If you have a tight marketing budget, e-mail marketing is a cost-effective way of reaching your audience. But with recipients receiving hundreds of emails a day, making your proposal stand out is a challenge email marketers can struggle to overcome.
The first hurdle is getting the recipient to open the email, the second is to engage them from the very start so they do not bin it as spam after reading the first sentence. Then you have to get them to take action. So how can you make the breakthrough?
Planning an email campaign
Before you even begin to craft your email you need to decide what your promotion is about and who your target market is. It is better to have a specific target audience in mind rather than a generic sweep of prospects.
When you know who your audience is, the message becomes easier to get across. Furthermore, sending promotional ads to the wrong people is the quickest way to lose customers. They quickly unsubscribe when ads do not interest them.
Strong subject title
The subject title is the hardest line to write. This is the first part of your proposal recipients will see so it has to be strong enough to get them to click on it and open up the email.
A typical advertising slogan or clickbait title does not work with email campaigns like it does with content, therefore the title should be intriguing to make the recipient curious enough to want to find out more. The most effective subject titles are asking questions, or using numbered lists.
With email advertising you do not have time to introduce yourself so get straight into your pitch. The first line should include a benefit and compel subscribers to continue reading. Again questions that appeal to desires or needs are the most effective.
Short and sweet
Keep the email short in easy to read paragraphs so the email is scannable. If a recipient opens up your email and sees a huge swathe of content, they are not going to read it. Professionals are busy people and do not have time for distractions.
Call to action
Effective email advertisements are short, therefore you may not be able to write a pitch describing your product. Providing you include enough benefits to raise the reader’s curiosity however, you have got a prospect interested. But what is there next step?
Your call to action must instruct subscribers what to do. This may mean a phone call or a reply to the email, or you may want to direct subscribers to the product page or landing page where they can learn more specifics about your offer.
Email campaigns are a cost-effective and powerful means of pitching proposals to subscribers, but if you do not pitch to the right audience or execute the wording right you will have wasted your time and could possible lose more subscribers than you make conversions. Be clear about your objectives and take time to craft a concise email pitch.