A surprising statistic to learn, is that Internet users read an average of 17% of commercial emails sent to them. Set up more efficient email campaigns and generate website traffic and sales with these 5 useful tips from Amplify.
1 - Identify yourself immediately
Make sure that you include the name of your website in any email subject lines, and your email address. This business information is an essential part of any email communication and is the first thing that the recipient of an email probably looks at.
2 - Subject Line
The recipient of your email newsletter may decides whether or not to open the email depending on the subject line, so choose it wisely. Here is some advice:
The subject line should be short (max. 50 characters) so that the width of the reader’s inbox doesn’t cut it off. Put keywords at the beginning of the message to grab your customer’s attention. Using the customer’s name in the subject line encourages your target to open the email. There are numerous thoughts about using the company name in the subject line also... it can be good to do, but also may be duplicated if this information is clear in the From field.
Your subject line should make your customer want to open the email, so give them a good reason why they should read it! Use words like “promotional”, “win”, “one off”, “unmissable” to attract attention and capture interest.
3 - Use visibility to your advantage
The visible area that users first see in your email, corresponds to the email header which on adverage covers half the page. Anything outside the field or which requires you to scroll down will be barely seen if at all. This means you must put the most important messages at the top along with your website logo so your reader identifies you immediately. Consider putting links to your website here too. Some inboxes block images so the email header should contain your pitch in text format also, in case the display doesn’t work as you intended!
4 - Encourage access to your content
Advise your customers to add you to their address books so they receive your newsletters and emails. This will avoid your messages ending up in spam or being blocked by internet providers.
Consider putting your newsletter online for your customers to read. Write something like “please click here if you can’t view this message” in your email and add a link to your website. Depending on your chosen email newsletter software you may have features like this automatically, or you can easily re-create if you have Content Management capabilities in your website.
Don’t take any risks with image blockers. Your pitches should be in text rather than images and you should also write your messages using standard font (Arial, Times New Roman etc.) to make them easier to read. When using multimedia such as images, video or audio, make sure you always try to use alternative content too, so your users can always access the material.
5 - Style over Substance
Style over substance is not going to win you any followers with email newsletters. Of course, the design of your email is very important, but the content is far more important as it is the only thing that will convince your customers to visit your website.
The product, promotion or event that you want your customers to know about has to sound unmissable. Make a list of what it is about your service that will attract customers then use it to write your email. For example, if you have a promotional offer to tell them about... Consider ending your message with a sentence to encourage your recipients to take action e.g. “There are just a few hours left for you to grab a bargain”. If there’s nothing to be gained from reading the email then your customer won’t click on your website or buy your products.
Don’t forget: Never provide full details of the sales offer in your emails. Leave your customers wanting more, as this will encourage recipients to visit your website to get much more information then they can in an email newsletter.