According to the MarketingSherpa 2013 Email Marketing Benchmark Report (free excerpt at that link), nearly one out of three (32%) respondents perceive that email marketing will yield ROI “eventually,” while 60% reported email is producing ROI.
No matter where you stack up here, one thing is certain – creating email copy that engages your customers is vital to aiding your efforts to produce ROI.
To help you do that, Donna Krizik, Director, Client Communications, Crestwood Associates, explained how the craft behind creating a powerful email copy is serving the customer rather than pushing the sale.
In this video clip from Email Summit 2013, Donna Krizik sat down with Justin Bridegan, Senior Marketing Manager, MECLABS, and discussed the three fundamentals in creating powerful email copy.
As Krizik reflected on giving the customer relevant content, she asked fellow marketers, “If [the message] is not really of value, do you need to email them?”
First, understanding your audience and communicating with them in a meaningful way that relates directly to their needs is likely to deliver a far more compelling message.
“If I can’t relate to you, if I can’t engage with you,” Justin argued, “why am I going to continue the conversation?”
Donna and Justin also discussed how an email is the beginning of a conversation with the customer rather than a sales pitch. They also touched on the goal of an email, which is to get the customer to the website, not to purchase from the email.
Finally, they wrapped up with your call-to-action. The idea here is having a clear, concise link or button in your email that allows the reader to make only one decision.
In summary, writers of powerful emails should do three things:
- Understand who they are writing to
- Communicate why they are writing to the recipient
- Wrap up what they want the recipient to do
Watch the full free presentation to see Donna’s transferrable case studies.
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