Any marketer will readily tell you that it can be one hell of a challenge to write effective emails. You could sit there and write what you believe is the most important message you could ever possibly pass on to your audience, and yet they refuse to read it. If you’re in such a dilemma, then it may be a good idea to work on improving how you write your email. Here are ten important tips that will help you improve your email writing skills:
Have a clear Goal for the Email
“What, exactly, are you trying to accomplish with your email? You need to have some concrete results in your mind that you are aiming for,” says Ayam Kassim, a writer at Essay Writing Lab.
Once you have them, you can begin writing your email, all the while keeping those results firmly in your mind.
While we’re still on the subject, it is important that the goal be as clearly defined as possible. An example of a poor goal would be to have them click through to the landing page, watch a YouTube, and then share the information they have received on their social media. This is actually 3 goals in one, and the email is unlikely to achieve all 3 goals. A better goal would be to shoot for just one of these things, such as getting the user to click through to the landing page. All the other goals are things you can achieve through the design of the landing page.
The Subject Line matters
The very first thing a reader will see when they receive your email is the subject line. If your subject line isn’t well written, there isn’t much of a chance of the reader opening your email. They might end up deleting it or sending it to the spam folder.
“Whatever you do, don’t write a subject line so bad it buys you a one-way ticket to Spam Land,” says Anita Hoover, a marketer at Scholar Advisor.
Be as specific as you can with your subject line, even as you try to make it sound interesting. Do not become so fancy that you mislead your reader. That will discourage from ever opening another email of yours.
Your subject line should also be relevant to your reader. No one likes an email that doesn’t seem to have anything to do with them. A good bet is to try and personalize the subject line as much as you can.
Create a Killer Opening
Even with a good subject line that gets your reader to open the email, you’re still not out of the woods yet. The very first lines of the reader, the opening, in other words, can make or break your email. The salutation and the opening sentence are especially important in this respect.
When writing greetings in your email, the degree of formality matters a lot. Know your audience well enough to know the appropriate degree of formality you should employ. On the one hand, an informal greeting may offend them. On the other, it may make your business seem a lot more approachable. It all depends on your audience.
“All the same, there are some email openings that will simply never work, like using ‘Yo!’ as an opening,” says Joseph Carver, chief editor at Brill Assignment.
Keep your salutation personalized and your opening casual or formal, depending on your audience, but don’t be overly casual. If you have trouble writing openings and closings, you can hire a writing service to help you out, such as this Australian Writings Service.
Focus on your main Points
Once you have the subject line and opening sorted, you need to get to the point as quickly as you can. Keep your email concise and use bullet points if your email has more than one point. Expand on each bullet point as required, but don’t be too wordy. Remember to remain concise.
Explain the Benefits
This is actually an area of debate because many people have different explanations of the difference between features and benefits.
“To put it simply, a feature is something that the product does or has. A benefit is simply the reason that feature is important to your reader,” says Melanie Smith, a writer at Superior Papers.
One assumption you should never make is that your reader knows why the features of your product are important to them. You have to explain the benefits to them. When you make a list of points in your email, especially if they are about improvements in your product or service, explain at each point why the improvement makes life easier for the reader.
Make sure the Audience can read your Email
In other words, write for your audience in a tone and language that they understand and relate well to. A common pitfall many business people fall into is using too much jargon in a bid to impress the email reader. The effect this has on the reader is actually the opposite: the reader gets irritated by terms that seem unfamiliar to them.
It all boils down to knowing your audience well enough to writing at a level that they can understand.
Subheadings are your Friend
“Anything you write that will be read on a screen has to be formatted in a way that makes it scannable,” says Michaela Shunem of UK Best Essays.
Formatting with subheadings and other elements that make it easy to scan your email makes life easier for the reader because they will get your message more easily. Most readers will be in a hurry when they open your email, which means you need to write for them in a way that they can go through your email quickly.
Images work as well in emails as anywhere else; they capture the reader’s attention and draw them in. There are some rules to remember, however:
Keep the image size as low as you can so the email doesn’t load more slowly.
Remember that some email systems actually filter out images for security reasons.
Do not use unprofessional or irrelevant images in your email. Make sure they are also royalty free or at least that you own the intellectual rights to them.
Have a Call to Action
If you want your reader to know what to do next after they read your email, tell them. If you want the reader to go to a landing page, include a link and tell them what to do. If you want them to subscribe to something, include a link and tell them what to do. Make things easier for the reader and things will get easier for you as a result.
Have a good Closing
Your reader has gone through your email all the way to the end. What you want to do at this point is leave them with a good impression. An effective closing will have them walking away while feeling good about your brand.
Let the closing be both appropriate and sincere. Let your knowledge of your audience guide you as you pick out a closing. Have a closing phrase that identifies you as the sender. Here the rules of informal and formal options apply just as much as they apply to openings. It all depends on your audience.
Writing an effective email doesn’t have to be a headache. Keep it simple, remember what matters, and you’ll be well on your way to getting higher email open and conversion rates.
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