Email Marketing: The Best Writing Techniques
Posted: Tue Dec 03, 2024 8:09 am
Writing emails is a fundamental action to achieve a certain prestige within the world of Email Marketing. Interesting and attractive content is much more likely to achieve successful results in meeting the objective of our campaigns .
In our last blog posts, we have been talking about different aspects that can be useful to improve our Email Marketing campaigns, how to adapt the automated ones to their seasonality , or different actions to optimize our automated ones with the objective that subscribers get to see the content that we want to show them.
Given this, in this post we are going to look at some techniques to stand out in the writing of Email Marketing content with the aim of making it ideal for our subscribers to interact with.
best writing techniques in email marketing
How important is good email writing?
Email writing is primarily the set of images and texts that are in the body of the message , that is, what our subscribers are going to see and read. Virtually all the objectives pursued by writing an email are related to the interaction of subscribers with the content that we offer them.
The first essential step to make sense of all this is to write good subject lines. In our last post we gave you some tips to make these work properly.
Once we have managed to attract the attention of our subscribers with our subject lines, the next step is to show interesting content so that the users who receive it are interested in consuming the content they will find inside .
To achieve this, we present the best writing techniques in Email Marketing :
1. The PAS formula
– Problem . It is essential to ask yourself what problem your subscribers are facing . If we manage to make an impact with this objective from the start, we will get the attention of any user who has the problem you describe.
– Agitation . Once you have presented the problem, agitate it. Put your finger on the sore spot, directly impact its pains .
– Solution . Once you have done this correctly, all that syria business email list remains is to provide readers with a way to solve the problems previously raised.
2. The 4P's of Email Marketing
– Promise . This involves getting the reader’s attention , normally done through the use of subject lines, since the promise is intended to get the recipient of the email to end up opening it.
– Image ( picture ). The promise must be developed through an image . That is, try to make the reader imagine themselves enjoying the benefit that your product or service provides.
– Evidence ( proof ). In this section, you have to demonstrate how we resolve the promise we offered at the beginning through technical information that supports it.
– Push . This point consists of giving readers the opportunity to get the product or service that you have been offering throughout the email through a CTA . This has to be original and in line with the email that we have designed.
Analysis of an Under Armour marketing campaign where the 4P's technique is practiced:
email marketing campaign analysis
3. Storytelling in Email Marketing
Storytelling is a communication skill that can be applied to all branches of marketing and consists of telling stories that emotionally connect with readers and make them feel a unique experience.
We find ourselves in a society where emotional engagement and motivation arise from a connection to story. People are drawn to stories. Therefore, presenting a product through storytelling can make the product itself more appealing to users .
We can apply Storytelling in our Email Marketing in the following ways:
– Case studies stories . This consists of explaining a satisfactory experience of one of our clients with the aim of demonstrating how we work.
– Reason why stories . This consists of explaining through a story why we are offering a product or service in a specific promotion.
– Vision stories . This consists of explaining the company’s vision of changing the industry with the aim of transmitting emotions to users so that they feel identified with the brand.
If you want to learn more about this technique, you will find more information in our post that talks about storytelling in more detail.
In our last blog posts, we have been talking about different aspects that can be useful to improve our Email Marketing campaigns, how to adapt the automated ones to their seasonality , or different actions to optimize our automated ones with the objective that subscribers get to see the content that we want to show them.
Given this, in this post we are going to look at some techniques to stand out in the writing of Email Marketing content with the aim of making it ideal for our subscribers to interact with.
best writing techniques in email marketing
How important is good email writing?
Email writing is primarily the set of images and texts that are in the body of the message , that is, what our subscribers are going to see and read. Virtually all the objectives pursued by writing an email are related to the interaction of subscribers with the content that we offer them.
The first essential step to make sense of all this is to write good subject lines. In our last post we gave you some tips to make these work properly.
Once we have managed to attract the attention of our subscribers with our subject lines, the next step is to show interesting content so that the users who receive it are interested in consuming the content they will find inside .
To achieve this, we present the best writing techniques in Email Marketing :
1. The PAS formula
– Problem . It is essential to ask yourself what problem your subscribers are facing . If we manage to make an impact with this objective from the start, we will get the attention of any user who has the problem you describe.
– Agitation . Once you have presented the problem, agitate it. Put your finger on the sore spot, directly impact its pains .
– Solution . Once you have done this correctly, all that syria business email list remains is to provide readers with a way to solve the problems previously raised.
2. The 4P's of Email Marketing
– Promise . This involves getting the reader’s attention , normally done through the use of subject lines, since the promise is intended to get the recipient of the email to end up opening it.
– Image ( picture ). The promise must be developed through an image . That is, try to make the reader imagine themselves enjoying the benefit that your product or service provides.
– Evidence ( proof ). In this section, you have to demonstrate how we resolve the promise we offered at the beginning through technical information that supports it.
– Push . This point consists of giving readers the opportunity to get the product or service that you have been offering throughout the email through a CTA . This has to be original and in line with the email that we have designed.
Analysis of an Under Armour marketing campaign where the 4P's technique is practiced:
email marketing campaign analysis
3. Storytelling in Email Marketing
Storytelling is a communication skill that can be applied to all branches of marketing and consists of telling stories that emotionally connect with readers and make them feel a unique experience.
We find ourselves in a society where emotional engagement and motivation arise from a connection to story. People are drawn to stories. Therefore, presenting a product through storytelling can make the product itself more appealing to users .
We can apply Storytelling in our Email Marketing in the following ways:
– Case studies stories . This consists of explaining a satisfactory experience of one of our clients with the aim of demonstrating how we work.
– Reason why stories . This consists of explaining through a story why we are offering a product or service in a specific promotion.
– Vision stories . This consists of explaining the company’s vision of changing the industry with the aim of transmitting emotions to users so that they feel identified with the brand.
If you want to learn more about this technique, you will find more information in our post that talks about storytelling in more detail.