Connect With Content –
Writing A Great Email
Written by Rob Lane.
Last week we discussed the design side of email creation, and walked through and example of how easy it is to create a mailout using Rare. But an email can’t get by on design alone, it also has to deliver with messaging to really connect with readers.
Before we look at what goes into crafting your message, let’s acknowledge that writing – email or otherwise – is difficult for many of us. Even the best writers occasionally have trouble getting started. So take a deep breath and remember this isn’t a book or an article – it’s email. You already know what you want to say to your customers, you’re just not sure how to say it.
In Everybody Writes, Ann Handley offers excellent, easy to follow advice on writing different types of content. With respect to email the following themes stand out. Note – we’re paraphrasing here.
- Say it quickly and with clarity.
- Make the message about the reader.
- Tell the reader what you want them to do.
2. Say It With Clarity
You don’t need an elaborate, lengthy message, and don’t feel that you have to be clever. Get straight to the point and avoid a lengthy lead-in. We assume you have good news to share, so there’s no need to build up to it.
The more efficient you are in delivering your message, the greater the likelihood that someone will actually read it. People decide very quickly whether or not they’re going to read your email. If you present someone with too much text, they will often delete it on the spot. By contrast, offer them a brief message and the reader is immediately reassured that they don’t need to spend much time reading to figure out what your message is.
3. Make The Message About The Reader
You have a product to sell, and let’s assume you’ve created a message to tell people about it. That’s a good start. Now, will anyone care about what you have to say?
Think about it – how many times have you looked at a product and liked it, but never actually purchased? More often than not it’s because you didn’t see enough value in the item.
It’s up to you to create value for those who read your email. What problem does your product solve? By the way, you can ask that question with almost anything, so don’t assume you aren’t solving a problem.
For example, someone has an empty wall at home – that’s a problem, and if you sell art, you can help them. Regardless of what you sell, people will only buy if they feel like it makes things better in some way. Whenever possible tie the messaging together with the experience of other customers. Peer examples are very powerful.
If you don’t convey value for your reader then you are going to leave money on the table. Every. Single. Time.
4. Tell The Reader What You Want Them To Do
Let’s assume someone has read your content, sees value in your product and is interested. Now what?
Tell them, in clear language, what to do next. Whether it’s “click to buy” or “buy now and save 20%” or whatever the desired action is just make sure it’s clear, then make it effortless for them to take action.
5. If Stuck, Look For Inspiration
As we said at the beginning, writing is not always easy. Sometimes you need an example to follow, so do an internet search, or look through your own inbox. Find an example you like and work from there. There is nothing wrong with following someone’s lead, just make sure what you write sounds like something you would normally send. Be consistent in your style!
6. Inspiration From Rare.io Customers
We would be remiss if we didn’t shine a light on our own customers in this post! Here are a few of great examples of how to get your message across quickly and clearly. Credit goes to Boot Cuffs and Socks, SHOEme.ca, and the Loop Loft for the examples. Note – we’ve blocked out discount codes and edited out the footer, which often contains customer email addresses.
So remember, be quick and clear, make the message about the reader, and tell them what to do next!
Rare.io makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using Rare.io for FREE.
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And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.