Email Marketing 101 – Part 2

Email Marketing 101 – Part 2

By Keiana Smith-McDowell

What does your email say?

In part one of this two-part series, we talked about how to use data to understand the who and when of successful email marketing. Now, in part two, we’re talking about what your emails say and how to create copy that will keep customers interested and excited to receive emails from your company.

Copy is Key:

Email marketing is only effective if your recipient actually opens and reads the email. The best ways to increase open rates are to first focus on the ‘from’ field and ‘subject’ line of the email.

If you are sending emails from a company that is associated with the brand, but one that customers don’t recognize, it is likely that the email won’t get opened. Some companies do this hoping the customer will be curious or trying to sell other products – but you’ll look like a spammer! Send emails with an identifiable name or the name of someone who works for the company. For example: I was recently in the market for a new apartment. After I visited a few locations, I received follow-up emails from the management companies. Trouble was, I wasn’t familiar with the names of those parent companies, so most went into my spam folder. It wasn’t until a leasing agent I directly worked with reached out from an identifiable account that I opened and read any of the emails.

Subject lines are just as important. Many of us struggle with catchy subject lines, but it’s really not as hard as you think. The subject line should explain exactly what the email is about. For example, in the scenario above, the subject in the email read: “Did you find the perfect apartment?” I knew exactly what the email was about and how to respond. Avoid trying to sell people things in the subject line – again, it looks like spam.

Now that we’ve tackled the ‘from’ and ‘subject’ fields of the email ­– and the customer has opened your email – what does it say? This part is simple. Focus on creating interesting, engaging and succinct copy. Don’t bore your customers with dull and irrelevant emails. Make sure the important information is at the beginning of the email; this can also help ensure a quick response (if one is needed).


Speaking of response time – please respond. Email marketing is an easy and potentially inexpensive way to create long-term relationships with customers. And like in any relationship, people want to know that you’re available. Customers want to know they can reach you (a person) with their questions and concerns. They don’t want to feel like their emails are going to your spam box, and they don’t appreciate automated responses. Implement good customer service practices by being accessible to your customers.

In this series, we discussed the many factors of successful email efforts, with tips to increase the effectiveness of your email campaigns to your target customers. Be sure to send emails that have a clear purpose that gives your customers a reason to open them. Use data to help inform your content, make sure the subject is simple and direct, keep it concise, respond to customer concerns and remember: reaching your customers to keep your customers is the top priority.


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