The Anatomy of an Effective Marketing Email

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Email marketing is a great tactic that can help you get your business and messages right in front of your market. Once you’ve cultivated an email list, you need to make sure you use it to its fullest potential by crafting the perfect marketing emails that will bring results.

Each of your email messages should be strategically planned to communicate key information to your market. You will need to experiment with frequency to find out how often you should send emails to get the best results.

“Open Me” Subject Line

The subject line is one of the most important parts of an email. It needs to be so enticing that it basically tells the recipient “open me.” This is the first thing people will see, and if you aren’t strategic, it could be the only thing they see.

Use the subject line to promise a benefit, appeal to the receivers’ interest, create a sense of urgency and otherwise appeal to peoples’ wants and needs so they will open your email.

Personalised Salutation

Open your email with a personalised salutation so that it doesn’t look spammy and so it attracts attention. If your email marketing software allows you to insert a person’s name into the email, do this. If you don’t have this option, use a generic term that defines the group you are emailing.

Phrases like “hi (insert program name) member,” “kickoff attendees” or even “valued customer,” can work if you use them carefully.

Concise Body

In general, marketing emails should have concise copy that gets straight to the point. If you don’t capture your readers’ interest from the beginning, they won’t keep reading. Use headings, short paragraphs, lists and graphics to help break up large portions of text.

The body should include only relevant information and deliver on what was promised in the subject line. It should also lead up to the call to action.

Call to Action

Every marketing email you send should have a call to action that is clear and easily recognised. Don’t make your recipients guess about why they got the email or what action they should take. The call to action should fit the overriding message in the body and be appropriate for the market.

To get more respondents, make it clear what is in it for your reader. Why should he buy your newest product? What benefit does he get for signing up for a free event? The call to action should also be easy to follow through with, even from mobile devices.

Visual Cues

Use visual cues throughout the email to direct readers’ attention to the most important parts of the email and the call to action. Contrasting colours, buttons, graphs, images and links can all grab attention and make it clear to a reader how he can respond.

For example, if your email is promoting your newest product, and your call to action asks people to make a purchase, use a “buy now” button to draw their attention and make things easy.

Informational Footer

Use the footer to display your contact information and the “unsubscribe” link. By including your business name, phone number and other information, you are showing your market that the email is legitimate and making it easier for people to contact you about the email or anything else.

When your marketing emails include all of these elements, working together strategically, they will be more effective in helping you promote your business and persuade your market to take action.