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August 18, 2011, 7:04 pm UTC
E-mail marketing has evolved from being a marketing tool sitting on the brink of marketing communication plan, almost about to fall, to becoming a front-runner. In the years gone by, it has, time and again, proven its robustness and efficacy in delivering the result, which led to its industry-wide acceptance. But not all emails convert equally, a large number of them do not work, at all. They fail to impress people – both readers and marketers.
In this article, I will give you a blueprint, which when followed, will help you write a high-converting email, and that too in 30 minutes flat. But before we go ahead you need to know that for a customer, what you say in your mail is important, but more than that how you say it is important.
Before sending your mail out, you should check if your mail matches with your subscribers' intent? Do they give customers what they want, and the way they want? If answers to above posed questions are negative than you should revisit the email, rewrite it and then send it across.
How to write a powerful email
Writing a high-converting email involves more than writing powerful sentences, although that is very much important. It involves segmenting the mailing list and matching the voice of your email with the demand and intent of the list (read more on Email List Segmentation). Once that is done, you can think of crafting mails. The exact steps involved in crafting a high-converting email are as follow:
Step 1: Set the mood and tone of an email
The first benefit of email list segmentation lies in the understanding you develop about the needs of every subgroups on your list. It gives you an idea of the nature of your subscribers. You need to match the mood and tone of your mails to that nature.
Step 2: Write down the message you want to send out
Before you begin crafting a mail, you should have an idea of what you are going to talk about. Open a word processor (or take a pen and paper, if you prefer it the old way) and begin writing the goal of your communication. It should not be something very deep. It could even be as small as announcing a forthcoming sale.
Step 3: Write bullet points
The next step is to convert the goal in meaningful message for your list. Make a list of bullet points of all key points that you want to convey to the list.
Step 4: Build connection
By the time you reach this step, you will have a fair idea of what you have to write about and what you need to convey. In this step all you need to do is connect the dots. Build a connection between your customers' need and your offering using emotional cue. Keep it simple.
Step 5: Write powerful subject line
If the subject line of your email is not strong, it will not get opened or read. Spend some time and come up with 4-5 strong subject lines. From that choose the one which is the most powerful among them. Do not just go ahead with the first one that comes to your mind.
Step 6: Put it all together
In the final step, you need to put steps 2, 3, and 4 together and craft a mail that will excite your customers.
Step 7: Proofread
Do not send any mail out without proofreading it for errors. Small mistakes may not get noticed, but glaring errors give a bad taste to readers.
As you can see from above, writing the actual mail is just a step in the process, where, erroneously, marketers spend most of their time. You should avoid that mindset, and follow the blueprint shared above and get most out of every email one sends out.
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