Email marketing is something that the digital marketing community has probably been pestering the internet with for years. And it’s no surprise since, even in 2022, it’s still a valuable online marketing technique. However there’s definitely more unsuccessful email marketing campaigns out there than successful ones. We’re sure some of them have made their way to your trash folder – they’re in ours. So how do you create marketing emails that deliver results?
The first thing you need to do to create marketing emails that deliver results is make sure they are delivered. Modern spam filters are very intuitive these days. But even so – some genuine emails can still be flagged and end up as unopened spam. So how can you get around this? Firstly, make sure your marketing emails are coming from a genuine email address with a business domain. Forget about using a gmail or hotmail account. Not only does this look better to spam filters – it looks more professional to your customers. Next within the email itself try not to have too many outbound links. For example, instead of displaying links to 8 different products link your two different product categories instead. Finally, make sure your copy makes sense and doesn’t contain any “spam” language. This includes capitalising a substantial amount of text, adding excessive emojis and overusing exclamation marks.
Now that you know your marketing email is going to land safely in your audiences’ inboxes you can focus on the content. Subject lines are the most important piece of copy in your entire email. This is because a subject line is the only thing that can entice, or dissuade someone from opening your email. Therefore, make sure your subject line is personal, appealing and relevant. Add in subscriber’s names. Try to hint at a promotion or deal. Or even use marketing stats to see what subscribers have been most interested in and add that in. After all, people usually only open marketing emails if they think they are getting something valuable from it. Be it a promotion, an answer to a burning a question or a story to lift their spirit. Whatever it is, make sure you prove your email’s value in its subject line.
Aesthetic and user-friendly visuals
There’s nothing worse than opening an email on your phone and having to zoom in and out. Marketing emails with a responsive design will always be more successful than unresponsive ones. If you’re not sure how to make an email responsive – it’s actually pretty easy. Majority of email marketing platforms like MailChimp and Hubspot already have many responsive email templates. Just simply select the template you like and fill it in with content. When it comes to the look and feel of your email make sure it fits in with your brand and is easy to navigate. Keep sections and stories contained whilst illustrating them with meaningful images.
No one likes to recieve an email that feels like a never-ending scroll. Keep your emails short and sweet by crafting economic copy. Economic copy is basically short, snappy copy that is to the point. Pick out key details of your messaging and emphasize them. Don’t waste precious time and space with waffle, repetition and filler text. Add in some bullet points instead. Bullet points are great in marketing emails because they’re easier for users to scan and find what they really want to see.