Email gets a bad rap. “People get too many emails.” “No one reads them.” “Email marketing is passé.” “Email is annoying.”
Okay we’ll stop here. You’ve heard this stuff before. Maybe you’ve even said something similar. But the research has spoken: “Of all the ways to grow an audience, email has emerged as THE most critical,” says the Content Marketing Institute. So what’s the issue here? Why does email have a bad reputation?
It’s simple. Kind of.
Most people sending marketing emails don’t know their audience. And most people don’t write engaging content.
It’s okay. We’ve put together two tips to help you out in both areas. And both tips start with questions.
Who is your audience?
One of the first things any writer needs to know is who’s reading (or supposed to be reading) their stuff. So here’s our first tip. Consider yourself a writer, because when you are putting together an email campaign, that’s what you are – that and a marketer, of course. So now that you’ve solved your identity crisis, start asking other questions. This one is really important:
Who’s on your email list? If you can’t answer this question you have some heavy lifting to do. For your email to resonate, you need to know who your potential readers are, what industries they are in, what kind of content they will find interesting enough to actually read. A good CRM tool can help you with this. Don’t use a CRM? Start. There are freebie versions available, all the way up to versions with enough bells and whistles to deafen even the most advanced user.
What the heck are you talking about?
Here’s something straight from Captain Obvious: Figure out what you are actually trying to say. You’d be surprised how many emails go out that are disjointed, vague, rambling or confusing. Not only will that kind of content ensure your email gets discarded, it will hurt your reputation. No one wants to be known as a source of confusion. You need to be a source of solutions. So here’s the question.
Have you figured out your message? If not, you’re setting your audience up for ignoring you (if not unsubscribing) and yourself up for a marketing fail. Your message should be strong, meaningful, interesting, easy to digest – all those things that make readers want to read.
Just as important, your message needs to reflect your voice, brand and image. Selling sexy underwear? Okay. Start off with this: Don’t sound like a prude. That’s voice. Then integrate a little bragging. Your underwear is the best on the market because…why? Poof. You’re branding. How do your customers feel when they wear your products? There’s the image. Here’s the thing. Even if the point of your email is not to communicate voice, brand and image specifically, you need to keep those in the back of your head as you’re crafting your main message. Because believe us – whatever you’re keeping in the back of your head comes through in writing, whether you know it or not.
So now you know how content marketing can be an ally in your marketing campaign and you’ve got an idea of how to approach it. Still not convinced you can do it? We’ve got options. Let us write for you. We’ll put together successful emails by formulating drip campaigns or newsletters customized for your business. Or set up a workshop. Online or in person, we can teach you or a group the basics of writing email content that gets readers to pay attention. Don’t ignore this. Call 703-530-7445 or email firstname.lastname@example.org now.