When you work on your email design and copy, you probably fancy how all of your recipients can’t wait to open it, to read it thoroughly, and to click the CTA button on the bottom. But it’s not usually the case. We are so overloaded with the incoming information every day, that we simply can’t process everything and only react to something outstanding. Your prospects’ brains are just as overwhelmed. They are not particularly happy to see your e-mail in the inbox.
By the way, your competitors have probably sent them a very thought-out email too. Not to mention that you have to compete not only with other emails but with Facebook puppies, Instagram cute babies, the omnipresent Kardashians etc. So like the animals in the wild have to fight for the resources every day of their lives, you’ll have to invent new tricks to get your messages to your prospects. Here are some to consider.
Name it right
Would you open a letter with an expressive subject line like “Some important information about our new product”? It is believed that a catchy subject line will increase the open rate up to 47%. So working on headlines is crucial, because let’s be honest – if your email has not been opened, waiting for a response will be in vain. A modern human has an attention span less than one of a goldfish, and yes, you and me too. So your message should be attractive, clear and concentrated. The person should feel unable to leave the e-mail unopened.
Structure it correctly
We have very little time, so we usually don’t read the content thoroughly – we scan the headlines and the illustrations. Only after that, we can make an informed decision whether to read this piece of information or not. So if your e-mail lacks the easy-to-scan structure, you are in trouble. Add subheaders, divide the text into paragraphs, use the illustrations instead of wordy descriptions. It is easy to check – step back from the screen. If you see a continuous and monotonous pattern of letters and numbers, you should break it into the digestible chunks.
Design it elaborately
Even if you don’t have a group of award-winning designers ready to work on your e-mail, you can still make something attractive with various responsive templates. Cerberus, Responsive E-mail Patterns, Campaign Monitor and other services offer blocks for you to build a decent email that will look equally well on different screens.
Check the appearance
More than a half of e-mails are opened on smartphones. Yet the rest is still read from the screen of the laptops and desktop computers. So both versions – the mobile and the desktop – should please the eye. Though you can’t possibly have all the existing phones, tablets, and laptops to see how your message looks, you can use a tool intended just for that. The “Resize my browser” lets you preview your e-mail or a web page as if you were a user of an exotic browser run on a computer with a unique screen resolution.
It is best to end your e-mail with a call to action. The clearer your request is, the more people will perform the action you expect. You shouldn’t use multiple CTA as well, don’t confuse people. To find out which CTA works best for your current e-mail, it’s a good idea to conduct a few experiments. Use slightly different words for these A/B tests and refine your e-mail according to the results. Direct marketing automation services like MailChimp offer handy tools for this purpose.
Sign it professionally
It may seem that it doesn’t have to be mentioned, but many people merely forget it. Everyone expects the contact information in the end. You can always just type “Best regards”, put a comma and write your name, position, and various phone numbers, but there are far better options. You can clip a virtual business card to your letter with a service like Newoldstamp and make your e-mail look not only prettier but also much more professional.
Check the grammar
I can’t stress it enough but the poor grammar is repelling. The typos may be not so evident when you’re focused on the overall design of the e-mail. Your prospects may associate your misspelling with being careless in all the aspects of your life. Fortunately, there are tools that can catch most of the spelling errors before they get into the mailbox. Try Grammarly for this purpose.
The sage digital analytics of the past years predicted that the e-mails would disappear. Despite that, it appears that e-mail marketing isn’t going anywhere, so let’s get back to work!