We will introduce how to successfully write an effective marketing email from the following five aspects.
(1) Email content
The quality of email content is a key factor that directly affects whether customers will open and read the email and pay attention to the company’s products after receiving it. A vivid email can arouse customers’ curiosity and trigger customers to pay attention to and purchase the company’s products. Therefore, when writing the body of the email, we should follow the steps below.
First, determine the type of email, whether it is a sales email or a review email. The text used for different email types will be different.
Second, the subject line of the email. The subject line of the email is a key step in determining whether the customer will open the email. It generally includes the sender, the email subject, and the preview of the email content (Pre-text). When sending promotional emails to customers, we recommend filling in the personal name and company name in the “Sender” column. The email subject should fully summarize the email content and use some eye-catching words. For the “preview of previous content” function, we need to ensure that the first few lines of the email body are attractive so that customers will be interested in it when viewing the email list page. Therefore, there is no need to use words such as “View online” and “Logo image here” that have no meaning for the company’s product promotion.
(2) Sending time
There is no specific regulation on the time to send emails to customers, and it is impossible to determine which time period is the best. In fact, no matter which day of the week, even Saturday and Sunday, the probability of customers opening advertising emails is not much different. Of course, the best way is to think from the perspective of your target customers and imagine at which appropriate time your target customers would be more willing to receive advertising emails and open and browse them.
(3) Sending frequency
Many customer service personnel believe that the more emails they send to customers, the higher their average click-through rate will be. However, in fact, the opposite is true. The more emails they send, the lower their average click-through rate will be. According to relevant statistics, for businesses that send one email per week, the average click-through rate is 6.54%; for businesses that send two emails per week, the average click-through rate is 5.45%; for businesses that send more than three emails per week, the average click-through rate is 4.76%. Although the difference is not large, for customers, too frequent advertising emails can easily cause them to be disgusted. It is generally recommended not to send more than three emails per week.
(4) Email length
For promotional emails, many customer service staff may encounter the question of “Is it more appropriate to send a long or short promotional email?” In fact, the length of the email depends on the target customers and products. The length of the email is far less important than the content of the email and the relevance of the product. Many data show that the length of the email has little correlation with the click-through rate and conversion rate. Generally speaking, an English marketing email of about 150 words is more appropriate.
(5) Email format
Another common question from customer service is “Can I add pictures to the email?” This is a problem that many customer service staff worry about when writing emails. Statistics show that emails with embedded images have a higher opening rate than those without images. This may be because beautiful images can attract customers’ attention. In addition, by displaying some promotional information in the form of “images + discount information” and lists, customers can not only see the content of the promotion, but also intuitively understand the appearance of the products. This product list with “images + discount information” allows customers to compare products, which can stimulate customers’ desire to buy and increase click-through rate and conversion rate.