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Writing emails people actually want to read

By Rica Bouso

More than 90% of companies use email for marketing. With more businesses competing for attention, it's critical that your e-mails stand out. Today, getting personal is the name of the game. You have to know who you’re targeting, segment your audience and customize your message.  

Build your list: Quality, not quantity 

Some marketers look at email marketing as a numbers game. When you send an e-mail to as many people as possible, a few are bound to convert, right? Wrong. Cold e-mailing people who did not opt in tend to do the opposite. Yes, they will know you. But they will hate you. Not to mention they can get you blacklisted. Instead, you can promote consumer touch points for e-mail sign-ups through your blog or social media platforms. This way, you build a captive audience you can nurture. Building your list organically will ensure that individuals you will e-mail are interested in the brand or have a need for your offerings.

Don't just get personal, stay personal

From the subject line to the copy, make sure that your email is customized to your audience’s needs.

  1. Use your leads’ names in the subject line to build rapport. 
  2. Keep the message simple and on point. Acknowledge the problem, address its impact in your audience's lives and present a solution.
  3. Time it right. Tax season is coming up? It might just be time to present your advice on how they can save money at their next tax filing.

Knowing what to send and when to send them can make all the difference.

First impression matters

The first thing your leads will see is what your e-mail looks like. When you design your e-mail, balance the aesthetics with functionality. Here are some quick tips:

  • Design for 600 x 300 pixels in to ensure visibility.
  • Create an e-mail design responsive to mobile devices.
  • Stick to a single column.
  • Avoid background images because it slows down loading time.
  • Make your CTA easy stand out. Bold or underline them. This will guide your audience to click. 

Remember: Engaging E-mail = Effective E-mail

E-mail effectivity relies on how your audience engages with your e-mail. So always monitor engagement measures like click rate, open rate, even unsubscribe rate. Analyze and understand the pain points so you can tweak your messaging or adjust your timing.

Practicing these tips will not only help your e-mail stand out, it will also excite your lead to engage with your brand and be excited about your product.

FREE GUIDE: Marketing Metrics that Matter