Get your email body read and acted on

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Get your email body read and acted on

Subject was – Read this

Finally, you now have what you need to give your email marketing a serious boost for success!

Recently I sent you some emails on the importance of the subject line and the opening paragraph, and how they can significantly affect both the open rate and read rate. Now I just want to touch on how to write and structure the meat of the email body, and how you can use that to generate extra engagement from your readers.

In particular I’ll look at;

  • Relevance
  • Tone
  • Format
  • Actions

Relevance
As I’m sure you know, people are far more interested in reading an email that resonates directly with them, so try to write emails that are relevant to your readers. Now I know it sounds obvious but I’ll just explain what I mean.

Clearly there’s no point sending an email about, for example, a new Veterinary Registration System to a load of Doctor’s surgeries, but once you have a list of suitable vets, you could word your email differently for different types of Vet. This is where ‘contact segmentation’ (putting them in groups, to you and me) will really help.

If you segment your contact list it allows you to send emails much more closely relevant to each group, e.g. in the case of the Veterinary Registration System you could send a slightly different email to type of vet, e.g. ‘equine vets’, ‘livestock vets’ and ‘pet vets’, and word each version appropriately, directly referencing their speciality and therefore making your email much more relevant to the reader (apologies for any incorrect vet related terminology).

Tone
Try and adopt a personal and friendly tone, and direct your email ‘to’ the reader not ‘at’ the reader. Imagine you’re just writing to one person directly, not a large list of people, as this will help you choose the right phrases and help readers to like and trust you; it will also help you let your personality come through.

Keep your email engaging as your readers will only keep reading if they are interested (are you still with me here?) so really try to avoid being dull, and write short strong sentences which get to the point!

When writing, don’t be afraid to ask questions. Imagine you’re having a face to face conversation with them, when you would ask questions, wouldn’t you? So be natural, talk to your friends and stop thinking ’email marketing’.

Format
Have a think about the layout and presentation of your email, especially consider if you want it to be graphical or text based. Most emails you get from your friends or loved ones are just text based so we’re used to reading those, and a lot of sales/marketing type emails are heavily formatted with graphics and carefully selected images, and we’re somewhat pre-disposed to delete those.

Generally text based emails can be more personal and effective but be careful, if the email looks too wordy, is not properly capitalised or is full of spelling mistakes, it’s likely to put your reader off from reading on.

So keep it concise, break up large paragraphs into smaller ones, and make sure you only include content that is absolutely necessary. For example in this email I’m trying to include a lot of information for you, so I have been thinking at every stage, “do I need to say this?” and “How do I make it look interesting and not a heavy read?”

Actions
The final thing to consider is what action do you want the reader to take, what is the aim of the email.

Often you’re going to want them to do something, whether that’s to sign up for more information (and therefore confirm their interest in a subject), or buy a product, or register for a webinar. If you do have a specific action you want the reader to take, make the call to action clear, obvious and simple.

Or if, as is the case with this email, you just want to establish credibility, build on your relationship with the reader and have them keep you front of mind, then that’s fine too; not every email needs, or should have, a call to action but you should decided at the start what the email is trying to achieve.

So now you know how to write an enticing subject line, craft an opening sentence to hook your reader, and create engaging and relevant content for improved responses. Let me know how you get on in your next campaign, I’d love to hear about it.

Of course if you want some help with any of this then let me know that too, on 01299 400797.