0
Let’s face it, in-boxes are being inundated with messages and the challenge to B2B e-mail marketers is growing. With the flow of e-mail long since passed “flood” status, marketers are struggling to rise above the clutter and “spam” just to get their messages delivered, much less, read.
So, what’s the secret to avoiding the trash bin and the key to increasing sales and customer satisfaction? Using high-quality copy is a good place to start.
Solid content and strong writing are critical components of successful e-mail marketing. They differentiate your company from competitors, and help you make a lasting impression on recipients. However, writing for e-mail is different than writing for print. The ease of hitting the delete button and the strong competition for attention in the in-box makes it even more important to grab and hold your reader’s attention, right from the start.
Here are my Top-10 Email Marketing Copywriting Tips. Some, I’ve picked up over time by trial and error and others came from some of the best B2B email marketers in the business.
1. Make it short but sweet. Write concisely and state your purpose early in the e-mail. Body copy should be brief, compelling, and immediately engaging. Because many readers skim their e-mails, it should be easy to determine the point of the message right from the start. Scanability is important, so put key words or phrases in bold text. Don’t overwhelm your customers with long e-mail messages, especially if you are sending them frequently. Remember, you can always include a click-through URL to redirect recipients back to your Web site where they can get more information or read the rest of the article. Including a brief summary and a link to the rest of the article allows recipients to determine what copy they want to read – plus, you can track the click-through rates to determine the copy that gets the best results.
2. Provide a call to action. Always include a specific call to action to ensure that the reader knows the next step. If you want recipients to visit your Web site, insert a link. If you want them to call their sales representative, provide the phone number. Make the call to action prominent so that it gets noticed, even if the reader is skimming. Try a video graphic or podcast icon in your email linking to a recent industry tradeshow speech or canned webinar. I’ve done this before and had amazing results!
3. Get personal. Consider using personalization within your e-mail. By using a first name or inserting customized content, your reader will feel like you understand his or her needs. Functionally advanced e-mail marketing programs can insert content from any field in your database into an e-mail. Also, consider personalizing e-mail with past purchase history, a customer number, or any other stated preference. If you have collected the data, it can be put into an e-mail. Personalization is a great way to increase customer loyalty and the success of your campaigns.
4. Be friendly. Studies show that people generally prefer a more relaxed, conversational tone for e-mail. Include words such as “you,” “we,” and “I,” rather than using a company name. This first-person writing style makes the message appear more personal and comfortable, enabling you to connect with your recipients on a one-to-one level. In addition, if you’re writing from a large company, try making the message from an employee rather than the corporation as a whole. Would you rather receive a message from Bob Smith, your local store manager, or a message from Wal-Mart Inc.? Using a real person gives your message a thoughtful touch.
5. Evaluate your target audience. Tailor your writing style to fit your audience, your company, and your purpose. If you’re sending to C-Level banking executives, your message might be more formal than if you are sending to project level software engineers.
6. Take advantage of your subject line. The subject line is very important because it’s the first thing a recipient sees when deciding whether to read your message. If you want to grab the reader’s attention, this is the place to do it. With Microsoft Outlook’s email notification pop-ups flashing in the reciepients monitor, this is a chance to hook them from the start. For subject lines that get results, you should:
- Always be honest with your subject lines; don’t bait and switch.
- Avoid phrases and notations commonly used in “spam.”
- Be relevant.
- Show the value of your offer in the subject line.
- Always try using personalization.
- Consider using your company name if it is not obvious in the “from” line.
- Test multiple subject lines to determine which one gives the highest open rate.
7. Be clear about who is sending the message in your “from” line. Like the subject line, the “from” name plays a crucial role in a recipient’s decision to open your message. Many e-mails are deleted because recipients don’t recognize the name of the sender. In the “from” line, put your company name, program name, brand name or the name of a recognizable company official. Avoid using e-mail addresses with many nmbers, dashes, underscores or letters, such as asdks459303@yourcompany.com, or addresses from free email accounts like Hotmail or Yahoo. These addresses look like “spam,” and are usually treated as such…even if they are legitimate.
8. Format for readability and scanability. Put important headings or phrases in bold, but don’t go overboard – overusing formatting can destroy its value. Don’t underline words because readers tend to think it is a link. To avoid alienating your readers, don’t use all caps in the message body or in the subject line. Consider using subheads and bulleted points rather than long paragraphs. The easier your message is to skim, the better the results will be.
9. Don’t get mistaken for “spam.” Major ISPs automatically filter messages based on keywords and phrases that are commonly contained in “spam.” To avoid this dreaded “black hole,” choose your wording for subject lines and body text carefully. Certain phrases just look like junk mail. There is no way to predict exactly what will be filtered, but think about the keywords in all the emails sitting in your junk folder right now…play it safe by avoiding: Free Free Free; Work from home; Amazing opportunity; Viagra Blue Pill
Free long distance; Earn free; !!!; XXX; $$$; Barely legal; Limited time offer…you know the drill.
10. Give them what they want. Great copywriting aside, if you don’t have a valuable offer or compelling content, your customers are not going to read your e-mails. Don’t send e-mails just for the sake of e-mailing. Make sure that each message you send has valuable, relevant information and important offers.
In a nutshell, copywriting is an often-overlooked factor in e-mail marketing strategy, but the message is the core of any marketing campaign. By understanding how e-mail users read their mail, it is possible to create a message that will grab and hold your reader’s attention, boost response rates and eventually increase your brand loyalty and sales.
