Natalia Ustimenko

Head of Direct Marketing

10 Rules to Compose Emails

Email is one of the most popular types of communication between representatives of organizations, firms, companies, individuals on a variety of issues. A lot of emails are being sent every day but not everyone really thinks about correct composition of newsletter for mailing campaign. Does content and design of the email campaigns fit the recipient's expectations? It's often hard for us to describe our ideas. We seem to know what we want to write but do not quite understand how to do it best.

10 rules to compose an efficient email

Before to compose emails you need to decide on the target audience you want to write to. If there are some doubts about at least one of the candidates - do not add him to direct emailing list. Think about your reputation and wasted time.

Clearly formulate the purpose for sending. What type of message will be used for mailing: advertising or informative? Highlight the basic idea you want to explain in your text. The more carefully you think about all the email components at the very beginning, the easier it will be to compose the message. Don’t be afraid to seem ridiculous. It's better to be creative and interesting than stereotyped and boring.

Let's consider 10 rules of email design in more detail. (All examples below are based on catalog of the ladies shoe store). All persons and events are fictitious, so any resemblance is purely coincidental☺):

1. Sender must be recognizable

Decide on "From" line and don’t depersonalize it. It is much more pleasant to receive emails from a person than from some organization or, even worse, just from some unknown address. Once having chosen the sender's address, do not change it too often. Your address and name are kind of “business card” of your company! They must be coherent, easy to recognize and remember.

1. Sender must be recognizable

2. Clearly express the main message of your email in “Subject” line

Reader should not be deceived. «Subject» line is a priority factor that influences the recipient's decision: should he read the whole message or delete it not even opening. Try to intrigue the reader but don’t reveal an entire idea of ​​your message at once. One short sentence is quite enough - forget long phrases, clichés and advertising text in emails. Also, don’t specify the sender in subject line.

Direct emailing campaign should not be monotonous, much less a constantly repeated. If you made campaigns before - check the topics with highest feedback rate. Then, follow this style but avoid repeatings. The subject should be able to be chosen by subscriber that received ten emails.

For example, here are three topics of mailing sent during a month:

Clearly express the main message of your email in “Subject” line

3. Start your message with greeting 

Treat your subscriber as a friend: warmly, sincerely and respectfully but avoiding familiarity. You have to contact each subscriber personally, providing him all the information he needs. Address each specific client only as he wished himself: by name, or name and patronymic, or by nickname ☺. Check the contact database carefully before you use it for auto replace. You will surely detect some unfortunate errors which are better to fix before sending.

Avoid official appeals like: Good time of the day, Dear Mr(s), Honourable etc. Just compare:

Start your message with greeting 

4. Ensure your reader that email is addressed to him exclusively

Compose emails making an effect of communication with client for everyone to understand that he is contacted personally. Use all the info gained through previous mailings. When submitting the general information try to take into account everything you know about the client and the whole experience of previous mailings.

Ensure your reader that email is addressed to him exclusively

5. Minimize the vacuity 

Don’t overload text in emails with unnecessary details and descriptions. At the same time make your text catchy and informative. It’s far better to create an attractive «call to action», motivating the subscriber to visit your website and read more detailed information there.

Minimize the vacuity 

6. Check the entirety of your message 

Stick to one topic, don’t lose the basic idea. If you want to add something - let your text not differ significantly, or it’s even better to send a special email. Express your thoughts consistently:

Check the entirety of your message 

7. Get rid of special terms

 Don’t use words and abbreviations that are understandable only to you. Text must be easy to read and understand.

Get rid of special terms

8. It’s necessary to say goodbye

You may not even use the standard phrases, it’s enough just to specify from whom the message arrived and your contact info. The client should know that he has an option to contact you at any time even if there is no such need now.

It’s necessary to say goodbye

9. Choose the right ways of email formatting

Verify and correct all the email components to create such a message that you would like to receive yourself. Check all links, view images, ensure that alternative text is included. Open your message in different browsers, look isn’t email structure damaged. Text in emails should not contain technical, spelling and syntax errors. Readers will respond an attractive, literate and interesting message more willingly.

10. Make experiments

Don’t forget that even a minor detail may affect the result. Change the content of emails, monitor the factors motivating subscribers to read your emails and react them.

Check the effectiveness of your message on little details. For example, changing the color of “Buy” button from blue to red (or vice versa) you can affect sales. You can also try to change its position in message, color, font, or size. Split your customers database into smaller segments and send them emails with different options of this button using. Then, compare achieved results and choose the best way for further direct emailings.

Feel free to compose emails! Don’t be afraid to make mistakes. Not mistaken is the one who does nothing. Send your first newsletter today, and tomorrow you will receive feedback from your readers.☺

P.S.: Now you can add Viber-mailing to your campaign!

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Natalia Ustimenko

Head of Direct Marketing

The author of 200+ articles in the eSputnik blog. A speaker at industry conferences, a lecturer at email marketing classes.

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