How to Write an Effective Email Blast

How to Write an Effective Email Blast

As a consumer, signing up to a companies email blast can be a difficult decision.

You want to be sure that your mailbox isn’t going to be cluttered with emails that you aren’t interested in.

You can only take so many spam emails or unexpected ones from that you never remember opting into in the first place.

As a business, the purpose of your email blasts should be to enhance the relationship between your company and it’s customers. An email blast is a great way to keep everyone up-to-speed whilst encouraging customer loyalty and repeat business. 

It is a simple way to nurture your existing leads whilst acquiring new ones. 

As a consumer, signing up to a companies mailing list can be a difficult decision.

You want to be sure that your mailbox isn’t going to be cluttered with emails that you aren’t interested in.

You can only take so many spam emails or unexpected ones from that you never remember opting into in the first place.

As a business, the purpose of your email blasts should be to enhance the relationship between your company and it’s customers. An email blast is a great way to keep everyone up-to-speed whilst encouraging customer loyalty and repeat business. 

It is a simple way to nurture your  existing leads whilst acquiring new ones. 

Did you know that email marketing drives more conversions than any other marketing channel, including search and social media platforms?

If an email blast or a newsletter isn’t already in your businesses’ weekly routine, maybe you should think about implementing one!

In this blog post, we are going to tackle how to write an effective email blast.

  • Right Time, Right Place
  • Hey You, Personalise That Email
  • What Should Your Tone Of Voice Be?
  • Keep it Relevant!
  • Call Your Reader To Action
  • Add Media to Keep Things Interesting.

Right Time and The Right Place

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Did you know that 58% of adults check their email first thing in the morning?

That is a large percentage of potential leads.

You need to make sure you’re in your consumer’s mail box at the right time.

Usually, people will check their emails early in the morning, when they get into work or when they first wake up. 

When crafting your email blast, you need to think about your strategy, timing should be one of the first things you think of.

When and what time of the day you send out our email could severely affect your open rate and how many people see it.

For example you wouldn’t send out a work email on the weekend. 

Well maybe you would, but we have that work life balance down.

Most businesses are closed on the weekend and the majority of their employers are probably relaxing and not thinking about work or the emails in their inbox.

Now think about when you send emails to your customers.

Research has shown that Tuesday, Wednesday and Thursday are the three best days to send an email. 

The time you send out emails is just as important.

Think about your buyer personas, what they do and what their daily lives looks like. Do they work full time, part time, at all?

Picture your buyer persona as a real person, what would they be doing with their day and time, then think- when’s the best time to catch them.

The normal culprits are normally early morning between 7:30 and 9:00AM then again at lunch time 12:00 – 2:00PM and then evening after work 6:00PM – 8:00PM.

Hey You, Personalise That Email

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If you want to improve your email open rate, then personalising it is the way to go.

It can really make a difference. Generally, emails with personalised subject lines are 26% more likely to be opened.

If the recipient sees their name in the first line of the email, they are more likely to want to click on it.

It gives the consumer a 1:1 experience with your company. 

Using your own name in the ‘from field’ of the email can also help boost your open and click through rate.

People are more likely to trust and relate to an email that comes from another person, as opposed to a business.

Business have a repetition of using emails to sell products or promote offers to their customers, which should not be the purpose of your email. 

That leads us to our next point, tone of voice.

What Should Your Tone Of Voice Be?

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Across all platforms, your business’s tone of voice should be the same. How you say something is just as important as what you say, so when you are planning your email marketing strategy, your tone of voice should be key element to think about. 

The tone of voice of your emails, should be something you should consider when mapping out your email strategy. 

Your tone of voice should match any existing online tone of voice your business already has.

It’s important to keep consistency in your tone of voice across all off your comms, so that your customers feel a sense of harmony across all channels.

Your emails should build trust with your consumers by positioning yourself as an industry leader through providing them with insightful value. 

Keep it Relevant!

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On average, an individual will receive 121 emails a day. So your email really needs to make them want to click, open and read it.

Relevance is one way to do this.

In other words, embedding large amounts of marketing content into your outgoing mail will come across as an advertisement and spammy.

Once you’re landing in spam boxes it’s a hard climb back out and you instantly lose trust with the consumer. 

Sharing knowledge and tips through your weekly emails will keep your customers coming back for more.  .

Offering an email which could provide your consumer a learning experience could be a lot more effective than one trying to sell something to them. 

Call Your Reader To Action

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When you are crafting your weekly email blast, one of the most important components is the call-to-action (CTA). 

A simple call-to-action button will encourage the customer to take a desired action on your website by grabbing their attention and using compelling text.

It’s important to direct your audience somewhere through the use of a CTA as part of your lead generation and nurturing. 

Having a call-to-action which links to a past blog post you have written, an eBook which will give more information or your social media account, will allow the reader to take away more value. 

It’s a win for the customer and for your business.

Add Media to Keep Things Interesting

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Emails should be designed to grab the attention of your reader! Using media can be a really simple and easy way to keep readers for longer. 

Images, videos and even gifs can be a good way to break up the text, as well as adding a fun, interactive experience for your customers.

For example at Solution17 we usually include  gifs, links and images in our TuesdayTips to keep them engaging for our readers. 

Be careful not to overdo the media and CTA’s. If you add too many, you  could over do it and confuse the message, driving away potential leads rather than pulling them in.

Your email marketing strategy should change and develop along with your business and time sensitive content, how you engage should remain the same.

If you create a successful and engaging email marketing strategy you build trust that ends in your company having authentic relationships with your customers. 

 

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November 2019
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