7 Obvious Things Marketers Forget About When Creating an Email Message

According to the latest estimates 205 billion emails are sent daily. Most of them are either business-related, some type of promotions or advertising. The number might seem surprising to some but if you think about, we use email messages so much – as invitations to events or webinars, as reminders, triggered campaigns, promotional campaigns or drip campaigns, that it makes sense. But all this email writing made us blind to some obvious things and lose our focus. 

Your email messages can be improved to the point where they’ll help you convert within minutes. But this article is not about marketing “rocket-science” or some crazy hacks. The goal is to remind you that it’s the simple changes that produce the most results. 

Which is why we have compiled these 5 tips that will allow you to improve your current email messages, or create new ones that will convert better than you ever thought. Do you use these rules for your emails? Read on and see.

Tip 1: Use conversational style

Are you tired of long introductions, enterprise-level style and terminology-packed emails you receive on a daily basis? That’s how most people feel when they receive emails written in the wrong style. 

People love and respond to things that are simple and clear, so that should be your priority when creating your email copy. When we receive an email that sounds way too impersonal and corporate, we assume it’s automated or a bulk campaign, which doesn’t help the conversions. Your email shouldn’t just be friendly, it should seem personal – make it look like it’s been created just for this one person, as if in a private conversation.

Corporate style (the complex one) is only appropriate if you’re sending a message to a government institution or a massive enterprise-level company, but that is very rare even for those who deal with emails every day. In all other cases don’t be afraid to speak your mind. 

Nothing converts better than a friendly email, as long as you keep it polite. Don’t be afraid to write “Hi!”, “Hey!”, or “How’s your day?” – we are all human!

Tip 2: Keep your emails short

This issue is closely related to the style of your email, as many marketers and salespeople still believe that they must put as much information in one email as possible. Do you read long emails? No, and no one does. When people see a long email, they usually can only get through the first few lines. 

Studies show that an average person spends only a couple of seconds evaluating an email. Not enough to even get through your long introduction. 

Keep your emails as short as possible. This will make your email look more personalized, as messages written individually are usually short. If you need to introduce yourself do it with one sentence. Then write one or two lines focused entirely on the email’s main topic and proceed to the main goal – a question or a CTA. 

Even sales and promo messages can be short. If you want a recipient to reply – just ask them a simple short question. If you want them to open your link – briefly describe what they’ll get by doing that. The shorter your email is, the more information is digested by the recipient.

Tip 3: Make your CTA clear

Emails written by marketers and salespeople all have a goal. However, we often see promotional email messages cluttered with questions, buttons, links and more. That can backfire. 

Your CTA should be concise and to the point. If your goal is to start a conversation, the best CTA is a question that pushes a recipient to reply to your message. If you want a recipient to download something, to fill in a form, or perform any similar action, just describe the advantages of them doing so and provide them with a link.

CTA is an essential part of a marketing email, so remember to add one in the first place. Adding extra information distracts the recipient from the main point of an email.

Tip 4: Consider the technology behind the email

Email messaging has sophisticated and complex systems behind it – IMAP and SMTP servers, filtering mechanisms, wording analysis, anti-spam filters and much more. These are essential in designing your email: 

  • Avoid spam-words, such as – 100%, access, act now, as seen on, all natural, compare rates, double your, extra income, free access, free sample, giving away, great offer, etc.
  • Don’t include too many links. This includes links to your CTA, your website, your profiles or social media pages. 1 or 2 links is enough.
  • Allow people to unsubscribe, either through an unsubscribe-me link if you are sending a bulk or cold campaign, or just a line “Please let me know if you are not interested, so I don’t bother you anymore”. Make it easy for the recipient to unsubscribe, this will lead to improved reported-as-spam rates.
  • Avoid using scripts or code in your emails don’t overcomplicate it. When filters detect scripts or code in your email they assume it’s automated or promotional. Use graphics and HTML templates only when delivering messages to existing subscribers or clients.

Tip 5: Use Re: subject lines

If you are reaching out to a recipient with a second or third email message within the same conversation, or because the first email went unanswered, use the same subject line.

Subject lines that automatically start with “Re:” have higher open rates, because the recipient sees the new message as a reply to an existing conversation. Don’t try to fake it, only organic “Re:” generated automatically will work. Most drip campaign tools do this automatically by using the subject line from the first email sent.

Extra Tip: Examples

We would like to show you few examples of short, friendly email messages with clear CTAs. Email messages like these produce better open, click-through and conversion rates, and we recommend you try them for yourself.

Example 1 

Subject line:

NAME, here’s a quick question. 

Body:

Hi NAME, 

Hope all is well! I’m John from Johnson’s Bureau. 

Do you still manage a marketing team at COMPANY NAME? I would love to hear your thoughts on our new tool for marketers. 

Best regards, and looking forward to your reply, 

John 

Example 2

Subject line:

NAME, see your invitation to a free webinar for gym owners and trainers 

Body:

Hey NAME, 

Hope you are doing great! 

I’m John from John’s Gym, and we have a webinar for gym owners, gym managers and fitness trainers this Thursday, July 5. We will discuss and show ways to attract more clients to gyms through offline channels. 

We know you’ll find it helpful. Here is your invitation to a free webinar – LINK. Talk to you soon! 

Cheers, 

John 

Not all email marketing tools are complex

You probably know that there are tons of email marketing tools on the market including such giants as Mailchimp, Aweber, GetResponse, ActiveCampaign. All of them may look complex because of the abundance of settings, automation mechanisms, campaign types and more. 

The reality is marketing tools can be powerful yet simple. So is Snov.io – it is an all-in-one email marketing platform that allows you to generate leads (from social networks or from any other website), verify them instantly (thus making you sure you are sending your email messages to valid and existing recipients only) and create effective drip campaigns to get maximum conversions. You get the full email marketing circle without leaving a single dashboard.

Stay efficient!

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