Businesses — large and small — are seeing massive success with email marketing. In fact, it’s estimated that email generates $38 for every $1 spent.
The issue is this: Where do you start?
With so many “tricks and tips” out there on crafting the perfect email marketing campaign, it can quickly become overwhelming.
To make it a little easier on you, we narrowed down the perfect email to three main ingredients: Subject line, content, and call to action.
1. Pay attention to your subject line
We’re making a pact. Right here, right now. As digital marketers, we will stop overlooking the subject line. Deal? Okay, great.
But in all seriousness, the subject line is, oftentimes, the most overlooked part of the entire email campaign. We tend to save it for last, and typically don’t give it the attention it deserves. Without a solid subject line, it won’t matter if you have killer content waiting on the inside — because your readers will never make it there.
So, how can you make it top-notch? We’ve listed a few tips below.
Short, sweet, and to the point
You’ve got 41 characters.
And, folks, it’s not easy.
(Says the copywriter.)
Sure, you can use less (or even more), but that 41-character mark is Goldylocks’ porridge of subject line sweet spots.
*Keep in mind that most mobile phones will only display the first 25-30 characters of your subject line, while a desktop will reveal close to 65 characters.
With that being said, you’ll want to be sure that the most important words appear at the beginning of your subject line. For example, “50% off summer styles” is going to grab a subscriber’s attention much quicker than “summer styles are now 50% off”.
Target specific audiences
If you’ve started to segment your list, then you’re already one step ahead. Using these segments, you can write subject lines that are more pointed toward the groups you’re sending to.
Think about the types of products or deals each segment is most interested in. Also consider the tone of voice these groups will identify with the most. You talk to your grandma differently than you talk to your best friend. And the products you sell to your candle lovers will be different from the products you promote to your car fanatics.
Personalize your subject lines
Trust us, the people are gonna love it. Even something as simple as adding the name of a subscriber will improve your email open rate by 26%.
Plus, personalization allows you to tailor your message to the unique interests of different subscribers or segments, which automatically helps your message stand out in any crowded inbox.
2. Follow content best practices
Once you get your subscribers’ attention with that stellar subject line, it’s time to give them what they came for: relevant content.
There are a few things to consider when writing content for your email campaign, including some design best practices that will keep your message flowing and aesthetically pleasing.
Balance images and text
Finding the right balance between text and images not only makes for a great-looking email, it also helps tremendously with rendering. Using too many images (or images that are too large) will keep your email from loading properly, ultimately causing many subscribers to exit out of the email or, even worse, delete it.
In the example below, Moment does a fantastic job finding that perfect balance to deliver an aesthetically pleasing and well performing email.
Source: Really Good Emails
Optimize for mobile
Since mobile opens account for 68% of your total overall open rate, mobile optimization is a crucial factor to consider when putting together any email marketing campaign.
Depending on the email service provider (ESP) you use, mobile optimization will usually happen automatically. However, it’s always a good idea to preview your email on a mobile device before sending it.
In the mobile example below, Pattern Brands keeps the content pointed, ensuring that subscribers don’t have too far to scroll before making it to the end of the message. Also, notice that the primary CTA button is clear and placed at the top of the email (negating the need to scroll).
Source: Really Good Emails
Personalization with dynamic content
Although it takes a little work on the front end, personalization pays off big in the end. We’re talking 5.7 times more revenue than a non-personalized email. Not too shabby.
Personalization works best when you’ve grouped your list into different segments, according to specific interests. You can do this by asking certain questions in the signup form, or sending out a survey to your list to gather insights on the content people are most interested in.
Once you’ve grouped your list into segments, you can start utilizing dynamic content to create more tailored messages.
3. Perfect the strong CTA
As any marketer knows, a strong CTA will always help you close your argument and bring consideration into action.
Though, with email, it can be easy to go overboard with CTA buttons — especially when you have so many things to share.
Narrowing down your buttons to one or two bold CTAs will encourage action and eliminate the overwhelming paradox of choice.
Considering the fact that many of your subscribers will likely open on a mobile device, it’s important to position your button toward the top of your email. You’ll also want to be sure that your CTA is clearly visible (both in size and in color).
The Quizlet email below is the perfect example to model your CTA after. The request is high, clear, and uses a bold, contrasting color to catch the eye of the subscriber.
Source: Really Good Emails