When announcing something for your business, it’s important to plan and prepare. In other words, you want to pay extra attention to every aspect of your announcement email.
Doing so will ensure that your announcement is a hit, delivering the results you want, rather than a flop.
An announcement email is used to inform people of an upcoming change or new product or service with your company. Examples include a restaurant announcing a new menu item for a limited time or a business informing employees of a change in management or workplace procedures. Announcement emails can be internal or external, depending on the context.
When done right, new product announcement emails have the highest click-through rate, for example.
The following are eight tips to write an effective announcement email that optimizes the results you’re seeking.
Write a clear email subject line
Subject lines are critical for strong open rates. It’s important to be clear and concise, but understanding your audience can help you get to the point more easily.
Personalization and urgency can make the recipient feel special and compel them to open your announcement email within a reasonable timeframe.
Consider your introduction
Don’t waste time with fluff in your announcement email. Start it off by introducing the announcement and including your company’s name and/or logo.
Aim to establish the key subject within the first two sentences of the email. If you can include a hook to get recipients’ attention, this can help with the overall effectiveness of your announcement email.
Balance being concise with being descriptive
Even though the space for the body copy of your email feels unlimited, especially when compared to your email subject line, don’t treat it as such. You’ll lose your recipients.
It’s recommended that you keep the core of your announcement to about four to six sentences if possible.
Of course, you also want to be descriptive about your announcement and include the key points that must be made. Add adjectives and action words where it makes sense to do so.
DailyStory includes an AI writer to help you take what you’ve written and condense it if you think it might be too long, but you’re also not sure how to edit it down.
Explain the relevance
For an effective announcement email, recipients need to know why this announcement is exciting to them. Explaining the relevance of your announcement will help make your call-to-action more compelling.
Think about how your announcement will impact your email recipients. This can help you express the relevance more effectively.
Use graphics and visuals
Great graphics and visuals can make your email more appealing to recipients.
Branding is critically important for all businesses. When done well, it creates a sense of trust and familiarity among consumers. You’ll also be perceived as more professional. The graphics and visuals are key to express proper branding.
Offer an incentive
The key to many emails delivering the results you’re looking for is offering an incentive that resonates with recipients. This is no different for email announcements.
Examples of possible incentives include early access to products on your website, discounts, or even a special gift. Keep your audience in mind, you’ll also want the incentive to relate to your announcement. You can add urgency to your incentive by including a limited timeframe for it to be available as well.
Include a call-to-action
Give the recipient an action to take at the end of your announcement email. If you don’t, it’s a missed opportunity. A great call-to-action also helps explain the purpose of your email.
Maintain a light, upbeat, and friendly tone with action verbs to motivate recipients to act. And consider a countdown timer to express the urgency as well.
Always test before you send
A good rule of thumb is to test all emails before you send them, whether they’re an announcement email or not. Send test emails to yourself and colleagues to open on different devices, proofread for grammar or spelling mistakes, and click all links to confirm they work.
Whatever you’re announcing is clearly a big enough deal to send an email about it, so give that email the same consideration that you gave the change or update that is being announced. Share that excitement in your email announcement, and your recipients will feel that excitement as well (and act accordingly).