Despite the fact that we all receive dozens (or sometimes hundreds) of emails a day, a recent poll by MarketingSherpa suggests that 72% of U.S. adults prefer communication with companies to happen through email. The high volume of email in today’s inbox doesn’t mean you shouldn’t send emails, it means you should be smarter about the emails you send!
We share some suggestions to help you write more effective emails, below.
Make sure all your emails provide value
This tip is first in the list because it’s the most important! Email is a valuable marketing channel, but only if your audience remains active. If your emails are consistently promotional or provide no value, you run the risk of a higher unsubscribe rate. Once a user unsubscribes, you’ve lost that connection. Don’t waste your audience’s time with emails that don’t cater to their needs or offer something useful. Whether you dial back on the number of emails you send or create your own customer segments to provide a more targeted message, look at every email you send as an opportunity to build value with each individual on your email subscriber list.
Use the KISS method
Keep it short and simple. Don’t get too complicated with your message – the most effective emails are clear, concise and compelling. Some businesses can make their point in a paragraph, while others need more room to properly explain the offer. Unfortunately, there’s no magic word count to know, but you can test a few different lengths to see what works best for your audience. Remember that the point of your email is to get the user to take a next action, whether that action is to click through to a landing page, answer a question or provide a certain reply. If you add too much information, the point will get lost. And don’t forget that most emails are opened on mobile devices, so shorter is better on small screens!
Pay attention to your subject lines
Your email copy can’t convince someone to take an action if the user doesn’t even open the email first. In fact, 64% of people say they open an email because of the subject line. The problem is that you have very few characters in a subject line to spark interest and drive engagement – you’ll be cut off by most email platforms after 80 characters. To avoid the dreaded ellipses, keep your subject lines to 50 characters, and really focus on your audience when writing them. What would really get their attention? What problem are you potentially solving with the content of this email? The more your subject line connects with each person on your subscriber list, the better chance you have of reaching them.
Provide one clear call-to-action
Once you’ve convinced your subscribers to open your email with a powerful subject line and clearly outlined your offer, don’t forget to tell your subscribers exactly what you want them to do with one clear call-to-action. Use a big button or text link on its own line to draw attention to it. Providing links to other resources and content is fine to do, but don’t add too many other links to distract the subscriber from the next desired action. Simplify as much as possible and you’ll see your conversion rates grow.
For more email marketing tips, be sure to read through the posts in our Email Marketing category!