If you purchased stock that has the ROI of email marketing, you’d be a gazillionaire. Shopify reports that for every $1 spent on email marketing, businesses earn $36 in revenue. It’s why email marketing is widely known as the most effective digital marketing channel available, far surpassing young whippersnappers like Instagram and TikTok. 

But realizing those numbers is another story. Crafting email campaigns that work takes marketing finesse. In this article, we share our top tips for creating marketing emails that get the job done.

1. Ask Yourself These Two Questions First

Think of your email marketing campaign like a conversation with your customer. Like any conversation, you have to go into it knowing the answers to these two questions. 

  • What do you want your email to accomplish?
  • What do you want the customer to do?

While there are a dozen types of marketing emails, they fall into one of the four categories below.

 

email campaign

2. Segment Your Email List

Change your mind set for a minute and think about your list. You don’t have 3,000 email subscribers. You have 3,000 email friends. You don’t have time to write to each of them. But you want each of them to feel seen, understood, and valued. 

Segmenting your official email list is the first step in crafting emails that speak to real people, rather than an unseen audience. And it works. According to MailChimp, segmenting your email list will help you achieve:

  • Open rates that are 14% higher 
  • Double your click-throughs
  • Decrease unsubscribes by 9%

3. Meet Your Customers Where They Are 

Respect the journey, the customer journey, that is. You’ve seen the upside-down triangle thingy with the five stages of the customer journey. 

You also know that if you push a customer in the “awareness” stage to “make a purchase today,” you’re going to scare them off. 

So send customers emails that will gently nudge them into the next stage of the buying journey, while also steering them away from the “unsubscribe” button. 

4. Nail Your Subject Line

The email subject line is to word ninjas what breaking blocks is to actual ninjas. Crushing it is difficult and getting it right makes you feel like a marketing badass. 

Fortunately, many have come before us and are willing to share their best tips for writing email subject lines that work. You can easily spend a whole afternoon brushing up on the best stats, or you could hire a freelance writer with proven results. 

Start with these tips to write email subject lines your subscribers can’t resist.

  • Write subject lines that elicit emotions that match the email content.
  • Keep it short — most email platforms cut off subject lines at about 50 characters, 30 for mobile.
  • Highlight benefits. “Get the luminous skin you’ve always wanted!” is more clickable than “Buy our best-selling skin cream now!”
  • Use strong, descriptive words. You’re not “cutting” prices. You’re “slashing” them. 

5. Be Conversational

Resist the urge to use an uber-professional tone and leave the industry jargon at home. Speak to the email recipient in a tone you might use if you were speaking about your business at a backyard BBQ. 

Be friendly and upbeat. And use the second-person point of view. In other words, address them with words like “you” and “your.”

6. Get to the Point

You have only seconds to get your recipient’s attention, less than nine, according to Digital Information World. So cut to the chase. 

Give your reader everything they need to know: the who, what, why, where, and when. 

7. Evoke Emotion

You’re no stranger to sales. You understand that people make purchasing decisions based on emotions. The same holds true today for email marketing campaigns that get results. 

Start by identifying the emotion you want to elicit. Make sure it’s the right emotion. 

Customers in the “awareness stage” of their customer journey are less likely to respond to fear or urgency. But for those ready to buy, creating a sense of FOMO could seal the deal. 

8. Write From Your Brand’s Persona

Consider your brand reputation and persona. Give your brand human-like characteristics that reflect your reputation and be sure to create an emotional connection with your audience. 

Are you going for fun or strong? Caring or sassy?

There are no right or wrong answers. However, your brand should have a well-developed persona that carries into your email marketing strategy. 

9. Just Let Dez Write It

We know. Your head is spinning with all the email marketing tips out there. And you’re a busy business owner with a full plate. Why spend hours learning how to pull off an effective email marketing campaign when you can Just Let Dez Write It? 

Let’s get you those click-throughs you deserve. Just Let Dez Write It!