A huge part of our team’s remit is to email enquirers & applicants from a marketing perspective. We tell them about our courses, locations, fees and different ways to study. You get the idea.
So with that in mind I thought it would be useful to explain some of my thoughts on how to create more engaging emails.
Ready?
Ok so here is a quick question to get things started. Which email would you prefer getting the most, one from a close friend with a nice catch up message or one from a company trying to sell you something?
No brainer right?
So when you are writing an email for a campaign or to provide information to an interested party what do you do? It’s so easy to just copy text sent to you from a colleague about a particular subject or event, add a custom name field to personalise it and send it out. But let’s be honest deep down you know that it’s not going to really engage the majority of people on your contact list.
What we are looking to achieve is that same feeling or similar to that lovely email that you get from a close friend, one you trust and also are eager to hear from.
No more contact lists
Don’t treat your contacts as a group, think about the individual at an early stage. Who are they, what are they interested in and how do they want to be spoken to?
Don’t waste people’s time
Only send an email when you really have something useful to say. Don’t write an email that requires something from your readers. Instead be helpful, friendly provide relevant information for that person.
Use your actual name
Putting your name at the bottom of an email is one thing but if it comes from a generic email address your readers will very quickly notice so put your name and reputation on the line that is the best way to be personal.
Be trustworthy
Let people know what to expect. Yes, sales messages should be part of your email marketing and that’s fine but just be clear about it when they sign up to your emails.
Don’t be creepy
Personalise emails, but don’t repeat people’s name too often.
Be on their side
Remind people that they’re not alone. Tell them you understand their struggles. Empathize with them, and offer help and assistance.
A reward for reading
Make sure people benefit from reading your emails. How? Share a useful tip or piece of information.
Spark their curiosity
Don’t be afraid to occasionally use unusual words or phrases, get your readers interested and wanting to read on to find out more. “Do you want to know the number one reason students choose to study with us?”
Don’t be clever
Simple, specific subject lines beat clever alternatives every time, too many symbols pound signs explanation marks will only get blocked.
Experiment
Try new subject lines, change tone of voice between enquirer and applicant. Doing something new and exciting not only keeps it fresh for you but also for your readers.
Write fast
Because that’s how your enthusiasm and personality come through.
Short and sweet
Long and rambling emails kill your readers’ interest. Try to cut your text by half when you edit.
Ask questions
Imagine having a face-to-face conversation with your reader. You’d ask questions in that situation, wouldn’t you?
Don’t follow a strict formula
Email templates quickly bore your readers, make sure to mix it up.
The harsh truth about emails
Everyone’s inbox is overflowing with lots of irrelevant unopened messages, no one is looking forward to receiving more of that.
Ok so there you go, my first blog is complete! Hopefully, you found it a useful read. As a complete side note I would like to thank everyone over in MARC for welcoming me to the team.
If you have any marketing related queries feel free to contact myself and the team.
(Sorry I could not make your hair longer Ellie ran out of time!)
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Great to have you on board, and some great advice.
ReplyDeleteGreat points, looking forward to trying to action some of them over the next few months! (I'll forgive you about the hair, seeing as you put us in such a cute festive setting)
ReplyDeleteWelcome to MARC!
ReplyDelete