If you’re considering an email campaign, the last thing you want is for readers to hit delete when your message lands in their inboxes. Here are some tips for crafting a great e-blast:
Understand your audience. Figure out why readers subscribe to your e-blast and what they want from it. Are they current customers, prospects, referral sources or professional colleagues? Do they want tutorials on using your products, industry insights or updates about your company’s work? Talk to your subscribers and research industry competitors’ e-communications to get ideas for your e-blast content.
Don’t just blast for blasting’s sake. When companies send generic, uninteresting content, recipients will eventually stop opening the emails. Your email should include valuable content — think quality before quantity. Brainstorm topics and stories involving your company or industry. By sending e-blasts with interesting information and relevant offers, you’ll build trust within your email list.
Get your message across. Even if you have a great topic for your e-blast, your company will look sloppy and unprofessional if it’s written poorly. Outline your key discussion points before you write, and keep your copy short and sweet. Try to avoid using buzzwords or jargon unfamiliar to your reader. If the reader doesn’t understand, you may discourage them from reading other emails from you. Finally, think of a clever title that reflects the email’s content and is less than one line. If you don’t have a seasoned writer in-house, enlist professional help to make sure your content is well-written and error-free.
Spice it up. Adding visual appeal to your email with images, graphics or videos helps entice your reader to spend time on your email. There’s no hard-and-fast rule for the ratio between copy and images, but a good rule of thumb is 25 percent images and 75 percent copy. A good designer can craft an e-blast that showcases your message and draws the reader in with inviting visuals.
Track your stats. After you’ve sent your e-blast, track which emails are being read and which ones are being skipped over. By adjusting your strategy, you’ll encourage your reader to act.