages appeal is heavily influenced by our writing. By prioritizing valuable and engaging content for our audience, we can expect to see a significant increase in our open rates over time.
