1) Email format and content.
The challenge with email campaigns marketing is that the possibilities are limitless. There are so many ways to design, format, and compose an email that marketers must make the correct decisions.
So, let’s look at some simple methods for creating an effective marketing email.
Subject Line
The subject line of an email is what shows in the recipient’s inbox and might influence whether they click or delete it. According to Optinmonster, 47% of email receivers read emails based just on the subject line!
So, how can you write subject lines that engage your audience and convince them to click?
1. Keep it short: Use no more than 5-7 words (40-60 characters).
2. Personalise it: Include the recipient’s name or any important information.
3. Create urgency: Use terms like “limited time offer” or “last chance.”
4. Make it clear: State the value plainly (without using clickbait).
2) Word Count
When drafting an email, it is critical to determine what information is required and what is unnecessary or extraneous. After all, when people read emails, they prefer to scan or skim them, so it’s critical to keep the messaging concise and clear so that they can immediately understand what you’re saying.
Your email’s length is also determined by its aim. For example, advertising emails should be succinct, whereas newsletters might be a little longer.
Here is a guide to help you determine the length of your emails.
1. Newsletters: should be between 200 and 300 words to provide sufficient substance without overwhelming readers.
2. Promotional emails: Should be between 50 and 125 words to effectively communicate your message and prompt action.
3. Content-based emails: 150-300 words, depending on how much value the content provides.
3) Content and Layout
Because consumers skim emails and have so many arriving in their inbox every day, it’s critical to consider content and presentation. Color, white space, CTA buttons, and imagery (if present) are some of the factors that contribute to both of these.
Here are some simple yet useful recommendations for content and layout:
1. Use the inverted pyramid or iceberg style: Start with the most important information on top.
2. Select the ideal text-to-image ratio: Aim for 60% text, 40% images.
3. Use whitespace: This increases readability and prevents the email from being cluttered, allowing the text to breathe.
4. Choose appropriate font sizes: Use 14 – 16px for body text and 18 – 22px for headers.
4) CTA
Marketers often use call-to-actions (CTAs) to enhancE email campaigns engagement and click-through rates. With limited space in emails, it’s vital to consider how many CTAs to include. Omnisend observed that emails with three or more CTAs had lower click-through rates than emails with fewer than three.
Other things to consider when creating CTAs:
1. Be direct: Use action-oriented verbs such as ‘Download, Get, or Claim’.
2. Create contrast: The CTA button should be a strong color that jumps out from the email.
3. Consider placement: Place CTAs ‘above the fold’ (so the reader doesn’t have to scroll down to view them), and repeat at the conclusion if needed.
5) Optimizing for Mobile
According to the World Economic Forum, mobile subscriptions outnumber people on the earth. It should come as no surprise that many individuals access emails through their smartphones, and businesses must optimize email campaigns for mobile.
In fact, many experts say that using a mobile-first approach when designing emails is wise since if it looks good on a mobile device, it should look fine on a desktop as well.
So, how can you optimize your emails for mobile?
1. Use a responsive layout: Make sure everything works nicely on smaller displays. A single-column style works well with smaller displays and scaled pictures.
2. Focus on your content: Keep subject lines brief to accommodate mobile devices, prioritize vital information, use short phrases and bullet points, and make your CTAs clear.
3. Consider the text size: Use at least 16px for body text and 20px for headers to ensure readability on all devices.
4. Consider dark mode: Examine how your emails appear in dark mode, and make use of transparent backgrounds and adaptive color schemes.
5. Use touch-friendly buttons: Make sure your CTA buttons are big and easy to tap on a mobile.
Conclusion: Email Marketing
You can use this comprehensive guide by TheMadrasMarketeer to help in all aspects of email email campaigns, from basic setup and compliance to advanced personalization techniques and full-funnel strategies.
