Feb 8, 2021
Ben Givon’s guide to writing a successful marketing email
Did you know that a concise email can be more successful than a thoroughly designed email? Regardless of how fancy your email looks like, if it lacks quality content, your reader will most likely skip reading it.
The question is “How do you write a great marketing email?”. In this article Ben Givon will answer this question while turning his attention to both the subject and the body of the email. When you find yourself writing your next email make sure to check whether it corresponds with the guidelines. So let’s begin with the subject and continue with the body of your email.
Writing a subject.
An important element of writing a great email is how you word your subject line. You want it to interest people to open the email. Here is all you need for writing an excellent copy.
- Use effective language
At first glance, it might seem that you should write a copy using multiple verbs, but it isn’t exactly so. It should be clear from your language what your readers can do with the information they receive. The subject line should invite your readers to open your email. In a nutshell, keep in mind the value the text has for the user.
2. Personalize where you can
Emails where you address the user directly have more potential to be successful. The more segmented your email list is, the more you can personalize your subject line and offer more relevant information to the email recipients. Ask yourself if you can make the subject line more personal. People are no longer impressed when you use their first name,but what Ben Givon means is the following: imagine you are a real estate agent and you have a large database of clients. You know that some of them are looking to buy, others to rent. Their perfect location varies and ranges across different cities. Some people are interested in penthouses, others in studios. In this case you won’t send the same emails with the same subject line to all of them. Each subject line will be noticeably different depending on the list segment.
3. Clarity first, “catchiness” later.
You should remember one thing: in marketing copy, clarity should always be prioritized. When you outline your subject clearly, only then you can make it more catchy, funny, cute, etc. However, it is never an option to give up clarity for the sake of entertainment.
4. Your subject line has to correspond with the body of the email.
You probably know that your CTA should correspond with the content of the landing page. It works in a similar fashion with the subject line and the email body. The message in your subject line should be aligned with the content inside the email.
Writing a body.
Now when the readers are astonished by the concise subject line, all their attention is on the body of the email.
5. Relevance
Just like the subject aims to establish relevance through personalization, it goes the same way for the body of the email. Again, it is more than just mentioning the recipient’s name; it is about creating content that is relevant to them. In the opening of the email, write about how you know each other.
6. Use second person pronouns
It means you should implement such pronouns in your emails like: “you”, “your”, and “yours”. Ben Givon emphasizes that such language will keep the focus on the customer, not the company. This approach makes you stay focused on your readers and their needs.
7. Speak more about advantages rather than features
Your job is to explain the value of your email. The issue is that often markets speak about the features rather than benefits. And again it is important to focus on the recipients and how they can benefit from your offer.
8. Be concise
It is a common practice among marketers to attempt to include the whole story in one email. Think of yourself when you open a marketing email, most likely you won’t read every single word in that email. You look through the important points and see whether you are interested in taking action. If you send an email with 300 words in it, it becomes difficult for the reader to decide if they want to click through, just because they can’t go over the information in the email quickly. Try to summarize the content, so the reader will continue from the email to your website.
9. Delight your readers
Email is the perfect way to make your brand shine and stand out. With emails you can build meaningful relationships with your readers. Humanize your brand and you will be surprised by the outcome.
10. Use effective language in your CTAs
Emails have CTAs too, at least the successful ones do. The most important thing is that CTA should be noticable. Keep in mind, people look through their emails and if there is one thing you want them to notice, it should be your CTA. It is essential to spend a substantial amount of time to adorn your emails with a clear CTA.
Ben Givon hopes that this article will help you write better marketing emails with a more pronounced structure and content. Emails are used by the majority of brands and companies, and most likely your company is not an exception. Use the tips offered here and bring your online marketing to a new level.
