- What makes a great email
- How to create the perfect emails for your campaign
- How to segment and personalise your emails
What makes a great email?
Experiment with tone of voice
How do I create the perfect email?
1. Address them as a person, not a corporation
Customers value face-to-face contact and, in circumstances where this isn't possible, a human signature is just as important. Attribute all your emails to actual people in your company, even if your campaign is automated.
Example: Send your emails from 'email@example.com' rather than 'firstname.lastname@example.org'.
2. Nail the subject line
The email subject line is a window into the content of the email itself. Encourage recipients to open your email by summarising your offer or content in one short sentence. Relevance remains key, as you don't want to dupe your readers with a misleading headline. Spell out why your email is useful to them in no more than 70 characters and check the quality of your subject line with a tool such as MailChimp or Litmus.
Example: 'Revolutionise your hybrid cloud strategy with our free guide'
3. Include an unmissable call-to-action
A call-to-action (CTA) is the line of text that compels your audience to click on an offer or web link. In an email, it's the component that drives your click-through rate and gets your customers engaging with your site. Use active and emotive language in your CTA to convince your reader to learn more. A strong CTA will deliver a click-through rate between 6-6.5%. Above all, link to an offer that is valuable to the people you're contacting.
Example: 'Find more about our free, no-obligation Azure consultation'
4. Getting personal: the art of segmentation
Great marketing emails feel like a conversation between you and your audience. If your company caters for a broad range of customers (from line of business buyers to IT decision-makers), you need to ensure you're communicating with them all in the appropriate manner.
Segmentation allows you to talk to specific personas on a personal level. With marketing automation, you can segment your contact list in virtually any way. The easiest method of personalisation is to segment your emails based on customer behaviour. For example, if they click on one of your free guides, you can send them an email with the download link, as well as links to other relevant offers and content. Think about which offers will benefit which persona the most at each stage of the buyer's journey.
Turn emails into e-sales
Must-read marketing emails come down to three things: