Emails provide the perfect opportunity for businesses to share industry updates, tips and tricks, features and blog roundups with subscribers – helping build long-term customer relationships while building trust.
Personalize emails by including recipients’ names in subject and from lines, as well as sending around important dates like registration or voting days.
Concise and Sharp Copy
Email copy is the text in an email that persuades readers to take action, such as making a purchase or subscribing to services. A good email copy should be clear, concise, and to-the-point while remaining consistent with your brand style. Using too much jargon or filler words can make an email appear impersonal and robotic; make your text conversational instead.
Strong email copy can significantly boost the conversion rates of email campaigns. There are various methods of accomplishing this goal, including using psychology and crafting calls-to-action that are both obvious and persuasive – for instance, using fear of missing out (FOMO) and social proof can encourage people to act, while storytelling can connect with audiences while persuading them to act.
Finally, it’s important to keep in mind that people often receive multiple emails every day and may skip over your email if it is too long or boring. Bolding bullet points and using bullet points may make your message easier for recipients to quickly scan. Furthermore, emails should always be free from errors. So it’s strongly advise that you proofread your emails before sending them, as well as outsourcing proofreading services for businesses.
One way to increase email conversion rates is to upsell and cross-sell products and services. You can do this by including items commonly bought together in emails, or suggesting products they might like based on previous purchases – Mixcloud is one such music streaming company that encourages its customers to upgrade to its HQ audio feature through email.
Email copy is also effective for collecting customer feedback through requests for reviews and testimonials, an excellent strategy for fostering brand loyalty and demonstrating your business’s commitment to its customers. For example, Design District incorporates customer testimonials in its weekly newsletter to showcase its services.
Visually Appealing
Attracting recipients’ attention with striking email designs and catchy subject lines will increase the odds that your content will be read, while many recipients don’t bother scrolling past the body copy of an email. That is why visual elements play such an essential role in email marketing: they help catch and hold readers’ interest while making understanding your message easier for recipients.
Emails can include more than images; they can include video content and GIFs as well. While this type of visual may be effective, it can also become overwhelming and may not load or appear properly on certain devices or email clients.
Therefore, when adding visuals to your email campaign, it is best to keep them straightforward and uncluttered. Steer clear of excessive colors or overly busy visuals that can distract. Strive for emails with well-define information hierarchies that can be easily read on mobile devices.
Communicate Through Visual
When selecting colors for visuals, think carefully about the overall tone and message you wish to communicate. For instance, using red in your email might send the message that your company is trustworthy; on the other hand, using bold blue may convey urgency more effectively.
When including text in your visuals, be sure to choose a professional and legible font that is easy to read on both desktop computers and mobile devices. Furthermore, choosing the correct file type is crucial (JPEG files offer lower image quality compared to PNGs). Additionally, ensure they are optimized for rapid loading times and compatibility across various devices and email clients.
Email marketers aim to craft visually captivating emails that resonate with recipients and drive engagement and conversions. While content is essential, an eye-catching layout adds the final touches and takes your campaigns one step further. By following these tips you can design visually captivating email campaigns that capture recipients’ attention and encourage them to interact with your brand.
Easy to Read
Email is frequently checked on mobile devices, making it imperative that your copy be easy for readers to digest. Your audience likely has other things on their plates and won’t spend much time reading an overly lengthy or complex message – be mindful of this when crafting your copy and remove unnecessary words or jargon to ensure clarity and keep reading!
Your subject line is the first thing your subscribers will see when opening and engaging with your email, so it plays a critical role in encouraging them to do so. Aim for something short, direct, and descriptive of what’s to come; to increase click rates use words with urgency like “act now,” “you deserve this,” or “don’t miss out.”
Use your preheader text to spark reader interest, offer extra details about what awaits them, or underscore crucial elements of your promotion; for example, ensure to mention any free shipping in your preheader text so subscribers perceive it as legitimate and not spam.
Once your email has been opened, make sure the content matches what was promised in its subject line and preheader text. Failing to deliver what they expected can be very disappointing to readers who open your message only to find it doesn’t deliver on its promise will turn off many readers instantly.
Be mindful when sending emails containing images. Too many images can slow loading times and are more likely to be spam due to their resolution or file size. In addition, ensure that both spelling and grammar are correct – this may seem obvious but even veteran copywriters can miss mistakes that could potentially have major ramifications on business operations. Utilizing an online spelling and grammar checker or having someone review your email is an excellent way of detecting these potential omissions before sending.
Clear Call to Action
Effective email marketing requires creating an eye-catching call-to-action (CTA). From encouraging subscribers to shop or sign up for your newsletter, directing them toward conversion is key for email success.
Calls-to-action (CTAs) can take the form of clickable texts, images, or buttons that lead your audience to take the next step you would like them to. But they don’t have to be anything more complicated – even simple texts or images without links can serve as CTAs. When creating clickable buttons without a hyperlink, select standout colors that touchscreen device users can easily see; avoid colors that blend with the background text or the email’s color, as these are not optimal for CTAs.
Consider the placement of your email CTA when crafting it. Most readers tend to read left to right, making it easier for readers to click your CTA and reducing any potential distractions.
Wording your email CTA effectively can also have a dramatic effect on its click rates. In particular, avoid words such as submit, enter, and download as these can sound intimidating and make readers feel pressured into taking an action. Rather, opt for more approachable action words such as get, find, or try that clearly outline the benefits available if they take immediate action.
W magazine implemented such an approach into their email call-to-action when still publishing in print, offering subscribers a complimentary first copy while making it clear they could cancel anytime if needed. This gave readers the confidence to take risks without risking losing money in the form of subscription fees or lost issues.
Your email CTA should not only be clear and direct; it must also be engaging for the audience. People are much more likely to click on buttons that offer immediate benefits like discounts or free shipping.
