6 Ways Of Writing Email Messages With Greater Impact
Email marketing is still the most reliable way of communicating with customers. It can engage customers for long time and also generate quality leads. Here I’m sharing 6 proven ways of improving email marketing messages. These ways are simple yet beneficial. Marketers would find no hassle in applying these ways in their email marketing campaigns.
- Look for ways to automate and improve the email experience
Welcome emails have higher opening rate in comparison to all email messages. Customers are always enthusiastic about the email content and it makes sense to nurture their enthusiasm. Also a 2016 study conducted on emails revealed that open rate of auto-generated emails is 2x and click-through-rate is 3x of batched emails.
2. Ask for the referral
A referral campaign can earn up to 10% conversion. While mostly the conversion could be limited to new subscribers or leads but sometimes it can also be sales. How a referral plan works depends on how interesting it is made.
3. Use motion to move your audience
Visual content like animation and video can add emotional appeal to the message and in this way make email more interesting. It can increase open rate up to 3x. But the marketer should avoid using a single large image as it doesn’t come under visual content.
4. Take advantage of video
Video is a powerful visual content hence the marketers should know how to take advantage of it. Embedding video link in an email message would be lowering its power. The best way is to send a picture of the message with a play button. The marketers can do more to improve the video content. They can write a text message to educate people on why to see the video. The video message could work as a strong call-to-action.
5. Make email a two-way conversation
Email is a powerful way of starting conversation but most of the times, it remains one-way conversation. Marketers should try making it a two-way conversation. The customers should feel that marketers listen to the feedback given by customers. It is like opening doors for loyal customers that want to share their experiences and also provides referrals and leads to the brands.
6. Tell an interesting story
The biggest problem with email messages is that they lack inspiration. They are raw by nature and need some spicing. It is for the marketers to think of a theme and write the messages in the form of stories. Reason given for writing stories is that stories are easy to remember and recognize. Also stories can be related to brands/products/services offered. Another important aspect about stories is that they can keep the users engaged.
Conclusion
Email marketing is an important ingredient of digital marketing and it can be more productive, if the marketers can increase the open rate and CTR of the messages. There are many ways in which messages can be made interesting. Automated mails, visual inputs and videos are some of the messages. Marketers should keep looking for more interesting ways of increasing open rate and CTR of messages.
