Marketing Wednesdays: Five Easy Tips to Help Your Marketing Email Cut Through The Clutter

With an abundance of emails bombarding people's inboxes daily, as a permission marketer, how do you differentiate your promotional email from the clutter? Here are a handful of tips that you might find useful to construct your email so that your message gets across clearly when you are promoting a product or service:

Use a Catchy Headline

Potential customers only take a few seconds to scan the email subject line. If your headline is not interesting enough or if it comes across as a sales pitch that oversells or promises more than can be delivered, there is a chance that the recipient will not click on the email, let alone read it.   If your reader has opted-in, the headline should hint at the value your offer provides or offer a solution to address the prospect’s needs.

You want to use a catchy headline, but remember that there is the risk of getting caught in a spam filter and getting your message blocked.

To avoid this risk, try to refrain from using words and phrases like: free, #1, 100% satisfied, call, click, congratulations, get it now, no obligation, offer, save up to, special promotion, or urgent in the subject line.

Offer Prospective Customers A Solution

It is important to emphasize benefits over features. Remember to use active voice over passive voice when describing your benefits. Your customer is always thinking, "How does this benefit me?" Make sure to research your target audience's pain points and address what their needs are. Using five to six bullet points to highlight your solution is useful and makes the offer easier to read.

Remember to be specific about your solution's benefits (within your industry, whether it's entertainment, health, technology, finance, etc.), and don't generalize. Since you are an expert in your field, speak to customers using language and words that they understand. If you are using technical jargon, remember to explain any acronyms, just in case potential clients do not have the same frame of reference that you do.

An alternate approach is to consider any obstacles that clients may have. For example, if you've decided that price may be an issue, you may want to consider that and address any concerns.

Use A Clear Call to Action

The call to action is the most critical part of your marketing email — a single command that tells customers how to proceed.

Depending on where prospects are in the sales cycle, remember to tell customers what YOU want them to do. It may be to sign up for a newsletter or webinar (Sign up to receive a newsletter), request a product tour (Request a demo), or buy a product (Add to cart). In addition, create a sense of urgency if possible, for example, Offer ends this Friday! Also, call to actions must not be complicated. Do not give multiple options. This will just confuse the customer.

A marketer can measure results based on the response to a call to action. If the response to your promotion is low, it may be time to revise your email's offer or tweak your subject line to get a better response rate.

Keep it Short and Simple

Keep the email short and simple. Avoid adding multiple links to other pages within your website, since this will distract from the main offer and call to action.

A reminder about the obvious:

  • Avoid typos
  • Double-check that links to graphics and images are working properly
  • Provide an html link, in case images are disabled
  • Provide a link that allows prospects to opt-out or unsubscribe
  • Provide a privacy policy

Leverage Your Signature Block

The signature block is an underutilized area that is easily overlooked, yet a place that can provide added value. You can provide an additional link to your website for branding, including reminders of upcoming promotions and events, or a link to your twitter account. As mentioned, use links in the signature block sparingly.

A small boilerplate about the company can also be used beneath the signature block to give additional contact information, for example, company name (for branding), address, phone number, fax number, email, hours of operation, and website.

Following these 5 easy tips will make your promotional messages easier to read, tell customers how to proceed, and give them information so that they can reach you and your products or services.