This is not rocket science. You, your competition and everyone else in your customer’s inbox are asking for one or more of the same responses — open, click, buy or read more. The purpose behind any email campaign is rarely ever a one-of-a-kind, industry-changing idea. The golden solution for gaining results actually lies behind the strategy — it’s where the real differences are found and the only area you can truly set your brand apart.
If you’ve been falling into the “no-one-cares”, “omg-not-another-one”, “delete-this-email” category and haven’t seen an increase in your campaign’s engagement, we’re here to help. Our team has put together a list of five tips for building better email campaigns.
1. Create subject lines that compel people to open.
You’re a human being with a great personality, and that’s what you must remember when it’s time to write your subject line. With advertisements flooding your customers’ inboxes every hour, they aren’t interested in hearing another standard pitch. Instead, they’re looking for someone they can genuinely relate to, laugh with, learn from and, hopefully, get to know. So how do you accomplish this connection through a simple subject line?
2. Design to visually stimulate the viewer.
Besides the attention-getting headline at the top of your email, your design itself will speak volumes. Viewers are drawn to beautiful, easy-to-follow, mobile-friendly layouts and, basically, to what looks stimulating enough to scroll through. Here are a few ways to spruce up the presentation of your emails: use compelling photos over impersonal stock images, embed animated GIFs or videos, consider using creative infographics in place of text, be consistent with your brand colors, don’t be afraid of white space, and choose fonts that are easily legible and can add to the artistic look of your design.
3. Write less text. Period.
The truth of the matter is: longer the read, the quicker the bounce. Nowadays, people want to have a small moment of inspiration, get to the point, decide on a response and move on to the next thing. For you, this means turning full articles into short summaries with “read more” buttons, using subheadings to save space while also saving the reader’s time, and focusing your email on one specific message.
4. Keep call-to-actions minimal.
It’s important not to do too much in one email campaign. The response you want from your customers should not only be inherently part of your design and message but also clear and precise. Feel free to be fun and creative with your action button text, but aim to have one common theme with one common goal throughout your email. Having more than three call-to-actions (buttons or links) for your customers to decide between can be overwhelming and eventually lower your engagement results. Put your main call-to-action front and center and give your customer space to decide.
5. Proof — and proof again.
One more read-through can make a huge difference. Grammatical errors or design issues in an email can’t be fixed after you press send, which means it has to be right the first time. Before sending an email to your extensive list of subscribers, it’s wise to first send it to yourself. With every email, your professionalism and reputation is on the line. Avoid giving your customers a reason to doubt your brand’s message and the quality of your product or service by taking time to double-check for accuracy before clicking send.
Email campaigns are a privilege! It gives you the opportunity to interact with the people who were actually interested enough to subscribe. Meeting their expectations and keeping them engaged is simple. Create a personal subject line, a beautiful, mobile-friendly layout, a short, compelling message, a specific call-to-action, and boom — you’re done.