Writing email messages that get opened and convert is one of the most powerful things you can learn to do. Email marketing is a highly profitable form of marketing. One of the most profitable and effective ever invented up until this point. Companies report to earning 38 dollars for every dollar they spend on email marketing. Because it’s so lucrative, it’s imperative that you understand how to make your messages resonate for your readers.
The Subject Line
This is like a headline, and you should spend a lot of time getting that right. If the subject line is not compelling, your subscribers will not open the message. This makes your subject line almost more important than the other content, and you should spend your time accordingly.
Return Email Address
This address should be friendly and personalized and not “no-return” or generic. The more personalized the return email address, the more your readers will trust you and open it. Use either your name or the name of the newsletter so that they realize who it’s from at a glance.
Email Opening
How you greet your readers is important. The first lines they see when they open it, or if they’re viewing it on the computer, need to hook them in. This may be done without even opening the email, so you’ll want to ensure it makes them want to read even more.
The Body of the Message
Once they totally open the email, they’re going to now read the body of the email. This part should be very concise and short as possible. Make the writing “chunky” so that you have headings and short paragraphs that are easy to skim.
Your Font
It depends on how you send your emails, whether you’re using text or HTML and who is reading it on the type of fonts you use. The main thing is you want to avoid making the email too loud. Watch out about using too many styles such as bold, italics, and so forth as the email will look too busy for your readers.
Emoticons
Use them! You want to ensure that you convey the right emotion to your audience but do use caution about this because if you’re sending plain text messages versus HTML, your emoticons might look different.
Spelling & Grammar
Of course, you want your spelling and grammar to be what is acceptable to your audience. Spelling is more important, while grammar can be more creative. The important thing is that you write the way your audience speaks so that they resonate with the message.
Closing & CTA
The other thing you need in your email message is a closing and a CTA. If you keep the email short, you can include one CTA. If it’s longer, you may want to place a CTA above the fold (before the scroll) and near the closing. Always sign off professionally with your contact information, the CTA button, and any other info they need.
As always, when you create an email message, you need to have a reason for sending it or a point. If you have no goals for the messages you send, it will be hard to judge whether it’s working. Therefore, ensure that you have a measurable goal in place for every message you create.
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