Email
marketing is a prudent and inexpensive way of attracting buyers if you have a
list of subscribers for your emails or newsletters. However, you must send
emails with messages that interest and compel readers to take the desired
action for your email marketing campaign to be effective.
Here are essential strategies for
writing email marketing messages that will be read and acted upon:
Write a compelling subject line
The subject
line of your email should address the desire or need of the email subscriber.
This implies that you must consider the reason why the recipient subscribed for
your newsletters or emails. This could be because you provide vital technology
information or because you guide them on how to do something. This reason
should guide you in writing the subject line of your email.
Establish relevancy
Use the
introductory paragraph of your email to establish the relevance of your email.
Let the reader see why you sent them the email. Perhaps, the recipient bought
your product in the past and now you have another product that might interest
them. You should let the reader see that you know each other and that what you
are offering is beneficial to them.
Be brief and straight to the point
You should
provide a summary of the email message. The body of your message should also be
brief and direct to the point. Each point of your email should have a section
of its own. The main message should be at the front and also at the center of
the email message.
Concentrate more on the benefits
rather than the features
Although you
should discuss both the benefits and features of your service or product, you
should concentrate more on the benefits. Tell the reader how the product will
benefit them or improve their life. Use features to elaborate the benefits of
your service or product.
Use enticing and descriptive
adjectives
Most
recipients of email marketing messages read the first lines only and then
delete the messages if they are not captivating. Using enticing and descriptive
adjectives especially in the first lines will convince the recipients to
continue reading the message. You can use a descriptive photo to support the
words of your email.
Personalize the copy if possible
Where
possible, try to make the subject line of your email more personal. This does
not necessarily mean that you have to use the first name of the recipient. You
just need to make the email more personal in terms of addressing the unique
needs of the recipient.
Include a clear call to action
Always
remember that you are writing the email marketing message in order to attract
more buyers. Therefore, your message must have a clear and direct call to
action. For instance, you can ask the recipient to click on a link to purchase
a product or to click on a link for more details of your service or product.
Apart from
writing quality email marketing messages, you should avoid sending your
subscribers too many emails within short duration. Doing this will annoy the
recipients and they will unsubscribe their requests.
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