Do you have an upcoming sale that you want to send an email about? Maybe it’s an important update for your clientele regarding changing business hours.
For whatever type of email you are sending, you should make sure it contains these five important components.
Let’s work our way from the top of the email to the bottom.
One of the most important parts of your email is that you want your customers to know that the email is from you.
If your clients don’t have your email address saved in their address book, they may not know who you are.
Seeing your business’s logo in the body of the email will instantly build a sense of trust with your clientele and add an extra branding element to your email.
An email is only as good as its copy, so you want the content of your email to be enticing and straight forward.
As smart speakers continue to rise, it should become best practice to write for devices such as Alexa, Google Home, Amazon Echo and more.
It is NOT best practice to make your email content one large image with copy.
Not only will smart speakers not be able to read this content, but this may cause your emails to get stuck in spam filters or just make your emails undeliverable.
Call to action (CTA) is the action you want the reader to take. If you’re an online retailer, this may look like a button that says, “Shop Now,” and links to your store.
If you want to raise awareness of something, maybe your business closing for a week while you’re on vacation, this could be a text CTA saying, “If you have questions, please leave us a voicemail or email, or visit us when we are back on ___.”
Make sure your action is clear and understanding for your email recipients.
This may just be personal preference, but unless your email contains proprietary information, you should want your customers to be able to share your emails on social media.
That is free influencer marketing for your company (free marketing is the best type of marketing).
Adding social links to your email could help reach new clients and get them in the door with an email promotional offer.
Your business address and a link to allow users to unsubscribe are required by law due to the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) act.
If you have European customers, you may also want to brush up on the Global Data Protection Regulation (GDPR), which asks for the business address and an opt-out link to be included in the body of your email, as well as proof of explicit email opt-in and other legalese.
Avoiding compliance with either legislation listed can result in hefty fines for your business.
We made it through the five promotional assets for your emails! Having a hard time picturing what it should look like?
Here's an example of an optimized email to help you visualize it:
If you want to learn more about taking advantage of email lists, check out this Marketing 101 episode.
Email marketing is supposed to be fun, and following these tips each time you send an email will help with your delivery, conversions and compliance.
Do you have questions about email marketing? We'd love to answer them! Leave us a comment below and we'll get back to you as soon as we can.
Alex Smith, Blog Contributor
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