Updated: Nov 13, 2019
There’s a reason why authors like J.K. Rowling, John Grisham, and Danielle Steele have an average net worth of $510 million. They are known across the world as being some of the greatest authors of our time, and have become wildly successful. Although their techniques may vary, they share the same objective: write content that engages and entertains their audience.
Even though designing an email marketing campaign is a bit different than producing a world-famous book series, the goal is the same: Create content that readers will actually read.
Since we’ve already covered how to create a successful subject line for your email marketing campaign, it’s time to focus on crafting the body of your message. When constructing your email, keep in mind the purpose behind your campaign and what you want to accomplish with this method of communication.
So, how do you compose a message that helps you achieve your goals?
Second lesson: Engage consumers with your compelling content.
Be consistent. You want the subject line of your message to match the content inside. No one likes clicking on an email that advertises helpful information only to be frustrated, irritated, and ultimately let down. Even if you have one million recipients actually open your message, if they end up disappointed and frustrated with its content, that’s one million people that won’t open the next one. To have a successful email marketing campaign, you must deliver a message that is consistent with the subject line. Consistency establishes a trust factor with your recipients, and they’ll know exactly what to expect when it comes to all forms of communication from your company.
Capitalize on individuality. A great way to keep your reader’s attention is by adding a personal element to the body of the email. In 2019, people like to feel that they matter as an individual, far more than as a member of a group. Using different characteristics, such as the contact’s type, geographical location, age, gender, etc., allows you to divide your consumer database into sections. By segmenting your recipient list, you can create an email marketing strategy that fits each group and their specific needs.
Make real connections. Connecting to your audience is more important than ever. Not only do you want your readers to feel like you created a message for them individually, you want them to feel like your message was created by you personally. If the content is stale and reads like a page from the encyclopedia, it doesn’t matter how hard you’ve worked to make the reader feel special or unique. Have you received emails from major corporations that use your name or another personal detail, but the rest of the message is generic information that doesn’t apply to you? Not only does it diminish the integrity of their email marketing campaign; it diminishes the integrity of their entire brand. There are a several successful ways to connect with your audience, such as using a conversational tone throughout your entire digital presence, addressing readers with questions in the body of your email, adding bits of your company’s personality to set yourself apart, and empathizing with consumers on similar pain points and issues.
Get straight to the point. Most marketing emails aim to persuade the reader to take a desired action, like subscribing to a digital newsletter, visiting the company’s website, or interacting with social media accounts. In order to achieve the desired results from your email marketing campaign, you must make your purpose known. Keep in mind that fluff is for teddy bears, not a consumer’s inbox. Whenever your recipient clicks on your message, you want them to know within a few seconds the reason for your communication and what action you desire them to take.
Keep it simple. When you’re engaging with consumers, there’s very little, if any, advantage to making things more complex than they have to be. As a business, it’s very important to keep your digital interactions as simple as possible, including email communications. Using terms that are familiar to those exclusive to your industry doesn’t help your marketing efforts or help establish you as an expert. In fact, it does just the opposite. Think about it; do you wake up wishing that your job was a little more complicated? Probably not. Guess what? Your recipients don’t either. The more straightforward you can communicate, the better off your business will be.
In order for your email marketing campaign to be successful, you must be able to engage consumers with compelling content. By using methods like being consistent, capitalizing on individuality, making real connections, getting straight to the point, and keeping it simple, you can create subject matter that is informative, entertaining, and works to help you reach your goals. Now that we know how to entice consumers with a catchy subject line and effectively tie it into compelling content that works to engage them, we’ll cover how to drive consumers to take your desired action.
Still not sure if email marketing is your “thing”? Remember, we can help!
Contact us to learn more about implementing an effective strategy to enhance your marketing efforts.