Writing email copy is an art form in its own right. You might imagine your words flying off into cyberspace with no idea what kind of reception they are going to receive. Like a gate-crasher at a company do, the wrong type of email is very lucky indeed if it gets to join the inbox party.
Lots of people try to dress up their promotional emails to look like their something else. Who hasn’t tried this old technique in the hope of getting let through the door? Just that, like the old trojan horse, when the real reasons behind your contact are revealed, people aren’t so keen to have you around after all.
Instead, it’s much better to be upfront from the very start. Don’t hide behind frilly language which just draws out your reasons for emailing and adds to the time it takes to read your communication.
Concentrate on enticing your reader – offer them something for their efforts, thank them for their custom, Give them a free surprise, let them in on a special deal… dazzle them with what you really are and you’re far more likely to get a positive response.
It’s also well worth remembering that a good majority of your promotional emails will be going to customers and firms that you have already had dealings with.
They are not an unknown entity that you have no knowledge of. Utilise your market research and try offering something you know they will want. Did last year’s Christmas Campaign result in great sales? Then offer a special 20% discount in your targeted emails or even arrange an exclusive event just for those special email buddies.
Communicating by email can feel like a stab in the dark if you approach it blind. So instead of adopting a ‘hit & miss’ technique, opt for a long-term targeted strategy instead.
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