How to Write an Effective Marketing Email

How to write an effective marketing email - Outlook inbox screencapEmail is a popular choice for both companies and consumers alike when it comes to marketing, and it’s easy to see why. From a business perspective, email is a cost-effective way to reach a large group of people with timely information. For consumers, email offers the ability to collect information and offers in a single repository for review as frequently or as rarely as desired, while taking up zero physical space.

Because there are so many companies competing for attention, it’s more important than ever to know how to write a good marketing email that will get the results you want. That’s why today, I’m going to cover six things to keep in mind when it comes to writing an effective email that your customers will read and respond to.

1) Keep your subject simple, but informative

Use your subject line to tell your recipient what they’ll find by opening your message, and leave the details to the body of the email. Include your company name to help identify yourself. Effective subjects explain why you’re contacting the recipients (“Thank you for choosing Kendall Press“) or identify the content of your email (“Kendall Press Newsletter”).

2) Be succinct
Focus your email on a single point. This makes it easier for your audience to process the information you’re sharing and to understand what you want them to do with that information. Cluttering your message with too much information, too many topics, or too many requests makes your message confusing and results in a lower rate of engagement.

3) Give your recipients a clear call to action
If you want a response to your emails, give recipients something to respond to. Ask them for feedback, ask them to sign up for a free trial, give them a tracked link to a specific landing page…anything specific that will encourage them to actively respond and interact.

How to write an effective marketing email - Mobile Devices ©KeithSpiroPhoto

4) Proofread
Alexander Pope noted that “To err is human,” so a misspelling or grammatical error isn’t the end of the world. Nevertheless, sending out mistake-free mail ensures that no one is questioning your attention to detail. Above all else, double check how recipients spell their names. You don’t want Sara without an H to ignore your entire message because the first thing she encountered was her name spelled incorrectly.

5) Don’t be spam
The last thing you want is for a spam filter to label your emails as junk before they reach your recipients eyes. To avoid this, it’s important to understand both what constitutes spam and how spam filters work. Spamhaus and Mailchimp are both good resources worth reading to help make sure your message gets through.

6) Balance persistence, patience, and promptness
When it comes to contacting your customer base, remember how busy your own inbox is before following up. If you aren’t getting the engagement, interaction, or response that you want, consider supplementing with another method of contact. If you are getting responses, be prompt in acknowledging them.

How to write an effective marketing email - Chris Brogan - ©KeithSpiroPhoto

Let’s face it: there are a lot of emails floating around on a daily basis, and the sheer volume of emails is unlikely to decline any time soon. The good news is that there are plenty of easily implementable ways to increase your visibility, response rate, and overall success. Chime in below if you’d like to share methods that have worked well for you and your business. Or, if you’d like to know more about how we’re working with our customers to improve their business communications, reach out to us today. We’re here to help.


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