Monday, April 2, 2012

Marketing emails. How to write them?

Get clients' list.
Of course, firstly, you have to have the audience to send your message to.  You grow its number with every client ordering food online as they need to register to place an order on your website. During the registration they can decide whether they would like to receive marketing information from you.
Your clients' list will expand over time.

Get permission.
We all hate spam, so be serious about it! Do not send emails to people who do not want to be contacted. Every time you send emails remember to download most recent list of customers who agreed to it. How to do it? Log in to Ordys management console and go to 'Clients list' section. You will find indication of customer's level of agreement on the downloaded list. The most important thing here is to refrain from emailing people who's just unsubscribed, so remember to get a new list every time you are about to send your message.

Use it, don't abuse it!
There is nothing more annoying than have your inbox overflown with marketing messages. Don't make your customer feel nagged, make them feel appreciated. Contact them now and again, let's say once a fortnight. It will be better to write to them less often than they expect. If you start bombarding them with emails, more likely you loose a client. And that's not what you want to achieve. Your emails need to be send on the right time. Remember, do it well before dinning time to give your clients quick answer to the question “hmm... what do I fancy today?”

The title matters.
It is needless to say that the subject line should capture your reader's attention.
Make it interesting, short and clear. It must be all about the reason you send the email in the first place. Always make it clear who you are, as it is important to be recognized instantly. If you fail to do so, your email will be treated as spam.
Also, consider adding some symbols, like a star symbol ★ for example ( you can copy it from here and paste it in your email subject line ). Emails with small graphic symbols in titles definitely attract attention in the inbox clutter. And that means higher email opening rate.

Include your website link.
Don't forget to include your website address and Facebook link if your shop have a Facebook page

Be consistent, use a template.
Remember to use consistent fonts size and colour in all your marketing emails. Simply, make your customer get used to your email layout. Create a template and whenever you need to send a new email, use that template as the basis.

Include opt out instructions.
It’s actually mandatory by law that every email you send has an unsubscribe link in it. It will take the recipient directly to a page where they can log in to their account and then remove their name from your mailing list.

Just add a short note:
To edit your details/unsubscribe click here
( link the 'click here' part of the sentence to your website's login/register section, as I linked it here to our demo shop's )

Test it.
Before you send it to your recipients send it to yourself or your friend. Check how it looks when received. Do you like the message? Does it look good? Is it interesting?