How to Create Gripping Emails for Your Email Marketing Campaign
Did you know that more than 306 billion emails are sent and received each day? That’s a lot of emails. Adding email to your marketing campaign can seem like it's not worth it with that many being sent and received.
But it can be. If you create engaging and optimized emails, you can gain clients and grow your business in no time.
Wanna know how to build a captivating campaign for your business? Keep reading to find out!
Creating Engaging Experiences
When creating engaging emails for your marketing campaign, you need to make sure you catch their attention. How many emails a day do you send to your deleted folder without even opening them? What is it about those emails that make you send them to the trash?
For your email marketing campaign to work, you need to catch your viewer's attention. There are many ways to keep them coming back for more, so let's go over a few.
Entice Them With Your Subject Line
Subject lines are the first thing your viewers will see with your email. These are what your readers will use to decide whether or not they want to read your content. Use this to assure people that your email is worth their time and will be helpful.
Keep your subject lines short to make sure your viewers can read the whole meaning of your message. They should be under 50 characters as this is all your viewers will see at first glance. Anything longer will get cut shorter.
Make your subject lines catchy but don’t overdo it. Too many overly promotional words such as “Buy Now,” “As Seen On,” or “Get It Soon” can cause emails to go straight to the spam folder without your viewers even knowing.
Ask your readers questions in your subject lines. Questions provoke curiosity and entice them to open your email to find the answer. Ask questions that point out a common problem they may have or will intrigue them to know more.
Give Your Viewers Value
Marketing, in general, has become more of a giving situation than a taking one. With the internet as big as it is, people can find information on anything in just a few clicks. And when they can just go find it themselves, it can leave us feeling lost and unsure of what to do.
So what do we do to keep people coming? Well, we can start by bringing the information to them. Offer them an ebook on a popular subject in your industry, an article that teaches them something, or anything else they can benefit from.
Keep It Short
Shorter emails will keep readers from feeling overwhelmed and becoming uninterested. Emails shouldn’t be books worth of information that take forever to read. Instead, get your point across and lead them to the next step in your process. Focus on getting them to your site, downloading your ebook, setting up an appointment, or any other action you want them to take.
Use the Inverted Pyramid Model
Using the Inverted Pyramid Model keeps readers focused on your content and creates conversions. Follow this form when writing your emails:
Grab your reader's attention with your subject and opening lines. Then give them information that excites them and keeps them reading. Finally, end it all with a CTA that they just can’t resist.
Know Your Audience
Each business is different and won’t be targeting the same audience. Who does your business target? Who uses your product or service? Knowing your target customers can help you send personalized emails to the right people.
Use this information you gathered about your viewers to create personalized emails for each audience. Using their name is a great way to personalize, but it can go so much deeper than that.
Consider which landing pages your viewers will most likely be interested in and add those to your emails. Pay attention to location and time zones, and send your emails out when they are most likely to see them. Send out emails for birthdays, anniversaries, or other important milestones in their lives.
Each target group will need different types of emails as well. The email you choose will depend on your goals and audience. With so many different types of emails to choose from, you can find the ones that fit perfectly with your business.
Use A/B Testing
A/B testing consists of creating two separate emails with only a slight variation between the two. Sending these emails allows you to see what your customers respond to more and give you more ideas for future campaigns.
You can test variations in:
Your subject lines
The length of your emails
The copy you use
Which content attracts the most viewers
Whether or not to include images (and which ones work best)
Your calls to action
Which times and days get the most engagement
With A/B testing, you may find that your hypothesis is incorrect. However, that doesn’t mean you’ve failed. It just means you’ve learned something new and can build off of it now.
For example, maybe you thought that the emails with images would work better, but it turns out your readers preferred the ones without. Use that to your advantage and create new emails that better fit the tastes and needs of your customers.
Take a look at these two email examples.
A
B
Which one would you be drawn to more? What do you like/dislike about them? Let us know in the comments down below!
Create a Compelling Call to Action
We touched a little on this earlier, but it’s important enough for its own section. Having a call to action in your emails lets your readers know what you want them to do. No matter what campaign your email is for, it should always include a CTA.
Your email marketing campaigns should strive to get engagement from your viewers. Create a button in your emails or draw them to a link in your copy that your readers will want to click and brings them closer to accomplishing the goal you’ve set.
Some great examples of simple calls to action include:
Shop now
Learn more
Read more
Download now
Watch now
Contact us
Your call to action should be simple and straightforward. You don’t want your viewers to be confused or lost, as this could cause them to leave without engaging.
Final Word
While it is easy to think that email marketing is dead, the truth is that it is still alive and well. Email marketing can be a massive help in getting your business noticed. It can help increase your engagement, build conversations, generate leads, and so much more. So don’t delay today! Get your email marketing campaign up and running so you can start growing your business.
