How to Write Promotional Emails
The very first mass mailing was sent in 1978. Since then, this area has remained the most important marketing tool for enterprises of all sizes.Over the years, e-mail marketers have experimented a lot and learned that mastering the art of persuasion requires much more than good copy and attractive design.
Experiment with plain text and interactive emails
Plain text e-mails are popular with marketers for a reason: they are loved by recipients, they are easy to read and they are less distracting. Research shows that users find these emails more personal and less selling, which translates to higher response and click rates.But while plain text emails are great for connecting with your customers, they're not ideal for spreading product information. If you want to showcase a product or promote your offer, try switching to interactive email.
Active items, for example, in a survey, come into full force only if the recipients interact with them.
Each e-campaign has its own purpose and audience. Don't forget to run tests and track the performance of different campaigns to make better decisions.
Be consistent in your efforts
Have you ever asked yourself how often you should send emails to your subscribers? And not only you. This seemingly simple question has been troubling marketers for years. But, as with most things in life, there is no simple answer.
The correct approach is to gradually increase the number of emails you send. Let's say you send emails once a month. Start by raising it to twice a month, and if the results improve, try communicating with your followers weekly. Just don't forget to keep track of the statistics on the effectiveness of these campaigns.
Be honest about the data you collect
It is impossible to talk about personalizing email without considering data privacy.Most customers already know that marketers collect data to improve the customer experience.The best you can do is keep your privacy issues transparent and clearly define your personalization efforts:
- Make your privacy policy easy to find.
- Easily and clear explain how you collect and use visitor data.
- Inform you customers how they can manage the privacy settings.
It shows your clients that you respect their privacy and that respect is critical to building long-term relationships.
Offer easy subscription management
If you bombard your subscribers with emails that they don't want to receive, it can negatively impact message delivery. Sometimes it's better to just let go of subscribers rather than collect spam complaints.Anything above 0.02% is considered high and may lead to suspension of your account.One way to reduce these complaints is to simplify your subscription management.
Let your followers go. There is nothing more annoying for a customer than going through a bunch of steps to unsubscribe from a mailing list. The whole process should be simple and intuitive, and the Unsubscribe button should be visible.
Suggest subscription settings. Your customers may not be interested in your blog news, but they still want to receive promotions or company updates. Ask them what kind of emails they want to receive from you.
Let your subscribers know how they were added to the list. There is always the possibility that people have forgotten that they signed up for your newsletter. By reminding them, you clear up possible misunderstandings.
For example, in a mailing list from an online store in the footer of the letter, it is clearly indicated for what reasons the letter was received, as well as where you can choose topics of interest and the frequency of receiving letters from the company.
Let your customers decide what goes into their inboxes. This will allow you to write more relevant and engaging emails, which will ultimately lead to higher conversion rates.
Use everyday and lively language
Gone are the days when looking "corporate" was the only way to secure a place in the market. Shoppers today are more likely to follow brands that act like real people, make pop culture references, and joke around.So, if you want to communicate with your audience on a more personal level, throw away common business jargon and third-person pronouns. Instead, speak the language of your customers. Use first-person pronouns and "you" to shorten the distance between the brand and the customer.
But if promotional emails aren't your forte, try enhancing your transactional emails. They typically have an open rate of up to 40%, which means marketers have a great opportunity to engage users.
Let's be realistic for a second: When was the last time you received an order confirmation email that wasn't boring? However, there is no rule that transactional emails should be formal and cold. Why then make them boring? Make them look like people wrote them.
Make the most of email marketing.
Email is still vital to online marketing. Email marketing trends are changing, but one thing remains the same: to deliver high converting emails, you have to create content that people want to read.