Email The Write Way

Written by | Direct Marketing, Email Marketing

It probably won’t surprise you that the average person receives 88 emails per day. (If you work around eight hours per day, that translates into more than 10 emails per working hour!) But the same article from Text Request also states that we send just 34 emails a day. This discrepancy might help explain why email open rates average 30%, while click-through rates hover around 3.2%.

Want your emails to get opened and acted upon? Then sharpen that cyber-pencil and boost your writing chops. Here are nine helpful hints:

  1. Pull readers in with a catchy subject line. It’s been said you can’t bore customers into buying. Likewise, a ho-hum subject line will send readers scurrying for the delete button.
  2. Begin the conversation by being conversational. Write an email to your customer – not at them. Give it some personality. Try being a bit informal.
  3. Tell a compelling story. When crafting an email, keep your customers in mind. Make your message come alive by sharing a relatable story. Example: Let’s say your business is celebrating a birthday and you’re throwing an anniversary sale. What’s the most outrageous thing you’ve seen happen at a birthday or anniversary celebration? Retell that tale and tie it in your sales message.
  4. Be careful about tooting your horn. Yes, of course, present your product or service in the best possible light. But avoid boasting and build your story around customer benefits.
  5. Skip the spam. These days, sending email that hasn’t been opted into is a no-no. This article will help you avoid making the wrong impression, with simple guidelines such as making it clear who’s sending the email, and being accurate and truthful.
  6. Long sentences (and paragraphs) might lose them. Keep your sentences and paragraphs short and sweet – and add a touch of spice. Vary your sentence length. Just don’t ramble on and on and on….
  7. Recap your most important points. Near the end of an email, restate your key ideas. Then clearly explain what you’d like the reader to do next.
  8. Don’t build an “email island.” Remember, you’re an integrated marketer. Make certain the email effort complements your broader marketing campaign.
  9. Close with a strong call to action. A well-written email isn’t complete without a compelling call to action. That means your work isn’t done until you identify a click-worthy offer.

Want more on the art of writing effective emails? Dive into this helpful piece over at Copyblogger. Then study the importance of the email journey right here – and peruse the complete MarketingTango email marketing collection.

Last modified: January 4, 2018