Marketing To Architects: Technical Content
In the built environment, technical content serves as the backbone of every new project, so...
Hello building product manufacturers, I’m Rich, Head Writer here at Insynth Marketing.
Today we’ll be discussing emails – and how to write a successful one.
Let’s get started.
Many building product manufactures that we speak to don’t use email to its fullest potential, which is a shame since 99% of buyers, consumers, and customers check their email accounts every day.
In other words, it’s a shore fire way of keeping in touch with your customers, clients and prospects – without picking up the phone.
What is the purpose of your email? Is it a general newsletter? A product promotion? Or a sales outreach email.
Having a clear purpose will help to determine what to write about and what action you want your reader to take.
Do you want them to click through to read or download some content?
Do you want them to look at a product page?
Do you want them to book a follow-up meeting?
Without this structure, you’ll be staring at a blank page.
Regardless of the purpose, however, there’s one thing that will determine the effectiveness of your email.
And that’s your subject line.
Your subject line is the one chance you have at enticing people to click through to read the rest of the email.
If it’s boring and uninviting, you’re setting yourself up to fail.
In fact, I’d spend 40% of your time thinking about the subject line and the 60% actually writing the email.
This will depend on your audience, purpose and goals. However, here are some tips that you should consider.
1. Learn from successful email subject line examples.
2. Keep it short and sweet.
3. Use a familiar sender name.
4. Use personalization tokens.
5. Do tell them what's inside.
6. Time it right.
7. Start with action-oriented verbs.
8. Make people feel special.
9. Create a sense of importance.
10. Use numbers.
11. Pose a compelling question.
12. Don't be afraid to get punny.
13. DON'T USE ALL CAPS or overuse exclamation points!!!
14. Use engaging preview text.
15. A/B test your subject lines.
When it comes to the main body of the email, try to be helpful and informative and make your CTA buttons clear - so that readers know how to find out more.
A big mistake that building product manufactures make with their email marketing is overuse of the words ‘we’ and ‘our’. These pronouns are brand-centric and unhelpful.
Readers want to know how you can make their life and job easier, so aim to be helpful and solve their problems.
Bear in mind that this approach should be used with all your digital communications – not just in email marketing.
If you’re new to email marketing, it may take a while to get it right. Analyse your email’s performance – the open rate, the click-through-rate and learn from these key insights.
With emails, the only way to get better is by actually doing it!
If you’d like to find out more, we have a free guide to email marketing – written specifically for building product manufacturers, where we cover everything I’ve just spoken about and more.
So – feel free to grab your free copy!
Hope you’ve found this clip useful. Good luck!