email marketing has changed: how to write emails that truly engage the reader
DESCRIPTION
The biggest problem that email marketers face nowadays, is not marketing automation, or segmentation, or list management, or even just sending the actual email, it’s how we as marketers communicate and write our emails to our customers, subscribers, and readers. With the implementation of Canada’s Anti-Spam Legislation (CASL) and fines ranging between $1,000,000 and $10,000,000, we as marketers have to be more careful than ever before about how and what we communicate through email. No matter what though, your customer wants to be communicated to in a way that makes them feel like they are the only one in the world that matters to you. They want you to spend time thinking about how and what you communicate to him or her.TRANSCRIPT
!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
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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 [email protected]
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.
