HOW TO WRITE EFFECTIVE CONTENT FOR EMAIL DIRECT MARKETING

1. Snappy Subject Line
   Since 2000 and the inception of the technological age, the attention span of humans has consistently fallen. It currently sits at 8 seconds, shorter than that of a goldfish. As a result, the subject line plays virtually the most important role in your email direct marketing. It is responsible for capturing the attention of the recipient and enticing them to clickthrough the email. The primary purpose of the subject line is to grab the attention of the recipient while simultaneously compelling them to read further. The subject line should be succinct (around fifty characters), while accurately conveying the purpose of the email and reflecting your brand values.
2. Speak Directly to Your Readers
   With so many emails entering each inbox on any given day, it is common for email direct marketing to get lost in the noise. In order to prevent such a result, email personalization provides a game changing opportunity. Firstly, use a familiar and well-known company name so that the reader is acutely aware of who you are. This ensures that they are not misled by what you are offering, helping to boost open rates. Following this, you should personalize the email so that you are speaking directly to the reader. This can be done by greeting them with their first name. While only a small part of the email, this helps to ensure that consumers do not feel that they are simply one of many. Rather, their business and they, themselves, are important to you.
3. Purposely Select Your Tone
   The tone of your email will play a significant role in how the reader responds, whether that be positively or negatively. It should be consistent throughout in order to accurately reflect both the purpose and value of your brand. While being a reflection of your brand, you should also adjust your tone so that it best suits your target market. This is likely to make your emails more immersive and readable for the recipient. Ultimately, this will result in more invested and engaged subscribers, leading to increased conversions.
4. Be Transparent in Your Purpose
   From the get-go, your email direct marketing should be transparent in what it is attempting to convey to the reader. Curating simple and compelling content will help to boost your clickthrough rate. This will include any key information or benefits that they should glean from the email. While features of the product should be succinctly conveyed, its benefits stand more of a chance of enticing the reader to clickthrough. Therefore, it is crucial that you are transparent in both the benefits you are offering, as well as how they may become available to the reader.
5. Avoid Becoming Spam
   Approximately 85% of the world’s daily email traffic is considered spam messaging and discarded by the recipient. In order to combat this, artificial intelligence systems have been developed that immediately disregard such emails. As a result, usually such emails will not reach the primary inbox of the recipient, robbing them of the opportunity to even lay their eyes on the content. Therefore, the importance of avoiding being classified as spam cannot be understated. This can be done by discontinuing use of language that is considered ‘spam-friendly’. Further, it is important to request that those on your mailing list add you as a contact in order to ensure that they receive each email without issue.

Although this is currently one of the fastest growing marketing channels, there is no reason that your business’s email direct marketing methods should be lost in the noise. Employ any one of these methods (or all of them) in order to improve your engagement rates and expand the reach of your brand. Creating effective content is a simple task when done using these methods, with exponentially beneficial results. If your company needs further assistance in creating effective email direct marketing content, don’t hesitate to get in contact with a world-leading team of marketing professionals.

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