Email marketing is a very powerful tactic for lead generation, but few marketers are making the most of this channel. So I would like to present in this post a good break down of an effective and optimised email.
An effective and optimised email (13 elements):
1. A clear and attention grabbing subject: the first thing you read is the email’s subject line. Your email is competing in your prospects’ inboxes alongside many other emails. So it’s very important to make the email stand out with clear attention grabbing subject line. Keep it brief and try to describe the proposition you are offering. Avoid words that can easily land you in senders’ SPAM box (e.g. Free, cash, no cost, credit…).
2. A real human sender: this is communication between real people, consider making the sender to come from a real member of your marketing team to make your email messages more personal.
3. Consistent branding elements: create and utilise an email template with consisting branding elements. Include your logo and use your company’s branding colors.
4. Personalisation: personalised marketing campaigns are highly effective. You can use data about your database to segment them into groups (consider to use buyer personas for this) and send them more personalised content offers based on their behavior and wants/needs.
5. Offer context: explain the value proposition, keep it brief and use compelling language. Add a link to your offer within this section, too.
6. Prominent Call to action (CTA): Make your CTA’s text specific about what action the reader must take to receive the offer (e.g. Download, participate, register, share…) and create a sense of urgency (e.g. “Now,” “Today,” etc.).
7. Value of the offer: highlight what email recipients will get out by clicking on the CTA. Use bullet points to break up the text demonstrate the value of the offer.
8. Social Sharing Buttons / Links: include social sharing links on every email you send. If readers find the content valuable and appealing, they will tend to share it with their friends. This will help you reach a wider audience.
9. Image: try matching this image with the content of your offer.
10. Additional product offer: some of your email subscribers are ready for a more product focused offer like a free trial of your product or a personal consultation.
11. Social Media Follow Buttons/Links: grow your social media reach by giving recipients opportunities to subscribe to your updates in social media.
13. Unsubscribe Link: always include a unsubscribe link at the bottom of your email marketing messages.