• Get the tone right
Your target audience should determine the tone of voice used in your emails. For younger audiences, a more informal tone may be more relevant, whereas for the over 50’s a slightly more formal communication may be more appropriate. However, don’t forget that the online environment tends to be more informal anyway, so if in doubt, be informal but not over-familar.
• Make it obvious and repeat calls to action
Make it obvious what you want the reader to do very clear and repeat the call to action throughout the email. It is also advisable to make the calls to action links back to your website (a specific landing page is even better)
• Keep it short
Consumers get a lot of emails in their accounts every day and so wont waste time reading long emails. The content of your emails should be concise with key words/calls to action picked out as links or in bold/colour. You can also use bullet points to pick out key points/features clearly and simply.
• Personalise your email
Personalised content in communications makes the reader feel that the email has been written for them and makes the message more targeted. Information already held in the database or from previous email campaigns about the user can be utilised here to deliver a personalised message.
• Make it topical
Make your emails topical and pick up on relevant events/trends etc to bring your campaigns out of a vacuum and into the real world.
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