Email Marketing Reports – 11 tips for writing better marketing emails
By: Email Marketing Reports
I once had a tarantula walk over my hand.
The experience comes to mind every time I face a blank piece of paper.
A rising sense of panic…paralysis…a prickle of sweat.
So I thought I’d share the practical tricks I use to write email marketing copy.
1. Define the recipient
The writing process needs a framework to proceed in: a real or implicit briefing…the whos, whats and whys of the task.
Who will get this email and in what context?
Have they undertaken some specific action (like registered for an event)?
When will they get the email?
How does this email fit, conceptually and in terms of timing, with other emails or related marketing campaigns the recipient might see?
2. Define your objectives
Well, yeah! But this is where I’ve seen (and made) a lot of mistakes.
“Get another email into their inbox” is an objective. So is “raise awareness” or “build loyalty” or “generate sales”.
But are they defined well-enough?
What is it you actually want to happen as a result of this email?
There is a big difference between “tell people about our new service” and “get people to go to Page X and start a free trial of our new service.”
What emotional response or physical action do you want?
The clearer and more specific the objectives, the tighter and more focused the writing process and the resultant text.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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