How To Write Email Marketing Prospects Actually Want To Read

Email Marketing Works Better Than Most Other Marketing Tactics As Part of a Content Marketing strategy.  

But here's the rub... In my mind's eye, the above picture illustrates the way all of my prospective clients react when the get one of my marketing emails in their inbox. Yes, you're right. I'm living in a fantasy world where all of my marketing correspondence is received with anticipation in clean white perfection and when my e-newsletter arrives... they love me.

Let's get real. Most email marketing sucks because the highest bar businesses are trying to attain sneaking through the prospects spam filter. If I get another daily J. Crew email trying to sell me women's petite sweaters... I bought it for my wife's birthday! Grrr. 

So let's take the Seth Godin email oath... I will only send email marketing that would be missed by my prospects if it did not arrive. Thank you. Annoying people until they remember your company name is no way to do business.

Email marketing is an essential part of any built environment companies campaign to raise awareness of their brand. Last year, 56% of marketers made email marketing a primary focus of their campaigns. And not surprising, email is the 3rd highest earner for online marketing and one of the few selling paths that can be under the control of the business fully. However a successful email marketing campaign needs to have several components built in to increase the click through rates and as CTR goes up, the lead conversion rate will grow at the same time. So, what are the best practices when it comes to crafting an email campaign? How can your architecture, design-build, or interior design firm use this marketing channel to increase leads? Here are the components of a five-star marketing email.


Each of these components is not hard to implement within a campaign. There are many companies who do not implement these. Here are the 12 necessary components that businesses required to use to increase their Click Through Rate and Lead Conversions in their marketing campaign.

1.    An attention-grabbing subject line that is clear and explains what the e-mail is about.
2.    The sender is a person – not a company or a brand name.
3.    The company was branding in the form of a logo and slogan.
4.    Personalizing the content to the reader so it seems as if the company is speaking to the receiver, not just an e-mail list.
5.    List segmentation that is designed for the prospect at their particular stage in the selling cycle. If they are currently buying a product, there is no point sending them an email marketing message advertising it.
6.    Identifying the value of the message and the context in which it is written in.
7.    A distinct and focused call to action that people will recognize and act upon.
8.    Implementing relevant images. Images are absorbed 64000 times faster by the human mind, therefore a powerful message can be implanted just by using an appropriate image in the email marketing campaign.
9.    There must be links for the reader to share the newsletter with social media. This not only grabs more attention for that newsletter but is a good way to collect more subscribers and leads.
10.    A secondary call to action that is complementary to the primary call to action but is not competing with it.
11.    Link to a privacy policy. This is one of the main reasons why some email marketing campaigns fail. If consumers do not feel that their data will be protected, they will be less likely to give it.
12.    Make you're unsubscribe link OBVIOUS. This is a legal requirement under the CAN-SPAM regulations. If this is not within an email marketing campaign, then the company can find itself in trouble with the authorities.

There are many aspects of an email marketing campaign. However, none of them are not hard to implement. It will take time and effort for business to optimize their emails. However, they will be rewarded with a higher Click Through Rate (CTR) and greater lead conversion rate. If companies do not implement these methods, they could lose out on potentially lucrative sales.

About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.

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