There is no question that email marketing is more important than ever. In a recent survey, 72% of consumers prefer to be contacted by businesses through email.1 Before you start writing content for your next email campaign it is important to have a sound strategy. Ask yourself the following:
- Why does the recipient care?
- How does this benefit me?
- And what do you want to happen?
Make It Worth Opening
You probably agree that our inboxes are flooded with emails. In 2015, the average business user received 84 emails per day.2 So, before you get email-happy, think about how your email communication can benefit your recipient. Whether it is a download offer or an invite to an event, be sure to highlight the benefits that will make it worth their while.
A strong subject line will accentuate the benefit they are about to receive. Keep your email subject line short and sweet. I recommend a length of 3-6 words.
Make It Worth Sending
Now that you have your reader’s attention, how does that benefit you? Are you collecting information that helps you learn about them? Or, is it simply building your brand? If you are going to spend the time generating content and graphics, you want to be sure it is helping your organization. The communication can benefit you by answering common questions which reduce inbound calls to your staff. If the email campaign is for an event, be sure that you are collecting the proper information and directing your recipients to information that will make your event seamless.
Finally and most importantly, “what do you want to happen?” Every great email has a clear call-to-action. It is often in the form of a colorful and unmistakable button to click on. Be sure not to bury your call-to-action in the content of the email. Place it “above-the-fold,” meaning, don’t make them scroll down for it. Don’t be afraid to add some personality to your call-to-action button. Words like “Submit” have the poorest click-thru-rates.3
Whatever the purpose of your email campaign is, be sure you are taking in consideration of your time and your recipient’s time. A well thought out email campaign not only drives engagement, but it is also a representation of your organization’s brand. Speak with your FIG Sales Consultant to discuss how our creative division, All Points Media, can assist you with your email marketing.