Anatomy of an Email Worth Opening
February 5, 2019
Email marketing is crucial to staying in touch with your customers and keeping them informed about your business. However, you probably know that hundreds of emails (including some in your own inbox) go unread every day. Aside from crafting an intriguing subject line that packs a punch, what can you do to make sure that your customers read your latest email?
Below are our collected best practices on email marketing.
Email with a Purpose
Each email marketing plan should be individualized to its business. When strategizing, gauge your client base. For instance, a retailer should expect to send more frequent emails than a service agency. How many emails do your clients expect to receive? Do you have weekly-update worthy news? Or should you stick to a monthly, or even quarterly missive? If you send too few, your customers may forget about you. If you send too many, they’ll consider it spam.
The type of emails that you should be sending also vary by industry. For instance, if you’re a clothing retailer, you’ll want to advertise new products and sales. However, if you’re more specialized than that – e.g. a marketing agency, a law firm, a health clinic, etc. – constantly reminding clients about your own successes can get boring. Instead, use your email marketing campaign to provide information (a.k.a. knowledge) that’s useful to your clients. Tell them about new technologies in their field, best practices that may be helpful to their own business, or links to articles that they may find helpful. These resources should all point back to your website, but your main focus is to engage the customer.
Focus on Email Design
Compelling visuals are an important part of constructing an appealing email. Use relevant images to draw attention to important parts of your message. While images are crucial, keep their size in mind. If the design of your email is too large, content may not be legible to mobile users. Certain providers, such as Gmail, also cap the size of email messages that are allowed to be sent and received. Additionally, many email applications automatically disable images, allowing users to enable them on an email-by-email basis. That’s why key messages in your email (i.e. “We’re moving” or “Closeout Sale”) should be in plain text and not only embedded in your images. For copy, keep it brief. Customers will want to scan the email body to get relevant information; keep it short and to the point.
Code Your Email Like it’s 1999
Your email will be viewed on dozens of different devices – each with unique screen sizes, browsers, and email applications. For this reason, it’s best to keep your email code simple. This includes choosing web-friendly fonts and colors. If your email catches your customer’s eye, they may forward it on to share with someone else. You’ll need to make sure that your email is coded properly, so that when forwarded to another email recipient, your background color doesn’t bleed into any other part of the email, like the message that accompanies the forwarded email. For example, if your email blast has a black background, and someone forwards it, your black text won’t be visible. Lastly, you may be tempted to employ impressive visuals in your email, but keep in mind that good portion of your audience won’t see them.
Ready to step up your email marketing game? Contact HighRock for help getting started with a personalized email campaign.