When I launched my company newsletter last fall (yes, for a long time I was the proverbial barefoot cobbler), my open rates and click-through rates were eye-poppingly high – over 80% and around 20%, respectively.
Those numbers have dropped a bit, as I expected they would, and it got me thinking about email marketing tricks of the trade. Other than including great content and writing a phenomenal subject line, what are the easiest email marketing tricks that will really boost engagement?
I thought and I pondered, and I pondered and I thought, and I realized the top four email marketing tricks that any small business can do are:
- Write headlines that tell the story
People skim content rather than reading it outright, and the first thing they’ll look as is your headline. Instead of writing witty headlines, think like a newspaper editor and write headlines that tell the reader exactly what is in the story they are about to read.
When you are writing a headline, ask yourself, “What point am I making in this article? What is the biggest takeaway?”
- Put your best content at the top
When you think about it, this makes perfect sense: People are likely to see the top of your email, either because it’s shown as a preview in their inbox, or because they deliberately open it.
Put your most important and valuable information there to catch their attention, help them take action (like signing up for a webinar, free event, or discount), and pique their interest so they want to read more. If you end up “saving the best for last,” your best may never be seen.
- Turn CTAs into big buttons
We all know that visuals beat text in terms of engagement – so why not apply this knowledge to your calls-to-action? Instead of linking text, create a button that uses straightforward text, like “Sign Up,” “Learn More,” or “Buy Now.”
All the big email marketing services include buttons in their templates, but of course you can also insert your own. Look up FAQs to find out how to do it – it’ll make a big difference to your campaigns!
- Add high-quality images
Riffing on what I discussed about CTA buttons, one of the reasons that people love visuals is they create an emotional connection. Therefore, it’s wise to always use high-quality images in your emails – but you need to use them thoughtfully.
Place images on the left side of your emails, because our eye naturally travels down an email there (I don’t know why – but this has been proven). Additionally, use images of people – they can evoke stronger emotions and set a mood.
Do you do all of the above? Some? None? What will you do to improve your emails going forward?
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