Email Marketing: Elements of Stellar

EmailsHelpful hints for public relations

and marketing professionals

1. Entice readers with an attention-grabbing subject line

Distinguish your email from spam and capture your target’s attention

Make the purpose of your email clear and concise

Use action words to encourage readers to click on your links

2. Make the sender an actual person

People are more apt to open an email that is from a “Joy Brown” or a “Ben Harvey” than “Company X”

Maintain a consistent brand image, language and tone to convey professionalism

Create different email templates and do not bog down emails with too many design elements

3. Brand your company

4. Personalize

Include the recipient’s first name

Create lists based on your readers’ interests and tailor messages for each list

5. Speak to your offer

Explain what your offer is immediately – preferably in the first line of your message

Clearly illuminate what readers will get from accepting your offer

Include data to show that your offer is solving a problem

Position links in prominent locations and make them stand out

Explain to your reader why they are receiving the email

6. Provide a call-to-action (CTA)

Ensure your CTA is prominently displayed and visually distinct from the rest of the email

Put the link in the top third of the email

Be concise with the description of the call-to-action and avoid vague language

7. Incorporate an image

People prefer to see emails with mostly images as opposed to emails with mostly text, and therefore will be more inclined to respond

8. Include links to your social media platforms

Drive traffic to your social media platforms with social sharing buttons

Hint: When readers can easily visit your other platforms, they will be more likely to share your content

9. Add a second call-to-action

Include a “P.S.” – a secondary call-to-action – at the bottom of the email

Make it complement the primary objective while it also serves to allow readers to delve further into your content

Include the link to your privacy policy to reassure readers of safety and privacy of their personal information

Explain exactly how you will use their information in the policy

10. Include privacy policy link

11. Provide an unsubscribe link

Failure to provide an unsubscribe link violates CAN-SPAM regulations and can help prevent readers from flagging your message as spam

To learn more about McKinney & Associates, visit www.mckpr.com

McKinney & Associates was founded in 1990 with a commitment to social justice that has prevailed for nearly 25 years. From the beginning, McKinney has passionately and skillfully practiced public relations with a

conscience for local, national and international organizations.

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