14 Feb 2013

How to Draft Emails in Email Marketing to Increase Conversion Rates?

Drafting emails for marketing is a tricky affair. They first thing you must remember in any email drafting is not to disappoint your email recipients. When you send an email you will actually be promising something and you will be expected to live up to it.

No amount of clever sales talk can substitute for delivering on promises. When you actually deliver on your promises, you will see an increasing number of them converting into business. Remember that this is a cardinal rule.

But before you actually start with the drafting, put your house in order; which is your website, if that is where you propose receiving your recipients. Here is what you need to do to prepare yourselves.

  • Refurbish your website. Make them navigable and provide value for the time they spend here.
  • Remove all the tall promises you cannot possibly meet. Visitors don’t like to be tricked.
  •  Check to see if your website is accessible and is easily downloadable.
  •  See that your landing page has the right content written in an appropriate language.
  •  If you are cross-nation marketing, ensure that the landing page has a translated version.
  •  Add quality pages frequently, and don’t cram them with too many advertisements.
  •  Expand the thoughts you plan to write in your email.
  •  Keep couple testimonials from sources that visitors can verify or check.

The Rules of Drafting an Email for Marketing

1. When you do international E-mail marketing, ensure you do it in a language your recipient understands. Though English is good enough for most countries around the world, there some places on the Earth they won’t work. So get your vernacular draft translated by a professional translator and cross check that it not only meets your expectations, but also that of the recipient.

2. Keep your messages as short as you can. Emails are not intended to replace lengthy documents, nor are they for attaching bandwidth consuming brochure and catalogs. You can instead include a link where your prospective customer can locate it. Remember that busy people seldom will take the trouble to download attachments unless they have requested for it.

3. Avoid use of graphics, or other external links into your draft. Email client programs are great at blocking such emails. Besides they can take a long time for such mails to download. To give credence to your email, include your telephone number and your full mailing address. It will reflect your sincerity.

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4. Touch upon your recipients interests not yours. It may not bore you to talk about yourself at great length, but not all will have the patience to listen. So keep your introduction brief and to the point. Make your opening statement straight and clear rather than beating around the bush. If you lose the initial momentum, you will gain nothing at the end. Your message will be deleted, and still worse, your email ID will be blocked.

5 While it makes sense to talk about your laurels, boastful writing can invite flak. It will leave a bitter taste in the minds of readers, and worse still it can be a turn off. Keep yourself to moderate talking and at the same time a little convincing. Later, when you have cemented a bond, you can talk more about yourself.

6. If you have something in offer, like for example a great discount, let them know about it first. Tucking away something in a corner will remain there for good – never to be seen. Likewise be professional when you draft your email, with appropriate words. Never use slang or colloquial language, especially friend talks.

7. Addressing your recipient with Hello followed by his or her name is alright for emails. If you have access to recipients name then use it.

8. Avoid the use of fancy type faces. What you need more is something that is clear to read and appropriate for computers.

9. Don’t unnecessarily use too many figures of speech or idiomatic expression. Professionals don’t use it much any, and you shouldn’t be doing it either. Straight simple words and sentences work wonderfully well. Complicated lengthy letters take time to assimilate and understand.

10. Buzz words and jargon don’t work, and so do cloaking yourself behind by using terms that you don’t expect them to understand. When you do it, the first casualty is your message itself. Not everyone around will keep a lexicon to decipher your text. Simple everyday English is what will work.

11. When you are communicating with someone never send a forward. It simply pulls out the personal touch you are supposed to be giving your reader. Instead, strip your email off those little indications point to a forward and then send it.

Marketing emails should normally be written after great thoughts and should reflect the contents in your website. Leaving the drafting to professionals is a good idea. They know where pitfalls are and how best to tackle them.

Sharon Thomas

About the Guest Author:

This is a guest post by Sharon Thomas of thecornersuite.com, a site that offers savings and current information on dish network internet, as well as dish.com services.