Create The Perfect Email to Achieve Your Unique Goals
We’ve all been there before. Your phone buzzes with another email notification and you realize your inbox is overflowing with messages after a few days offline. Most likely you will take a few minutes to delete any messages that don’t capture your attention or inspire you to engage, often without even opening them.
As a marketer, this is the last thing we want, and an important scenario to keep in mind when planning, writing, and sending emails. Luckily, the experts at Radiant Marketing have constructed a guide to creating the perfect email to help ensure your business’s messages don’t end up in the trash (or spam) folder.
Step 1: Set Your Goals
Before sending out an email it’s important to narrow down what your email marketing goal is and what part of the email to focus on to achieve it. This will primarily depend on the goals and mission of your business and brand.
Increased Traffic to Webpage
Strong Call-To-Action with links to Webpage
Nurture Customers into Lifelong Customers
High-Quality Email Content and Personalization
Increased Brand Awareness
Strong Subject Line to Increase Amount of Email Opens
Interactive Graphics + Hyperlinks Leading to Website or Social Media
Converting Prospects into Customers
Easily-Accessible Subscription Opportunity and Enticing Content or Targeted Special Offers
Once you have decided on the primary goal of your email, it will be easy to determine what elements to include, as well as what to track to monitor your progress and success.
Step 2. Know and Segment Your Audience
Every member of your audience list is unique and should be treated as such! Knowing the demographics, psychographics, preferences and more of your audience can help you segment your email lists and content to ensure the right messages are reaching the right people. Platforms such as MailChimp and HubSpot are great tools to use to divide your audience into different lists based on various characteristics and brand interactions.
Segmenting your audience can also help prevent a high number of unsubscribes by ensuring your subscribers are only receiving emails that apply to them. In turn positively impacting your email deliverability rates
Step 3. Write a Clear but Catchy Subject Line
Your subject line is truly the first impression of your email and brand. A perfect email starts with a perfect and clear subject line that captures attention and inspires your audience to open your email. Where appropriate, adding emojis can help your email pop out in a busy inbox and has shown to increase open rates.The Search Engine Journal conducted a test that revealed that emails containing emojis in their subject lines had higher click-through rates than ones that didn’t.
Check out Radiant’s tips on creating an eye-catching subject line for additional ideas on ways to increase your email opens. Some of our favorites include humorous subject lines like:
Eater Boston: “Where to Drink Beer Right Now” (Sent at 6:45am on a Wednesday.)
OpenTable: “Licking your phone never tasted so good”
Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)”
Warby Parker: “Pairs nicely with spreadsheets”
Without a high number of email opens it will be difficult to achieve any goals set. That said, with recent privacy updates, we recommend you consider this data in combination with other key metrics like click rates.
Step 4. Write High-Quality, Effective & Brief Copy
When was the last time you fully read through an extremely lengthy email? One of the most important parts of writing the perfect email is to ensure the actual email copy is straight-to-the-point while still encapsulating your brand’s personality. Identifying your brand’s voice and language before writing any copy is key.
In most cases, your copy should be both informative and light, and drive your audience to the goal you are trying to accomplish. In rare instances of ‘story-telling’ email campaigns where you’ve identified your audience is engaged, writing personal and descriptive stories can be effective. Brands that do a great job of this are Marie Forleo and Building a Business that’s Better than Big.
Excerpt from Marie Forleo email:
Excerpt from Better Than Big email:
Step 5. Include Interactive Elements To Cultivate Engagement and Drive Website Traffic
Arguably the most vital part of creating the perfect email is including the interactive elements that are going to help you accomplish your specific email marketing goals.
These elements may include click-able graphics and hyperlinks that navigate your audience to website pages or social media, or content the reader can watch or engage with like quizzes, countdown timers, GIFs, and videos. All of these elements can help increase the amount of time your email is viewed and the number of times readers interact with it.
If your marketing goal is to drive more traffic to a webpage, you want to ensure there are multiple ways for your audience to easily navigate to these pages from within your email. You can do this by using the interactive elements. They should be enticing and clear so it is easy for your audience to engage with them and navigate where needed.
Step 6: Closing With a Strong Call-To-Action
Your email should close as strongly as it opened. An effective call-to-action is one of the best ways to achieve your business’s marketing goals and track success. Your call-to-action should be written with strong command verbiage, and provoke action and even emotion. These CTAs can be a great opportunity to let your brand voice shine. HubSpot created a list of 50 effective call-to-actions that we love.
Some of our top picks are:
We are confident that if you follow Radiant Marketing’s guide to creating the perfect email, you can achieve and even exceed your business’s email marketing goals.
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