How to Write Email Marketing Campaigns that Convert!

I've previously written a couple of articles on email marketing because I think it is a valuable marketing tool for all businesses, big and small and in any sector. You can read about why your business needs a mailing list in this blog post here. And in this blog post I explain about using lead magnets to grow your mailing list. This blog is the next step in this process and provides tips on how to write email marketing campaigns that convert.

Why email marketing?

We've already established that email marketing is one of the most efficient methods for getting your message out to customers and prospects. You're not at the mercy of social media platform algorithms and it's also an effective way to build a relationship with new customers, keep in touch with existing ones, and create brand awareness.

Email marketing is effective because it can reach a large audience at once, while being cost-effective compared to other advertising methods like newspaper ads or TV commercials. As a result of its low cost per impression (CPM), email has become one of the most popular ways that businesses market themselves online.

4 key elements of an effective email

Now that you know the basics of email marketing, it's time to get started! Here are four key elements to keep in mind when writing your email:

1 - Subject line

The subject line is your first chance to get your reader’s attention and make them want to open the email. There are some simple rules for creating a compelling subject line:

• Keep it short —under 50 characters if possible
• Be specific and actionable. Your customer will appreciate knowing exactly what you're offering them (a new pair of shoes) or how they'll benefit from it (a discount).
• No clickbait text, otherwise people will unsubscribe
• Use numbers or symbols instead of words

2 - Write engaging content

It may sound counter-intuitive, but you actually don't need much text in an email. In fact, less is usually better! Instead of writing long emails with lots of text, focus on only one idea per message so people won't feel overwhelmed.

Use language relevant for your audience that's clear, engaging and actionable. Don't use lots of technical language if your audience has no idea what you are talking about. Be human and don't be afraid to add your personality to the content.

Pictures are also a great way to sell a product, but use these sparingly and with low file size to avoid a slowing down email opening time.

Finally, consider using bullet points in addition to full sentences as this can break the text up and make it easier to read.

3 - Personalisation

The majority of email marketing platforms offer some level of personalisation, even on the free plans. On a basic level, personalisation tags allow you to add a person's name which draws their attention in and can look like the following:

Hello [first name]

But Hurry [first name], this time-limited offer closes in 3 days!

And you can also add them to subject lines with some platforms.

Write your content using 'you' and not in the third person. This is important because it makes the person feel like you are talking and engaging direct with them.

Personalisation can go even further with email list segmentation, using tags, incorporating apps like WooCommerce and using automation and triggers based on the customers journey.

4 - Call-to-Action (CTA)

Don't forget to include a clear call-to-action (CTA). This will let readers know what you want them to do next.

Make sure the CTA is relevant for the content in the email. For example, if you're sending an email about new products, then it might make sense to provide links to said products on your website or other information that provides additional information about those products.

Make sure your CTAs are clear and concise—don't use language like "Click here" or "Learn more," as these phrases don't provide any additional value beyond what's already included in the email. Instead, try using phrases like "Order now" or "Get 10% off."

Only include one or two CTA per email. You don't want to appear spammy, cheap and pushy!

Email marketing is a powerful tool for small businesses that shouldn’t be ignored. It’s one of the most effective ways to get your name out there and connect with potential customers and also keep in touch with existing ones. But for your email marketing to work, it is essential to make sure that your emails are clear, concise, personalised, jargon free and with clear CTA's.