It can be easy to decide today’s the day you’re going to start your email campaign.It can happen quickly, you get your email set up and slowly build your list but then you look at the numbers and say, “How do I write emails that people will read?”
In today’s world, people can receive what feels like hundreds of emails a day, many consumers don’t even check their inbox daily. This means they spend time sorting through large amounts of clutter to get to important things, you need to stand out and catch their eye if you want to have your message be opened.
We wrote out nine simple things to keep in mind when creating an email to help boost your open rates, encourage your list to actually read your e-mail, and hopefully encourage sales.
- Include your logo in the same location. This subtle gesture will help your customers identify who sent the email. It will also create a company-branding image that makes your email look more legitimate and less like spam. People will have a sense of familiarity that makes them more likely to read the content, as they trust the source of the information. Also, check out how branding and graphic design can get you noticed
- Keep the preview pane in mind. A recent study by Marketing Sherpa found that 70 percent of recipients that have the capability to read e-mail through a preview pane do. Before your email has a chance to be clicked, most individuals will have already made a value judgment of the email. Keeping this content fresh with exciting titles, consistent logo, and appropriate white space will make all the difference in getting that all-important click.
- Keep mobile in mind: a report done by marketingland suggest that around 66% of emails are read from a mobile device such as smartphones or tablets. That can make a huge difference in how your email looks to readers, forcing a two-column email to squeeze down into a single column and pushing important content further down. The photos you had sized perfectly are now unreadable, the text formatting might look off. There’s a variety of ways things change when you don’t take the time to consider what your email looks like on mobile, and this can be a killer on your open rates and the number of people actually reading your email.
- Use color for emphasis. While it is tempting to use lots of color in constructing emails, it often ends up creating distractions rather than emphasis. Usually, I recommend starting with your company’s colors as this is important to solidify branding. All of your e-mails should represent your visual brand, and a key component of that is using your colors consistently. Colors outside your brand should be saved for emphasis.
- Limit the number of fonts you use. Too many fonts equal too much distraction. You want to keep your readers focused on the content of the message not the stark changes in font. A good rule of thumb is to limit yourself to two fonts whenever possible. Make sure your fonts are universal so people can read the email as you intended and not have them substituted by the email provider.
- Make your point clearly and quickly. The top of your email needs to have the most important information. Most individuals aren’t going to scroll more than once to read the contents of an email. With every moment, a reader is determining if he or she will keep reading or abandon your e-mail.
- Pick photos that support your message. Since a picture is “worth a thousand words,” it’s important that those thousand words be consistent with your content. Having a photo to simply fill up space isn’t a good reason to include one. High-quality images are a must when selecting photographs for emails because it makes them look professional.
- Don’t embed your text in an image. Many of the programs people use to receive and read e-mail have images turned off by default. So, if your emails are pure images the reader will have to select to view contents. To ensure that people with this default setting get your message, include text in your e-mail that is not embedded in an image.
- Remember white space is your friend. Make sure that you have plenty of room between headlines, articles and any other content you’ve included in your e-mail. Your customers’ eyes need to rest and too much content often makes people delete it by default or move to the next message instead of reading your email.
- Personalize emails by using the recipient’s name. People like to read things that are addressed to them. Be sure that the use of the name is appropriate and limited. If you’re using the name in multiple places people are more likely to associate it as spam.
- Keep it Simple. The saying less is more definitely applies to emails. Shorter emails have a better chance at being seen, being read, and being acted on. This rule applies to all advertising and email is no exception.
With these helpful tips in mind, you will be better prepared to write that next email. Never forget the goal of your e-mail is to get your readers to take some kind of action. You want them to visit your website, buy now, or get more information. Catchy headlines, easy to read format and a simple message are simply tools to help your emails have greater exposure.