Writing an email for marketing purposes is different than writing an email to a friend or co-worker.
When you craft a marketing email, you are sharing information or communicating with intent. Most likely, you are trying to guide your readers towards a product or service that you offer. It may also be some other form of action.
However, this requires a fine balance between telling readers what you would like them to do and inspiring them to act. In order to achieve this, it requires an authentic tone, which proves to your audience that you are really offering something of value.
Incorporate Your Personality
Being true to yourself in your writing is one of the best ways to express authenticity and create a direct connection with your audience. If you are writing on behalf of a business, try to consider what the brand represents.
“Your reader should feel like you’re speaking directly to them as well,” recommends Dave Charest, contributor to Forbes magazine. “Extend the great experience you regularly provide to create an engaging content strategy.”
Create Honest Subject Lines
You should always create subject lines that clearly express the contents of your email. This means that readers who click on your email will know exactly what they are looking for.
“There are many tips about how to write good email subject lines,” says Charest. “The most important tip? Be clear about what the reader should expect when they open the email.”
Leverage The Preheader Text
If the subject line is the most important part of your email, then the preheader text is the runner-up.
“The preheader text is like a second subject line. It gives you an additional chance to entice the reader to open your email,” recommends Charest. “Use this to your advantage, especially when it comes to increasing your mobile open rates.”
You would be surprised at how much you can say with only a few words. When it comes to writing, less is more.
“The best emails have a clear focus and are designed to encourage a single action from the reader,” says Charest. “Clear, concise content also makes it easier to read your emails.”
Be Prepared To Repeat Your Message
The ideal situation would be if your recipient acts after your first message. Unfortunately, this isn’t the reality of email marketing. It could take multiple emails to get the desired results.
“The truth is people are busy and your business isn’t their top priority. It’s not that people don’t want to take action, it’s just that they get distracted,” says Charest. “Plan your email marketing calendar to include a short series of three emails around a particular promotion: an announcement, a reminder, and a last chance.”
These tips are not a formula for the perfect email. Instead, they are guidance on how you should approach crafting an email.
Every successful email is targeted towards its audience and every audience is different. Don’t fall into the trap of thinking that one technique will work in every situation. Be flexible and try to consider what you would want to read as a recipient.