There’s a special sauce that can take your marketing emails from meh to marvelous.
And that’s critically important in a world where American adults say they spend an unbelievable 10 hours, 39 minutes a day consuming media – much of that on mobile devices.
If you want your audience to be engaged – and to click that call-to-action! – you’ve got to make sure your emails are on point. These 4 steps can help get you there.
4-Step Recipe For Marvelous Email Marketing
1. Hook ’Em Fast
Ewoks. Talk about living. Did you click that link? Of course you did. We all want to know why ewoks have it so good.
Using an
interesting headline or
intriguing first sentence draws the reader in, so your copy has the chance to keep them.
What would you rather click on?
- Exciting NEW Business Opportunity!!!
- It’s just like a platter of loaded nachos.
I rest my case.
2. Keep It Short
Practice “word economy.” When brevity counts, so does choosing just the
right word.
People make a
snap decision to read or delete based on the preview they see on a mobile device.
About
18 words are displayed in the preview, which MarketingProfs
calls the “most valuable real estate” in your email copy. Those 18 words have to rock!
And what about the
body of the email?
3. Write It Right
Tilt the reader’s perspective. Readers are on guard against sales copy these days, so use an unexpected approach to break down that barrier.
Ditch the jargon and buzzwords. Use real language to make a real connection with your readers.
Make sure it’s well-written and carefully proofread. Typos and bad grammar are instant credibility killers.
4. Connect From The <3
Listen. Develop an understanding of your audience with a
keen awareness of their needs, desires and fears.
Connecting from the heart triggers
emotions, which engages people and makes them care about your message.
In short: Don’t just speak
to your readers –
join the conversation already going on in their head.
The 30-Second Read
- Use stunning openers to combat crazy-full inboxes and feeds.
- Be brief because readers are busy – and distracted.
- Use an unexpected perspective to delight readers.
- Write with heart in a personal voice to tap into emotion.
Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.
