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How to Write a Winning Marketing Email Message

Crafting Great Marketing Emails to Build Your Business

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In your email marketing campaign, you’ll be writing to people who already get a lot of messages (these days, we all do). Your message will need to make it past spam filters. Its subject line will need to get readers to open your message, and the content will need to interest them and attract their business. For a single message, it’s a tall order.

But there are many things you can do in your marketing emails to make sure that they reach your customers and become a vital part of your marketing program. In this article, we’ll discuss big-picture considerations. In future articles, we’ll look at the nuts and bolts of crafting a top-flight marketing email message.

Purpose: A Reason for Customers to Read Your Message

Before any marketing email leaves your computer and travels to its recipients, make sure that it has a purpose. This advice comes courtesy of Steve MacLaughlin of Blackbaud, a leading global provider of software and services, including email marketing, for the nonprofit sector. In “Five Email Sins to Avoid,” MacLaughlin identifies purpose as a common missing element in otherwise strong marketing email messages, and he urges readers to make sure it’s there in each message that they send. If you’re sending a general newsletter, your purpose might be to let customers know about recent events and successes for your restaurant, recent menu changes and any changes in your restaurant that will have an impact on them. If you’re sending a newsletter about sources of high-quality food and food-related events in your area, your purpose might be to build your relationship with your message recipients, make an impression on them as a company in the know about food and ultimately attract their future business. MacLaughlin writes that everything from your subject line to message content and links should reinforce the purpose or purposes of your message.

A Message That Speaks to a Target Audience

Also, each marketing email should be as attuned to its audience as much as possible. “Focus on your best segments and personalize the message in ways that will reinforce your message and resonate better with those targeted recipients,” MacLaughlin advises. Even if you’re writing a single general newsletter that you’re sending to all customers who have signed up, you can consider what their interests and goals are relative to your restaurant and draw on that knowledge in crafting a winning marketing email message.

A Call to Action: What Your Readers Should Do Next

MacLaughlin also suggests that email marketers include a specific call to action in each email. In many messages, you may have more than one. In a general newsletter for your catering customers, for example, you could easily have an announcement of an upcoming cooking class (i.e., a call to sign up for the class), a reminder to book your company by deadlines preceding major holidays (i.e., a call to place orders as soon as possible) and an announcement of your online ordering system (suggesting a call to use the system). Make sure that you have at least one call to action in each message.

Drilling Down

We zero in on specifics that make a strong marketing email message in “How to Write a Winning Marketing Email Message for a Restaurant.”

Written by: Kate Hough

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