No BS Marketing: Emails That Sell
Jordan Wendelken
Digital Marketing and Business Development Executive - Creative Writer - International Pro Volleyball Skills Development Coach
When it comes to communicating to your leads, audience, followers, etc. email is easily one of the top 3 communication methods (next to phone and chat/messenger).
Here are a few considerations when properly formatting your electronic mail send-outs to achieve maximum potential.
I will provide a few samples at the end that you can either jump right to or view once you fully understand all aspects. The goal is to be able to reproduce your own impactful messages with ease having the insight into the core competencies outlined below.
Let's get right into it!
#1 - Less is more
Depending on the message that is being transmitted and its purpose, people do not like to spend much time reading lengthy messages. So the most important aspect is to keep things concise and to the point.
Hint or hit them with the biggest information right upfront.
This could be the subject or the headliner. Here are some examples:
It shouldn't be new news to you that people want to get right to the chase. So let them know what is to be had OR even better, what is to be lost or missed out on early in the messaging.
Do not be afraid to indent.
This gives the appearance of fast information with less time commitment.
Spread out your thoughts in short meaningful chunks even if it means a bit more scrolling to get all the info.
One VERY VERY important factor in rule #1 is that you shouldn't be relying on a solo or one-off message to make the biggest impact.
Based on where the audience sits in your pipeline or campaign (hot/cold, new/old, prospect/return customer, etc) will determine how many messages they will proceed to get before either moving into another stage OR simply ending that particular outreach.
Test this concept with one super simple streamlined message followed by a lengthier one OR visa-versa. See which has better open rates, click-through rates, or conversions and set the standard based on real numbers.
#2 - Add visuals ?? ?? ??
Use emojis, images, gifs, or video thumbnails that link to videos whenever you can.
The idea is to grab the eye and we tend to gravitate towards images surrounded by text. But keep in mind that your visuals need to enhance OR support the overall message.
Example: ???supplements = ?? results
Avoid putting images and visuals unrelated to the main subject being transmitted or you risk losing the attention or focus of the audience.
Call out important information with Headings, BOLD font, Underlining, and other attention-grabbing methods.
See, it worked, didn't it?
Your brain told you the above information is worth focusing more attention on since there was a break in the layout of the formatting that surrounded the above "call out".
But don't overdo it. Remember rule #1.
#3 Be REAL, write REAL
This isn't an MLA thesis, write directly to the audience as if you were speaking to them.
Maintain professionalism of course but also there is no need for staleness.
Example: Hey, did you get my last message? OR You aren't the only one thinking, "this has to be a joke"; nope, it's not!"
People read emails as correspondence and conversations because that's exactly what they are.
I like to start my email messaging by simply writing out exactly what is on my mind and how I want the audience to take in the information without putting a lot of thought behind it.
Call this your rough draft.
Build on it by simplifying (rule #1); enhance it with visuals (rule #2).
If you aren't satisfied go ahead and draft up a second version that goes a little deeper or is more involved. This could end up being your second outreach or message in the campaign. Why not?
Consider your demographic AND where they sit in the pipeline before choosing your words. This can elicit a sense of urgency or other emotion that can positively or negatively affect the purpose of the messaging. Maybe they don't need to act immediately or talk to anyone right now so the tone should reflect this.
#4 Obvious actions define measurable results
Identify exactly what you consider a conversion to be or a goal before all else.
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This will steer and guide you along the way.
Here are some examples of CTA's (call's to action) that should frame your intent and make for measurable results:
The next step should be clear as day to the audience.
Let's go with logic and reasoning here. If you want to get a bunch of youtube video views, don't you think you should build your message around the video itself?
OR
If you want your audience to take advantage of a sale, shouldn't they go right to the sale page, landing page, or click on a coupon code and have it automatically added to their shopping cart?
Novel idea isn't it...
It should really be that simple. Later you can review the data to see how effective the messaging and your campaign is. Did you get a lot of sales from it? Did people subscribe, follow, or sign? This should not go undefined or you have failed. Simple.
Okay, moving on.
Avoid multiple conversion goals in a single message if you can.
That can make for confusing communications. This does not apply to social media links, supportive links, or contact links like "call now" etc.
If you feel a need to have a second, less important, action item then add it to the very bottom and keep it very very short.
Example: Don't want to sign our petition, here are other ways to support the cause [LINK].
Okay okay okay, let's give you a few examples of great messaging that not only had amazing results BUT was created with big $$$ budgets.
Learn on other people's dime, why not?
The Kebob Shop
Subject: Free Delivery through Wednesday ????
COVID Free delivery promo uses a popular menu item photo as a headliner and immediately identifies that they are open during the COVID pandemic and caters to those who want contactless delivery with a free delivery offer.
The second image is a motion gif showing the item being made and delivered which further shows their precautions to motivate those who may be concerned.
The main CTA is the ORDER NOW button which takes the audience right to the ordering page.
Chipotle
Subject: Turn your love of ?? into ??
When you know your audience you can really push the envelope, no pun intended.
Chipotle uses its platform to educate, motivate, and offer career paths for employment and franchise ownership in this message. The headmast features a happy employee and large text "NOW HIRING" to drive home the point. The indentation and spacing help break the text into manageable chunks and the multiple buttons push the Apply Now message.
Like both examples, the footer features additional info and options in a subtle way without distracting from the main topic.
Six Flags
Subject: Coronavirus Member Update
Not every message is a promotion. Sometimes you need to share unwanted news. From price increases and term changes to closings and limitations. You still need to make sure the message is transmitted effectively.
Here you can see the manageable chunks with boldened, bulleted, and heading text call-outs.
They really used all sentences to address major points with no filler text to waste time.
These are only a few examples but can begin to help understand the basic format for proper and effective bulk email messaging. Now you can look through your inbox and analyze material to see the same features mentioned above.
Take your emails to the next level and review the data for improvement and hopefully more positive results!