If you’ve read how email marketing can complement your social media strategy, you may be considering an email marketing campaign to build your franchise business. You may have also begun building a subscriber list, brainstorming content for your email and maybe even found the best email marketing platform (like MailChimp or Constant Contact) for your franchise.
What now? Blank screen? You are ready to begin creating a 5-star email that will light up the inboxes of your subscribers. While graphic design and considerations for mobile responsive content are important to keep in mind for this blog, we are going to stay focused on copy. Keep reading to find the 5 points that will make your email content shine.
1. Tone down corporate-speak. Bump up friendly conversation.
Before you even make a keystroke to begin your email content, step away from your computer screen for one second. Take a deep breath and let go of words like email subscribers and list segmentation.
Write as if you are talking to one person. Believe that what you have to offer is something truly valuable to them.
List segmentation and A/B testing will flow naturally from this type of writing, as you will be talking to a single group within your customer base – unless you only have one customer demographic.
Remember, the value of your content lies in informing, inspiring and identifying with your audience. Give them a reward for reading a useful tip, a feeling of belonging or inspiration for their day.
2. Reach for clarity before creativity when writing subject lines.
Remember all that time you spent gazing out the window searching for the perfect play on words? Not necessary. Your time-crunched audience prefers the message straight-up because deciphering fuzzy language takes time.
That doesn’t mean that a clear message has to be boring. Don’t forget to use sensory and emotional words, even bizarre words pique interest.
Your subject line needs to attract attention, like a headline, by promising people specifics. Hint at what they will learn or how you will help them, make them smarter, grow their business…something that gets them excited and interested to know more. The more engaging your subject line is, the higher your open rate will be.
3. Be brief, but captivating.
Sound tough? It can be. Be ruthless with your editing and cut your text in half. However, be careful not to throw the baby out with the bathwater. Keep personality and enthusiasm in your text. Take some time to understand the basics of shareable content writing, and use graphics to help make your content easier to grasp at a glance. Remember that roughly 56% of your viewers will be reading your email on a mobile device, and there is a good chance they will be on-the-go and time-crunched, too.
4. Convert with patience, trust and ready opportunities.
Most likely you are writing emails to build your franchise business, not simply as your creative passion. Be sure to provide reasons for your readers to convert to buyers by selling them on the benefits of your product or service.
Make stories and testimonials part of your sales message and then be clear with the reader about what you want them to do next (call to action). Insert multiple links to a site you want them to visit (a landing page with a special offer or an online order form) and give them a deadline. With a compelling and timely offer, your click through and conversion rates should see a lift.
5. Cultivate an attitude of honor and respect.
Everyone’s time is valuable. A true 5-star email marketing campaign strategy honors and respects your readers’ time. Be friendly, brief and offer a benefit (freebies, giveaways, coupons and sales are nice!)—you will see the appreciation returned as your email marketing campaign builds success for your business.
Do you have any pointers to share from your email marketing campaign experiences? Have you seen more success in your campaigns with any of the above tips? We’d love to hear! Leave a comment below and connect with Burkhart Marketing on Facebook for more useful marketing tips for your business.