In last post, we discussed why Email marketing should be started from day 1 itself. In this article, we would be discussing about the 8 things to keep in mind while composing an Email for your marketing campaign. They are as follows:
First Thing: Identify your target
The mail should not be cold mail type. It should be intended for specific audience. Content should be relevant to the audience. As discussed in earlier article, you must have previously identified your niche area. Now, identify your target audience. Do not randomly send mails. This may lead to them marking you as spam and can get your IP blacklisted. In coming articles, we would be discussing IP warming in detail. The best subscriber list is the one developed slowly and steadily over time from visitor’s registration.
Second thing: Identify purpose of your email
The emails are usually written for either introductory purpose, informative purpose or for sales purpose. Initially you must make an introductory mail. After that, you should share few informative mails. Then only you should pitch a sales mail. While composing an Email, purpose plays a very important role in content. The selection of words in each purpose would be different.
Third Thing: Write a catchy subject line
The purpose of subject line is that mail should be opened. One must share a benefit for user to open it or ask a question or use scarcity technique/ FOMO (Fear of Missing Out) like 2 days to go.
These days, lots of mails are received every day. Hence we should attempt to make our subject line stand out and make user open the mail. Emoji usage can catch attention in a subject line as well.
Fourth Thing: Using Images
While composing an Email, using images can enhance designing of your mail greatly. You must have few elements in image. Make sure that the image is of good resolution. Relevance of image with your content is more important than beauty of image. Use clickable images.
Fifth Thing: Relevant Typography
Serifs (Fonts with notches. Eg. Times New Roman) are usually preferred for formal and Sans serif (Fonts without notches. Eg. Arial) are preferred in informal words and phrases. Ideally use 2 to 3 fonts in one Email. Using single font can bring monotony and using more than 3 fonts would confuse readers. Dark text colour in light background works best for me.
Sixth Thing: Selling Message and Call to Action
For mails with sales intent, you must have selling message like promotion, cost savings or recommendations and testimonials. You must also use Call to action (CTA). CTA should be ideally 2 to 3 words like Buy now. In case of normal bloggers, it can be Subscribe now or Download now and when the reader clicks on it, they must be sent to specific intended landing page.
Seventh Thing: Option to unsubscribe
No one wants to be spammed or bombarded with unwanted mails. This is why most Email service providers like Mailchimp and Aweber recommend double optin initially and suggest to provide option to unsubscribe if the reader is feeling uncomfortable or bored with mails. It is better than the reader marking you as spam. Be very clear in your objectives. There is no point in unnecessarily bombarding people with mails. Respect their choice and provide an option of unsubscribing in email.
Next Plan of Action
While composing an Email, follow the above 7 things while composing your Email. After that do regular IP warming and analysis and modifications in your subscribers list. In coming articles we would discuss usage of mailchimp, maintaining data and details on launching a successful Email marketing campaign.