Here are our top tips and tricks for writing emails people actually want to read.
With the new year nearly here, there’s no better time to get your email marketing in hand. If you’re staring at a blank screen and wondering where to start – after all, with inboxes fit to burst and plenty of junk, who wants more pointless emails? – here are some tips on how to get started!
How often do you receive an email and think about bookmarking it? We receive so many emails a day, and while the ones we like might tempt a spontaneous purchase, it’s unlikely that many of us sit back and review the crème de la crème of our inbox.
To write really good emails, you’ll need really good emails – the website, that is. This treasure trove of email marketing is the best place to start your strategising, whether you’ve got an eye for design or a love of great copy. Scroll, search and save your favourites!
Things to consider? Email copy is often short and sweet; it should complement a design that’s stylish, readable and not too busy. Always make sure that your emails are optimised for mobile, and be direct with subject lines so that people can’t help but click. Personally, I usually can’t resist an email from brands like Glossier, Smol and Bloom & Wild, who know exactly when to send a well-timed discount.
Go with the flow
Part of the beauty of email marketing is the personalisation you can achieve through segmenting. Not only does it make your customer feel a bit special, but the right email at the right time communicates essential information, improving the customer journey and keeping your client in the loop. After all, if you’re expecting a parcel, you want to know when it’s on the way and if you’ll be in to collect it!
By creating email flows, you can make each and every customer feel like a VIP. From abandoned cart flows to post-purchase updates, letting customers know they’re at the top of your priorities is such an effective way to build brand loyalty (and reassure them that their product will reach them unharmed).
Services like Klaviyo and Mailchimp are an easy way to get started in the world of email flows. All you need to do is write up your email, make it look pretty and choose who it’s going to. Much of the process is automated, meaning your customers will get your email as and when they need it.
Choose messaging that matters
Why should someone take the time to read your email? If there’s nothing new to see, they won’t want to hear it – so make your messaging count!
There are some obvious things you’ll want to tell your audience about: new product launches, what you’re doing for upcoming sales events and of course, precious discount codes. However, email is a direct way to communicate with consumers, so don’t stop there.
Your email marketing is a great place to show off what sort of brand you are. From sensitivity around big events in the calendar, such as opt-out options for events like Mother’s Day or Father’s Day, to anticipating user needs (Christmas coming up? Here’s a gift guide that’ll help you finally figure out what to get your granny), email marketing is a more direct way of showing off what your brand is all about.
Which brands are sending your favourite emails – and could you do better? Get in touch with me at firstname.lastname@example.org to see how our team could help you upgrade your email marketing.