The Anatomy of a Good Marketing Email

the anatomy of a good marketing email

Emails.  At one point or another, we’ve all heard the complaint about getting too many marketing emails yet, email remains one of the most commonly used forms of business communication. When it comes to marketing emails, three-quarters of companies agree that email offers “excellent” to “good” ROI.  And on the flip side of that, 86% of consumers would like to receive promotional emails from companies they do business with at least monthly and 15% would like to get them daily.

Whether your company is sending newsletters, drip marketing campaigns or general promotions via email, there are a few components that will help your marketing emails perform better and get the desired results.

Here are some tips to review before you launch your next campaign:

  1. Write for scannability.  How many times have you read an email while doing something else?  When designing your emails, remember that most emails are read on the go.  Use short paragraphs, use bullet points when you can, and build in lots of white space.  If your email is designed for engagement, you will want to put snippets of information with links back to the website for more detail.  For example, instead of including an entire blog article, include an interesting introduction paragraph with a “Read More” link to get your readers to visit your website.
  2. Use short subject lines.  Generally speaking, subject lines should be 50 characters or less.  Longer subject lines have the possibility to truncate and display oddly on various devices or email servers.  Descriptive subject lines with action words or with personalization also tend to perform better.
  3. Have a clear call to action.  Why are you sending this email?  What do you want the reader to do?  Register?  Buy?  Read more?  Download?  Build in a call to action (CTA) button that allows the reader to zero in on the action you want them to take.
  4. Provide other ways to connect.  Your footer or signature block should contain other ways to connect with you and your company.  By simply including social media icons, your website URL and phone number in your footer, you increase the opportunity for engagement.
  5. Don’t be shy with links!  The purpose of your emails should not only be to inform but to engage your readers.  Hyperlink main points of your text back to relevant pages on your website. Remember, some readers will not be able to view images so make sure that links from CTA buttons or images are available in plain text, as well. 
  6. Don’t underestimate the power of “thanks”.  Emails that end using the word “thanks” get more responses over any other closing.2  Additionally, using “thank you” in the subject line can increase open rates.  Everyone appreciates gratitude – even virtually!

By experimenting with different subject lines, delivery times, and other critical components, you can easily take the guesswork out of what works and what doesn’t.  Many programs offer A/B testing capabilities, allowing you to continuously improve your message and deliverability.  What will you try in your next campaign?

Jessica Solis, owner of Solis Marketing Services, is a marketing guru with over 10 years’ experience helping small businesses tell their story through various digital marketing platforms.  Jessica has worked in a variety of industries, helping small businesses create and execute marketing plans and initiatives. When Jessica is not making magic behind her computer, she can be found on an adventure with her three energetic boys, traveling, or volunteering in her community. Jessica can be reached at jess.solis41@gmail.com.


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