Email marketing is the most widely used advertising medium, so it is good to receive some advice. Before we begin, we must remember that email is the most massive medium on the Internet and that more than half of the email we receive that is not spam appears to be spam.
The first obstacle we face is that the email we send arouses the interest of the user who receives it so that it is opened. For the user to read and end up clicking on the message’s call to Action, the ‘From’ and the ‘Subject’ must be precisely defined since it will depend on whether the email captures the recipient’s Attention.
The “Subject” is important because it will depend on whether the user continues reading. Therefore, we must:
- Choose well each word that contains it.
- Let the maximum be said in the least possible space.
- Do not use double meanings, jokes, tricks…
- Do not use promotional items, and be direct.
- Do not use unusual characters or symbols that cause the user mistrust.
- Try to personalize as much as possible, with the field name, city, age… of the user to whom we send it, to give it a personal character.
- Some can like it, we are not going to get 100% opening, but the largest number of users who receive the mail do like it.
- It has to stand out from the rest of the “Issues” in the user’s inbox.
Regarding the content of the email, you have to comply with the following:
- Be original.
- Compatible with all mail managers.
- Follow a hierarchy that leads to the “action” of the user.
- Simple in design.
- Light in weight so that it can be opened on mobiles.
Tips for writing good email content:
- Write to please the users you are addressing in the mailing campaign.
- To make the user feel exclusive, they must have an emotional push and be personalized as much as possible.
- Personalized communication has to be generated.
- Do not use texts of a commercial nature.
Follow an attractive order so that in the first part, we generate Attention to continue creating an Interest, which becomes a Desire and ends with the customer’s Action.