7 Tips for Writing Better Marketing Emails


Marketing emails are a must for all eCommerce traders.

Sometimes, the technology that’s been around the longest is the best choice. That’s certainly true for email. Despite being an integral part of our culture for over 20 years, email shows no sign of being replaced. Not even Facebook has managed to wean us off our email inboxes.

Our attachment to email is great news for marketers. Email is a personal medium, so when you emails ping in the inboxes of your customers, it’s like you’re getting an audience of one.

If you want to make your eCommerce business sustainable for the long term, start growing your email list.

Here are our top tips for writing great marketing emails.

1. One Call to Action

Consumers nowadays are bombarded with emails, so unless your email is simple to understand, and gets to the point quickly, it’s likely to be discarded.

Keep your email as simple as possible. Feature one special offer, or have one action you want your customers to take.

It can be tempting to stuff your email with everything that’s going on in your store. Don’t do that. Instead, get consumers to your store with one compelling call to action. Once they’re their, they can explore the offers that match their needs and desires.

How do you make your call to action as compelling as possible? Read on…

2. Segment Your List

Your emails can’t be all things to all people. Trying to stuff everything you’ve got to say in an email you send out to everyone on your list is a recipe for failure.

Focus your offers by segmenting your list. Track customer buying habits, and put them on an appropriate list. If you’re managing a children’s clothing store, and you’ve got a customer who only browses baby clothes for girls, there’s little point in sending them special offers on clothing for older children (at least, not until a few years time) or for boys clothes.

3. Use Your Customers’ Name

This one should be a no brainer. Whenever you’re writing an email, make sure you open the email with the name of your customer. All good email marketing apps give you the option to do this.

Dale Carnegie, author of How to Win Friends and Influence People, wrote: “A person’s name is to that person, the sweetest, most important sound in any language.”

What’s more, when you’re composing your email copy, write like you’re writing to one person. That will give your email a personal voice.

4. Learn to Write Attention Grabbing Subject Lines

If you’re struggling to get your emails opened, there’s one reason for that. You’re not writing good enough subject lines.

An effective subject line should grab attention, and make readers curious to find out more, so they open the email.

The best way to learn how to write effective subject lines is through experience. See what gets results, and repeat it. However, if you want to get a head start, put together a swipe file of headline templates.

5. Make Your Copy Sparkle

Getting people to open your email is just the first step. Next, you’ve got to tempt them to read your email.

People don’t have time to read hefty chunks of text. Most people will scan your email rather than reading it in depth. Keep your words, sentences and paragraphs short. Use headings to make your message scannable.

Images can also help to grab attention, but remember that not everyone will see your images, because many email clients block images by default.

6. Make Your Emails Mobile Friendly

Recent research shows that nearly half (47%) of all emails are opened on a mobile device. More emails are opened on mobile devices than desktop computers.

For your message to reach all your subscribers, it must be mobile friendly. Ignore mobile at your peril.

7. Don’t Just Sell

If you want to build up a loyal readership for your email newsletter, then you’ve got to use it as more than a way of selling products.

Think of your newsletter as like a blog. If your subscribers are entertained by your emails, or learn something useful by reading them, they’ll keep coming back for more.

When you’ve established a trusting relationship with your subscribers, they’ll be more likely to buy your products or services.

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Written by David Masters

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