Email marketing is an excellent way to increase sales, drive traffic to your site, or get prospects to inquire about more information—but how do you craft an effective email? It’s an art really. The content in your email needs to be composed in such a way that it speaks to the need of the reader, facilitates a long-term customer relationship, and drives the reader to take action. An email must do all of these things without being extremely obvious.
Emails that incorporate the words “Buy Now” in big, bold, red words throughout the content are extremely obvious and you only want to sell a product, not facilitate a long-lasting, trustworthy relationship with the customer. This forceful approach will scare the potential client away.
It’s important to illustrate to customers your company is dedicated to satisfying their needs through a result-driven product / service. Again, the copy should not forcefully sell the product—it must be crafted in such a way that it motivates the reader to take some kind of action.
Tips on creating a result-driven email:
• The headline (subject of the email) should not only illustrate what the email is about but should also be unique, intriguing, and pique the interest of the reader. Receivers won’t open the email if the subject of the email doesn’t arouse some thought or feeling within them.
• The tone of your email should be professional and should express your personality a bit. A bland and formal email will get you nowhere. Add zest and character to the email, and let your personality shine through.
• The length of your email should be no more than 750 words.
• The sentences, which make up the email, must lend themselves to the message you’re trying to get across to potential customers. This message should be speaking to the benefit of the viewers and inspire—not force—them to take action.
• The email must provide something valuable to readers. Offering a discount or free gift to people who visit your store, sign up for a free demo, refer your company to others, or purchase a product / service from you is a great way to increase sales and build your email list.
