We all get a ton of emails. I’m sure many of you subscribe to your favorite influencers, brands, and other educational resources (like me – hi!). I subscribe to quite a few myself. I’m always intrigued by new material in my field but, far too many times, I receive emails that I have absolutely no interest in reading because of how they’re structured.
Earlier this year, I became Email Marketing Certified through Hubspot Academy and learned exactly what strategies are required to draft high-performing emails. I’ve since implemented various elements of that training into my own email communications, which now gets my emails opened and read without turning off customers.
Attention spans are shorter than ever (and getting shorter!). Emails need to be written with the customer in mind.
Check out these top tips from my training and you’ll be on your way to writing emails that actually get READ.
SUBJECT LINES should never be more than 6 words. Consider the key terms of each email and incorporate those in some way into your subject line without being spammy.
THE “FROM” AND “SENT BY” ADDRESS of your emails should show as a name or business email address and not as a no-reply address. You don’t want to make it impossible for your subscribers to respond.
PREVIEW TEXT (the first line of copy that appears in a subscriber’s inbox) should include unique terms and phrases that entice the reader to click through.
EMAIL BODY needs to be written for scannability. This means less text and more white space. Try this:
- Reduce text density (aka walls of text) by writing short paragraphs that are broken up with white space.
- Draft line length that includes sentences of 8-12 words – longer lines are harder to digest.
- Guide the reader by bolding headlines and certain keywords.
- Maintain a consistent tone in your writing.
- Keep it personal. Personalization improves emails by 14% according to a study shared by HubSpot. Remind readers there’s a human behind your brand and write content they can relate to.
- Proofread every email to ensure proper grammar, usage and mechanics. Spelling errors are the number one reason why users won’t take action on an email.
EMAIL STRUCTURE is imperative. Consider your message and how it’s communicated. In email, less is more. An efficient and useful way to ensure you’re drafting your emails appropriately is to use the inverted pyramid structure as a way to create focused emails that convert leads to loyals.
Grab the reader’s attention in the first sentence of your email.
Build anticipation with photos and minimal text that entices them to click through to your website.
Include only ONE call to action that they can reference. Too many links complicates their experience. Instead, one link directs their focus and encourages them to take further action.
Can you take the same idea and explain it with less space and more clarity?
EMAIL DESIGN elements need to be consistent and mindful of the devices in which the users are viewing and reading them. 54% of users nationwide open their emails on mobile devices so it is important to consider these additional tips in order to best optimize your emails for both desktop and mobile.
- Make sure photos are clear and properly sized. The ideal size for photos and graphics is 300 pixels wide. If smaller, it’s too difficult to see (especially on a mobile device) and if any larger, it may take longer to download.
- Use a minimum font size of 12. Any smaller, and users are not able to easily read your content.
- Do not underline text as this will confuse users. Underlined text read as links.
- Colored text can be useful but should not be used for entirety of text. Consider colored text for action items only. The majority of your body text should remain black for legibility and clarity.
- Provide a link to an online version of your email in case subscribers have trouble viewing your email via their email provider.
- Ensure that the branding of your emails mirrors the branding of your website and other digital efforts. Does it use the same tone? Does it use the same font type and color scheme? Does it link to visual content that can easily be found on the website?
EMAIL SIGNATURES should finish off your email. Have an awesome sign off after your awesome message BUT be mindful of the number of links you incorporate so your emails don’t get flagged as spam.
Now is the perfect time to test these tips with your own emails. Make necessary tweaks here and there to see which perform best overtime. Don’t let that hard work go to waste. Follow these steps and you’ll be writing your own high-performing emails in no time!