80% of marketers state that email marketing helps to drive the attention of the customers and increase customer acquisition. Impressive 72% of clients prefer emails as the main form of communication. 61% are happy when you send them an email at least once per week. Another 38% expect that you will increase the number of emails and send them even more frequently.
Do you still hesitate that email marketing will bring no benefits to your business? It’s obvious that to understand how it affects your revenue and relations with customers, you need to make a huge experiment with starting email marketing campaign. However, to get most out of it, you are to know how to conduct it and what details to take into consideration.
If you have never tried to send emails to your clients, out tips will definitely help you to understand the basics and make a perfect start with your very first email. You will get to know the structure of marketing email, how to create the most effective subjects that will show outstanding open rate, how to properly use preheader, and why it’s important to add a footer to every single letter. So now it’s time to become email marketing guru! Are you ready? Let’s move further!
#1 Basic structure of email
Even if you have never sent marketing email, you definitely have at least some idea of how it should look. The matter is that you definitely get a huge number of such emails daily. You open some of them, you ignore some letters, you click on some links, and sometimes you even send emails to a spam list. Moreover, sometimes you receive emails directly to spam although you are pretty interested in the offers.
Why does that happen? Everything is about the structure. If you miss at least some of the important points, your email marketing campaign would fail. So the first thing to understand is the structure of your letter.
Please check the structure of the email that will never get into the spam list and will attract the attention of the recipients:
- Your name and email address
- Subject of the email
- Content (text and picture with alt text)
- CTA block
- Name of sender
- Footer with contacts and unsubscribe form
#2 Why sender is important
The first thing you need to take care of is your name and email. Here is a thing: when your recipients get an email, the first thing they pay attention is the name of the sender. If that tells nothing to them, it is likely that they just ignore it. Therefore, it will always be better to include in the name of a sender the name of your company or the name of the manager plus the name of the company.
The email of a sender should be personalized. If helps to build more trust with your recipients, and make your clients more loyal to the emails that they get from you.
#3 Mind subject line and preheader
The subject of your email should be informative and explain to the recipients why they need to open an email. There are many approaches to how to create effective subject lines, but we believe that there are several key factors that will make people open your emails:
- Limited offer or offer for subscribers only
- Attractive description of offer or email content
- Do not exceed 55 characters limit so the email looks perfect on mobile device
- Use CTA
Preheader is the text that appears next to the subject line. Here, you can be more detailed with the description or in opposite experiment with intrigue.
Make sure that your subject line must contain no mistakes. It will be nice to check proofread definition one more time, to understand the points you need to pay attention to.
#4 Use effective headers
The header is the first thing a recipient sees when opens your email. Thus, you need to create a header that will make a person keep reading an email. Here, it’s better to use a call to actions or introduce the main benefits of the offer.
To understand how headers affect the decision-making process of a person, analyze the emails that you received. Which of them made you click or read more about the offer? What did you like most about them? When you find answers to these questions, you will be able to develop your own strategy of creating effective headers.
#5 Create content + CTA
Do remember that people do not like to read long emails. Write in short but clear sentences, do use jokes and address to the recipient directly.
It’s important here to add a picture that will attract the attention of the readers. It has been proved that visual content affects people better and they always first check the image. Thus, it will be nice to add some information about your offer directly to the image. Also, add alternative text to the image. Do remember that the content must be revised for mistakes.
End your email with strong CTA. There are many of them, and you can check the list to find the call to action that perfectly suits the goal of your email.
#6 Indicate name of sender again
Your recipients will appreciate if you end your marketing email like you ends business emails. Here, add name and contacts of a person who sent this email (it should correlate with the information that you’ve indicated in sender form). If you send emails from the name of your company, state the same information here.
#7 Add unsubscription and contacts to footer
If you do not want to get into spam with your first email, you must include the unsubscribing form to the footer of your email. This point is obligatory as well as the contacts which you are to include to the footer as well. It helps to increase the loyalty of your recipients and your email sender will also like that.
Now you will never make mistakes with your email campaign! Do you have more ideas on how to create a perfect email from the scratch? Feel free to share them! We will grandly discuss them with you and other readers will be happy to read your own experience!
Lori Wade is a freelance content writer for Thriving Writer who is interested in a wide range of spheres from education and online marketing to entrepreneurship. She is also an aspiring tutor striving to bring education to another level like we all do. If you are interested in writing, you can find her on Twitter or Google+ or find her on other social media. Read and take over Lori’s useful insights!