Marketing your products or services by email is a highly effective digital marketing strategy that can be a fast, flexible, and cost-effective way of retaining existing customers, turn prospects into customers and turn one-time buyers into returning customers.

Email marketing allows you to create targeted and personalised messages, helping you build meaningful relationships with your customers.

On average, email generates $38 for every dollar spent, which shows an excellent ROI for any time, effort and money spent nurturing your database. (Source: Hubspot)

Here are our top tips for creating great marketing emails to engage your audience:

The subject line is essential and is why people will open your email. It should be kept short, clear, and concise and relevant to the contents of your email but appealing enough that they open the email, even if just out of sheer curiosity. Using personalisation in your subject line will make your customers feel important and valued. You could try: “Hey! Joe, I’ve got some great news for you!”

It is vital to have a responsive design as many of your readers will be using their mobile, so you should always consider how your email will look on a phone and a desktop or tablet. Ensure the image size is not too big or it will take too long to load, resulting in a higher bounce rate. Create the right balance between picture and text, and if you are selling a visual product or service, then the image is the selling point. If you are selling a professional service or copywriting skills, people want to read what you have to say.

The contents of your email will depend on what you offer to your customers. If you are selling a product, you should keep your contents short, snappy, and brand-aligned; don’t be afraid to show your personality or use a witty caption or personalised description. 

 If you are selling a service or a product that isn’t visual, then you may want to consider enlisting a copywriter or email marketing expert to draft you an email that shows off your services in a way that doesn’t sound too sales-y. Good copywriting is an art form, so don’t be afraid of asking for help.

The most crucial bit of any email is the call to action! What is it you want your customers to do?

Do you want them to book a call back for later in the week? Or visit your website to take advantage of the great deal you have just offered them?

Whatever it is, make sure you only have one call to action and make it straightforward for them to find. Having multiple buttons or links will frustrate your potential customer so, the simpler the user journey is, the higher your click-through rate will be.

If you need help managing sales or marketing email campaigns,  get in touch .