Since so much of business marketing has gone digital it’s important to stand out with your messaging when you are trying to reach your prospects and current clients.
Email has become a go-to marketing strategy which means the average email address becomes inundated with emails. As a result cold email marketing messages often fall into junk mail or are blocked before the recipient ever opens it.
If you’ve created an opt-in to capture email addresses from visitors to your website you are one step ahead. However a surprising reality is that just 50% of the people who have raised their hand and said, “please market to me” by opting into your list will actually open and read what you send.
Does that mean you should stop sending emails or email newsletters? Absolutely not!
It does mean that there are some best practices you should include in the email. Here are 4 Considerations To Help You Write Better Emails For Your Business:
1. Check Your Email Deliverability
Deliverability is more than just getting past the filters in your recipients in-box. Most email users will scan their emails before opening them in the preview pane. This provides them with a snapshot of each message before it is fully opened.
It’s important to ensure that what they see in their preview box is compelling enough to open. It is also important to be aware of the email server process that ensures someone receives your email at all.
This involves:
– maintaining a proper IP address
– tightening the opt-in process to include permissions for sign up
– performing regular list maintenance to get rid of any bounces and;
– producing compelling content with non-spammy keywords that can red flag or trigger email software filters.
2. Have a Compelling Subject Line
If you don’t have a compelling subject line the person who receives your email won’t open it. If you want to stand out in the crowd you need to spend just as much time (if not more) on writing and testing subject lines as you do on the content itself.
Adding a punch of color will also make your email really pop. It immediately draws the reader’s eye to your message. Your headlines should hold value to your readers and not just act as a platitude for your company.
3. Use Visual Imagery
Eye motion studies from websites and emails have indicated that messages with images have a much higher readability than just text.
By including something that is visually appealing, it helps break up the text, draws in the eye and results in a higher rate of readability. Your visual could be anything from a photo of a product, real people using your service or the most popular form of visual guides right now are short videos. These are easy to upload by simply embedding the URL in your email.
4. Keep It Simple!
When it comes to packing your email with a punch, it’s important to consider the less is more factor. Having some white space is a good thing and will give your reader’s eyes a rest. This will allow them to focus on fewer graphic elements.
It’s important to keep in mind that your readers approach their email with an incredibly short attention span. If your headline was compelling enough to get an open, you have just seconds to draw them in to reading the content of your email before moving on to the next.
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