Email marketing

Email marketing is central to many small business’s marketing strategies. It is a fantastic way to send out branded messages to potential clients as well as longstanding, loyal customers. However, writing emails that inspire conversions and sales isn’t super intuitive to most people. Today, we’re going to break down the five essential components for successful email copy.

Let’s get right to it.

Keep It Short and Sweet (KISS)

As we’ve discussed, people’s attention spans are very short, as in you have eight seconds to hook someone into reading your email and continue reading your email copy. In order to position your emails for optimal open, read, and click-through rates, limit your word count. This applies to your subject lines and your email content.

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When it comes to email marketing, a good subject line makes all the difference. In fact, one study found that 33 percent of email recipients open an email based solely on its subject line. As consumers have grown more spam savvy over the years, they’ve learned to quickly scan their inboxes and single out the messages they want to read.

For businesses, this means old email marketing rules no longer apply. It isn’t enough to deploy a single message to tens of thousands of customers and hope some of them buy in. The vast majority of those emails will hit the trash folder without ever having been opened. The first step to creating email marketing messages that convert is to make sure your subject line grabs attention and convinces recipients to open it.

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If you even begin typing in a search for spam terms to avoid in email subjects, it becomes immediately clear that email marketers spend a lot of time worrying about getting past spam filters and in front of their readers. But as Hubspot recently pointed out, there are really 2 sets of filters between you sending an email and your contacts reading your message.

The first is the complex filtering system used by email clients, which is sensitive to words, phrases, symbols, and styling (like all CAPS). The second barrier is your contacts’ own filter that determines whether or not they will open your message if it does reach their inbox.

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