Instead of going through the science of how it all works, I’ll give you the basic protocol for one way to correctly make a marketing email so you can start now. You can of course ignore any of these tips, but realize there’s success behind every part, so please recognize you will be sacrificing with every such choice.
If you have a lot to say, go to therapy.
Starting with the DON’Ts
- ask for something
- write a bunch
- give news that nobody cares about
- try to please everyone in the world
- make an email because people suggested it
- send to people who don’t want emails
The DO
You’re giving something to people that want it. You’re open to conversation. Every part of your email is a gift. The image is beautiful and interesting. The text is well written. It’s entertaining. Informational. It’s emotional. It gives a good feeling.
Here’s the structure
- compelling subject
- contrasting, but compelling preheader text
- image
- headline
- one to three paragraphs
- call to action button
Your email subject is to be compelling, interesting, and does not tell the reader what they will find inside. Look up clickbait headlines and Obama’s email subjects for inspiration.
The preheader text or preview blurb also compels a person to open, and leads them on the path, but doesn’t telegraph what’s inside. Include emotional words. You want people to open with delight.
The image is beautiful and fun (or informational) and makes a person want to read more.
The headline starts giving some answers of what’s to come.
The text leads to one call to action. Only one. It is a singular message that is simple and clear and a wonderful thing to read. It’s written in a personal direct way. It’s written to one reader. So, you don’t say “Hey, guys!” you say “What’s up?”
The call to action is a clear statement of what you want the reader to do. It’s a button like “Click to watch the full video” or it’s just text that says “Reply and tell me which gift you want.”
The trap
Entertainment companies often think they need to create newsletter emails that detail all their successes, but they don’t. If your success somehow translates to a benefit for the reader, then great! Let’s say your emails are going out to bookers who like booking you. If you just did 10 TV shows and now you’re twice as easy to book. That’s great news for them. If you just did the Guam state fair, that is not a gift to the reader.
The job of your email list is not to broadcast and ask for something. It is to have a conversation and serve.