email marketing has changed: how to write emails that truly engage the reader
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!Email marketing has changed:
How to write emails that truly engage the reader
Email Relationship Management / July 10, 2014
© 2014 Matter Inside Inc. All rights reserved.
EMAIL RELATIONSHIP MANAGEMENT.™
Rebecca Coggan / Co-founder & Managing Partner
M
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Email is about relationships Because after all, an email is ultimately a message
from one human being to another.
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Brands and companies have ruined this relationship time.
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Too much focus on Sales (Sex)
Not enough focus on Loyalty (Love)
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Aim to develop a relationship,
not one-night stands.
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RULE #1 when writing your marketing email
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Don’t be self-promoting.
RULE #2 and probably the most difficult for
marketers
Your email should always
be about the reader.
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RULE #3 when writing your marketing email
Be sure to elicit feelings.
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RULE #4 when writing your marketing email
Write as if you were writing to a friend.
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RULE #5 when writing your marketing email
EMAIL RELATIONSHIP MANAGEMENT.™
End your emails by indicating how the reader can reach you directly.
© 2014 Matter Inside Inc. All rights reserved. 11
Questions or comments? Email me directly at rebecca@matterinside.com
Or call 855-766-3852 x700
RULE #6 when writing your marketing email
EMAIL RELATIONSHIP MANAGEMENT.™
© 2014 Matter Inside Inc. All rights reserved. 12
Structurally, keep things simple:
1. A headline that piques our curiosity
2. A sentence or two (remember rule #3 — it’s about them, not you)
3. An image that embodies what you are communicating
4. And a call-to-action (CTA) with a link to a landing page that complements your email
Try to be a bit more original and clever than a simple “learn more”
RULE #7 when writing your marketing email
© 2014 Matter Inside Inc. All rights reserved.
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A headline that piques our curiosity
A sentence or two (remember rule #3 — it’s
about them, not you)
An image that embodies what you are communicating
A good call-to-action
EXAMPLE OF RULE #7
© 2014 Matter Inside Inc. All rights reserved.
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A sentence or two (remember rule #3 — it’s
about them, not you)
An image that embodies what you are
communicating
A good call-to-action
EXAMPLE OF RULE #7
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RULE #8 when writing your marketing email
Never ever lie, be deceptive, or manipulative.
© 2014 Matter Inside Inc. All rights reserved.
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I’ve never ever had a conversation with them.
Remember a conversation is a two-way thing.
This is manipulative, and not an ethical way to get people to
opt-in. It also lowers the quality of your list.
EXAMPLE OF RULE #8
Lastly, listen to your audience.
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If your emails aren’t getting increased opens and clicks, something is not
resonating with them.
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Thank you!
855-766-3852 | hello@matterinside.com
EMAIL RELATIONSHIP MANAGEMENT™
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