In a previous post, we talked about
many of the
benefits of email marketing. At this point, you probably know that email marketing is a powerful
tool. But, we need to look no further than an inbox full of unopened emails to know that you can’t
just send any email and expect the customers to come rolling in. This article will cover tips about
how to effectively leverage your email marketing.
A good place to start is the subject line and title. You want to make it both clear and catchy,
with the priority being clarity. If you sacrifice clarity, the email will likely lose its efficacy
because it fails to communicate your goal in sending the email. To this point, succinct titles are
helpful: people are most likely to open emails with a subject line that is
10
words or less.
Brevity is also key in emails. Most readers these days scan emails for main ideas. So you will want
to write short paragraphs, usually no more than a few sentences. If you have more than five or six
paragraphs, consider dividing them into separate sections.
Another important part of email marketing is to make the email eye-catching. This helps draw
people into reading, especially for those checking their email on mobile devices. This is a great
chance to share the beauty of your farm and produce via pictures. Also, including things like varied
font, colors, bolded statements and numerals all help to keep readers eyes on the screen.
When it comes down to writing, even though it’s cliche, write from your heart. This means writing
something that is genuine. Choose topics you are passionate about. Think about what you might
say to a customer about your farm, and write that down. The excitement you convey when you write
authentically is something that your readers will feel and respond to. There is an adage in writing:
“Write for yourself, edit for your audience”. Write what comes out naturally and then edit it for
your customers.
And, last but certainly not least: proofread. I cannot stress again how important this is. I have a
personal rule before clicking publish on anything I write: I either have someone else look at it, or
I take a break from it and come back to the writing with fresh eyes for proofreading. It is amazing
what things you can catch that you glazed over before. This extra step can save you a lot of grief
by avoiding embarrassing mistakes or inaccuracies. After all the time you put into the setup and
writing, you will want to make sure your email is perfect before sending it out to your
customers!
If you liked this article, and want to see more like it, enter your email in the subscribe box to the top-right of this page and we'll send you new blog articles as we publish them.
