First of all, don’t try and write as if you’re writing to lots of different people. Imagine you are writing to just one person. What sort of customer are you trying to reach with this email? Are they male or female? Do they work? Are they self employed or employed by a company? Imagining the ideal customer you want to respond to your email helps you to write in a style that appeals to them. Whilst you will be emailing a diverse range of people who won’t all match your imaginary ideal customer, having a target audience in mind brings style and focus to the email and stops the email being bland.
Don’t make the email too specific however. If your target audience is mainly female, try to avoid clichés like handbags and lipstick in your copy as it could be alienating to people who receive the email who a) aren’t female or b) not that interested in handbags and lipstick!
Write in a style that comes naturally to you. The style should mimic the tone of all other ways you communicate with your customers. If you’re friendly and chatty on the phone, then your email needs to come across as friendly and chatty in tone and style too. Keeping your tone consistent helps reinforce your image with your customers.
Keep the email short and to the point. Most people skim marketing emails if they read them at all, so the most important information needs to be right at the start of the email. The email also needs to be clear, simple and jargon free to ensure your customers can understand it.
Finally include some sort of call to action in your email. It could be asking the customer to visit your site to find out more, or asking them to call you for a consultation or to take advantage of your offer. This way you get another chance to interact with the customer in the future.