What is the tactic of writing emails that get buyer’s attention?
Undoubtedly, you have written thousands of emails in your life. You probably regularly send and receive emails from your family, friends, coworkers, and even strangers regularly. While writing an email to anyone is a straightforward proposition, sending an email to a large group of people requires an entirely different set of skills.
You need to be able to craft a message that not only attracts the attention of a diverse audience, but also clearly communicates a single object and inspires the readers to take the desired action. One should write such email without the use of audio, video, images, and other dynamic content. You also have to figure out how to deal with the technical peculiarities of email, avoid spam filters, and maintain compliance with anti-spam laws. Writing effective emails is both a science and an art.
Understanding Your Audience
You have to understand who your audience is if you want to write to them effectively. You need to know how old your typical subscribers are, what they do for a living, their gender if they are married, and a ton of other demographics. If you don’t know these things, then you should conduct a survey and ask people to share their information with you so that you have a better idea of who makes up your email list.
It is highly recommended that you create a fictional character that epitomizes your typical customer. This is known as an avatar. By creating an avatar, you will have a better idea of who you are marketing to, and it will allow you to get inside the minds of your subscribers.
When you write an email to your mailing list, write as if you are sending a personal message to your avatar. Ask yourself what your avatar would like to hear to take action based on your email.
When you write to your avatar and use a lot of “you” language, your subscribers will subconsciously think that your email was explicitly attention to them and they will be more likely to engage with the message. You need to keep the focus on your subscribers as much as possible, making sure to make your emails about them, and not about you.
Parts of an Email
When you are getting ready to put together an email, it is easy to think that the only thing that you have to worry about is writing the message body. However, there are several different components of every message that you send to your list.
If you want your email marketing campaign to be successful, then you need to put as much thought and effort into the other parts of your email as you do the main message body. Here are the components of an email that are key.
This is the subject of your message. It is the first thing that your subscribers will see, and it is what will determine whether or not they open your message.
The preheader is the preview text that after the subject line in some email services like Gmail. It can serve as a second subject line that should further encourage the reader to open your email. If you don’t intentionally add a preheader, most email services will use the first sentence or two of your email as a preheader.
This is the name of the person who is sending the email. You want to use your name rather than the name of your company because most email users are more likely to open an email from an actual person.
This is the main text of your email. It will contain the message that you want to convey to your subscribers.
This will be a hyperlink situated at the bottom of your message body that will persuade readers to take a specific action, such as clicking on the hyperlink.
You want to keep your email signature simple. Long email signatures can be a distraction to the main content of your email. The best signature is your name on the first line and the name of your company on the following line.
You may want to consider periodically using a ”P.S.” below your email signature to serve as a secondary sales tool after your primary email.
The footer will typically contain an unsubscribe link and other information that you need to include to stay compliant with anti-spam laws. This might include your mailing address and the name of your company. The footer will likely be the same for every email that you send out.
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