Writing Emails with A Purpose
How many times have you seen it? You open your inbox to see another long, seemingly endless list of emails. You quickly scan the titles and delete those that don’t catch your interest. Then you cautiously open the remaining few, giving them a quick 10-20 second scan. If something captures your interest, you read on. If not, off to the trash they go, and you move on. If this is your pattern, you are not alone. This scenario is repeated by thousands, if not millions, of internet users every day.
Knowing this pattern makes the job of internet marketers a little easier. Our ability to cultivate and retain any significant numbers in a downline is directly determined by our ability to maximize these precious few seconds of the subject line and content reading time. Have you got what it takes to write an email that will get your readers to take the desired action? Most of us send out emails almost every day. We do it all too often without carefully thinking about it. As a result, these emails are usually written and sent out in less than perfect format and fail to produce the desired result.
The purpose of sending out mass emails is usually intended to attract visitors to view a website rather than make a sale. Therefore, it is crucial to take your time and define your aim precisely before writing the email.
Tips for writing emails that are great
- Start with an eye-catching subject line. It might be a question or statement. You must grab the recipient’s attention right away.
- The opening paragraph is vital. If it does not click with the reader right away, you have wasted your time sending it.
- Headlines hook prospects and lead them to the next line, where you start to build their interest to ensure they read the following sentence and each subsequent one.
- Make sure to look at it from your readers’ point of view. Is it forceful enough or exciting to make you want to read on and discover the end result? Keep it simple and brief.
- Avoid using lengthy or technical words as some people may not understand them.
- Do not use three words where one will suffice.
- If the email is long and full of promotional fluff, boredom will set in, and without a doubt, your target will delete it before they reach its end.
- You might even find it is worth offering a free gift or a monthly newsletter that would help their business. You can create an ebook on a supporting topic or give away one of the many free ebooks on the web.
- If the intention of your email is to make a sale, then offer a guarantee or a full refund. This should dispel any fears they may have.
It’s true that even the best writers spend time editing and rewriting their articles and emails. The best way to ensure your email is ready for mass sending is to do a test and get some feedback. A great way to do this is to send it to a few colleagues or friends with a message at the end asking them to email their feedback. If you don’t receive a reply, take it as a sign that perhaps they discarded your email before they made it far enough down the message to see your request. When this happens, it is a good idea to edit your email and remove any unneeded text before sending out another test to your non-responders before sending it to your master list.
When you think your email is all ready to go, take the extra step to run it through some testing tools to ensure optimal deliverability and open rates.
Email Testing Tools
- Email Subject Line Grader by Net Atlantic – Tests for overall effectiveness of copy, word count, word mixture and balance, and type
- SubjectLine.com – Tests for overall copy effectiveness
- Email Subject Line Keyword Checker by Adestra – Tests for open rate and click rate of subject line keywords
- Email Subject Line Analyzer by Attrock – Tests for overall subject line’s readability, sentiment, word/character length, and overall effectiveness
- Headline Analyzer by CoSchedule – Tests for overall copy effectiveness, word balance, length analysis, keywords, type, and sentiment
- Hemingway App – Tests for readability of copy
- ISnotSPAM – Tests for spam phrases, sender-ID check
- Spam Check by Postmark – Tests for overall spam score
The exact techniques and methods you use will vary depending on personal preferences, product differences, market circumstances, etc. However, the basic approach is to make sure you give it some advance preparation and work before sending them out. You will be amazed at the difference it makes.
Once you’ve optimized your email and sent it out, it’s time to track its effectiveness. Email sending tools show the following benchmarks for open rates, click-through rates, click-to-open rates, and unsubscribe rates across industries.
- Open Rates = 21.33% – 29.87%
- Click-Through Rates = 1.32% – 2.62%
- Click-To-Open Rates = 10.5%
- Unsubscribe Rates = 0.1% – 0.26%
- Bounce Rate = 10.12%
Sources: https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/, https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US, https://mailchimp.com/resources/email-marketing-benchmarks/