How to write a good marketing email? Find out how to write catchy content in your emails and create success for your business
Email marketing is still a highly effective marketing channel and an important way to reach customers. This is because today we are still dependent on e-mails. Working with email campaigns can be frustrating at times. Maybe you spent hours writing catchy and selling text, and then you run the risk of your email campaign ending up in the recipients’ spam filter. So what can you do to make sure your email actually lands in the reader’s inbox? Read our tips in this article to learn all the smart tricks on how to put together an effective email marketing campaign.
Effective email writing
Ensuring that your sent emails land in the recipient’s inbox is actually a difficult task. One would think that if someone has signed up and wants to receive emails from you, then your emails will automatically land in the recipient’s inbox. But that is not necessarily the case.
Worldwide, 1.5 billion people use Google’s mail program ; Gmail. What Google has done is that they have invented a directory called ‘Promotions’. All emails that signal promotional content land directly in this folder.
So even if people sign up to receive your emails, your sent emails risk landing in the ‘Promotions’ folder or even worse in the spam folder itself. In fact, 68 percent of the emails that do not land in the spam folder end up in the promotions folder. If emails that you have signed up for land in this folder, then they must first be detected before they can be dragged and moved to your inbox.
It goes without saying that if your e-mails, which you send in the hope of being able to sell some products, services or services, end up in such a subfolder, then it can negatively affect your business.
Let’s just try to imagine that you have spent many hours writing a good marketing email about a product that you are about to launch. You are now sending the email to your list of subscribers and subsequently receive virtually no feedback.
Or let’s say you’re working as a copywriter and a company has hired you to write some catchy sales emails about a new product that they’re launching. You send the company your elaborate text, which the company sends out to all their subscribers via their e-mail software program.
And the result is that they get no feedback. Who do you think the company will blame? Most likely on you and your professional qualities when it comes to writing a good marketing email. They will probably conclude that your email writing was not good enough, instead of looking at the delivery procedure of their emails.
The average delivery rate of a sent email is 77 percent . That number could easily be lower, maybe even as low as 68 percent, if the e-mail ends up in the folder with promotional e-mails. It does so if Google’s software assesses that the content of the email is about a sale.
To make email copywriting even more complex, it’s only 19.99 percent. by the users who get to read the e-mails that end up in a subfolder and thus are not displayed directly in the inbox. So the chance of success becomes very clearly smaller and smaller.
And finally there is the click rate. It can easily be as low as 2.5 percent. So the likelihood that some of those that you intend to read your emails also actually do so is vanishingly small.
Still, we maintain that there is a good and effective sales method to work with email marketing. Try to read on and then start implementing our tips. Because then you increase your chances of success with your email marketing.
Internet service providers, also known as Internet service providers (ISPs), keep an eye on your vocabulary, the context and the content of your emails.
The subject line
The subject line is of great importance to your email marketing. First and foremost, your subject line should pique the interest of the recipient so that in principle no one can ignore it.
Make sure that the subject line is not too long, that you do not use strange symbols. It is important that the subject line summarizes the main point of your email with an enticing text that makes the reader click to find out more.
At the same time, the subject line must not be misleading, because if the reader clicks and opens your email, then you will disappoint the reader and at the same time appear untrustworthy if the reader does not find what they expect. If the reader does not click on any of your links in the email, it will send a signal to the ISPs that your emails are misleading.
Avoid words that may be perceived as spam
Many people who work with e-mail marketing are not at all aware of which word can lead to the email ending up in the spam filter.
If you have not familiarized yourself properly with the problem, then you can sit and write various spam-triggering words in your e-mails, which you are not even aware should be a problem. It is important to know the words that are statistically the ones that most often lead to the email landing in the spam folder.
The list of spam-triggering words has increased over the years, so today there are many words that you need to be aware of. Some of the most common words that trick the spam vending machines are: cash, bonus, free, sales and make money.
On the internet you can find websites that list all the spam-triggering words that you should avoid using.
A good tip is to write your email campaign text exactly the way you think it should look. And when you have the first draft ready, read it again and cross-check with your list of all the words that can stamp your email as spam.
The exercise will now be to get all these words replaced with non ‘spam-related’ words. It may seem like a time consuming job, but it is often the case. What takes time will usually be worth it all when your emails end up in the recipient’s inbox and your audience reads them and falls in love with your products.
Avoid formatting your texts
In the fight against spam, ISPs have become so clever that you need to focus not only on what you say but also on how you say it. The context of your email is also crucial. Most forms of formatting are actually a no-go!
For example, if you includes exclamation points in your email, it will trigger a spam alert from your ISP. The same is true if you have different colors on your fonts and even different font sizes. All of this can contribute to the email ending up in the recipient’s spam filter.
Something else that you should think about when writing emails is your punctuation. Do not have too many commas, and do not use too long sentences and do not use the colon at all to break up a text.
There are many tools available that can tell you if a sentence you just wrote can be confused with spam.
Remember not to sound like a marketing expert
When writing your emails, it’s important that you do not sound like a smart marketer. The art of writing good emails is actually writing them as you would have worded yourself if you were writing to a good friend.
Even if you represent a company or your own brand, try writing your emails as if you are having a conversation with a friend about a product that they absolutely must not miss.
Always remember not to write too long emails, and always make sure to divide your text into sections. It makes your content more readable.
Always have a good reason to send an email
Do not send an email just to be able to say that now you have sent it. Make sure that every time you write and send an email, there is a good reason for it. You do this because you have an important message that you want to convey.
If you send irrelevant emails, people will start ignoring you. The same is true if you write too many emails and send them out a little too often. The recipient quickly gets tired of it. Also, do not send a reminder to open your email, and do not send content at all that you have previously shared with your email subscribers.
In other words; only send emails with content that you absolutely must share because it contains new and relevant information.
Always be consistent in your language and style so that you are easily recognizable. Also, be consistent with your email layout. Consistency increases your brand awareness and helps to create greater trust around your brand.
Set yourself some goals
Set yourself some realistic goals and make a list of the different emails that you send. Why are you sending them and what are you trying to achieve with your emails? Is it to increase the number of subscribers? Is it to increase your sales? Setting goals will ensure that you keep the right focus on your email copywriting and email marketing.
Always use a ‘Call to action’
An invitation to take action (a so-called CTA) helps your readers move on to the next step. It does not have to be an invitation to make a purchase. It can also be a call to click to read more about a particular topic that you have described, or watch a video that you have made.
It can also be a call to action so that your readers can enter into a dialogue with you and give you feedback. Whatever the purpose, it may be a good idea to include these CTAs in your emails.
Once you start selling actual products and services with the use of CTAs in your emails, then it will give you an experience that you have become more credible to your subscribers.
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