EMailing like a pro: 14 tips how to build efficient emails for all occasions
Set the particular goal for each email
Any email should have one exact goal. The email may offer to buy the product, encourage subscribers to follow your social media, provide recipients with some information etc.
Don’t set more than one goal for every email you send. People should understand clearly what you want them to do with the email.
Divide your audience to MQL and SQL and turn MQL to SQL gradually.
Of course we desire to sell our product or service right from the first email. But are you sure that’s gonna work? It’s much more efficient to separate Marketing Qualified Leads from Sales Qualified Leads and to send them different emails.
Adopt email to the target audience
Do you have some additional information about people in your database? Vary offers, content and even design of your emails depending on subscribers’ gender, age and approximate level of income (which can be calculated depending on the groups of products they purchase).
Make the subject clear and informative
The subject of your email should be rather informative than promotional. Provide your readers with information about the topic you are going to consider inside the email and don’t write annoying headers like “Hurry to get the deal of your life”
Start with benefit, end with CTA
To encourage people to click or to do something, show them their benefit first.
Users will more likely click on a link when they clearly understand what will they get by doing that.
Speak in personal manner
Even when you send corporate or commercial emails you can try to be more informal. People prefer to read emails from their friends, not from brands. You should be wise though and to don’t overstep the mark.
Less images, more text
Email is the text first of all. Neither buttons nor images are natural for emails. That’s what people subconsciously know. There are some exclusions of course. Still you should prefer to write your email, not to draw it in Photoshop.
Experiment with color schemes
Use A/B tests to find the color scheme and the design which work better than other ones. To read more about choosing the right color scheme for your email follow this link.
Try to make your email short enough to see it full length in one screen
People appreciate when someone cares about their time and saves it. Compose an email which can be fully read without or almost without scrolling. That may increase your click rate sharply (especially if your call to action is placed in the end of the email).
Format text in your email: paragraphs, headers, lists etc
What can be worse than reading a long plain text? If you want your readers to grasp fast what you’re talking (or writing) about then use paragraphs, marked lists, headers, bold font, and other techniques to structure your content and to emphasize your thoughts.
Avoid inserting links to different pages when it’s not needed
There are some cases where it’s necessary to use many links and many target web pages. Email with product cart is one of them.
Still for most emails it’s better to use just one target page. You can use several links but all of them should lead to the same page. That increases traffic to the exact web page and helps users to be focused on doing what you want of them (we might insert the sound of long Homeric laughter here).
Track clicks via UTM
A/B testing of call to actions, button designs and many other parts of an email can’t be done without UTM. Create separate UTM for every clickable element in your email and track where your subscribers prefer to click. Then analyze the results and make your emails more efficient constantly.
Use email signature
Want your recipients to call you back at once they read your email or to remember your company’s logo at least? Email signature is what is going to help you with that. It sticks to users’ minds because it’s the final thing they see in the email. To find examples of efficient email signatures check this link.
If you don’t know exactly when to send the email then send it in the morning
According to numerous researches, morning is one of picks of users’ activity. People check their social media and emails at once they open their eyes. Use the chance to help your subscribers to start their day with some beneficial information from you and from your company.