Once you’ve selected an email marketing service provider you are ready to start sending out impressive email marketing campaigns. But, there is more to email marketing than just pressing ‘send’. The goal is to create effective email marketing messages that help achieve your goals.
In this article our email marketing experts share a few key tips to help improve your email marketing results.
Tip # 1. Effective Subject Lines
Choosing a good subject line is important. When your email lands in someone’s inbox, they will most often only be able to see the sender name and the subject. That is why your subject must pique their interest so that they want to read more.
It is also important that you avoid overly cheesy or gimmicky subject lines as those simply do not work on today’s consumer. The subject “This email will make all your dreams come true” will almost always be dismissed as spam. Whereas a legitimate subject line such as “Fall Sale Starts This Week” will get your reader interested.
One key strategy for subject lines is to keep it simple. Try to explain to the reader in as few words as possible what they can expect to find inside your email.
Also, make sure that the length of the subject line is no more than 55 characters long (the shorter the better). This will ensure that the viewer sees the entire line and none of it is cut off by the default settings of the email program they are using (ie. Outlook, Hotmail, Gmail, etc.).
Tip # 2. Don’t overload the reader with content
Make sure you are not bombarding your readers with too much information. The more topics that you bring up within the body of your email, the higher the likelihood the readers will forget most of what you’ve mentioned. If you focus your email to one topic, the reader will retain more on the topic given, and are more likely to respond to your email marketing campaign.
Tip # 3. Directing the Reader’s Eye
Help direct your customer’s eye to the most pertinent points by providing bullet points or by numbering items. This makes your content easier to read and makes it look economically structured. The more organized and concise the look of your content, the more the reader will feel they have the time to read it, and therefore are more likely to spend that time reading it. Using visual aids is also a great way to clearly illustrate your main points.
Believe it or not, your reader will be scared away from reading too much. It is important to give your reader the impression that your email is a quick read, and spacing can help you do this. Similar to the visual aids concept, spacing your email can have a profound effect on your potential reader. If your paragraphs are too tightly packed together, the visual effect is that your content looks too dense. In the same vein, if your spacing is too great you can lose your viewer because your email will give the impression that it drags on.
You will need to find a happy medium so that the email looks, and IS easier to read.
Tip # 4. Font Style/Format
Because of the vast number of email platforms available on the internet, choosing your font style/format is critically important. The last thing you want is for a subscriber to be unable to read your email because their email platform doesn’t recognize the font you’ve chosen for your email. Make sure that you select a common option like Arial, Times, or Verdana.
While the above tips will get you well on your way towards email marketing success, it is also very important that you do a bit of brainstorming and ask yourself what type of content your readers are interested in. After all, people are only going to read your email when they think it is worth their time, so make sure you give them something of value to keep them opening your email every time.
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