Have you ever finished an email but you get anxious as you muster the strength to send your message? Or when you open your inbox and its full of unopened mail? You and countless others probably don’t know how to write an email, if you guys did those messages would have been opened and you wouldn’t have hesitated to send that email.
So where do you start?
An email seems straightforward, just another means of communicating, but its much more than that. You have the privilege of interacting with a person by invitation in the safe and intimate setting of their inbox.
Email is a massive machine in the world of online marketing, there are many moving parts and if you mess one part up, you risk jamming the whole machine.
Today you are going to put your mind at ease as you unlock 13 things you should know about writing emails and keeping your subscribers coming back for more.
1. Your Subject Line is as Important as the Body
The subject line is the first thing your reader will see, before they even have the chance to see your message, their brain judges the content of the email by its subject line. They are the most important words in your email, if you can’t grab the reader’s attention, they’ll never open your messages.
“The best subject lines use a mix of clear value to the recipient – concise language that’s not to dull or too clever.” – Hunter Boyle, Senior Business Development Manager for AWeber
Just imagine yourself reading through your inbox, would you open your own message? Your subject line should be specific enough to be relevant to your reader, but universal enough to be relatable.
2. Keep it Brief
Statistics have shown that subject lines with 6 to 10 words have the highest open rates. Challenge yourself to pack more power into fewer words.
3. Make it Smartphone Friendly
Who doesn’t have a smartphone these days? Don’t attach or do anything that will reformat in an ugly way on smaller screens. Have no fear, your email provider should be using “responsive design”, which makes this process much easier.
4. Use Subheadlines
Your recipient will be able to see 7 to 10 words in the preview pane at the top of an HTML email. Your subheadline should expand on the subject line by giving a brief explanation on what your message will be covering.
5. Be A Real Person
Write from a point of view, like you are having a conversation with someone. The content of your message should read and sound like a real person is speaking it, with natural sounding language. This reaches your audience on a more personal level, making them feel like they are getting the attention they need.
6. Specify a Call To Action
After reading your email, your reader should want to do something you have told them. The key to this is be specific, don’t use phrases like “contact us for further detail” or “get in touch if”. Try instead “Grab your own copy here” or “End your schedule hassling with”, your call to action should help your reader.
7. Use Imagery, Animations or Videos
A picture is worth a thousand words, so use them to your advantage. Find compelling and eye opening images that catch the readers attention and make them want to keep reading. Try and avoid impersonal stock images that your competitor could easily copy.
I have so much fun finding animated images to put into my articles, they are usually colorful with lots of movement that keeps readers engaged and entertained. You can make your own at GIFMaker.me or MakeAGIF.com .
8. Include Feedback and Forward Mechanisms
Give your readers a way to easily share the email and provide their own personal feedback. This allows your readers to feel like they are actively participating and not just on the sidelines.
9. Make it readable
You can easily run your email’s through various “reading services” such as The Readability Test Tool, that will provide document readability statistics. This includes the grade level it was written at how many passive or “meaningless” sentences it contains.
10. Send Emails to Yourself
Test the email on yourself first, after you’ve edited and made the best possible email you could, send it to yourself. Put yourself in the reader’s shoes, would you open the email? How much of it would you read? Which parts did you read? All these questions will help you hone down the parts of the email you will need to improve.