Last week we spoke about the different forms of email marketing. And while we were able to talk about a few crucial types of emails, we weren't able to discuss every kind of email. So this week, we've decided to focus on one specific type of email: the tricky transactional email. As its name implies, a transactional email is an email generated to facilitate some form of transaction between the sender and the reader. This could be a purchase of a product or service, or it could be a simple call to action to sign up for a weekly newsletter.
Transactional emails are some of the most challenging emails to write due to their tricky nature. You never want to come off as too preachy or over-the-top in your sales pitch. There is a variety of ways to craft your transactional emails in order to meet your marketing needs or expectations. When it comes to writing a transactional email, you must put the needs of your readers at the forefront of your mind in order to better understand them. Here are a few main ways to writing a great transactional email.
Position Your Email Carefully
When it comes to email marketing, your content and how you position it means everything. This includes how your email looks, the designs it uses, the words that are written, and most importantly, how your call to action is placed and directed. When it comes to writing your transactional email, you don't want to come off as preachy or over-the-top. You need to put yourself in the minds of your readers and ask yourself what they want and how you can help them get this. It's also vital that you get to the point and you get to it fast. Most transactional emails have their intended goals already in the subject line. Don't add any unnecessary fluff to your email. Just say what you have to say quickly and efficiently.
Understand Your Readers
When it comes to any type of writing, you have to understand whom you are writing for. Whether it be a short story you wrote for a class or a piece of web copy, you have to put yourself in your reader's shoes. The same principle applies when you are writing a transactional email. If you can't understand your reader and what they want, you probably can't get them to fulfill your call to action or transaction. When you begin to understand your readers, you will be able to know what kind of rhetoric and tone to use for them. This, in turn, will increase the likelihood of you getting your audience and readers to fulfill whatever transaction your email has included. It's important not to be too preachy when speaking to your audience and that you should talk to them as you would anyone else. Don't waste their time with convoluted text, and just keep it short and straightforward as if you were having a conversation with a friend.
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