Email marketing is still an invaluable way to reach your customers, providing the most direct line of communication (straight to their inbox!) while implementing an easy route for conversions. The biggest challenge when it comes to this type of marketing? Getting your emails opened and read. Follow these 4 simple steps to start getting more customers clicking.
Tip 1: Subject Lines
It’s the first thing a reader sees, so grab their attention! Set the expectation of what they’ll find inside the email, and make them want to open it. How?
- Avoid “selling,” and stay away from words like “free,” “sale,” or “reminder.”
- Stay away from ALL CAPS- this can be a trigger for spam filters.
- Keep it short: 28-39 characters (including spaces) leads to the highest open rates.
- Try a Call to Action, or Ask a Question (if the answer is inside the email).
Tip 2: Keep it Scannable
People have a lot of emails and not a lot of time, so make your emails easy to scan.
- Break your content into simple paragraphs.
- Include subheadings and images to make your content more readable.
- Use a readable font type and size (Helvetica or Arial at a 12 point font size are great choices).
- Use bold text to highlight keywords, and use bullet points to aid in the flow of your email.
- For longer emails, use a “read more” button to break it up.
Tip 3: Email Frequency
Consider using an Email Service Provider (ESP) to track email campaigns and unsubscribe rates. One reason why people unsubscribe from email lists is because they’re getting too many emails. We recommend sending no more than one email every two weeks (although this can vary depending on what type of service you are providing). Also try building different audiences and run A/B testing. Put yourself in your customers’ shoes: Is your email creating real value?
Tip 4: Don’t Get Caught in the Spam Box
Email providers are always advancing their spam filters in order to keep inboxes clean, so encourage your customers to add you to their address books. An Email Service Provider (ESP) can help with this. We recommend MailChimp; their tool is free for up to 2000 contacts and provides insightful data that allows you to compare email campaigns (track opens, un-opens, clicks, unsubscribes and more).