Email marketing can be an exceptional tool for business. Many marketers can place a huge focus on building up their subscriber list – so much so that the actual mailer content can sometimes fall into the background.
At Virtual PA London, we have years of experience creating email marketing campaigns that convert. In this article, we will share some of our top tips for creating mailer content that will drive your subscribers to click through.
Let’s start at the beginning with the first thing your audience will see – the subject line and the preview text. This is your first opportunity to convince people to open the email and increase your open rates.
Your subject line needs to be compelling without coming across spammy. Make sure it’s relevant to the email, giving your audience a small insight that will urge them to want to see more. It’s usually best to avoid capital letters and forceful language – this is one sure-fire way to be sent into the junk folder.
The preview text is the second-most important part. This provides you with a great opportunity to give the audience some more insight into the content of the email that could further drive them to click.
When using email marketing, you need to ensure you know your audience! The best place to start is by building a customer persona. You can use website and social media analytics to gain a better understanding of who your audience is. Once you have a strong idea of this, everything else should be tailored to that.
Of course, the content of the email is massively important. The text, graphics, and images all need to be focused towards your end goal and the message you want to portray. It also needs to be tailored towards your audience.
Images and graphics provide an excellent opportunity to catch their eye and add some personality & brand identity to the email.
In terms of text and copy, you should provide valuable and informative content that your audience will want to see. Make sure you sound like a person, not a sales-driven robot. Remember, your subscribers are real people – they will be engaged by text that is inspiring, imaginative, or interesting – don’t be boring!
You should always know your goal with each mailer that you make. Focus on that single goal – and the key action you want your audience to take – in order to create targeted marketing content for optimum success.
Offering rewards to your email subscribers is one quick and simple way to increase the click-through rates of your mailer campaigns – not to mention make some very happy customers!
This is a great way to incentivize your audience to do certain things – for example, making a purchase in order to collect points, or leaving a review in order to get 50% off.
It can also boost customer loyalty and create a better experience for the customer which will essentially make them like your company more!
CTAs or Call-to-Actions are so important – we can’t stress it enough! You need to tell your audience what you want them to do, whether it be ‘shop here’, ‘click here to find out more’, or ‘leave a review’. Whatever your goal is, you need to make it as easy as possible for the subscriber to go and take that action.
Whilst we’re here, let’s mention something else – make sure your links work! There’s no point including a compelling call-to-action if the link is incorrect or broken when clicked. This is why it’s so important to test your email before sending it out to your subscriber database.
And there you have it! Our top 6 tips for making fantastic mailer masterpieces. Make sure you check out our other articles for more tips, tricks, and advice on marketing and many other things.