The three golden rules
1. Spend a LOT of time on your subject line
2. Test a few that you like
3. Make the copy short, punchy and full of links
We all get too many every day.
But email is still a great way to communicate with customers and prospects, build relationships, encourage people to browse online and buy.
You just have to do it properly.
Give your email marketing campaigns to the Word Dept.
First of all, I work extremely hard on the subject line and come up with as many alternatives as possible.
It’s like a website home page, the headline on an ad or a PPC ad.
If it doesn’t grab people instantly and drag them in, it’s game over.
You could have the best products, the smartest innovation or most unmissable offer, but guess what? Nobody will see it.
Then it’s on to the email copywriting.
It should be personalised and include a signature.
It should talk just like a one-to-one letter.
It should expand on the subject line, so that the reader stays hooked in and wants to know more.
My email copy will focus on the reader with plenty of ‘you’, ‘your’ and ‘yours’ and not much ‘we’, ‘our’ and ‘we’re’.
It will be short and punchy and outline the news, the offer, the new product launch or whatever.
It will include links to the relevant page on your website and strong calls to action.
And of course, it will be written in your brand tone of voice and have personality, character and creativity.
Then people will actually want to read your it and take the action you want.