A large part of the reason for the unsatisfactory effect of email marketing is that the email content is not carefully designed, the email lacks a clear brand sender, the title is unattractive, and the email content is empty and full of dazzling product and promotional information. , has no practical value. If you want to achieve the effect of email marketing, you should work hard on the email content, especially the email title and email body.
1. Email title design
In email marketing, the title of the email is one of the key factors that determines the content marketing of the email. If no one opens your email, even the perfect email will become a lost item, let alone realize the value of email marketing. Therefore, email marketing especially requires creating an eye-catching headline. The design of email titles can be based on two aspects: title word selection and title format
(1) Title word selection
EDM marketing needs to avoid the following when choosing title words. Two misunderstandings
Try not to use the “RE:” and “FW:” tags
In order to create an illusion to customers that both parties have been in contact, some sellers will start the email title with Add signs such as “RE:” and “FW:”. In fact, this often results in negative effects. If you pretend to be an acquaintance, you will receive a cold reception in most cases. The click-through rate of the email will not increase as expected, but will instead decrease. Therefore, for unfamiliar customers, it is best not to use “RE:” or “FW:” in the title of the email to avoid causing customer resentment.
Avoid using highly “attractive” words< /p>
The so-called “seductive” words refer to words such as “100% Free” (100% free), “High Quality” (high quality) and “Last Chance” (last chance) that have been used word. These words are widely used in many advertisements and have lost their own advantages and cannot reflect the unique charm of the product. Therefore, instead of using some words that seem very tempting, it is better to use some simple words that can better reflect the characteristics of your product, or that can distinguish the advantages of your product from others.
Therefore, “effective words” should be used when selecting words for the title. What kind of words are “effective words”? According to surveys by foreign authoritative institutions, some words in the table below can often produce positive effects.
(2) Title format
After receiving the email, many users will briefly browse it and then come back to check it carefully when they have time. The same is true for foreign customers. Therefore, this requires that our email title must have two characteristics: easy to remember and be searchable.
The email title is easy to remember, so that customers can search by one or several keywords when needed, and easily find the target email.
The email title can be searched, which means that the email title should not contain too many complicated formats, so as not to affect the search results when customers search for emails. These messy formats mainly refer to the following types:
The words in the title are all capitalized, such as PROMOTIONAL ACTIVITIES.
Many special symbols are used in the title, such as “$, e,, /, &,!!!”, etc.
The title contains an email address, such as Doyou need silk firom China?– silk@hotmail.como
The title contains the date, such as Best Price for iPhone6s 2015-11-02.
The title is too long, more than 10 words.
These formats often make it difficult for customers to search the email and are best not used in headers. To make your email title look concise and direct, the length of the title should be 6 to 10 words.
2. Email body design
Using the email appearance design in email marketing software can improve the visual effect of users when reading emails and give users a beautiful feeling. However, what really attracts users is not the appearance of the email. Only the content of the email that can truly bring value to users can attract users’ attention and stimulate their desire to buy. This is also the most important thing to pay attention to when conducting email marketing.
In order to receive the best marketing effect, how to design the body content of the email? We can start from the following five aspects.
(1) The content is targeted
For managers, they most hope that the emails they receive can contain the latest economic situation and various information that is helpful to the development of the enterprise. As well as management strategies and other content; for marketers, they hope that emails will contain more market updates, product information, market information, etc.; while for ordinary users, they hope that emails will include product discounts, small knowledge, small suggestions, and promotional information. More interesting content.
Therefore, as an email sender, you need to write targeted emails based on different target users, with different content and tone. Language and content that are close to the user’s psychology are easier to get closer to. user distance.
(2) The content is valuable
The so-called valuable content is content that customers find useful, which is related to the business operated by the seller, including goods, services and industry information. When sellers communicate with customers, they should provide this content without asking for anything in return.
Here are some examples of emails with valuable content:
Sellers selling dog supplies can instruct customers on how to de-stress their dogs. ·Sellers selling yoga supplies can introduce upcoming yoga events in their area to customers in emails.
Wine stores can send customers an email introducing the top five red wines to bring to a dinner party.
If a customer wants to bring a bottle of red wine to a dinner party but doesn’t know which red wine to choose, at this time he just receives an email from the wine seller “Top 5 Reds to Bring to Your NextDinner” Party (must bring five bottles of red wine to the dinner party)” email, then the customer may be very grateful to the seller for solving the current problem. In addition, the customer is likely to buy wine from the wine seller because he knows that the seller is this Experts in the field, in-stock and guaranteed products. In this email, the wine seller does not explicitly ask customers to purchase their products, but they do encourage customers to make purchases through valuable email content.
Therefore, if an email contains valuable content and product recommendations, it will have a greater chance of closing a deal with the customer, and it will also help the seller build buyer trust and reputation in the industry.
(3 ) Highlight the key points and be concise and clear
Emails should be concise and clear, and do not require long preparation to indicate the subject, because most recipients do not have the patience to read the email carefully and often skim it. Only focus on some conspicuous and important points to judge the value of the email.
Using pictures, fonts of different colors, and boxes in the email are all ways to highlight the subject of the email and allow the recipient to quickly identify it. Understand the key points of the email thoroughly.
(4) Stimulate users’ curiosity and arouse resonance.
In the email, users should be encouraged to understand the content of the email in depth and build a strong Call ToAction situation for them. , try to stimulate users’ interest and curiosity, and encourage them to click on your website link and learn about product information. The method of encouragement is as shown in the figure below
(5) Add custom variables
<. p>Change the single collective name “Mr./Ms.” to the user’s title, which will definitely give users a different feeling. Honorific titles with surnames can bring a sense of intimacy to the users and shorten the distance between the two parties. < /p>
Successful email marketing cannot be designed overnight, but requires continuous design, adjustment, testing, analysis, and investigation to confirm the final email title, body text, color, style, layout, etc. . Only through continuous testing can we find out the deficiencies and make timely adjustments, so that we can continue to improve the quality of emails and improve the effectiveness of email marketing.