Writing effective emails to your customers and prospects isn't as simple as it sounds.
First of all, the email must be part of an email marketing project, in turn included in a web marketing project: what should we send? what should we communicate? what goals do we set ourselves with each submission? and overall?
And only after the DEM (Direct Email Marketing) have found their place in the general plan, with a budget, a goal, KPIs, can you start writing!
Here are ten simple steps to start understanding how to write an effective email (I wrote "start understanding" ... to the wise ...)
Define the sender
Before starting to draft the text of the first email, it is necessary to define the sender of our DEM campaign.
It may seem obvious or often overlooked, but the sender creates a psychological effect on the recipient, because it is one of the first elements that are seen in your email account.
Who is writing to me? Does it inspire me confidence? Do I know who he is?
The opening and response rate increases exponentially if the sender is well written.
Choose the object
Today our inbox is flooded with messages from friends, family, collaborators and, alas, lots and lots of spam.
In this media chaos there is a risk that our message will not be read and, even worse, that it can end up in the spam box or directly in the trash .
To avoid this risk, we need to differentiate the subject , so that it is captivating and that attracts the attention of recipients, prompting them to open our email.
The subject (or title) must introduce the topic giving a very brief preview , but it must not reveal the entirety of the content, otherwise many will not even read the entire email.
Particular care must also be taken in choosing the words, because the spam filter could block the message (due to capitalized words, words like "free" and all its related, or "free", "I promise you", etc. ).
Sarcasm is to be avoided
In e-mail it is difficult to grasp the nuances of expressions, to distinguish ironic jokes from phrases spoken seriously .
Better to keep a colloquial tone and never sarcastic, unless you are known as a sender and as a "known / public person" that ensures that the reader is able to grasp the typical nuances of the writer.
Sometimes sarcasm can be highlighted by the famous emoticons, which however are not always related to the professionalism that certain communications must have.
The length of the text
Getting to have the email opened is a decent goal, but it is not enough.
Usually half of the people read the first two lines and then decide whether to continue reading or to go out and archive the email. It is therefore essential that what I want to communicate is clear and concise right from the start , concentrating the fundamental points in the first few bars, then stimulating him to read and investigate.
However, in principle an email should never be longer than 250 words… if we have to explain complex or articulate things, we get people to dig deeper on our website.
The dilemma here lies in choosing between a message full of colors and images or a clean, simple black and white text .
The answer to the dilemma lies somewhere in between! based on the recipient and the communication, the layout, formatting, graphic style, images to be included will be chosen, as well as a fundamental coherence with one's own institutional graphics .
The style of the email
The style of the text should naturally be consistent with the company's communication line .
In Anglo-Saxon countries an informal tone is often used, in our country this style is still not very appreciated, and at times it even seems to indicate rudeness and lack of professionalism ... but we are evolving.
Based on the target, the context, the objective of the DEM, we choose a coherent communication style.
In the footer of the e-mail or in the signature of the author of the e-mail , references to the company must be added , both for consistency with the provisions of the laws in force (regarding information to be reported on one's site and on online communication tools and means ) and to allow the recipient to respond as they prefer.
Mainly must be present full name of the sender, the role within the company, the corporate name of the company, the website company, the telephone number , and, depending on the type of company, the data required by the regulations (address company headquarters, VAT number, REA, share capital, etc.).
CTA Call to action
What do we want to achieve with the email we are sending? What is its goal?
In drafting the project and, specifically, in writing every single email we must have in mind what the purpose of our campaign is , in order to provoke a certain behavior in the recipient.
We take advantage of the links , and maybe we avoid sending those who read the email on the home page of the site: we propose offers , we propose insights , we propose discounts , etc.
The periodicity of the message
The frequency depends on the overall project and the type of content we want to send .
There are no limits, both maximum and minimum, which should not be exceeded: it all depends on the type of message and the target recipient of our emails.
Setting yourself a minimum frequency of once a week could be counterproductive if you don't have something interesting to communicate.
Leave the door open
In email marketing you have to leave the door open to the customer , precisely for the premise of "clear long friendship agreements": it must always be explained how to remove yourself from the newsletter.
This is because it is the recipient who has to invite us to speak, and if they think we are offering them something of value, they will also be more willing to consider our offer.
Posted By : Abdul Rimaaz
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