CRM & Emails

5 Essentials to build strong and impactful emails

5 Essentials to build strong and impactful emails
Written by Caroline Laherre

The common thought about email marketing is that it always annoys people, and that it does not bring any great results to the company sending those emails. If we focus on the number shared by The DMA (UK) LTD 2018 in their paper called “MARKETER EMAIL TRACKER 2018” we can obviously understand the power of email marketing with its potential return on investment. In fact, their studies showed that for “1£ spent, the estimated average return on investment is £32.28”. However, if emails are well built, it will, for sure, bring a lot of value on your business. So here are 5 tips for you to bring value to your emails … and to your business!


Tip n°1 : Impactful subject line

With the name of the sender, the subject line will be the first thing people will see when receiving your email. It is key to attract people’s attention so they will open it. Do not make it too long because there is a limited number of characters for people to see in the preview of the email and it changes from desktop to mobile and also from an email provider to another. However, you can also play with it by, for example, start a sentence where people will want to know what is the end of the sentence, and the rest of the sentence is only viewable with the opened email. Make people curious about your email, the more curious they will be the more chance you will have to have a high open rate.


Tip n °2: A clear message

We know you have a lot to say to your customers, however, be careful not to lose their attention. In fact, if you are talking about too many subjects and too many different products in your email, you are going to make people feel overwhelmed by all the information you are sending. In each of your emails, try to focus on around 3 main information to focus on. Create different sections in your email for people to have a clear view of the different topics.


Tip n °3: Put some call-to-action

Sending information to your customers is great, nonetheless, to bring value to your business, you must lead your customers to your website. So, redirect people to specific pages of your website depending on what you are showing in your email. It could be product pages, section pages, articles or also informational pages.


Tip n °’4: Try to step into your customers’ shoes

Before being an email builder, you are a customer who receives tonnes of emails every day. There are things you really dislike in some brands’ newsletters? Write it down, and make a list of all the things you do not like about emails you receive as a customer. If you personally do not like some habit some brands have, it is likely that your own customers will not like it either. So go subscribe to the newsletter of brands you like, or which are known to send great emails, or even those of your competitors! Having a good vision of emailing trends can help you a lot in building yours. The idea is not to copy the ones of the others but to understand the trends to be able to become a proper email expert.


Tip n °5: Send your emails to the right people

Your emails must be sent to a specific audience. First, people who gave you to right to send them an email, following the GDPR rules. Then when you have your cleared list of email addresses, you have to section your customers in different audiences. Of course, it does depend on your company and in what you are selling as a product or a service. For example, if you are a company selling beauty products, you might send specific newsletters to men and different ones to women, because they will not have to same needs and wishes concerning beauty products. It will help you to send relevant information for most of your customers and make them feel understood and listened.


Bonus Tip :

« Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. » – Leo Burnett


There are many other tips which could be given to write impactful emails. Any idea of good tips? Please do not hesitate to share your insights on social media!

About the author


Caroline Laherre