Email marketing is one of the best ways that you can connect your clients. Unlike other more impersonal online marketing tools, emails let you speak directly with your customers in the web space they visit most often, their email inbox.
But with inbox filtering becoming more and more sophisticated, you’ll need to put in some added effort to make sure that your message gets noticed. Worry not, we’ve compiled a handy guide for how your email can standout in an increasingly cluttered inbox.
Here are our five golden tips for how to cultivate the perfect email to get the most clicks from your clients:
- Keep your titles short. Subject lines between 50 – 75 characters are less likely to get cut-off in inbox, and are thus more eye catching and easier for your audience to digest. Don’t worry about not getting everything you’d like in your title – once your viewer has committed to the click, you can rework your title in the body of your email where there’s more room to play with.
- Make things personal. Consider using your client’s first name, profession or personal pronouns to make your email look like it’s tailor made for each reader.
- Use the title to highlight what your client will gain from opening your email. While you may be focused on promoting your company, the most successful email titles appeal to your audience’s benefits.
- Testing your subject line is an important trait in your email marketing efforts. Consider dividing your list-serve in half and sending two different subject lines. The ShoutOut email marketing tool allows you to track the number of people who have opened your emails, so you can pin your results against each other and see what title comes out on top!
- Take risks! Shock factors, interesting facts, teasers and questions are all great strategies to make your title more clickable.
# Beware the Filters
After you’ve spent all that time crafting your perfect email, the last thing you want to have happen is for it to end up in your audience’s spam folder. Having certain words like free, percent (%), help & buy in your title can trigger inbox filters and send your email to your user’s spam folder. This means that you’ll have to be a little creative in your title’s construction and do a little research as to what words are best to avoid.
# Keep your Content Short
The main point of your email is to captivate your audience into getting to know your business better, and take the next step to becoming a loyal customer. People don’t have the time to read long paragraphs in their inbox. Use your email as a preview for what your customers can expect to see on your website so that they’ll be tempted to click onto your site to learn more. Consider using numbered lists or bullet points for easier readability.
# Timing is Everything
The time of day that you send your email can play a big role in its success rate. The ideal time to send emails differs from business to business, but generally speaking most people send their mails on weekday afternoons. Like your titles, testing the timing that you send your emails can work wonders. Consider sending your emails out in two batches to see what day or time has a higher open rate.
Email timing isn’t only about time of day. When sending an email it’s important to keep your communication consistent. Just hosted an event? Send a prompt followup email. Accepting donations? Who wouldn’t appreciate a timely thank you note. Catching your audience while your relationship is still fresh can beef up your rapport with your clients and make them life-long supporters.