Write an Email with Purpose October 26, 2021, | Posted by Kia Zalewski

Marketers have a myriad of tasks on their plate, so it can be easy to rush through email content and try to deploy campaigns as soon as possible. However, before composing any email campaign, it’s important to define the purpose of your email. 

It may sound silly and like a waste of time, but by doing so, you’ll be able to write clear and compelling copy with a purpose and CTA that the reader can easily identify. By defining the email’s overall mission and goals, you will also be able to more clearly measure the success of your campaigns. Once you can confidently define your email’s purpose, you’ll be able to establish goals. What will be the most  important goal for your email? Is it a high open rate, click-through rate, conversions, or something else entirely? By defining these goals and measuring and understanding your results you’ll be able to implement long-term strategies for success.

Before deploying your emails, have your colleagues read your emails and ask them what they believe its purpose is. If they can’t define it or if it has missed the mark, go back to the drawing board and tweak the content until the answers are clear. Hubspot reported that the first email sent by a company has a 77% chance of engagement, with engagement dropping to 25% after. Therefore, it’s imperative to get your email content purposeful and defined from the very first outreach.

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