If you’re a marketer, chances are you’ve probably been here: blank screen, blinking cursor, brainstorming how to get your message across in one of the most popular marketing communications channels: email. We can’t promise to cure your writer’s block, but once you find your inspiration, we can offer five tips to help elevate your marcom emails:
1. Define your target audience.
Are you talking to customers? Members? Investors? Employees? Nailing down your target audience will inform your whole communication. If you’re speaking to multiple audiences, consider segmenting your email so that your message can be customized according to the recipients.
2. Pay attention to your subject line!
Have you ever drafted a marketing email, routed it and received approvals, and then gone to distribute the email only to realize you forgot to draft a subject line? Eeeek! Never again. A subject line should not be an afterthought—it’s like the headline of a press release or the title of a book. You want your subject line to stand out in crowded inboxes and entice the reader to open your email. Consider starting your subject line with a verb. Use a verb that expresses the action you want your reader to take.
3. The shorter the content, the better.
Remember your reader’s crowded inbox? (You know the one, because you have one, too!) The messages that stand out get the point across quickly. Depending on your message, you’ll want to cover the who, what, when, where, why and how, or some combination of those. You’ll also want to showcase what makes your product/service/event unique or how it solves a pain point for your target reader. To keep it short, think about breaking up the text with bullet points or small paragraphs.
4. Use strong imagery.
The mix of the right words and the right imagery can drive readership and action. If you’re marketing a product, select a beautiful image of the product in use. If you’re marketing an event, showcase the city or venue where the event is taking place. If you’re marketing a charity, select imagery that highlights the people or cause that donations will benefit.
5. Include a call-to-action (CTA) button.
An effective marketing email drives action. Remind your readers what you want them to do by including a CTA button that drives to the right webpage. Using the examples from above, if you’re marketing a product, your CTA button may be “Buy Now.” Clicking on the button should take readers to where they can purchase the product. If you’re marketing an event, your CTA button may be “Register Here.” Clicking on the button should take readers to where they can register for the event. If you’re marketing a charity, your CTA may be “Donate Today!” Clicking on the button should take readers to where they can donate toward the cause.
Next time you write a marketing email, try these five tips and see if it makes a difference in the number of opens and clicks your message receives—and ultimately, see if it increases the number of people who are taking the action you’re promoting.
If you’re looking for support with your marketing communications efforts—including marketing emails—KVA has a team of seasoned experts ready to partner with you. Simply click the “Let’s Talk” button below to schedule a meeting with KVA’s Founder & CEO Kelly Voelker.
