Have you ever read a good email newsletter that you just want to admire it for successfully competing with your busy inbox? If so, then carefully examine all the elements of that email. What made it grab your attention? What does it take to make an effective email template?
First, let’s define a good email—an email is effective if it can convey the intended message and the desired emotion. Moreover, a good email makes business deals–this is how important emails are in the professional world. This is also the reason email marketing campaign is still a widely used method for B2B marketing.
If you haven’t noticed, businesses are still investing in email marketing because of a number of reasons:
It can reach a number of people within a reasonable budget .
It has proven that it can give businesses a higher ROI (Return of Investment).
Unlike most social media websites that offer business pages, Email is an open platform with minimum restrictions.
With this in mind, it is without a doubt that email marketing campaigns is still one of the most efficient marketing tools in the digital world. Although it has its advantages, using this method can be a bit tricky. Unlike social media marketing, you have to be very precise with your bulk emailing because of the unpredictable open rate–there’s a higher chance that your email will get lost in a busy inbox or worse, it will be marked as spam. This is why you should make a great email to make your email campaign a success. You have to use the right amount of wit and creativity to compose the email template that will win your customer’s attention.
Keep reading to know more about our three-step formula to make that perfect email template.
Keep it simple and concise
According to a study by Mailchimp, they found out that their high-performing emails only contain a 200-500 word content. So, before writing out your content, set a goal. Are you sending an email to engage with your readers? Or do you want to sell? Or do you simply want to inform?
Also, choose the words that you want to use very carefully. Omit all the unnecessary information, and be direct to the point. No one wants to read an email that’s vague and time-consuming. A simple tip to do this step is to put yourself in your customer’s shoes. What kind of content would be worth investing your time in? This leads us to our second point:
Make a ‘Snackable’ Content
What do we mean by ‘snackable’ content? By the word itself, your readers should feel like they’re eating a snack. It is the type of content that’s relevant, has a lot of substance, and doesn’t take too much time.
Let’s take Buzzfeed as an example. They have one of the most successful email campaigns in the industry. Their secret? They went out of the box. Let’s briefly examine their email below:
With that subject line, it’s difficult not to ignore it! As you can see, Buzzfeed’s newsletters are conversational and relatable. If you open their emails, you’ll see multiple images and gifs that stimulates the reader to keep reading until the end. Following Buzzfeed’s campaigns can be a fun way to mix up your email template. What we can learn from Buzzfeed’s email campaigns is to insert highly visual content and even short videos to increase your email open rate.
This 2018, the trend in the digital marketing industry is highlighting more visual content to sell. So, it is advisable to use more images, infographics, and videos in your emails. The text content, on the other hand, should be concise, and don’t be afraid to verge a little into the unconventional. Another word of advice, the tone and voice that you want to use in your emails should depend on your company’s branding. Adapt your tone to the intended message, and make your voice conversational,. Lastly, don’t be afraid to put in a little personality because the ultimate goal is to connect with your customers.
The last thing on our list is to test it. Before you carry out your email campaign, testing it is a MUST. Now, there are many websites that can help you with your bulk email *testing*. Here are some of the websites with good reviews that you can use to test your email template:
Once you’ve got access to one of these email service websites, try sending a batch within your company, and ask for feedback. After your trial run, analyze the elements that might hinder your opening rate and then, make the necessary revisions. Run a trial again, and if all goes well, it’s time to send out your emails.
That doesn’t stop there. After your email campaign, wait for the results and analyze. Gather all the data that you can use for your evaluation. What are your opening rates? Did your sales revenue had a significant increase? Did the number of your subscribers increase? The answers to these questions can help you in your next email campaign. Lastly, REVISE. REVISE. REVISE!
It’s as easy as that! You may be skeptical with our three-step formula, but trust me, these are the basic steps to make your email campaign successful. I know I promised to give you the formula for making the perfect email template, but here’s a plot twist: there’s no ‘perfect’ email template. You can’t make the ‘perfect’ email following a single formula. It does not exist.
In my own opinion, you can only consider an email ‘perfect’ if it is the right fit for your email campaign. It will not take you a single method to create your own perfect email template, and it will take you many tries to achieve this, but once you’ve executed it perfectly, expect an increase in your customer engagement and sales revenue. Don’t get too excited just yet, because you’ll still have a lot of working to do!
As a final note, I hope you put your faith in email marketing and keep creating great emails!