Emails are a great way to stay in contact with existing
customers, or reach out to potential ones.
Email is an extremely cost-effective business tool, but not
all organizations take full advantage of it. Whether you are selling a product,
providing a service or writing an information-based newsletter – all businesses
have the same goal in mind: to make a positive impression when they contact a
person or other business via email. The first step is to have the recipient
want to open the email.
Crafting the best email for your business can take practice
and trials – however, there are some simple guidelines you can follow to get on
your way:
1. Ask yourself, “What is my goal?”
This seems like a simple question
but it is one that many businesses forget to ask before they start to write their
business emails. You need to determine what it is you want to achieve for your
business once your contact receives and opens the email. Are you looking to get
new clients/customers? Inform people within your industry? Or, are you reaching
out to existing clients/customers to close a sale?
2. Spend time crafting your subject line
This is what your email recipient
will read first before they decide whether to open your email or delete it.
Don’t be vague; let your reader know what the email is about without getting
too wordy. Keep the email subject line at around 35 characters, so those
viewing their emails on a mobile device will not have the subject line cut off.
3. Define your opening
“5 Design Metrics in Heaven” Be
creative but stay on topic. You want to hook the reader, then quickly let them know how
they can benefit from reading further.
4. Use Quality Images
There are great stock photos you
can use, or consider having a professional photographer take some key
photographs for you to use for future emails, your website, and promotional brochures. It is worth
the investment; even a one-hour photo shoot has the potential to give you
content for multiple marketing channels all year long.
5. Keep it simple
Too
long and you risk losing the attention of the reader, too confusing and you
risk losing the focus of the reader. You want the reader to be able to remember
what the email was about – even a day after they read it. Many interested
prospects return to an email and then make their decision to contact a
business. This is especially true for emails that go out to customers on a
regular basis.
6. Be clear about your CTA
Let the reader know what you are
offering and how it can benefit them. Your conversions will be 100% more effective if you develop specific, relevant landing pages created just for your call-to-action. Give your users what they want and when. And remember, it's not worth doing unless you can track it!
Use UTMs when possible: A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name.
7. Close with the right information
You want to end your email with as
much thought as you put into the opening. Be professional, sincere and give
your readers the correct information clearly so they can contact you.
Think about those emails you actually opened, the links
inside you actually clicked on, and how easy it was to contact the business.
What did they do to get you interested? And what was it about those other senders - whose emails you unsubscribed from - that guided your decision? See if you can
pinpoint what they did wrong, and avoid those mistakes yourself.
Still stuck? Don’t be afraid to get professional help. Not
everyone cuts their own hair! Feel free to contact us to hear about our pay-per-lead marketing program.
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