What makes us read one email and dump another? Is it possible to get better results with a few simple changes to your email? Yes and the new year is your perfect opportunity to get the opens and clicks you need to build your business and nurture those customer relationships.
Recent data shows that email continues to play a big role in our lives despite social media advances. We get our news and learn about the events and products that enhance our lives by email. It's also a lifeline for work, alerting us to new projects, client or customer needs, and the conversations that are essential to courting and working with clients and colleagues.
If you're using a marketing tool like Constant Contact to send and track your email, you'll find these tips helpful to get better results:
1. Target Your Message
Before you even begin writing and designing your email, think about the message you’re trying to get across. What is your goal for sending the email? Are you trying to get more views on your blog post? If you’re holding an event, are you trying to generate more ticket sales? Maybe you’re simply creating buzz for your business or updating folks on recent news. Once you determine your goal, targeting your message will be a lot easier.
You may want to target specific audiences by sending separate emails to segmented lists. For instance, you could create two promotional emails with slightly different messages for lists of regular customers and new customers.
In Constant Contact, you can check the email stats to see how many people in each segmented list opened your emails. If one list did better than others, consider changing your wording or design and try again in the next round for that specific group that didn’t do so well.
But even though these templates handle the layout, you still need to be creative when choosing the right font, color scheme, images, header, and footer. The ideal size for a header image is 600 pixels wide and no more than 200 pixels tall. We recommend your header include your logo with your company tagline and services. It’s a good idea to hyperlink your website with your header. For example, here is inBLOOM’s header.
Even if you use different templates, keep a consistent look with your company’s emails. Stick with the same font, color scheme, header, and footer. That way, you’ll establish a consistent look for your email marketing campaigns – people will know it’s from you just by looking at the design.
As visual creatures, we know the importance of images, but try not to overload your email with too many – one might be plenty. Stick with high-resolution photos that have something to do with your message. If you must use a stock photo, choose one that’s not so boring.
Avoid creating image-only emails, as delivery problems, often occur. However, there are templates in Constant Contact you could use to send emails that focus on an image.
3. Use Enticing Subject Lines
The subject of your email is a major factor in whether or not it will be opened, trashed or marked as spam. Similar to a blog post or news article, the headline needs to be good or else it’s less likely to be read. So the million dollar question is: how do you write an enticing subject line that will get the recipient to open your email?
The length of your subject line matters – keep it short, simple and descriptive. We recommend no more than 5-8 words or 40 characters. Many email providers will cut off subject lines with greater than 60 characters.
Here's an email from The New York Times that captured my attention right away.
Most importantly, the subject line should draw the recipient’s attention and spark their curiosity. Will they benefit from opening the email? Does it interest them? Is it relevant to their life in some way? Even ask yourself, would I open this email I was them? Add value before the email is even opened with a specific, personalized subject line.
Sadly, your audience won't see your email if it ends up in the dreaded spam folder. To avoid this nightmare, stay away from spam-like characteristics in your subject line. Common characteristics include phrases like be amazed, your income, subject to credit approval; writing in all caps; excessive use of punctuation marks like!!! or ???; and excessive symbols like $$$.
Tip: Use Constant Contact’s Spam Checker while previewing your email. The Spam Checker is a content-filtering tool that can help increase email delivery rates before you actually send to your contacts. It uses a mix of Constant Contact and SpamAssasin content-matching rules to assess the spam potential in the body, header (including subject line), and footer of your email and has no relation to spam complaints that may be reported when your email is received.
4. Write Words that Work
Research reveals how a single word makes all the difference. Write in everyday language that resonates with your audience. The words, which you use in your subject lines, headers, calls-to-action and body copy, can change your email's meaning, mood, and motivation.
In the book, "Words that Work: It's Not What You Say, It's What People Hear", Frank Luntz reveals that 80 percent of our life is emotion, and only 20 percent is intellect. Luntz frequently tests word and phrase choices using focus groups and interviews to learn the words people use. Referencing Orwell's "Essay On Language", he adds it's important as to write with absolute clarity, to be succinct, to explain what the event is, to talk about what triggers something happening, and to do so without any disapproval. In summary, write for your people and in their words to guarantee they open your email.
Co-Owner, Marketing Rival. I enjoy nurturing the exciting relationships that grow a business or nonprofit. At Marketing Rival, we create, package, and share marketing and public relations campaigns that attract and engage audiences.
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