Emails are a very effective way to get your brand message across to your prospects. Customers like to receive promotional content via their email address as it is a relatively un-intrusive form of communication. However, the scary thing is that unless you are great at designing emails, 80% of your messages will be viewed and actioned in a preview pane.
As the trend of opening emails on phones becomes more mainstream, the challenges of getting people to see the whole of your message will increase.
It is All About The Details
Research by Lyris found some useful information on how prospects read and action emails. According to their survey results:
- 60% believe that the sender’s name and email address is the key information.
- The subject line is the second most essential piece of information for 54.3%.
- The main headline is the next piece of vital information (53%).
- Teaser copy is not very important. Only 30.3% of respondents stated they examined the email in the preview pane before taking action.
This information can be very useful in deciding how to design and send your emails. So what tips can we provide to optimise your email campaign designs to get more opens?
1. The ‘From’ Field
Spam is the biggest challenge for email users. Our addresses are bought and sold to companies without our consent and sometimes we can receive dozens or hundreds of unwanted messages a day from companies offering us products we don’t want.
Therefore, being seen as not spam can be very challenging. One way to do this is to ensure your ‘from’ field is not that of an organisation but a recognisable individual to help beat spam filters and make your message look genuine to the subscriber.
2. The Subject Line
The subject line should be working hard on the message you want to provide. Forget the boring and generic subject lines like “RE: Your winter wardrobe needs” or “March Newsletter”. Instead, look for something that provides a benefit to the reader of your email. It could include the action you want them to take after reading your email.
Key action-inducing messages will increase the open and action rates of your emails, giving you a greater ROI.
Don’t be afraid to personalise your emails. Have their name within the subject line and perhaps in the copy of the email, which will make it appear as though the email was created just for them and therefore, more worthwhile for the subscriber to read.
3. Take advantage Of Your Space
Don’t waste the top of your email with text that is only stating the obvious. There is no value in ‘view this email in a browser’, place this at the bottom of the email instead. The top space should be for highly engaging and informative teaser text. Let the reader know what your email is about and what it will give them but keep some information back so they are intrigued about the rest of the content.
Alternatively, you could use this space to offer reassurance that the email is not spam and worth a good read.
4. Don’t Be Obsessed With Images
If you are selling business services, forget the images. Many business email users have firewalls and email client settings that restrict the download of pictures. Therefore, when they see your email in the preview screen, it can look messy and unattractive. If they don’t like the look of your email in the preview screen, they aren’t going to download those images.
Your emails are the key to selling online. They have the greatest ROI of any online marketing channel and can support your business’ revenue continuously. Just ensure you have the right design so that when people preview your emails, they want to open them up and read more.
What are your open rates like? What is your click through rate?
Let us know in the comments below.
Email marketing is one of the best ways to connect with your target audience. The only problem is that the majority of businesses online are now using email to contact and sell to the same people you are contacting. These can be direct competitors or businesses offering substitute goods. This can be bad news for your email marketing campaigns as it limits the effectiveness of your message; unless, you find a way to stand apart from these competitors and spice up your email newsletter.
There are several ways you can do this. Here are five options for you to consider.
1. Using A Preview Image For A Video
Videos are very intensive to send via email. To avoid this, most businesses use a simple link to a video on YouTube or another video sharing website. This can often lead to a poor video viewing numbers. Yet, videos can be highly effectively in the sales process. Therefore, use an image from the video that looks impressive to entice your audience to click on it and find out more.
You should also consider hosting the video on your website. This way you can set up better monitoring to see how effective the video was at increasing page views.
2. Keep Your Text Short And Snappy
If you really want your audience to read your emails and then click through to your website, don’t place all your content within the email. This only encourages the audience to read the email copy and then either click off your email or delete it. You want them to visit your site and therefore, the best option is to get them there to read the content.
Use teaser paragraphs or descriptions of the content on your email copy and then link them to the full article on your blog or on a landing page.
Comedy is not used frequently enough within the online marketing realm; yet it is one of the best tactics for engaging your audience. Emails containing humour are often shared more via email and social media than those without. This can grow your brand’s online footprint and email marketing list.
Ensure all jokes are clean, short and funny. They cannot be sexual, sexist, racist or in any other way offensive – otherwise you may grab headlines, but not for the right reasons.
People love to win and entering a competition is one way to achieve that. By offering them that chance through your email marketing campaigns is a way your brand can satisfy their need to compete. The prize doesn’t need to be expensive as long as it something that will have value to the customer.
Ensure that your competition isn’t just related to one email. Promote it over several emails and encourage people to share the emails with their friends and family to gain more tickets or chances to win the prize.
5. Quotes To Inspire And Motivate
Whether you are engaging customers who are already buying or attempting to attract new customers, using quotes from famous people is likely to grab their attention. Quote sites are very popular and are often categorised by industry and type of quote, so finding a good quote for your business is not going to be difficult.
Don’t go overboard, but if you include one good quote from an inspirational person you will be sure to grab some attention. Experiment with where to place the quote as different audience may prefer different placement.
The email marketing landscape is becoming a very busy place. Many of your competitors are likely to delivering their content to your target audiences at the same time as you. Therefore, you need to create content that is highly effective and a little different. One of the best ways: use techniques that will add a little spice to the content and allow your emails to look different to your competitors’.
- Add a new element into your email marketing design.
What do you use to spice up your content? How effective has it been?
Let us know in the comments below.