Writing email campaigns can be a struggle for many writers. Marketers love to tell a story, provide examples, and persuade their audience that they need a product or service. However, sometimes more is not always necessary. Will short and simple emails illicit an action? Well that depends on a number of factors – audience, message, and how well the copy keeps the attention of the audience.
Let’s look at this email from BounceX. This email is well crafted. In a few sentences they are able to deliver a compelling message with a call to action (CTA). Most, if not a large percentage of businesses typically start out in the first paragraph with a statement about their company, accolades, and why you should do business with them. I hate these type of emails.
He is a typical email.
I represent a $1.5B publicly traded company with offices in 25 continents’. We are the largest storage company in the world. We have received numerous awards from XYZ. We have sold our solutions to many Fortune 2000 companies like ABC, DEF, and GHI. They all benefited from our products and so can you?
Lets setup a time to chat. Here are a few dates and times that I am available or click here to see my availability.
In this email, the writer is telling “why” the prospect should do business with them without knowing anything about the prospects business or pain points. Don’t get me wrong, introduction paragraphs are important if they are crafted properly, short, and right to the point. In marketing technology, sometimes you have to convince the prospect that they have a problem, and anticipate what the problem is based upon the solution you are selling. Lets say you are selling a social media platform that enables the customer to reach a broad audience. You might want to begin your introduction like this:
“Over 2 million downloads and counting. This tool provides XY and Z benefits and increased user engagement by 22%. Are you seeking these type of results? Would you like to learn more? Click here”.
This message provides a solid data point, it explains the benefit of using the tool, and a data point demonstrating by how much it increased user engagement. Additionally, it asks a question and provides a call-to-action. There is no hard pressure sale, nor does it ask the prospect to conform to the salespeople schedule. The campaign is all about providing information and looking for an engagement (CTA) by the prospect.
A well-crafted email is about proving 3 elements within the email:
- The what (offer)
- The why (benefit)
- The how (call-to-action)
Other consideration in crafting your email.
- Company logo – make sure it is located in an ideal location – upper right or left corner
- The headline – consider using an HTML link, not just an image. Many users disable the image in their settings. Once the setting is turned off, the image will not appear and what appears is a box without an image. If you are going to provide an image link, make sure you mentioned the headline title once again in the body of the email with a link.
- Using bullets: make sure they are BOLD statements and not generic. Generic statements can be perceived as weak
- Subject Line – needs to be powerful and make a statement that elicits a response. Otherwise the prospect will not open the email. I wrote about EMV in this blog You can test your subject titles here
- Keywords within the subject line: — using keywords that create an emotional tie will have a greater impact on your audience. Use words that relate to your audience. For a list of Emotional Value words click here
As you craft your email campaigns, make sure you provide the 3 keys elements of “The what, the why, and the how”. Focus your email on providing information so eventually you can ask for the order. Longer emails will be discarded. Readers have a short attention span and will never read a long email. You have 30 seconds to make a statement until the reader hits the delete button. However, if your email is well crafted you have a better chance of the campaign turning into a lead for your sales organization.
What is marketing but a vehicle for creating leads.