Despite the popularity of social media, email marketing and communication is still thriving. Email marketing sees a rate of return of $42 for every $1 spent, according to a 2019 study by the Data and Marketing Association. In other words, email marketing a smart investment, and nailing your email game is imperative for small businesses.
There are plenty of guides on how to optimize your marketing email, including personalization and automation. In this post we will be focusing on boosting your written content, the meat of your email. Here are five tips to get you started.
Perfect Your Subject Line
Email marketing is a smart move. However, your email may be tossed or left unopened if your subject line is vague and boring.
Subject lines should be a clear and concise summary of the email’s content. Be sure to pique your readers’ interest too without being misleading. You can pose a question, start a sentence that you finish in the email, or use an emoji. Emails with emojis in their subject line are opened at a rate that is 56% higher than emails without emojis, according to Forbes.
It’s no secret that most people, including your audience, receive dozens of emails a day. They don’t have time to sift through your email for the necessary information. Get to the point quickly, within the first paragraph.
Utilize Negative Space
Don’t dissuade readers from reading your content by greeting them with huge walls of text. Utilize negative space or on-brand photos to ensure the text is inviting and scannable. This advice goes hand-in-hand with our next suggestion.
Keep Things Short
This goes for your sentences, paragraphs, and the email in general. The shorter you keep things, the more digestible your content becomes. Employing negative space appropriately will help you keep your content short and sweet.
Include supplementary information, if absolutely necessary, through links or attached documents. However, it might be best to set up a meeting to discuss these details rather than include info that is not directly relevant.
Include a Call To Action
If you require a response or action on the readers’ part, indicate this in a direct manner with a call to action towards the close of your email. If there is any ambiguity, you might not receive a response. Mention a deadline so your readers are motivated to respond or act within that timeframe.
Accessorize your call to actions with embedded links and a colourful, attractive button to inspire your readers to act. However, a direct, professional question or request can also function as a powerful call to action. Consider what is best for your audience and the message you are sending.