It’s Sunday night. You’re a small business owner, and you haven’t yet invested in marketing automation. That means you can’t deliver triggered content in milliseconds: You
have to write email copy yourself.
Don’t be discouraged. It’s not like you have to write an entire white paper. In fact, you’ll be making it easier on yourself — and
the reader — if you use graphics.
Just make sure that whatever you do write is well-crafted and offers a service that solves a business problem.
Here are the components of
a marketing email:
Subject lines — Some experts think you use your company name as your subject line. They’re wrong: Few small businesses have that kind of brand
equity. It’s better to grab attention with a line that speaks right to the reader’s needs.
- Keep them short and punchy.
- Communicate urgency.
- Test what
- Don’t get cute.
From Lines — These are often more important than subject lines. They tell the recipient where the mail is coming from.
- Identify your company, and use the same name every time.
- Don’t use personal names or nicknames unless you’re from Ben & Jerry’s and you’re
Pre-headers — The pre-header is a line of copy you place on top in the preview screen — as a preview. It too can determine whether your email is
read. Tell them what you’re offering, and keep it short and sweet.
Teasers — Do you send an email newsletter? Many small businesses do. Here are two unbreakable
Don’t oversell. Selling has its place, but readers are jaded with overstatement.
Is this a newsletter? Don’t dump an entire article into the email
itself. Write a short blurb, and provide a link to a landing page containing the full article.
That teaser is your call to action — you have to persuade the recipient that this is worth
- Write short, punchy CTAs.
- Make sure they’re relevant.
- Write clean copy (no tongue-twisters).
- Throw in a
little humor. Don’t overdo it.
Better yet, forget this is supposed to be a marketing email. If you’re a real small business, personalize the email yourself — like a
salesperson would. And do the same with the follow-up.