Internet users read an average of 17% of commercial emails. Increase this amount by implementing these 8 tips. Set up more efficient email campaigns and generate website traffic and sales!
1 - Identify yourself immediately
You should include the name of your website in the email address. This information is an essential part of the message and is the first thing that the recipient looks at.
2 - Use your subject line to grab recipients’ attention
The recipient decides whether or not to open the email depending on the subject 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’s no point using the website name in the subject line as it already appears as the sender.
Your subject line should make your customer want to open it so give them a good reason why they should read it! Use words like “promotional”, “win”, “one off”, “unmissable” etc. to attract attention and spark interest.
3 - Use visibility to your advantage
The visible area corresponds to the email header which covers approximately half the webpage. Anything outside the field or which requires you to scroll down will be barely seen if at all. 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 in case the display doesn’t work.
4 - Encourage access to message 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.
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.
5 - Substance over style
Style over substance is not going to win you any followers in this case. Of course, the design of your email is 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 then you are going to highlight your low prices. 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 the email. Leave your customers wanting more as this will encourage recipients to visit your website to get further information.
6 - Don’t use too many images
Don’t use too many images or photos in your emails. Most inboxes are configured to block images by default and using text will help you get through the anti-spam filters easily. If your email’s design is too complicated then it may not display properly in your target’s inbox and therefore your email campaign will have failed.
7 - Responsive email addresses
It is better to have a database filled with responsive contacts rather than a larger database with dormant or inactive email addresses. This will improve how your campaign performs so update your customer base regularly.
8 - Use interests to target recipients
Don’t send any old thing to everyone. Email your responsive customers with information about products or services which they have expressed an interest in. You can then send them personalised and targeted emails about a product or service from the off.
As you can see, the success of email campaigns depends on just a few good practices that you should master and implement as soon as possible!