Email marketing may seem a bit old-fashioned, but it’s a true and tested way to generate leads since you’re pleading your case right in their inbox. Plus, it’s effortless to do and just takes a few clicks to set up! It’s worth a shot if you’re still looking for new leads to expand your business, but the tricky part is crafting an email that gets people’s attention. Creating a good marketing email can be a bit of an art form, but a few key elements can help ensure that your audience receives your message well.
First, make sure that your subject line is clear and attention-grabbing. This is the first thing that your recipients will see, so it’s important that it grabs their attention and makes them want to open the email. Avoid using overly clever or cryptic subject lines, as these can be confusing and may cause your email to be overlooked. Lastly, please avoid writing overly long subject lines, as there’s no point in having them anyway—most inboxes cut off long sentences after a few words, so it’ll just look quite strange to your readers.
Next, make sure that your email is visually appealing. Use images and graphics in between text to make the email more engaging because nobody wants to read a text block. Also, be sure to use a consistent color scheme and design elements throughout the email, as this will help to make it look professional and polished.
When it comes to the content of your email, make sure that it is well-written and easy to understand. Use a language that is conversational, and avoid using technical terms that may be unfamiliar to your audience. Be sure to include a clear call-to-action (CTA) that tells the recipients of your email what you want them to do next. This could be signing up for a free trial, visiting your website, or making a purchase.
Additionally, and this is something a lot of people take for granted, always spell-check your written content. Spelling, capitalization, and sentence structure errors look incredibly sloppy and paint a poor image of your business. If a business owner can’t even spare the time to type properly, what makes customers think they can successfully run a business?
Make sure that your email is mobile-friendly. With more and more people checking their emails on their smartphones, your email must be optimized for mobile devices. This means using an email template that adjusts to the size of the screen. Also, make sure that all images and buttons are large enough to be easily tapped.
Segment your email list and personalize the email content for the specific group. This can increase the relevance of the email for the recipients and thus increase the open and click-through rates. While you may be sending emails directly to their inbox, your readers will know an email is nothing special if it seems like something that could apply to everybody. Adding something as simple as a name or greeting them on their birthday can make a huge difference!
You can also use A/B testing to optimize your email marketing efforts. This involves sending different versions of the same email to a small group of recipients and then analyzing the results to see which version performed the best. This can help you to identify which elements of your email are most effective, such as subject lines, design elements, or CTAs, and then use this information to improve future emails.
Finally, make sure that you include an unsubscribe link in your email. This may seem counterintuitive, but it’s important for maintaining a positive relationship with your recipients. Allowing them to unsubscribe easily can help to avoid complaints of spam, and it also gives them the option to opt out if they’re no longer interested in your emails.
This also prevents websites from flagging you as spam. The more people have you in their spam folder; the more likely any future emails from you will also automatically be redirected to spam.
In summary, creating a good marketing email requires a combination of clear and attention-grabbing subject lines, visually appealing design, easy-to-understand content, mobile-friendliness, personalization, A/B testing, and an unsubscribe link. By crafting a well-designed and well-written email, you can increase the chances that your audience will receive your message and ultimately drive more conversions.
Michael Brandt is the founder and CEO of Drive Traffic Media. Before starting the company in 2009. Michael saw a future in digital marketing from the get-go.