One of the most basic notions of marketing automation is email engagement. In today’s modern marketing world, there is a constant mountain of pressure for us to make the best emails that will confidently drive engagement, conversions, and revenue (above all).
It’s easy to get caught up in the new tools and focus on those, but without keeping the fundamentals at the forefront of your mind, your engagement will begin to slip. So take a few minutes to read this list of tips and techniques that will help out skilled professionals and those fresh to the field alike.
Keep the Subject Line Short & Relevant
Subject lines perform best when either long or short because those are more likely to peak the reader’s interest. Subject lines that are 60 to 70 characters don’t help drive open rates nor click-throughs. Emails with subject lines over 70 characters increase click-to-open rates, and those under 50 characters increase open rates.
Great subject lines can drive opens, but when they aren’t relevant to the content you will lose an engagement opportunity and possibly get marked as spam. Keep in mind your brand as well, subject lines geared towards teens and young adults have found great success by utilizing emojis, while brands geared towards certain markets (like hospitals) will click if they see an informational subject line.
For example, instead of “Get Ready For Summer Vacation with New Sunglasses!”
Try “🌴🕶 VACAY!!! 🕶☀” or, more subtly, “☀New Vacay Shades! 🕶”
You want to give the user information, that’s why you’re sending this email, but be careful. Overloading it with copy is just as useless as putting in no copy at all. The average read time for an email is 11 seconds, so you want to use quick and easily read punches of copy. The goal is the intrigue the reader enough to take the time to click and read or look at more on your website. Include the details on the landing page or choose to link straight to a shopping page, etc.
Instead of overloading one email a month, focus on one or two things and send out multiple emails each month.
Interesting Call-to-Action & Button Placement
When designing a call-to-action button, keep in mind that people resonate most with benefit-based content. Generic words like “Download,” “Submit,” and “Click here” are less likely to get any meaningful clicks. Using more engaging copy like “Join the Fun” or “Get Started Today” remind people of what they can get from the offer.
Accuracy Over Personalization
You want to make a personalized experience, but if you begin with “Dear [Recipient Name]” there is a chance that, if your subscriber database isn’t accurate, the name will come out as an email address. Consider just using “Hi” or “Hello Again” and skip the contact’s name unless you’re 100 percent certain that your contacts are accurate and formatted right. No one wants to receive an email that starts with “Dear jane63Doe.”
Create a Responsive, Easy-to-Read Layout
Design your emails so that they are easy to read on mobile, desktop, or tablet. Use large, clean fonts in a one-column layout to increase legibility. Some email programs have templates made to automatically resize the email for any user interface. Most people are going to be checking their emails on their phones so the short bits of text will be especially beneficial to this format.
Use pictures and colors to draw the eye to the important info. Including pictures also helps tell your story so, if you have an email about a discount on dresses and new ones in, you can use the pictures to explain the dresses and simply say “Up to 40% Off.” This will entice people to look at those sale items that could be the full discount and see a new dress they just have to have, even though it is full price.
Utilize High-Quality Images
There is almost nothing worse than receiving an email with small, blurry, or pixelated images. The images are what engage email readers. Use appropriately-sized images that support the email copy. If you aren’t sure what kind of picture could work with what you are presenting in the copy, then use faces of engaged workers and happy customers — eye-tracking studies show people are drawn to facial features in images.