It is important to get to the point straight away in an email marketing campaign – leave long and waffly sentences for your competitors.
The fact is that people do not go through each message with a fine tooth comb unless they have decided that it deserves their full attention – a reward that is only bestowed upon a lucky few each day. Unless you are confident of being one of the chosen ones every time, you need to be concise.
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What does your business do and how will it benefit the recipient? Answer these questions quickly and you may engage with the right people, even if they are only spending a few seconds glancing over your email. They need to know that you are not wasting their time.
Time
Someone’s time is a valuable thing to waste – the public in general dislike having their time wasted and the situation is even more pronounced if it is a business to business communication. Yours might be one of a thousand that the manager or director sees on any given day, so you want them to believe in what you are saying.
As well as respecting your recipient’s time in the way you write and the layout of your email marketing templates, you should think about your call to action in this manner – does it involve the person signing up through a long registration process or can they just put in some basic details and move on with their day?
Key points
Your starting point will be your subject line and ‘from’ field. The latter just needs to be professional and noticeably official (not Spam-like), while the former should give them a reason to click on your email. Latch on to the human instinct of curiosity by referencing something interesting, or talk about an exclusive piece of content or a discount. Just be sure that you follow through with this message in the email.
You can check my article which is titled as “How to make email marketing fruitful?”
If you can persuade them to click on or preview your email then the top section of the message is the next battleground. Here is where you need to use a combination of text and graphics to convey how engaging with your content will benefit them. Do not assume they will read on to the second paragraph – pull out your A-game in that opening few sentences.
As the reader moves down the page they should be able to fill in the gaps in what you have said and know immediately what they should do to follow-up their interest. However, be aware that a huge number of people are now opening emails on their smartphones, so do not forget to check for compatibility issues on your call to action.
