Email Campaigns (Part 1 of 3): Choose Your Words Wisely
It’s not what you say, it’s how you say it. We’ll skip any discussion about that trite little saying, but it carries some truth. From dancing around a question about someone’s cooking to explaining why you were really late to that meeting, there are plenty of subtle differences that make a message believable and interesting – or not. Same goes for your email newsletters, and we’ll tell you how to use language in your favor.
So you’re sending out an email. Great! Once you have a topic in mind, it’s all about tweaking what you say to get the right readers engaged. Set concrete goals for your digital campaign. Even document them.
- Are you trying to find new leads?
- Are you launching a new product?
- Are you promoting a special event?
- Are you trying to boost sales?
Let’s say you’re running a fashion brand, and you’ve just launched a new website. You’ll want to convey that. But how would you nuance your e-newsletter to get the results you want?
- For new leads: Introduce your email contacts to your new web page, and then give them an incentive to pass the news along. Make social-media sharing especially prominent, or offer a “friends and family” discount for e-commerce through the weekend.
- For a new product: On your site, you might have a new type of leather coat for sale. Spotlight that item on your homepage, and use that imagery in your newsletter. In your campaign, try adding a phrase like, “Our website is shiny and new, but so is our outerwear selection. Check out latest arrivals, like this chic leather coat.”
- For a special event: Let’s say you timed your web launch so it would coincide with a party or special occasion. Point out the section of your website where photos, videos and reports from that event will be shared. Blogs and online magazines are great for that.
- For boosting sales: Once people click through to your beautiful new site, how do you get them to shop? Highlight ways you’ve made e-commerce simpler. Waive shipping fees for a few days, or give customers a 10% discount on certain items. Before long, they’ll be shopping away.
If you’re stumped for ways to send the right message, just call or email us anytime. It’s a carefully crafted art to get your point across, and we’re always here to help.