Content that is irresistible to your audience.
Getting it right has never been more critical for business. There are several components to writing more effective emails you must incorporate into your marketing emails. Depending on the intention or goal, the approach may be different.
According to data from HubSpot, 99% of consumers check their email every day while 80% of business professionals believe email marketing increases customer retention.
No surprise there. Email is an effective channel that not only keeps you in touch with your existing customer base, but also gives you a direct line to leads. It's a great way to communicate trends, new business initiatives or product launches, celebrate wins and make announcements, engage your audience, generate interest, and make sales. And the need to get it right increases every day.
In this article, we're going to look at some of the ways to craft messages that connect with your audience and drive action.
Here's a list of the most commonly created emails:
Offer emails — Used for B2C and B2B and involve a sale or promotion related to a product or service
Onboarding (welcome) sequence — A series of 3-7 emails to welcome the new customer and show them how to get the most out of the relationship
Ask emails — These invite a reader to take a survey, sign up for an e-letter, connect on social media, or make a review
Value emails — These are educational-based emails that can provide a quick tip or link to a blog post. They build trust and credibility with your reader because they’re useful
Newsletters — Designed to keep your brand top of mind. They can also highlight new services, introduce new hires, and provide insightful tips to help their clients
Launch emails — When businesses release a new product or service, they need to let people know about it. The most successful launch efforts include a series of emails that highlight different aspects of the product/service and mix in value posts with offers
First, Focus the Message to Your Audience
Know the purpose of your email and align the message with your target. For example, if the email is going out to a cold audience who doesn't yet know you or have any experience with you, then the message should be created to accomplish two things: (1) establish trust instantly, and (2) gently develop interest in your product or service.
If you go for the sale right out of the gate, you'll end up losing momentum before you round the first turn and you'll find yourself at the back of the pack. (If you've listened to my podcast, https://www.hogancopywriting.com/podcast, you'll understand the analogy.)
So how do you avoid coming in last with your audience?
Build trust instantly. Here's how: show them that you understand and empathize with a specific challenge, concern, or problem that they may be experiencing. The key here is to stay away from generic statements and be specific. Don't just tell them you understand they are stressed about horseshoes (widgets are overrated). Show them you feel their pain. Then, show them how your product or service can provide a solution.
Trust factor initiated.
Build on it from there with more value-based emails to deepen the relationship. Be sure to keep the content audience focused. Meaning, don't just talk all about you or your company, product, or service. Make sure you talk about them, what they need, and how you can help.
On the flip-side, if the email is going out to a warm audience who already knows, likes, and trusts you, then you have more opportunity to expand with more engaging emails like offers, asks, and launches. Be aware though, that if you constantly are asking your audience for their business, they may become deaf to you and you'll start to see a decline in the action you receive from your email efforts.