How to Craft your Message for Email Marketing

How to Craft your Message for Email Marketing
We spoke about Email Marketing in one of our previous blog posts. If you haven’t had the chance to read our post, then we recommend accessing it here .

Email Marketing is the chance for you to convey the information that is most important to your clients. How exactly do you do that? What works best? In this blog post, we will go through some key tips and tricks that will allow your emails to stand out. 

1.    Understand Your Audience 
In our previous blog post, we discussed how critical it is to understand your audience and client demographics. After you determine those that communicate best via receiving an email, then you can better determine how to approach your targeted audience. 

2.    Determine a Catchy Subject Line 
  • Keep it short
  • Tell them what’s inside
  • Make the benefit clear about opening the email “Increase your open rates by 50% today” vs “How to increase open rates”
  • Start with actions
  • Make people feel special “Exclusive offer for you” or “You’re invited!”
  • Urgency: “Act now!”
  • Curiosity: “You will benefit from opening this email.”
  • Offers:  include in subject line
  • Unique: to entice user to click on the email and read the content
  • Don’t: Simply state the content, i.e. renovations flyer 
3.    Determine the Layout of your Email 
All of your emails need to be within brand and have the same logo, colors, text font, etc. If your agency already has branding guidelines, then you should use these guidelines when crafting your email. A lot of email distribution tools will have layouts that you can choose from. The most important thing when picking a layout is to make sure that it isn’t too text heavy or image heavy. You want a nice balance between the two. You also want a layout that will be able to feature your most important information at the top of the email. The key is to be consistent, so your clients easily recognize your brand.

4.    Create the Text/Content 
After you have the layout for your email, then you need to make sure you are using the appropriate verbiage. This is where it is critical to know your audience. Different generations and cultures use different words/phrases. You want to make sure that you are implementing what is going to speak to your demographic within your email. When writing your email, you want to keep the information short and to the point by using bullet points or lists when necessary. You also want to break up your email to have your main points at the top, additional information in the middle, and your closing/contact information at the end. It is also beneficial to include any social media or external links throughout the email as well, as additional ways for your audience to connect to your agency. 

5.    Select Your Database 
Before sending out an email, you need to make sure that you have built up a database of clients that have opted-in/agreed to receiving your emails. Once you have your email crafted, then you will be able to select your list from your database. Having more information than just the email address will be an advantage if you want to do segmentation. This will allow you to segment your audience and be more effective.

These are the starting points for how to craft your message/email. If you want to learn more about this subject or have any additional questions, then please feel free to email