Marketing emails are usually composed of several parts: the subject line, the body copy, and any images or attachments. When writing a marketing email, it’s essential to keep your audience in mind by using language that resonates and speaks to your audience.
What Are the Prerequisites for Sending Marketing Emails?
Sending marketing emails is an effective way to reach out to potential customers and build relationships with existing ones. But before you can start sending emails, there are a few prerequisites that need to be taken care of first.
1. Source Your Email From a Reputable Company
You’ll benefit from superior tools and features even if you work alone. The best email provider will provide parts for mass emailing and marketing. It’s essential to make sure the interface is intuitive and that the cost is reasonable.
2. Use a Verified Domain for Your Marketing Emails
After verifying your domain, your subscribers’ email servers will be more likely to treat your communications as legitimate.
3. Automate Your Marketing Emails by Establishing Triggers
Develop and sustain customer journeys via email. Subscribers benefit the most from transactional and tailored triggered emails.
4. Invest Time and Resources to Automate Certain Campaigns
The “welcome” email is an excellent example of a well-performing triggered message. Studies have shown that “Click-through and open rates” for welcome emails are 50% higher.
7 Main Parts of a Marketing Email Campaign
A marketing email is an essential tool for any business. It allows you to reach out to potential customers, keep in touch with existing ones and drive conversions.
To make sure your emails are effective, include these components below:
1. Definable Call to Action
Emails are sent to stimulate some interaction with the recipients. What kind of responses you get from your email list will rely on the content of your messages.
Your intended action for the recipient(s) could be to click a link, register for an event, or to fill out a landing page. But, no matter the nature of the emails you send, it is essential to define the desired outcome before beginning the writing process. This will ensure that each email presents the recipients with a clear call to action. Doing so may eliminate distractions and keep people focused on the desired action.
It’s important that each email you send only contains one primary CTA. A design element such as a link, button, in-text instructions, or video may serve this purpose. Including multiple links in an email is fine, but it’s ideal to direct readers to one specific action.
After reading the email’s body content, consumers may click CTA links or button in centered, bold, or underlined language. This makes it easier for the recipient to focus and click on.
2. List Filtering and Reject Listing
To maximize the effectiveness of your email campaign, it is essential to employ reliable methods of audience filtration and negative listing.
Email marketing is most effective when dividing your recipient list into smaller, more targeted groups. By sorting people who have similar characteristics into groups, you can send them more relevant messages through a process known as “segmentation.”
Create a list of people who use or are interested in your product and send them updates. You can tailor the content to individual interests if you know exactly who is opening your emails.
By using segmentation, you may pick and choose who receives your emails, and by using suppression, you can unsubscribe recipients. Those who you would not like to receive a specific email should go into the “negative list” in your marketing automation platform.
3. Attention-Grabbing Headline
To persuade people to open your email, the subject line needs to be eye-catching, and interesting.
Your audience will open your emails regardless of the subject line if they trust you as a source. However, a captivating subject line is still necessary when contacting new contacts or subscribers.
The following are some broad rules to follow when crafting an email subject line:
Spell it out.
Make a sly allusion to the email’s worth.
Make it a humorous or intriguing line.
Try personalizing little things like the name and the firm.
4. Fantastic Copywriting
The most effective emails can be any length you like. Consider your intended recipient(s), their reading preferences, and the tone of your brand when deciding how long to make your email.
There must be a balance between giving the reader the bare minimum and giving them all they need to understand your email. Send brief, to-the-point emails. A thorough email is sometimes nice, but remember that your recipient has a full inbox and other emails to read.
Your email’s chances of being viewed in its entirety increases with each successive attempt to avoid unnecessary waffles and get straight to the point.
But you should always check your email for grammatical issues, no matter how long or short. Grammar or syntax mistakes can detract from an email’s effectiveness, making recipients less likely to finish reading and behave as intended.
Email automation software can lead to a rut, but customization tokens can help you give readers a unique experience.
Including “First Name” as a personalization token is a terrific and straightforward idea that should be included in all emails. You can leverage custom attributes or other data about the user’s organization to create more contextually relevant messages.
6. Testing and Previewing
While testing and previewing are not tangible components of your email, they guarantee that all recipients receive your message accurately. Even if your email is flawless in every way imaginable, it will be useless if it appears disjointed.
Emails will appear differently depending on the recipient’s device and email client. Consider the recipient’s inbox when deciding on the look and feel of your email’s layout and content.
While emojis are a fun way to spice up an email and communicate your true feelings, not all display effectively across platforms.
Only push send once you’ve checked how the email looks across many browsers and on various mobile devices. Most email automation tools make this possible.
7. Choosing Subscription and Email Preferences
We hope subscribers will never unsubscribe from our newsletters, but that’s not always the case. Never hide the unsubscribe links.
Put your unsubscribe links in a prominent place where your viewers can quickly locate them to establish credibility. The unsubscribe link should be easy to discover but less visible than the primary content or call to action.
Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.