Email Distinction 101: The Body

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In the first part of this series we unpacked the importance of catching the receiver’s attention with an outstanding subject line. Next comes the email body.

 So you managed to get them to open your email, now how do you keep them hooked?

The Body

First things first, make sure to maintain consistency in tone from your subject line into your message body. This not only helps build your brands voice, but keeps readers from confusion caused by a tonality switch.

According to Entrepreneur, “Having that same consistent tone over time is what will help build your personal brand.”

When trying to formulate your email, craft your message according to the need you identified. How can you create an experience that convinces the reader that this need can be met? What does your message offer or satisfy in your reader?

While this may depend on your audience, the general rule remains: keep content direct and simple. Boomerang suggests using shorter words and shorter sentences in the copy. After conducting a survey, the company found that people were most responsive to emails written at the standard reading level of a 3rd grader.

Make sure you establish the why to convince your audience of the what. Together, your subject line and body copy need to convince the reader to continue the journey ahead with your company. This continuation is seen when people continue with your call to action, also known as a response or conversion rate.

MarketingSherpa explains that on average people will spend about 15-20 seconds reading an email. This includes the distractions they may have with any images or logos you incorporate in the body. In the short amount of time, you need to convince your readers to take one step further: your purpose, call to action, and image must work together to entice readers to the next step and create message cohesion.

Discern. Engage. Transcend.

 

 

 

 

 

 

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Email Marketing 101: Your Subject Line

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Even with the social media takeover, email marketing proves to return higher conversion results: if done well. According to McKinsey & Company, “Email conversion rates are three times higher than social media, with a 17% higher value in the conversion.” Businesses must find a unique appeal to set their message apart among the ever increasing inbox clutter.

Keep your message out of the junk mailbox with these subject line construction tips.

Your Subject Line

The Selling Point, The Gatekeeper

“64% of people say they open an email because of the subject line.” –HubSpot
Do not underestimate the impact a well-crafted subject line will have on your open rates. Hubspot describes the subject line as the gatekeeper of an email. The work put into creating a captivating email turns into wasted effort if people are not interested enough to open the email in the first place.

Keep your subject line to 50 characters; remember one word can make a huge difference. Try researching the most searched terms related to the purpose of your message, and incorporate them into your subject line.

Customer.io blogger Janet Choi advises email senders to see every subject line as a pitch. What’s your unique selling point? What need does your receiver have that your subject line promises to meet?

When creating your subject line remember that incentive, curiosity and promise drive interest. For example:

Incentive “Congrats! You’ve been selected…”

Curiosity “We have a secret to tell you.”

Promise  “Your day just got easier.”

Construct a subject line that hits the need of your receiver, without underselling, neutralizing or radicializing your pitch; The Atlantic refers to this just right point as the Goldilocks zone of email tonality.

Personalization will also go a long way in how much attention a person will pay to the email. This technique may include incorporating the receiver’s name in the subject line, or segmenting particular messages best suited for certain members of your audience i.e. recognizing your receiver’s birthday month. Experian expresses, “personalized promotional mailings have 29% higher unique open rates and 41% higher unique click rates than non-personalized mailings.”

In about 3-4 seconds a person will determine whether or not an email is worth reading, simply based on the subject line.  Make it distinct; make it personal.

How many emails did you second glance today?

Discern.Engage.Transcend.

Why Your Business Needs To Invest In Email Marketing

Are you spending all your digital marketing efforts on social media platforms? If so, it’s time to increase that small wedge in your marketing strategy known as email. With the social media takeover it’s easy to believe that email has lost its value… but let the facts show otherwise.

Broader Reach

Nearly everyone, in all demographics, has an email address they check daily.

“Eighty five percent of people around the globe who are connected online send and receive emails and 62 percent communicate through social networking sites.” -Huffington Post

The reach of email messages are broader because they go to every person you send out to at the same time. On social media,  only select few followers will end up seeing your posts at certain times of day.

“90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.” Campaign Monitor

Social media and email work hand in hand. When you sign up for a new platform, when you receive reminders or friend request notifications, when you need to confirm an account creation, what do you use?

“There are 3x more email accounts than there are Facebook & Twitter combined.” Campaign Monitor

Higher Conversion Rate

Email allows for more effective segmentation. Your company can target the interests of each individual and determine which customers will benefit the most from certain messages. Different than social media in that posts  must consistently be updated to try and reach the broad range of needs among the tons of followers.

“The average click-through rate of an email campaign is around 3% (of total recipients), whereas the average click-through rate from a tweet is around 0.5%.” Campaign Monitor

“Email conversion rates are three times higher than social media, with a 17% higher value in the conversion.” McKinsey & Company

Higher Return On Investment

If done strategically, your efforts will reflect in your ROI. As the open rates increase with the segmented messages, the return on investment becomes more promising.

“Email marketing yields an average 4,300% return on investment for businesses in the United States.” Direct Marketing Association

Econsultancy.com shows how businesses have rated emailing marketing in the graph below.

 

If you want to check out your business’s conversion rate try emailmarketingroi.com

Even with the rise of social media, email still accounts for a higher number of eCommerce sales. This does not mean to minimize efforts on social media platforms but rather increase investment in email marketing.  If done correctly, it will be one of your greatest tools for e-commercial success.

 

 

Discern . Engage . Transcend