Stay in touch with your customers and list of prospects through monthly e-newsletters. E-newsletters are effective in communicating boat dealer promotions/sales, new inventory, and news about upcoming events and boat shows. However, when it comes to email marketing, you need to create engaging emails. Here are a few items to consider that will help you entertain and engage the audience.

Create an Overall Topic

All content for your email campaigns should be focused on a chosen topic. This helps keep the attention of your audience and ensures that they are easily aware of the purpose of the email. If you focus on too many promotions, updates, etc. in one email, you’re risking the chance that readers will get confused or lose interest.

Create an Engaging Subject Line

You need to convince people that your email is worth opening in the first place. The subject line is the first thing that your readers will see and ultimately will determine whether they choose to open and read your email or immediately trash it. Grab their attention, offer incentives, and give them a reason to click. Play with their expectations and share an intriguing idea that they likely to want to learn more about.

Prioritize Your Calls-to-Action

Keep it focused. Choose which piece of content you want to get the most attention, like a seasonal promotion, new boat launch, or information about an upcoming boat show. Once you know what your main priority is in the email, give the readers the option to explore if they have time. This ensures that they’re guaranteed to at least see the most urgent message.

Short and Simple Wins the Race

The purpose of an email campaign is to get readers to click through. That’s why it’s important to avoid long chunks of copy and cluttered design elements. Your messages and branding are important but don’t overdo them. Offer them a small, enticing piece of information that will make them want to learn more.

Use Proper Alt Text

Sometimes the images in an email don’t load correctly. Including alt text for images allows for many things. It helps with ADA compliance, ensuring that your email is accessible. It also allows you to still portray a specific message, and hopefully drive your reader to click, even if the original image isn’t appearing.

Make Unsubscribing Easy

Ideally, you wouldn’t lose subscribers on your email list. However, not everyone will be interested in receiving your marketing emails forever. Creating an easy route to unsubscribing allows you to maintain an active and engaged subscriber list and minimizes the chance of your emails being marked as spam.

Use Photos Thoughtfully

If you decide to use images in your email campaigns, be sure they speak to the content. Having an image that ties to the content helps create a connection for the reader and will assist in creating better engagement.

Test Before You Send

Save yourself the stress and catch any errors before sending emails out. Double-check for grammar and spelling errors, links, images, sender information, subject lines, and so-on. This will help you retain a great email list and maintain credibility.


Our team can take email marketing off your plate by capturing leads and managing your email campaigns. From content planning to writing and design, we will take care of everything, so all we’ll need is your approval to send it out to your list. For more information, contact us today.

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