4 steps to create a great marketing email

by | Mar 19, 2016 | Website Marketing | 0 comments

Email marketing remains one of the most cost-effective marketing strategies, with a stunning return on investment—on average, $44.25 for every dollar spent in the U.S. With over 3 billion email accounts worldwide and 95% of online consumers using email, mastering the art of email marketing is essential for ambitious businesses, especially as most people check their emails daily.

Step 1: Set Up Your Email Correctly

Craft an Attention-Grabbing Header

To make email work for your business, start with the email header fields:

  • Subject Line: Keep it short and catchy to grab attention.
  • From Field: Use your business name and a clear tagline to instantly communicate what you do.
  • Reply-To Address: Make it personal; use a real person’s name if possible.

These elements are crucial in ensuring your emails are opened and read.

Step 2: Design an Engaging Template

Focus on Mobile-First Design

Considering many users read emails on mobile devices, your email template should be responsive and visually appealing.

  • Preheader: Include a short pitch about your business; this is the first thing seen on mobile devices.
  • Header: Feature your company logo and tagline prominently.
  • Email Body: Use a consistent layout with clear headers, subheadings, and concise main text.
  • Signature: End with your company’s name, website URL, contact information, and a strong call to action.

Step 3: Content That Connects

Deliver Value in Every Email

Incorporating Cialdini’s principle of ‘Reciprocity’, ensure your emails provide substantial value, compelling recipients to engage in return. Offer something unique, such as exclusive insights, free resources, or early access to new services. Here’s how you can structure it:

  • Content Types: Leverage the reciprocity principle by offering downloadable guides, exclusive web design tips, or free website evaluations.
  • Engagement Features: Strong calls to action that encourage interaction—like a free consultation booking—can drive higher engagement rates by tapping into the natural human tendency to reciprocate favors.

This approach not only delivers content that connects with your audience but also enhances the likelihood of converting readers into clients through the psychological impact of giving something valuable first.

Step 4: Test and Optimize

Continuously Improve Your Approach

Using tools like Mailchimp can significantly enhance your ability to test different aspects of your email campaigns and understand what works best. These tools offer features like A/B testing, detailed analytics on performance metrics, and user-friendly interfaces to manage campaigns effectively:

  • A/B Testing: Experiment with different subject lines, images, and call-to-actions to see what increases engagement.
  • Analytics: Monitor open rates, click-through rates, and conversions to fine-tune your strategies.

Leveraging these email marketing tools can streamline the process, ensuring each campaign is more effective than the last.

By understanding your audience, designing compelling and responsive emails, delivering valuable content, and continually optimizing your approach, your business can enhance its email marketing efforts. This will not only boost engagement but also ensure the company stands out in the market.

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