How to create simple and engaging marketing emails

My English teacher, whilst being very supportive of my desire to write the great British novel, was often exasperated by my tendency to include too much detail. My fault was hardly unique as proven in a number of creative writing classes. However, if I was in any doubt as to it being a problem, the way it can subvert email marketing software would remove it.

 Despite being an author herself my teacher would often use practical methods of demonstrating a problem and in my case came up with a little gem. She placed a number of random items jumbled up on a table under a cloth. I was given something a few seconds to try memorise them after she rather dramatically revealed them. Next to it was another table, another cloth but the difference was fewer items arranged tidily and in clear view.

 

It was obviously much easier to remember the second arrangement. We all like order and we all appreciate things being obvious. So the question arises: why do so many companies throw copy and pictures together with a degree of abandon? This despite them probably having access to email marketing software.

 Whilst there is considerable argument about how long you have to convince a customer to continue reading, the variations are minor and are all under ten seconds. Therefore it is essential not to clutter an email with unnecessary detail. Whilst you will come to the design with an idea of how much you want to inform your customers, clarity takes precedence.

 The precise nature of what attracts people to your email will vary depending on the type of customers you have but it is accepted that the email must have an emotional hit fairly early on. A picture or a phrase can grab the attention, your returns will show you which is best for your subscribers. But whichever way you go it is essential that you do not confuse them.

 The easiest way to allow your customers to get more information about a product is to have a click through on the email. This has been a classic way some years. There are other ways though. If the customer pages down through an email then it is probable that you have them already hooked. If you include a side panel with such detail as is necessary you give them the option of reading it or ignoring it.

 Both methods have an intrinsic problem. The sole intent of your email is for the customer to buy the products advertised. You don’t want to interest, entertain or amuse them any more than is necessary to convince them to buy. If they click through their attention is gone from your carefully constructed marketing email.

 Distil the information into just a few, three or four, items of information. Do not describe how efficient your new device is in two sentences. How much better to say:

 The most efficient available.

 Test your email by printing it off, covering it with a cloth and then revealing it in the presence of a member of staff for five seconds. Then ask them about it.

 When using email marketing software keep it simple, keep it clear, keep it uncluttered.

Aaron Bond is a network marketing researcher with a keen interest in email marketing systems. His articles aim to provide valuable tips for online business entrepreneurs; helping to create strategies and take action to
increase leads and cash flow.

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