The Perfect Marketing Email

December 2^nd 2010 Sally Ormond copywriter, copywriting tips, Email marketing, freelance copywriter

Email marketing is cheap, quick and effective. Plus as most sent today are in HTML you have the added benefit of the hyperlink.

This allows your reader to click directly through to your website or landing page for more information or to buy or sign up to your offer.

But if you want that to happen your email must be interesting and relevant to your recipients otherwise it will just be transferred to the deleted folder. So make sure it’s appealing by following these simple suggestions:

1. Friendly

Just as if you were writing a letter, use a salutation preferably personalised. This personal touch is the best way to start a relationship. And don’t forget the ending—always be professional.

2. Aesthetics

Take a quite look at your email. Is it one solid wall of text or have you broken it up into short paragraphs with headings, sub headings and bulleted lists? This spacious layout lets your reader see at a glance what your email is about.

3. Call to action

Don’t be fooled into thinking you can leave your call to action until the end of your email. By placing a link to your sales page several times throughout the email, your reader can act as soon as they’ve made their buying decision.

4. Short

Long copy does work in certain situations, but not in an email. Just use the email as a taster of what they can expect and then get them to click through to your website or landing page to get more information.

5. Benefits

As with any form of copywriting make sure you show your product or services’ benefits. Make sure they are shown as such and not just a list of features.

6. Opt-out

Even though you don’t want to lose anyone, make sure you include an opt-out in all your email communications.

Of course, you don’t have to sell in every email you send. Mix them up with some giving information or tips. By giving away free information like this you will strengthen your relationship with your readers.