Email remains one of the best and most profitable ways to communicate with prospects. Most marketers (89%) say they use email as their primary channel for generating leads. And when it comes to hearing from marketers, 77% of B2B companies prefer to be contacted via email.

How can you turn a humble email into a powerful revenue generator? According to Alex Marin, the co-founder and director of design at codecrew.us, you need to strike a balance between science and art. Promotional emails require artfully combining all the ingredients of your email and making your prospects feel like they’re engaged in friendly chatter.

In this issue of PromoPro Daily, we outline Marin’s do’s and don’ts when it comes to crafting and sending promotional emails.

The Do’s

  • Be human. Infuse some personality into your promotional emails. Take a friendly tone and make sure you use your prospects’ names. Human connections are a universal desire, which extends to emails, Marin says.

  • Work some magic on the subject line. Marin likens the subject line to the display window of a shop. It needs to be captivating enough to make people pause, take notice and want to step inside. However, you shouldn’t resort to clickbait. Instead, flex your creativity to pique their curiosity.

  • Harness the power of the CTA. Your call to action is the finishing touch of a well-crafted promotional email. Since a CTA guides your prospects on what they should do next, it’s critical to nail this part, Marin says. Whether you want them to book a consultation, request a sample or download a report, you should always make it a cakewalk for them to take the next step.

The Don’ts

  • Don’t spam your prospects. Just like you wouldn’t repeatedly drop by a friend’s house uninvited, you shouldn’t inundate your email list with message after message. Respect their inbox, Marin says, and keep a sensible frequency. Always strive to add value rather than sending something just to send it.

  • Don’t forget to check metrics. Ignoring your email metrics is akin to sailing a ship without a compass, Marin says. Checking your metrics is how you’ll know what resonates with your audience and what you may need to change.

  • Don’t neglect mobile users. Always make sure your emails look just as good on a smartphone as they do on a desktop. If you don’t tailor your emails for mobile users, Marin says you’re fighting a losing battle.

Promotional emails can help you generate leads, boost brand awareness, build relationships and so much more. Follow the dos and don’ts above to make your emails get noticed in crowded inboxes.

Compiled by Audrey Sellers

Source: Alex Marin is the co-founder and director of design at codecrew.us. She has more than a decade of experience designing websites and improving how people interact with emails.