How many times have you created a sales email only to find you hear nothing but crickets back? Or worse still, a flurry of unsubscribers from your data list? Too many businesses write off sales emails as a waste of time because ‘they don’t work’. And they’re right.
Done wrong, sales emails won’t get the results you want. But done right? An email campaign is the gift that keeps on giving.
So, what can you do to make your next sales campaign a success? These five elements can make or break your email marketing so read on to find out what they are…
1. An attention-grabbing subject line
It’s no surprise that number 1 on the list is your subject line. It’s the first thing your reader will see and if it’s boring, irrelevant or worst of all, a sales pitch, they’re going to delete.
Penning your subject lines should take you just as long as writing your whole email campaign because they’re that important. They need to get your reader’s attention enough to make them want to know more.
One of the easiest ways to see how different subject lines have an impact is to take a look in your own inbox.
I get loads of emails every day telling me why I should try this, or that there’s an offer on that and I open less than 1% of them. Why? Because I don’t care enough.
The subject line either tells me too much (One Day Sale On Bike Parts!) and I don’t need to read the email for more information, or it’s too dull (Want To Reduce Your Business Bills?) and I don’t want to read the email because I’m not invested in the outcome.
A captivating subject line is a masterpiece, so allow time to find the right one. You can check out my blog post on writing email subject lines that get results here.
2. A compelling proposition
So, they’ve opened your email, you’ve jumped that first hurdle. But don’t get too excited because this is a marathon, not a sprint. Now you have to make them want to keep reading.
A compelling proposition makes your reader want to take action – be that subscribing to your newsletter, buying from you or reaching out to make an appointment. But what makes compelling copy?
We’ve talked about tone before, and here is where it matters most. Electronic mail isn’t very personal by its nature, so you need to make your reader feel connected and comfortable – all through your written word. If you are friendly and conversational, people are going to let their guard down a little.
Outline all of the benefits that your product or service brings, but don’t just bullet point them. Build a narrative around them, something that they can relate to – because if you’re offering solutions to the problems they have, why wouldn’t they want to know more?
3. Third-party endorsement
When it comes to adding weight to your email campaign, third party endorsements pack a punch. Credible, relatable and relevant testimonies help your future clients to see the positive outcomes of your work through a real-world lens.
Link through to case studies on your website or video testimonials – having an external source validate the claims you make about yourself can be the difference between a ‘no thanks’ and an ‘ok, so how can you help me?’.
4. A reason to take action NOW
Now you have them geared up, you need to direct that energy. This is where you can offer a time-sensitive promotion or download or incentivise an action.
Direct language is key here. Rather than being passive with phrases like ‘maybe we can grab a coffee’ go for an instruction such as ‘I’m giving away 10 copies of my new e-book to the first 10 people to respond with ‘yes please!’, so if you want one you’d better be quick!’
You don’t have to give things away or discount your products and services, but you do need to give your email a sense of urgency. Think about your email campaign and its objective – what do your readers stand to lose if they don’t respond? Use that.
5. Call to action
A call to action is ALWAYS what you finish every email with. That final instruction telling your reader what to do next.
Clarity is everything here, don’t be ambiguous – be direct.
And make it simple. If someone has invested time in reading your email, responding to it should be uncomplicated. Get them to hit reply or click a link – something that is on-page is more likely to get results than asking them to take further actions. If you can link your phone number in your email software, do it.
Email Campaign Success Is In Your Future
By using these five pointers to write your email campaigns, you will find that your emails get better traction with your readers.
If you’re still struggling with the content, have a read of my blog. It’s filled with articles on everything you need to know about writing for your business.