The Power of Email Marketing Still Remains

In this digital age there are plenty of ways to market your business to customers, with many digital platforms and touchpoints to choose from. However, the email remains an effective and inexpensive marketing channel that can deliver significant return on investment for businesses.

Below Candy PR has summarised several quick and easy pointers and tips on how to write a successful marketing email.

Always Have Your Target Audience In Mind

The key to a good marketing email is ensuring you know exactly who you want to target, and what you want the reader to do with the email. Are you selling a product or service, gathering customer intel, or simply informing customers and prospects of the latest industry updates and news? Whatever it is, make sure your email is focused on this.

But how do you go about doing this? The best approach is to test. Many email marketing platforms will have A/B testing functionality, and this is a great way to test out different subject lines, preview texts, imagery, marketing messages – and even send times.

Personalisation is also key – highly segmented emails tend to have higher performance levels. The more segmented your email list, the better able you are to personalise the subject line and email content.

Concise Email Copywriting

In terms of content, single marketing messages will usually increase your Click Through Rate (CTR), along with striking imagery and one or two strong Call To Actions (CTAs).

Email marketing copy should always be clear first, and memorable second. Readers are unlikely to read a marketing email word for word, instead quickly scanning it to get a sense of the overall message. You should find a way to summarise your message in a quick and compelling way – relying on links to your website for further information and using strong call to actions. Buttons and videos are great ways of doing this.

Some other quick-fire email copywriting tips:

• Be direct and use marketing action words
• Add preview text to explain your email headline and inspire your recipient to click-through
• Use subheadings to break up the email, avoiding large chunks of text while ensuring your copy is conversational and in the second person (you, your, yours) to orient the copy towards the reader
• Include CTAs that create a sense of urgency or deliver crystal-clear incentives.

Monitor, Monitor, Monitor

As with all digital marketing, analytics play a key role in determining whether your marketing messages are landing – and if your products and services are selling.

Many of the major email marketing platforms will have in-built analytics, a powerful functionality that allows you to evaluate reader engagement and conversion. Studying your sent history for the best times to send a marketing email is an effective tactic you can use to influence your open rate. Your goal is to turn opens into clicks and clicks into conversions – and using email marketing analytics is a great springboard to test different strategies and determine what prospective and existing customers are engaging with.

Looking for support with writing your business’ marketing emails? Reach out to Candy PR – from copywriting to fully managing your business’ email marketing campaigns, we have it covered.