1. Personalisation
Personalising emails is important because it helps build familiarity and trust between you and your readers. Including the recipient's name in the following places is a good idea; the subject line (immediately reassuring recipients the email isn't spam), the greeting and in questions and statements in the body of the email.
2. Make your emails easy to read
Making emails easy to read and can be done by limiting email lines to around 40 characters wide (improves readability as the eye can scan down the email without moving from side to side) and splitting up blocks of text using a double return after every six to eight lines. Adding more white space to your copy gives it a neat, clean look that is very inviting, and breaks the text up into chunks that the eye can scan more easily. Images should be used to accentuate key issues but should always be outweighed by copy.
3. Call to Action?
What do you want your readers to do after they have read the email? It should be easy to understand and tell the reader exactly how they can take the action. This should be included at least twice in the creative and can be picked out easily as the recipient scans the email. Links should be made obvious in the creative, with blue and underlined text generally being seen as the symbol of a link - it’s also good practice to link all images by default. URLs included in the creative should take the recipient straight to the relevant page on the website – the recipient should not have to work to find what they are looking for.
4. Don't Use Spam Language, Do use persuasive words
Using symbols such as $$$!!% and words such as Free, Money and Live, makes your emails look like spam, both to readers and to spam filters. Adding this type of language will also reduce the delivery rate.
Using a spam checker program will help to make sure you're not including any trigger words or symbols in your emails. Use persuasive words to gain attention, ask questions, sell the benefits, break down the cost and use excitement, fear, uncertainty or doubt to encourage click throughs.
5. A Good Offer
Including a good offer that is appealing to the target recipient on your email, will encourage them to click through to your website and take advantage of the offer, or just to find out more information.
Personalising emails is important because it helps build familiarity and trust between you and your readers. Including the recipient's name in the following places is a good idea; the subject line (immediately reassuring recipients the email isn't spam), the greeting and in questions and statements in the body of the email.
2. Make your emails easy to read
Making emails easy to read and can be done by limiting email lines to around 40 characters wide (improves readability as the eye can scan down the email without moving from side to side) and splitting up blocks of text using a double return after every six to eight lines. Adding more white space to your copy gives it a neat, clean look that is very inviting, and breaks the text up into chunks that the eye can scan more easily. Images should be used to accentuate key issues but should always be outweighed by copy.
3. Call to Action?
What do you want your readers to do after they have read the email? It should be easy to understand and tell the reader exactly how they can take the action. This should be included at least twice in the creative and can be picked out easily as the recipient scans the email. Links should be made obvious in the creative, with blue and underlined text generally being seen as the symbol of a link - it’s also good practice to link all images by default. URLs included in the creative should take the recipient straight to the relevant page on the website – the recipient should not have to work to find what they are looking for.
4. Don't Use Spam Language, Do use persuasive words
Using symbols such as $$$!!% and words such as Free, Money and Live, makes your emails look like spam, both to readers and to spam filters. Adding this type of language will also reduce the delivery rate.
Using a spam checker program will help to make sure you're not including any trigger words or symbols in your emails. Use persuasive words to gain attention, ask questions, sell the benefits, break down the cost and use excitement, fear, uncertainty or doubt to encourage click throughs.
5. A Good Offer
Including a good offer that is appealing to the target recipient on your email, will encourage them to click through to your website and take advantage of the offer, or just to find out more information.
Most importantly, test, test and test again. Without testing your creatives and approaches, you will not know what works best for your target audience, brand, offer and product.
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