6 Tips For Writing Great Emails

As we all know, email marketing is not dead. So you blow the dust off the client email list you’ve been gathering and decide to get serious about email marketing. You’ve got your computer fully charged. You’ve got AVID Ad Server to help you insert and manage the ad creatives in your email. You sit down to write your first email…and then nothing. Whether the problem is you have so much to say and you don’t know how, or just a bad case of writer’s block, the fact is that knowing what to write and how to write it is one of the biggest hurdles for first-time email marketers. Here are 6 tips to help you get started.

1. Bring Value to Your Readers

Everyone is busy, including your subscribers. Just because they signed up to be part of your list doesn’t mean they’re sitting in front of their computers anxiously waiting any communication from you. More likely they signed up to get a discount or promotion and are not expecting to read anything that you send, or worse are planning to unsubscribe after the first email. Make sure your emails are always worth their time. Your emails should help your clients. Look for ways to help them save money, save them time, or provide meaningful information.

2. Remember Your Subscribers Are People Too

Its so easy to think of your list as simply a revenue source, which it is, and many make the mistake of not being able to see past the dollar signs. Obviously they don’t care what you’re getting out of this, and many assume that they’re in for an avalanche of spam every time they give out their email address. Remember that every name on that list signed up for a reason and they will respond when they know you have their best interest heart. If you remember this before writing your emails, it becomes a lot easier to identify the type of content that will be most valuable to them, and ensure that they take the time to read it.

3. Make Your Emails Interesting

As you provide your readers with helpful tips and updates, keep it engaging. Think about the environment your readers might be in when they read your emails: a busy office, a loud coffee shop, a couch watching TV with their kids, etc.

To stand out, keep your emails concise and relevant to their lives. And feel free to liven it up with a little bit of humor, engaging visuals, and more to capture their interest!

4. Rework Content You Already Wrote

After email marketing for a while, you probably have a ton of emails that could fit nicely together. Many business owners have the content they need — it just might be in a social post or an individual email to a customer. As long as it’s something that has proven customer engagement, you should include it in an email. You can also update an old email with new information, especially if there is a lot of time between the two.

5. Talk to One Person Instead of One Thousand

No matter how many subscribers you have, every email should be written as though you’re sending it to one person at a time. If you think about writing to one individual, the message will likely translate to everyone you hope to address

6. Choose HTML and Plain Text Emails Wisely

Whatever your preference, consider the way you send your emails and how each might convey your message differently to subscribers. Common advice on the web is “When in doubt, send plain text email.” If your email list consists of subscribers that may not have grown up using email this might be good advice. However, email and the tools people use to send and receive email has evolved a lot in the past 5 years. Gmail has replaced email client applications even among businesses. This means that more people have the capability to receive rich HTML emails. These online tools also provide greater email security with virus and malicious code scanning built in.

Using AVID’s HTML tag will also help you to monitor when emails are being opened and when the images or ads you’ve placed are generating clicks. With this in place you can really understand what your readers value, how they’re relating to your email messages, and how engaged they are with the content. Just remember that some people may block email images by default…give them a reason to want to see the rich content you provide.

While either email type works, many business owners tend to prefer sending HTML messages because they feel that their message stands out more than the “plain” feel of a text email.

Leave your comments below. What are your tips for writing great emails?