Email marketing continues to be popular a way to reach a high number of people without the hefty postage costs. But with inboxes on overload, how can your email break through the rest? Here are some tips on how to write better email marketing messages:
- Subject lines – Peak their curiosity right from the get-go with a strong subject line. You’d be surprised you how you can use a little creativity to say the same thing but in a much more interesting way. For example, “new home for sale” versus “Get it before it’s gone: 3/3 in desired neighborhood, move-in ready.” It’s the difference between a click to open or a click to delete.
- Headlines – They opened your email, now what? Segment your messages with catchy headlines in large font and make the text color. This will draw the person’s eyes through your newsletter and if the headlines are interesting enough, they’ll stay a little longer to read and hopefully even click through to your website. If you only have one message keep in mind that you’re still going to need a killer headline to get it started.
- Text for All Images – Most emails do not open with the images automatically showing and you can’t assume they user will click to open the image. To give them incentives make sure you include snappy text descriptions for each image. For example trade in the old “logo” text image description for “Miami Beach Retail on Lincoln Road. (canzmarketing.com) ” If your email is just one large image, make sure you have a text description that makes the person want to download it and better yet, also include a headline for a text-only email viewer. You’ll also want to enable the url version of the email feature that most email marketing systems offer in case the person just wants to click the link instead of downloading the images.
- Short & Sweet – Long, drawn out text blocks: Ain’t nobody got time for that! Keep your messages short and sweet. Use bullet points and photos to break up paragraphs. Keep in mind that people viewing your email on a mobile device view the paragraphs as even longer because of the smaller screen. If you have a lot to say, a great option is to use a snippet of a blog post and link to the full version.
- Write for Your Audience – This seems like a no brainer, but it actually does take some thought and planning. Write content that will appeal to the people receiving it. If you have multiple audience types write a few different versions of the emails and send it to the lists separately. This goes for tweaking subject lines and headlines too.
Have questions? Contact us for more information on how we can help with your email marketing campaign.
