I thought this week I would try and answer a question I get asked every day:
It’s a great question. An important question. Unfortunately, it’s not a straightforward question and there are a wide variety of factors that go into determining whether an email is effective or not. For the purpose of this article however, I’m going to go back to basics.
OK, so lets assume that your list is well kept, that you are using an email platform like Growth News so the coding and delivery are taken care of in the best way possible and you’ve aced your subject line. Now all we have to do is concentrate on the email itself.
Here are my 5 key tips for producing an effective email:
- Design for every device they might read it on. It’s straight forward and makes complete sense, but if your mail is unreadable or the calls to action don’t stand out or work on a mobile then you’re email won’t be anywhere near as effective as it could be. Mobile views account for almost 50% of opens, so ignore that at your peril.
- Structure the content in a presentable fashion. We live in an age where information needs to be quick to digest. Don’t present an email that looks like a lot to read, as people just won’t read it. Use click through links, allowing the audience to decide if they want to read more. Give them the option, and if they do, you know they are engaged and your email has been effective.
- Avoid too many calls to action (links/buttons). It sounds silly but the more options you give someone, the less likely they are to engage with any of them. Produce engaging content that is strong enough without needing to put a tonne of other things in the mail, distracting and confusing your readers.
- Know your audience. The people receiving your email are the most important factor in whether it produces the desired effect, so understand them and deliver content they want to read.
- Read it yourself. Read your email first. Did you find it interesting? Would you be engaged with the content. If the answer is anything but yes, don’t send it, because it wont be effective at all.
Some of those may seem obvious, but believe me I see hundreds of emails a week that ignore all those points. Effectiveness can only be measured by engagement, and the only way to keep people engaged is to give them something they can access, can read easily and want to keep reading.