Email marketing is one of the best ways to reach your audience without spending a ton of money. If you’re thinking about creating a newsletter or welcome campaign, here are a few best practices to keep in mind as you start:
Who doesn’t want to take advantage of a sale or a discount? When you put an incentive in your subject line, such as “15% off when you spend $75 or more” or “Weekend promo code: 20% off”, you’ll increase your clickthrough odds of more than 50%. Add your recipient’s name, and those odds increase by another 22%.
Pick a clean, clear font, and if you’re using more than one, make sure to coordinate well. You want to have an easily digestible message, and a clutter of clashing fonts is definitely not the way to achieve that. Stick to 3 typefaces maximum for optimum clarity.
Your email was opened! Don’t lose your reader now: start the message of your email off with a colorful, interesting photo to capture reader attention right off the bat. From there, make sure the message of the email is written in original wording and a clear brand voice. And keep it brief– around 200 words is a good goal.
Don’t, however, go crazy; too many links will look disorganized and overwhelm the reader. Your email should also resemble the format of your landing page for familiarity and organization. Creating trackable links will help you see which emails and landing pages were most engaged.
Having a fresh set of eyes to look at the email before it goes out will let you know if it’s effective. Send a test email to a friend or colleague and ask them if, within five seconds, they can clearly find the email’s call-to-action.
Most importantly, think about your own inbox. Which emails make you want to delete them immediately, and why? If you create an email that you’d personally be compelled to open and read through, you’re on the right track.