How to create emails that do work

Publication date: 18 Mar 2019

An email marketing campaign is one of the ways a business reaches out to its audience. It happens quite often, however, that people see no difference between email marketing and spam and refuse to use emails in their promo campaigns. We will tell you how to create an email marketing campaign that will be relevant for recipients and efficient for you.

Turn spam into emails

Initially, spam was any email communication that the recipient gave no consent for, but now all information found irrelevant and uninteresting for the recipient is perceived as spam as well. For example, you are sending emails about finance to a recipient whom this topic used to be important to. The recipient is now no longer interested either in the topic or in your company. For this reason, when he receives your email, he presses “unsubscribe” or marks it as spam.

What can be done to prevent your emails from going to spam?

  • add subscribers to you subscriber list only after Double Opt In;
  • clean your subscriber list from inactive users from time to time;
  • make the “unsubscribe” button noticeable.

Learn more about how to build a subscriber list properly in our article “How to send emails in compliance with the GDPR”.

And now, we will give you tips for writing interesting emails that catch users’ attention and bring money to advertisers.

How to create high-quality content for email campaigns

The three pillars of high-quality content are informative value, good design, and brevity. But unfortunately, there is no one-size-fits-all approach here: a longread on a white background might work the best for your target audience. Experts, however, recommend starting with minimalist writing, as users, for the most part, are too lazy to delve into the text for a long time.

What remains unchanged is the fact that the email should be of maximum informative value for the user.

Below you will find some more useful tips:

  • Be recognizable. Users should immediately understand who your emails are from.
  • Be “light” in terms of not only readability of your emails but also their upload size.
  • Do not send any emails that are hard to read (plain text without any formatting). Use, at least, lists, paragraphs, and bold letters.
  • Be systematic. If you want to tell users about last week news, do it on the day when the information is still relevant and users are still waiting for it.
  • Do not allow any discrepancy between the email subject and the email itself. The subject should represent the essence of what the user is going to read. Users are not silly, and you are likely to fail in any attempt to fool your audience. If you have promised to give away a car, do give away a car, not a pen.

Read our best email marketing case studies.

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