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‘Wow, I read your email all the way to the end!’ This was a comment I received in response to a marketing email I sent out, offering press release services to wedding-related businesses. A ringing endorsement from a photographer who is more accustomed to images than words and who hops from app to app on his iPhone.

What Makes a Successful Marketing Email

We now have software that lets us personalise our marketing emails, but in order to make your email marketing campaign effective, that personal touch needs to be carried through the entire email, to prevent it from becoming generic. The most successful marketing emails create a two-way communication with customers. They show an understanding of a customer’s needs and demonstrate your ability to respond to those needs.

Reel ‘em in

A strong beginning will capture a customer’s interest, particularly if it speaks to their desires or concerns. It’s best not to launch straight into a description of your business. Instead, ask questions that show an awareness of where your customers are coming from, eg. Sick of High Heating Bills? Want Sun-Kissed Skin for Summer? Or begin with a story that describes a successful outcome you achieved for a previous customer.

A Strong Body

As you move further into your email, begin answering those questions. Outline the ways in which you can help customers. Be very specific about the service you offer; keep your language free of jargon. Tailor your services to your customers’ needs and outline the benefits it will bring them. Concentrate on one service that’s of particular relevance to the customers you’re trying to target.

A Great Conclusion

Now it’s time to rally your customers to action. Outline the next step you’d like them to take. Invite them to visit your website, email you or call you to discuss any questions they may have. Give them information about how they can avail of special offers. Leave them with a clear indication of where to go next.

Layout

An inviting layout will make it easier for customers to absorb the information you’re giving them. Keep your email clutter free, with snappy headlines and clear font. Lay out information in short paragraphs or bullet points. A little colour will liven your email up, as will the clever use of images. At the end, ensure your contact details are crystal clear. It’s easy to forget about that in the rush to spread your message.

Incorporating these tips offers a sure way to keep your customers reading to the end. A good marketing email will encourage them to find out more about what you can offer.