What is a promotional email and how can we use it to achieve the goals we have set in our organization and business? Promotional emails are emails that contain text, videos, blog posts, webinar links, and other types of content that are sent to contacts to encourage them to do something. But the main question here is: how to write a promotional email that achieves predetermined goals?
Before we get to the point, it is good to know that colorful emails with a unique design, if they do not contain a simple and professional text, will not only not produce results, but will also increase the chances of losing an audience. That is why in this article we give you the best tips for writing promotional emails.
The Most Important Tips for Writing Effective and Attractive Promotional Emails
The points that you need to pay attention to in order to write an effective and attractive promotional email are divided into several categories. First, we will discuss the tips for writing a professional subject line and finally, we will discuss the tips for writing promotional email copy.
1- Tips for writing an attractive title or subject line for a promotional email:
The title or subject line of the email is the first part that your audience comes into contact with, and if you fail to pique their curiosity, they will not open your promotional email. Therefore, due to the great importance of this section when writing promotional emails, we will consider its points separately:
• The style of expression encourages you to do something:
The type of verb or words you use in your subject line should encourage your audience to take action. But these sentences should not be grammatical. For example, “Book tickets for the concert with the biggest discount” is a text that has the same meaning as “Book tickets for the concert with the biggest discount now” and both invite your audience to do the same thing. But in the first case, the tone is not grammatical and gives a better impression. The next technique when writing a promotional email is that the target audience must understand the necessity and urgency of what you are asking them to do. Therefore, make them feel like they are losing a good opportunity if they do not open the email. For example, pay attention to the subject “Limited time to book discounted tickets to see your favorite singer at the Milad Tower concert next week”.
• Personalize:
Your audience consists of different groups with different needs. Therefore, the biggest mistake when writing promotional emails is to send the same email to all contacts. According to published reports, 58% of the company’s total sales were the result of personalized emails addressed to specific groups.
For example, if you are in real estate, some of your contacts want to buy a house and others want to rent. Some contacts want to rent a house only in certain parts of the city, and you have to be careful that their financial options vary greatly. Also, in some of these companies, we have found that contacts only want to buy or lend to houses that have been renovated in the last 5 years.
Therefore, when writing promotional emails, you should consider different groups of contacts and write a separate title with different text for each. For example, “The best houses in the 15th district of Tehran with a mortgage of less than 50 million tomans” is aimed at a specific audience, and if you send it to all audiences, the click-through rate can drop by 70% because it is not attractive and convenient for everyone.
• The meaning of the title must be clear and, secondly, attractive:
One of the most important points when writing a promotional email is that it is better to clearly state what you want to say in the subject or title of the email rather than being catchy. Therefore, when writing the title, make sure that the written text is understandable to the entire audience, because until the semantic and conceptual connection is established, the previous techniques will not work.
2- Tips for writing the main text (body text) of the promotional email:
• Call the recipient in the second person:
One of the techniques that will make the text of your promotional email more attractive and allow for better communication with the audience is to use expressions in which you address the audience in the second person, such as “you”. Not only does this lead to a better relationship with the audience, but it also shifts the focus of the conversation towards the audience and away from yourself. Of course, you can use words like “we” and similar if necessary.
• Talk about benefits, not features:
Many companies refer to the features they offer to their audience in the body of promotional emails, but do not mention the benefits or have not yet identified the competitive advantages. Let’s say you come across the phrase “30% off end-of-season clothing” in your promotional email. This text shows the specific feature you envision for your audience, but does not address the benefits. But notice another example; "Special 30% off end-of-season clothing auction with the possibility of exchange up to 1 week. Indeed, in the second case, the audience realizes that its advantage over the competition is that it can be replaced up to a week." week, which makes it more attractive.
• Don't exaggerate:
If you are used to explaining a lot when writing promotional emails, immediately give up this bad habit and make sure that it is one of the main reasons for the low click-through rate or engagement of your email marketing campaigns.
Of course, when you open an email, you do not read every word, but scan the entire text and look for only the important parts. Remember that your main goal with email marketing is to attract an audience and provide basic information. On the other hand, users who open their emails by phone have less patience when reading long texts. So get to the point in a short and useful way and provide additional explanations with a link to the website. This method is also called K.I.S.S or Keep it Simple and Strong.
• The call to action in emails must be attractive, convincing and specific:
In email marketing, we also use the call-to-action (CTA), especially if you want to write a professional advertising email. To complement the previous point, it must be said that when scanning the body of the email, the audience is looking for bold parts, an attractive and specific graphic design and attractive and convincing elements.
If you have placed a button or link to click on, you should be careful when choosing the type of color, font size and layout. Orange usually has a better effect than blue. The text in this part should not be long, for example “Click now” works much better than the text “Don’t miss the opportunity and click now” and has a higher click-through rate.
• Write in the form of web or blog text:
When writing a promotional email, try B. Blog texts, communicate with your audience with short, concise and useful paragraphs and follow a unique and logical structure. Convey a different idea in each paragraph and you can even use subheadings or bulleted paragraphs. But as I said, the text of the email should not be too long.
• Do not neglect psychological techniques:
We have already talked about psychological techniques to increase sales. You can use these techniques in combination with the tips above to write promotional emails. For example, one of these techniques is the FOMO technique, where the audience feels like they are missing out on a great opportunity if they don’t click on your email or make the request you made. Be careful when choosing the color of the graphic format and CTA buttons. Red and orange colors have a much better effect. If the images in the email contain the faces of people from the organization or even yourself, your contacts will trust you more.
• Include an order registration email example:
Some promotional emails are intended to encourage contacts to register an order or a project. In these cases, in addition to persuading your contacts and convincing them by explaining the benefits, you also need to show your portfolio of successes. In this case, you have given your audience a good reason why they should trust you.
• Use competitors' ideas:
The copy of the marketing email must be completely unique and unique, but you can also use competitors' emails to find ideas. Therefore, simply subscribe to the email newsletter so that you can use the ideas that seem interesting to you. Of course, there are better methods. You can use websites like Quora, Reddit or Answer the Public to find better and different ideas than the competition, and in the internal example, use websites like Ni Ni and similar, which are a source of ideas for writing attractive advertising texts. effectively meet the needs of your audience.
Additional tips and techniques for email marketing
There are some tips and techniques for writing promotional emails that almost no brand talks about because it is their asset. But at Medi rob we decided to share these tips with you:
1- Don’t miss the preface:
Although our main goal is to write an attractive and simple text and subject or title using the techniques mentioned, if the preface is as important as the title, it is no less important. In this section, you will explain in even more detail to your audience why they should open your email.
In general, the preview text should not be less than 40 characters and not more than 130 characters, depending on the target group and the field of activity. If you cannot specify the preview text separately in the email advertising field, the first 40-50 characters of the body of the email will be used.
So don’t miss the 40 or 50 golden characters at the beginning of the email. Or you can even shorten the subject line to show your audience a longer preview. In any case, the preview text and the title have a complementary effect, don’t neglect them.
2- Don't use financial words and emojis too often:
One of the reasons why promotional emails from companies end up in the spam folder instead of the inbox is the use of keywords such as "buy", "sell", "auction", "free", etc. Or even subjects containing many emojis are automatically recognized as spam. Therefore, with these methods, not only will you destroy the attractiveness of the text and the audience will think that you are trying to force a sale or a command verb, but you will also never be exposed to spam when typing the email. Perhaps in this case, you will completely lose the trust of the audience.
3- Numbers, percentages and phrases that do "most" miracles:
If you pay attention to the titles present on the site, you will find titles with more attractive numbers, similar to the title we have chosen for this article. Words and expressions containing "most" also work well in promotional emails. For example, in the title of an email you see the words “Book the best hotels in Isfahan with a 50% discount” and in another email you see the words “Book hotels in Isfahan with a good discount”. In the second case, the attraction and the feeling of curiosity are greater and the click-through rate is higher.
4- Set a price:
Experience has shown that users are more willing to do what you ask them in exchange for a reward. For example, in the body of your promotional email, mention that the first thousand people who click on the link and fill out the form will receive a discount of ? % receive.
5- Make suggestions that the audience thinks are important to them:
For example, if you are in the field of tours and tourism and you book hotels and accommodations, you can direct the body of the email to the address you have booked through the website in the last (?) months, you will receive a special discount, which we have used. In this case, if the audience feels that this discount is specifically for them, they will be encouraged to interact more.
Final word
Writing the subject line, preview text and body text in the promotional email is extremely important in email marketing. To write a good promotional email that increases the click-through rate and contact interaction, we have shared tips from several years of experience, as well as advice for various companies. Finally, we would love for you to share your thoughts and talk about the techniques you have used to get responses.
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