Email marketing is a great way to communicate regularly with your customers, clients and leads. Being consistently visible and proactive helps to install a level of trust and confidence in you as brand and company. You can share a wide range of information from news, offers and surveys to drive traffic to your website and increase engagement with your target audience.
However, to reap these benefits of email marketing you need to make sure that the email itself is constructed properly and is attractive and engaging enough for people to open and read it.
Blue Bee have put together five golden rules to follow when putting together the perfect marketing email.
Make it recognisable
It is essential that your subscribers immediately know that it is you as soon as they open your email or see it in their inbox. It is more than worth taking the time to incorporate your company branding, imagery, colour scheme and logo into the design of the email. Not only does this make the email instantly recognisable, but also helps instil an impression of professionalism and easily ensures consistency.
As well as the aesthetics, it is important to get the tone of voice right. Along with brand guidelines you will also have a certain way of communicating with your audience on your website or on your social media, and it is important to carry this into your email marketing.
Make it openable
You may be able to create the most beautiful email, full of engaging content, however if people aren’t opening it, all that will be wasted time.
Getting your subject line right is critical.
For a subject line the trick is to make it short and attractive. Try and keep it to around 30 or so characters and use actionable language so the reader knows what do the information in the email, so using words like ‘download’ ‘buy’ or ‘reserve’ can really help.
Don’t be afraid to use emojis, they will make your email stand out in a busy and full inbox as well as adding a bit of fun and colour.
So, in conclusion, catchiness is important, but clarity is crucial.
Make it short and sweet
The last thing you want is for people to open your email and think ‘this is way too long; I don’t have time to read this’. Readers will likely skim your email to see if speaks to them, so you need to work on getting your message across as succinctly and engagingly as possible. Use short sentences, ask questions, use numbers and stats, and keep it super focused and relevant.
Keep the tone personable and conversational and avoid marketing speak. People know when they receive an email from a company, they are trying to be sold something or asked to do something, so making it feel more like it’s from a real person rather than a brand will be beneficial.
Make it actionable
The main objective of a marketing email is to get the readers to do something. Whether that’s to buy a product, complete a survey or visit a webpage, the call to action needs to be front and centre of your email.
One of the most effective tools is a button. People like pressing buttons, they’re so inviting! When choosing what to say on your button, you want to avoid using words that suggest there will be a task on the other side like ‘apply’, ‘download’, ‘submit’. Instead use softer more frictionless terms that emphasise the benefit such as, ‘get’, ‘learn’ or ‘check out’.
A strong CTA should be the big conclusion of your email—it’s the moment that makes your readers into customers. Additionally, if the rest of your email has been crafted well, your audience will be prepared and eager to take the next step.
Make it beneficial offer
Each marketing email you send out should offer some sort of benefit or value to the reader. This can come in the form of a variety of things, an offer, a new product, some advice, a competition or simply some important news.
Consistently offering value and benefits for your subscribers will help develop a relationship with them and they will start waiting for your next email with anticipation, making them more likely to engage.
Therefore, it’s beneficial to plan ahead. Having a clear strategy and schedule will mean that you are not scrabbling around for content when the time comes to send out your next email, and you can ensure that you have those benefits, offers and values ready to go.
How Blue Bee can help
At Blue Bee, we have an expert team that can help with all aspects email marketing. We can advise on a number of lead generation options to optimise and grow your database, design eye-catching and brand specific email templates, and help you to create a strategy that will appeal to your database, drive traffic to your website and increase conversions.
Get in touch and start your journey with us today.
