Promotional emails can make or break a campaign. Getting that click through is critical to scoring leads and closing sales. So, what things should you include in your emails to encourage readers to not only open it but to read and respond to it? Let’s take a look.
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Subject line
Before we even get to what to put in them, you need to get readers to open it, which begins with a compelling subject line. Think catchy, clever, sexy. Avoid jargon and spam-type language. Draw readers in with compelling info, not cheesy offers.
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Personalization
Address the reader directly with their name or another identifying detail, such as a recent purchase or upcoming event. Personalization increases response rates up to 6 times more than without it (Marketingland). Use the person’s name in the subject line and/or the greeting.
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Questions
Emails are an excellent way to ask for feedback or reviews. Amazon does a great job of following up with customers post-purchase to ask them not only about product satisfaction but also about the sales experience and packaging. This type of interaction shows your clients that you care about their experience and feedback and allows you to continue courting them.
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Quality Content
Before sending out anything, stop and think about why you are sending it—what is the point; what are you trying to achieve? Remember that and stay focused when you are writing the email. Get right to the point and give readers the information that they want (and that your amazing subject line promised). If you don’t capture them within the first two sentences, they will stop reading and delete.
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Images and Video
Images are one of the simplest ways to engage your audience. Combine a winning image or video with content to capture immediate attention. Be aware of your audience as studies show that Millennials and the Internet generation expect and respond better to video than a more mature or traditional audience.
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Call to Action
You could argue that this is the most important thing to include in your emails and we would not disagree with you. The call to action (CTA) is where conversion happens so make it easy and enticing for readers to take the next step.
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Contact Info and Links
Okay, this one may seem like a big “duh,” but bear with me. Besides the CTA with a link to a landing page, but what other contact information does it contain? Let’s say a reader is intrigued but doesn’t want to fill out a landing page form, is there another way for them to contact you? Can they easily find an email address or phone number? Remember, sales are based on relationship building and some people still prefer a personal touch. Plus, since it is really annoying to search all over company’s website to find contact info most people will give up. Plus, if it is forwarded or shared (hooray!) links can get broken or jumbled.
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