If you haven’t heard, email marketing is important.
There are entire companies who base their marketing on emails – and they do very well.
If you want to take your email marketing up a notch, you need to have a solid understanding of what makes a good sales email. (Hint: it’s not that formal, stilted blather that you force out when you have to write an email to your boss’s boss.)
Before you do anything else, understand this: every email you write is a sales email. If it’s going out to your customers, it’s selling something.
(And if you feel to use these tips when emailing your office members, I’m not going to stop you. Go get that raise. Get it!
Instead, write emails that are:
Write in a narrative style
Your emails need to tell a story. Can you tie something that happened on your morning commute to the product you’re selling? Do it!
What would be even better: using a customer’s story to share how wonderful your product is (without including names or identifying information, of course).
But don’t write a story that keeps going on…and on…and on. It’s not that your emails need to be short (some might be ridiculously long) – it’s that you can’t bore your reader.
The email copy
Start with short sentences.
Keep the paragraphs short. And be specific.
Did you see that? I kept you moving. Without even trying, really.
Part of it is the white space thing – white space is appealing in design. Part of it is that short sentences (when not overdone) just pull people along. Your reader doesn’t have to work as hard.
But if you write a story, one with specifics (for example, it’s not just a sky – it’s a faded blue sky), you’ll pull your readers along to where you want them to go, AKA your call to action.
Now, questions: should you ask them? Or no?
If you phrase the question in such a way that the only sensible answer is one favorable to you, then yes. (Example: “Do you want to save money?” I don’t know many people who won’t answer “yes” to that.)
If there are too many variables to the question, if it’s too easy for you to lose the customer by eliciting emotions not beneficial to your copy, then rewrite the sentence.
Invite your customer to take action
Use words that encourage people to act, but don’t introduce your call to action until your reader is ready for it.
And when you do write your CTA, write one. Just one. Ask your reader to buy one product, or sign up to one email list, or share one post to Twitter. NO MORE.
Save any other actions for another email. (By the way, did you know you can email your customers more than once a day? But do so only with a good reason. For example, the day a sale or bonus offer ends.)
The only way to figure out how to sell to your audience through email is to do it. Compare your emails to figure out what works for your audience, what they want to see from you, what products they’re interested. And then improve over time.