In this blog post, you will learn how to write an email that looks professional and gains readers' attention. We will give you some tips about how the email’s structure should be and the reasons behind it. You will also gain some persuasive skills that help you create traffic on your website.
Why is professional marketing email important to your business?
The research says that 58% of users check their emails when they go online. This is nothing else like an opportunity for you to gain the attention of your potential customers and provide a personalised one–to–one connection. Consistent email communication builds your brand awareness and keeps your audience engaged. It will help you with tracking and analytics, like also with gathering feedback from your customers. There are many more advantages to communicating via email, but most of all, it saves you time and costs, so why don’t you try?
Three reminders will help you to increase readers' attention.
1. The subject line is the most powerful.
2. A good email structure is crucial.
3. Using the 4 Ps approaches, your email attracts attention and increases credibility.
The Subject line
Imagine yourself as a critic. Open your mailbox and check what gains your attention. Which email would you open as the first, and why? Was that a name of the brand that made you feel you wanted to spend your morning reading this text? Or were you intrigued by a question on the first line? Is it an offer that you just couldn’t let go?
We are a Twitter generation – 80% of us read only headlines!
That’s why the title is the most essential part of your email. You can forget about the rest of the paragraphs if you don’t attract your client's attention via the first line. Make this statement very simple, catchy, or sometimes personal. If you know your target audience, try to give them the answer to their needs. Sometimes, a little promise or question is highly effective. However, ensure your customer will be keen to know the answer and that your message benefits your audience.
How do you structure a professional email?
Well-structured text produces higher conversation rates and helps you stay focused on the message you want to send. Over 50% of readers open emails on mobile devices, so make sure your texts are also adapted to the small screen and deliver an excellent experience to your readers. To clarify your text, leave space between different sections and highlight hyperlinks to make them easy to click and read.
Your email must include five separate sections:
1. Subject Line
2. Salutation
3. Body
4. Closing
5. Signature
You already know what to consider while writing the subject line. The next part is starting your email with polite and appropriate greetings. This is a good moment for personalisation. Use the recipient’s name if you know it, e.g., Dear Mr. Smith or Hello Kate, depending on your relationship with the reader. Make an excellent first impression! In the opening paragraph, clearly express the purpose of your email. Don't keep your recipient in suspense. Explain quickly how this email will be beneficial for this person.
The main body is your time to go further and provide context or background information related to the email’s purpose. However, keep this section brief and relevant. Be professional and use only formal language. Avoid slang or overly casual language that will help keep the relationship formal! Don’t make your emails too long. The research says nowadays, people only scan the text with their eyes! Instead of making exhausting paragraphs, use bullet points, subheadings, emojis or graphics with all relevant information.
The closing body should call to action. Encourage your reader to visit your website or contact you directly. If your email has a promoting purpose, remind your reader about this limited offer! Try to create a feeling of urgency so you avoid being forgotten. Make this action very simple for your reader. Provide all the details that might be needed, such as phone number, email address, link to your website and any other relevant information.
Before you finish your email with your official signature, highlight your appreciation for the recipient’s time and consideration. You can finalise your text with the words, e.g., Best., Sincerely., Regards. I am looking forward to hearing from you. I appreciate your consideration.
Time for some tips!
Once you know the practical structure of professional email, let me show you how to make your writing more engaging and effective. I want to introduce you to persuasive methods: the 4 Ps structure consisting of promise, picture, proof, and push. This model was created based on a famous copywriting configuration, AIDA (attention, interest, desire, action), perhaps the best-known marketing model amongst all the classing marketing models since the 19th century.
The four “P” approach.
Promise
This part has a persuasive power. If you do not catch your reader's attention here, the game is over! Forget about the history of your business; focus on how your experience will benefit your reader. Guarantee things that you can achieve together with your client! The beneficial promise is made with the headline and subheading because that makes your reader stay and continue.
Picture
Subsequently, start to picture the client's future with you. How would your customer’s world look like with your services applied? What would your product change in their business or life? Get the reader to imagine itself enjoying benefits or desired outcomes. This part suggests the use of storytelling with a bit of fantasy. Focus on the best features you can offer and try to sell them to your customers.
Proof
Nonetheless, whatever is said needs to be proofed. We played with words slightly and moved our client’s imagination. Now it’s time for some numbers, statistics, and achievements. If you helped hundreds of clients - tell this to your reader! If you have a team member with an excellent reputation, now is the time to show off. Build your customer trust, proof that these are not just empty words. These are past achievements. Make your reader believe that success is only a step ahead.
Push
Don’t waste this chance now. It is time to call to action. Make this step as convenient as possible. Motivate your reader to make the first step by providing him easy access to you and your website. Give your client any possible way to reach you. However, if your recipient is not ready yet… Give him a good reason to consider your offer and return later.
Conclusion
Good email marketing is about making readers understand their need for your high-quality products or services. Don’t assume people understand on their own. With the number of emails received daily, we all need a little help deciding what is worth our time. Focus on your goal and the message you want to send. Remember to keep it straightforward, like you would like to read. I hope with all those tips, your future marketing emails will be efficient and effective. Good luck!