“No junk mail, flyers, or free newspapers. Thank you.” Customers can’t exactly attach those signs to their inbox, but they’re definitely thinking about it. Nobody wants an inbox full of miscellaneous sales information. Crafting promotional emails that people won’t right-click, delete feels impossible. Thankfully, we like a challenge over here and will teach you how to write and design an email your customers will want to read.

Transactional Vs Promotional Emails

Marketing 101 time. Business to customer emails come in two main forms, transactional or promotional. Transactional emails are your standard, “thanks for your order, keep this for your records” messages. Promotional emails are designed to convert subscribers into customers and customers into brand loyalists. They can take the form of:

  • Weekly Newsletters
  • Sales Promotions
  • Customer Retention Emails

Personalize

The online sphere can feel like a pretty anonymous and lonely place. We’re not saying promo emails will solve the loneliness crisis, but personalized email content does increases open and click-through rates by 26%. Campaign personalization can range from the more rudimentary techniques, like the use of the customer’s name at the start of the email (“Aww, that’s nice, I’m not just a number”) or get as sophisticated as making use of birthdays, locations and favourite categories (“Wait, how did they know I’ve been looking at seafoam bed sheets? Ooh, that one with the birds is nice though”). One size fits all is so 2020. It’s time to make use of those fancy analytics.

Interact

If adding videos to your email content can boost click rates by up to 300%, how much more of a boost do cat videos give to click rates (and serotonin production)? Customers like to be entertained as well as informed. The clever creation of games, animation, and video will get more than just a chuckle. Since consumers report that they are more likely to buy from brands with fun, creative, and upbeat campaigns, there is plenty of room to get playful.

Optimize Length and Tone

Bad news for your college English lit degree, email copy is not the place for Shakespearean prose. You’re better off taking a page from Dr Seuss instead because emails with basic reading comprehension are more likely to get readers to click and respond. Hemingway is a fantastic free app to help rank your readability score. Additionally, your ideal email length should hover somewhere between 50 and 125 words with a 3-4 word subject line. Hint: this paragraph is roughly the length you’re looking for.

What seems more engaging?

    • “If our offering of dog bones intrigues you, and young Fido, consider clicking below to find out more!”
    • “Click below for a buy one, get one free deal.” (Bonus: animation of your pup chomping away at your organic dog bone offering)

jdp are Experts at Communication

You don’t know how to access your analytics, you’ve been sending paragraph upon paragraph to your client base, and nobody seems to be responding to your emails, no matter how much work you put into them. We’re not expecting you to overhaul your email comms on your own. Don’t worry. We can diagnose the problem for you and get it fixed.

Get in touch for a 15-minute consultation today to help grow your business to where it deserves to go. We get it; it’s been a tough year for you and your company. jdp is here to take a closer look, identify growth areas, and put together a custom solution so you can cut out the guesswork. Time for us to pop the hood and fix it. Our value is proven in performance. We can’t wait to start your project today.