The 8 rules for writing an e-mail marketing For email marketing you will first have a good
Autoresponder , ie a program that automatically sends your mail to all your contacts
If you still do not have one or want to better understand how a responder
, read this page
the autoresponder BEST OF WORLD RULES FOR WRITING AN E-MAIL MARKETING Write an e-mail, contrary to what seems, is not trivial maiun'operazione.
When it comes to immediacy of communication youremail is more appropriate to refer to the speed with which the message is not delivered at the speed with which this is written by the sender and the other side, including the intended destination.
The cognitive effort to interpret a written electronic information is in fact ten times greater than that required to implement a conversation that takes place face to face or altelefono.
This is because, as is evident by e-mail does not adequately possonotrasmettere emotions, nor the tone of voice or facial expression.
So if you want to be understood, it is necessary to devote more attention to word choice and clarity of the message
. Given that
write an e-mail is not easy , we try to understand why, for a copywriter, is so important to learn how to properly use this tool.
The answer is straightforward when you look at the figures: within two years ilmercato e-mail marketing will be worth more than $ 4.5 billion
.
This is because, in addition to being quick,
communication via e-mail has three essential characteristics that make it a powerful marketing tool:
is economic. That's extremely cheap compared allaposta traditional: there is no postage and no charges distampa of paperwork to be sent.
It's personal. Each mailbox is fisicaed a person is therefore possible to propose unique solutions tailored to the interests and preferences previously expressed by the consumer.
is measurable. allows an easy and accurate monitoring deirisultati, which are supplied in a very short time (a week or ten days at most).
These characteristics suggest that in the coming years more and more companies invest in e-mail marketing to promote products, acquire new customers, retain those giàacquisiti, assist those in need or simply do branding online.
There will therefore be a growing demand for copywriters who know the peculiarities half of dicomunicazione and is capable of perceiving and exploiting their full potential.
After this maybe boring, but necessary, theoretical preamble, let's see, in ten points, how to write a marketing message via e-mail.
1. Define the sender Before you start writing the text, it is important to treat a small but important detail: the definition of the sender. Even if you are sending promotional e-mail on behalf of the White Colours & Paints, "personified" the message with your name in the header. You will get a positive effect on the recipient and earn a much better chance that your e-mail is actually opened and read.
2. The choice of title Every day our mail boxes are flooded with literally dozens of messages from friends, relatives, acquaintances, customers, suppliers and the inevitable e-mails better known as "spam." In this welter of correspondence, it becomes increasingly difficult to ensure that our advertising message is noticed. It 'must therefore capture the attention of the recipient with a catchy title, which prompted him to open the e-mail.
The title should be a preview of the content, and an intriguing, but at the same time do not reveal all of what is written in the body of the text.
There are terms like "news", "bulletin", "guidance", which tend to generate interest in the reader, and instead words like "free" and "bid" which is not advisable to insert in the title, because there is a risk that the message is blocked by filters "anti-spam" and never comes in box of the recipient.
3. Avoid sarcasm Communication via e-mail, by definition, loses the subtlety of the dialogue face to face.
It 's more difficult to grasp the nuances of expression, to distinguish between bars and phrases such seriously. E 'therefore advisable to keep the tone of the message on a conversational level, but not sarcastic.
The sarcasm can sometimes be brought out in the so-called emoticons ;-) (joke) or :-) (smile). However, this use of punctuation is not particularly suited to e-mail very professional, much less a marketing message.
4. The length of the text According to Jupiter Research, only 15% of users read e-mail to the end. Over 50% of them only read the first few lines and then decide whether or not to continue the scrolling message. You lose your way in this one of the main advantages of e-mail, which is to communicate quickly.
The message should therefore be clear and concise and concentrate the most attractive in the first lines, encouraging the reader to continue to the end. The maximum length of the e-mail should be 250 words with the text distributed on lines of 60 characters.
5. Text formatting HTML or html? This is one of hamletic doubts that plague e-mail marketers: send a message or choose from colors and enriched images, or a simple black and white text with ASCII characters.
The correct answer must be sought on a case by case basis, especially those who receive the message.
If the promotional e-mail is addressed to individuals who connect from home and probably have a mailbox with limited space, it is more appropriate to opt for the ASCII format, lighter and faster download. However, if the e-mail is intended a business, you may consider sending a message with some heavier image or formatted text and banner advertising.
It 'important to remember never exceed the wall of 35-40kb of weight and choose standard fonts such as Verdana and Arial.
6. The text style style e-mail should be in agreement with your line of business communication. In the United States in e-mail is often used on a more informal, by contacting the recipient with his first name, but in Italy this style is not yet widely appreciated, and you run the risk that the friendly tone is mistaken for rudeness or lack of professionalism.
7. Company Information the bottom of every message you must add references to company, so that whoever receives the message can contact us quickly as he prefers.
The signature must contain the sender's name, the business role, the name of the company's website URL and any additional contact information (phone and fax).
8. Call to action
E '"call to action", namely the call to take a specific action such as subscribing to a newsletter, filling out a form or purchasing a product. And 'here, then, that you decide to sell itself for these ores and the latter phase can not be left to chance, but must be studied in detail.
not a substitute for, after all the links necessary to perform the required action. The links (buttons, links, forms, ..) must be clearly visible, preferably repeated, and must be precise and unambiguous titles (eg "registration form", "Order here").
good earnings!
