Email marketing campaigns play the vital role in any marketing strategy. They help marketers to better communicate and build relationships with target audiences, gather important data, and help boost conversions.
Writing an email is not an exact science, so you have to experiment a lot until you find out what works and what does not. Since I specialized in making email marketing campaigns, I have lost the number of counts of emails that I have written and sent, both for me and for clients.
However, before sending each new email I feel a little nervous because deep down until I send it, I do not really know if it will work.
Can you imagine having a shortcut?
Well, you are in luck because that is precisely this article. I will share with you my best secrets so that you write the perfect email in your next campaign from the subject to the final point.
How to create an irresistible subject in email marketing campaigns
Writing a good subject is not an easy task, and writing a magnetic one is even more complicated.
However, you can not afford an issue that goes unnoticed, leave indifferent or do not arouse the necessary curiosity in your clients, because if the matter does not motivate the opening, the failure of your campaign is assured.
The matter is like a bodyguard in a nightclub: no matter how good the party inside if you do not let it go, you stay out.
In email marketing, the party is inside the mail, so you have to make your reader want to open it and devour the content.
Here are the 10 tips to succeed in your email marketing campaigns
1. Use square brackets
When you send a magnet lead, an infographic, announcements of a new webinar or new post of your blog, use the square brackets:
[New Webinar] 5 essential tricks to trigger conversions in email marketing
2. Describe the value of the email content
Both to show what they will achieve and what they can avoid, as in this example:
70% of marketers commit this error in content creation. Are you one of them?
3. Use humor, be unique and personal
Do not be afraid to show your most personal side from time to time.
What the fuck is going on ?!
Share a more personal tone, surprise your subscribers in a positive way and improve your conversion rate.
And if doing so increases the unsubscription rate?
Well, nothing happens. If those people do not like your style and do not connect with you, they better leave. It is better to have fewer subscribers, but of quality, than a huge list of people who do not convert, do not you think?
4. Customize the emails
It is not necessary to use the name in each email, but in those in which mentioning the name is natural, do not hesitate and include it in the subject of your email.
Pepito, what would you do in my place?
5. Generates urgency and scarcity
The feeling of urgency and scarcity arouses very effective emotions in a sales campaign, so if you manage to create an issue that includes these two ingredients, you can ensure a high opening rate.
Why do they work so well?
Urgency motivates action. We tend to procrastinate and leave everything for the last moment, so an injection of urgency moves the reader to seize the opportunity at that moment.
On the other hand, if to that urgency we add a dose of limited units … the effect multiplies.
[Last chance] The 85% discount ends within 2 hours
6. Use quotes
The quotes generate the impression that the subject is something that someone has said, part of a story, which makes it personal.
We all like stories and nobody likes to stay half.
Imagine that, in a context of cooking and recipes, you receive this matter:
“I do not know how to eat this”
Do not you have the urge to know what the hell has happened for someone to say something like that?
7. Be specific
What’s in the email? A good strategy to create an irresistible email issue is to be explicit in what you will find when opening it.
7 steps to create your first email marketing campaigns
8. Be positive
Issues with positive messages work better than those that appeal to negative emotions.
And if you want to generate scarcity and urgency? It can be done being positive.
The last chance to get [what-it-is] is waiting for you
How long must an issue be?
The perfect matter must be short. Very short. According to several studies, the ideal length is between 3 and 4 words.
[Tweet “Do you know how many words have the perfect email subject?”]
From there, each new word added will be a less open percentage. It is only recommended to add a fifth word if you will add something essential for the rest of the matter.
10. Beware of capitals
Capitalization reduces the percentage of openings in an email, so be careful how you use them in your affairs!
And it’s not only that they reduce the openings, it’s just that for the matter many emails are sent to the trash or are marked as spam, so you have to be especially careful.
Do not write the issues completely in capitals and use them with criteria: to highlight a specific and strategic word or when bracketed.
How to write the body of the email
If I had to give you one advice, it would be this: do not start the email with a greeting; go straight to the point.
Taking into account that people have little time, better than a “Hi, Fulanito”, begins fully: “I know this sounds crazy, but when I was [and start to tell a story related to your client’s problem ] “.
That is, do not waste characters in greetings and try to hook your reader with a story with which you quickly feel identified.
Is this an exact science in all sectors? Not at all.
Maybe not saying hello is not the best solution for certain types of audience, but the truth is that most people care less about formalities. What they want to know is what you have for them and why you have appeared in their inbox.
But, beyond the startup, how do you write the body of an email to be effective?
It depends on the type of mail. I tell you the keys that work best.
The moment immediately after a person signs up is the best time to start building a relationship with your new subscriber.
According to a study by Ometria, 74.4% of people expect to receive a welcome email. And according to other research, you can get opening rates 4 times higher and a CTR 5 times higher than when you send promotional emails.
Having seen, it seems logical to include a welcome email in your email marketing strategy, right?
To optimize its effectiveness, thank the subscription, explain what you can expect from your shipments and include a call to action (to download a resource, follow you on social networks or even buy something with a special discount).
The confirmation email is similar to the welcome email. It is a mail that you send right after a conversion has occurred; for example, a sale.
What information should you include ?:
- A summary of the purchase (the contracted products or services).
- A thank you
- Information of interest (how you will receive it, when …).
Although the goal has been achieved, do not be soseras and take care of the style to transmit closeness and strengthen the relationship with that person (improve engagement, as they say in the marketer world).
Email “I know what you need now”
Do you know the life cycle of your clients? It is essential to take advantage of this type of emails.
The life cycle of a client is composed of the different moments in which a person passes to be able to offer solutions in each one of them.
For example, in my case, a client who has just discovered that email marketing exists (and, therefore, has a rookie profile) does not have the same problems, that someone who seeks to improve conversion rates or who wants to optimize their sales funnels.
If you are able to detect the phases through which your customers pass, you can anticipate them and offer them specific solutions for specific problems for a longer time.
Sales email and special offers
How long should a sales email be?
Well, there is no single answer for all cases, because it depends on the complexity of the product or service you want to sell and its price.
It is not the same to try to sell something that costs only € 7 that mentoring service costs € 5,000.
However, although it depends on the offer itself, the sector and the audience, I do not recommend converting your email into a small novel.
Long emails are usually read less than short emails, so the shorter you are, the better.
Remember that to explain your offer in detail and persuade your client you already have a sales page, so we could say that the function of the email is to get it to click and land on the landing.
So, what should a good sales email contain?
The greatest benefits of the product or service you want to sell.
If you like the figures, according to HubSpot , the perfect sales email contains between 50 and 125 words.
Do you seem few?
Actually, it’s a synthesis exercise: do not say with 4 words what you can say in 2 and focus on the benefits, the urgency and a good call to action (we’ll talk about this later).
[Tweet “What is the perfect length of a sales email?”]
Email on designated dates
If you think about Black Friday, Christmas or Valentine’s Day, what do these dates have in common? That everyone sends emails with offers.
So here the question is: how to stand out from the avalanche of emails that customers will receive?
There is a very effective trick: anticipate and be the first to appear in the inbox.
That is, send the emails of your email marketing campaigns before the special date arrives.
What is an educational email? An email in which the content helps solve a problem or a need that your potential customer has.
In this case, studies, success stories, and explanations about how to solve a problem in an alternative way usually work very well.
Subscriber reactivation email
On your list are subscribers “asleep” or “zombies” who never open your emails?
You need to do something to try to reactivate and re-attach them.
To do this, nothing better than using one of the basic principles of persuasion: reciprocity.
Reciprocity defends that most people are willing to give something in return if they first receive something that is useful or interesting.
So, first of all, think about what you could offer this group of subscribers to get their attention and awaken in them the feeling of reciprocity. How about a new free ebook, for example? Or a discount?
It does not matter what it is. The important thing is that it is a gift of value to them.
The next step is to ask them a small favor in return: to answer 2 or 3 questions (no more!) To try to know why they are inactive.
When you try this strategy in your email marketing, you will see that many of them will be reactivated simply by answering these questions. Others will respond, even if they do not reactivate (but you will have obtained great value information) and others will unsubscribe (to have them asleep, better leave).
You can start this email with a “Hey, I’ve noticed that something is not quite right” or “Can I ask you a favor?”.
Present your gift and add the call to action quickly to answer your questions at that time.
Dropout email of a purchase
On the abandonment of the cart, we could write a thesis, but we will summarize it in some specific examples so that your cart recovery emails are effective.
The objective of this type of mail is to remind your customer that you have something pending in the cart. Something that is YOURS.
Of course, you must pay for it first, but by focusing on what you have already done (the steps until you almost complete the purchase) you activate the feeling of ownership in your unconscious mind.
XYZ, have you forgotten your [product/service]?
Your [product/service] is waiting for you.
And it adds a pinch of scarcity and urgency; tell him he still has a chance to get it, but for a limited time:
Your [product/service] is waiting for you.
You can get it only for X days.
Turn the offer into something exclusive:
[product/service] is still available just for you.
Buy now [product/service] and get an X% discount.
Also, try to appeal to the emotions to make your offer even more irresistible.
Feedback request email
Knowing your clients’ opinion firsthand is a treasure.
However, it is very common not to know how to collect this information. In part, it’s hard for us to ask and in part, it gives us some fear in case they are not satisfied.
Well, I’ll tell you that an email marketing campaign without a request for feedback is like a garden without flowers.
I recommend asking for feedback from both buyers and non-buyers.
From the buyers, you will know what level of satisfaction they have achieved, what you can improve and you can have customer testimonials (social proof has a great weight in online purchases).
Of the latter, you will know what are the biggest objections that your potential clients find and anticipate them in your next campaign.
To get feedback in this email, apply the law of reciprocity and make clear what you want them to do next. That is, ask clearly through a call to concrete action.
I think the time has come to stop and talk in detail about the CTAs.
How to close the email: CTA
If you notice, regardless of the type of email you send, practically everyone has talked about the call to action.
It is as important to write a striking subject to encourage the opening of the mail as to end it with a good CTA that invites you to click.
But what is a call to action or CTA?
Neither more nor less than the next step you want the reader to give.
In a sales email, the CTA will be a link to the sales page.
In a newsletter announcing your new post, the CTA will be the link to the post.
In a survey email, the CTA can be a simple question or a link to a form.
As you will be imagining, an effective call to action is one that achieves a high conversion rate.
How is a perfect CTA built?
First of all, you should think about the objective of the email.
Why are you sending that email? The answer will tell you what action you want your subscriber to do when they finish reading and give you clues on how to approach the call to action.
I leave the most important keys that you must take into account when creating a CTA:
- An email, a CTA: try that in an email there is only one destination. If you tide your reader with multiple options, you may not click anywhere.
- One benefit stands out: instead of “click here” or “Buy here the X service”, it turns the CTA into a benefit. For example, “I want to improve the conversions of my email marketing campaigns”.
- Use an action verb: start your CTA with a better action verb than with a noun or adjective.
- Speak in first person: write the verb from your client’s point of view. For example, “Tell me how to improve my Instagram profile” versus “Improve your Instagram profile.”
- Includes words that invite action: “now”, “today”, “now”.
- Make sure that the CTA stands out from the rest of the text at a glance.
- If you include a button, use the orange.
- Check that the link works: if the call to action is a link, please, before sending your mail, make sure it works and goes to the right destination!
If you find the information you have read in this article useful, use it! Enrich these ideas with your own tone and style and experiment!
And now, tell me: what results do you usually have with your email marketing campaigns? What trick is the one that has surprised you the most? We continue in the comments.