Writing compelling emails

One of the first steps to becoming an email marketing success story is simply convincing recipients they should read the contents.
One of the first steps to becoming an email marketing success story is simply convincing recipients they should read the contents.

Drawing customers into your store is just the first step in setting up a sustainable source of income. Next, it’s time to make sure they come back. Email can be a key tool in this regard, reaching your past audience and convincing them they should become part of your loyal shopper base. A solid group of repeat buyers can transform your sales projections, ensuring you stay open long enough to reach out and attract a whole new wave of consumers.

Your email campaigns are thus thrown into sharp focus. Either you master this medium and cash in on new loyalty or you simply waste time and money. First impressions are vital in this field: You have to convince shoppers that your message is worth opening.

Keys to higher open rates: compelling copyYou need to think of tactics that will convince consumers that they would be making a mistake not to open your email communications. A recent MarketingProfs piece by Curt Keller addressed the art of ensuring communications seem enticing to open instead of obnoxious, spammy or easy to delete.

There is a surprising amount of craft involved in writing compelling emails, and the difference between a successful campaign and a failed effort may be forged at this stage.

Tagged for deletion: While there are some tactics that can help you secure attention from consumers, there are also problematic efforts that might get your communications thrown out without being given a chance. Keller explained, for instance, that overuse of capital letters makes messages look like spam, and is discouraged. He also stated you should not make promises in the subject line that the body text can’t keep. People don’t like being played by advertisers, and this is a way to lose your chance to win them over.

Not too serious: Of course, telling the truth doesn’t mean being grave and humorless. Keller stated that it’s fine to take a light tone in your email communications. If you want consumers to feel that shopping with you is a fun and enjoyable experience, every element of your emails should reflect that. A completely straight-faced subject line may turn recipients off as much as caps-lock or an unfulfilled promise.

Being on-point: There really is a great deal of pressure on the headline of an email. In addition to the directives above, Keller suggested making sure you keep important terms within the first four words of the subject, so readers know what it’s all about.

Build the list: Dealing with subject lines seems like a sensible way to handle email marketing problems by going back to step one. However, there is one stage before this one… building the list of addresses in the first place. According to BizReport, researchers recently discovered many organizations are stumbling at the early stages of their operations with elements such as these. The rewards are in sight, however. As the source noted, MarketingSherpa data points to 119 percent average return on investment from email in general. It’s a great goal to aim for, but it requires focused campaigns.