Chapter 12. Copywriting For Email Marketing And Direct
Marketing
Among the many online activities, newsletters are still of some importance
today. Email marketing is a digital marketing activity that still works,
especially if integrated into a structured communication campaign. It differs
in newsletters, DEM (Direct email marketing), and transactional. According
to a study, 12.4 billion emails were sent via the platform in 2017, with an
opening rate of + 35.7% compared to the past year. In the United States of
America, over 240 million advertisements are received via email: around 7.7
for each user. 61% of these are discounts and promotions, yet I find that the
most interesting information in the report concerns the reasons Americans
decide to subscribe to a company newsletter:
need for information and insights with respect to a given topic (35%
of respondents)
a reminder that is a sort of let's stay in touch (20.4%)
interest in the proposed contents (18.4%).
But how to write a newsletter effectively? Here are useful tips:
Use an Object That Can Intrigue: A statement is often weaker than a
question. In just a few words, you have to push the recipient not only to open
the mail but also lose a few minutes of his life to understand what we are
talking about.
Be clear: Transparency always rewards, but confusing periods or attempts at
click baiting will lead the user to abandon or, worse still, get angry.
Customize Those Who Register: Customize those who register often and
leave the name, and there is software that can retrieve it to insert it in the text,
even in the object. The more personal the message is, the more the user will
be willing to open the email.
Work at Smart Call to Action: Always give a reason to take action; it is not
enough to say Buy, so to speak. The user wants to participate in the purchase
process, does not like orders.
Remember the Visuals: The graphics are important. Make sure that the
messages are well-integrated with the images.
