Sorting through emails has become a daily chore. It only takes one rambling, drawn out email from your company to teach prospects and customers that its easier to hit delete than read through your content. Here are six tips to keep them interested (and excited!) to see your name in their inboxes.
1. Speak with direct and targeted language. Email campaign recipients have already created a relationship with your company, so there is no need to waste valuable space explaining your objectives, purpose, etc.
2.Keep your content short by highlighting specific points with bullets or outlines. Including multiple paragraphs will increase you abandon rate. Remember that, just like you, recipients are busy and don’t have time to read through long, detailed emails. Ex) Monthly newsletter, announcement, event registration, etc.
- Make sure the entire email can be read in one minute or less.
- Only present one topic/idea. If you have other topics to cover, send another email.
3. The email’s tone should be conversational. Read your message aloud to assess the flow and avoid sounding stoic and clumsy. Every email should read as if it’s addressed to only one person, even if thousands are receiving the same message.
4. While you’re reading those emails aloud, make sure it holds your own attention. If you get bored and zone out reading an email you wrote, think of how quickly customers will lose interest. Take out any and all unnecessary content.
5. Write attention grabbing subject lines that convey the email’s purpose. Keep them short and interesting to compel recipients to open the email. Create your subject line after you have written the email body to keep it consistent with your message.
- Recipients should be able to decipher the email’s topic based on the subject line.
6. Begin with the end in mind. What are the steps recipients will take? What is the desired final step? Know the plan ahead of time to efficiently move recipients beyond the email campaign and make sure it is clear to them as well.
7. You won’t be able to address everything by email, so direct recipients via call to actions. When you guide them in their intended direction, you can help mold their experience and direct them to the pertinent content.
- Additionally, if you have the available resources, you can then track customer activity and effectiveness of your campaign.
- An email campaign is only one piece of the puzzle – it isn’t your sales page.
Bonus Tip: 5 Steps to organize your email’s content:
- Include specific information for your targeted audience. Ex) “It was great getting the chance to talk to you at ABC Trade Show/Expo/Conference…”
- Provide personal information about you or your company. This helps build a relationship and validate yourself as a professional in your field, but keep it to one sentence.
- Be able to summarize your offer or request in two to three sentences, including bullet points about your services.
- Specify why you are reaching out to this recipient. What are you offering that they need?
- Include a call to action. Give the recipient the power to take the next step by including links to request a demo, fill out an online form/survey or contact information for sales.