The Most Successful Emails Are Focused, Segmented, and Personal
Are your monthly or weekly emails starting to feel like an empty routine? Have clickthroughs begun to lag? Are you wondering if your list has stopped noticing you’re there?
Maybe it’s time to refresh your strategy.
Here are four tips for refining your focus, connecting with readers, and taking your emails from merely communicating to inspiring conversation.
- Start with a Winning Subject Line
There’s no shortage of opinions on what makes a great subject line, and the research is constantly evolving.
Lately, the data suggest longer subject lines that are specific, personable, and positive — clickbait is out and authenticity and straightforward messaging is in.
Other success factors are more evergreen. For example, Title Case Almost Always Beats Sentence Case and including numbers as well as action items often increase open rates.
You can use one of the many great, free tools for generating and checking subject lines (we like CoSchedule) and A/B test them to help you figure out which kinds resonate with your audience.
- Make Email Easy to Scan and Digest
Your readers are busy and their inboxes are flooded with mail they’ll never read.
To make yours one of the emails they actually want to read, respect their time. Keep it brief, stick to one topic, and give your reader tools to get them what they’re looking for.
- Focus: Choose one topic for your offer, ask, or newsletter and stick to it. Don’t make your readers work for the information they want.
- Use subheads: Subheads guide readers to the information they need, drawing in readers skimming your emails for valuable content. Keep them short and accentuate them with page breaks.
- Use art to your advantage: Thumbnail images and infographics help summarize content, guide readers down the screen, and help the reader quickly identify relevant content.
- Link out: Make sure lead images, headlines, and intro copy are embedded with links to the related content. This can both direct readers to other content you’re producing as well as neatly explain concepts instead of cluttering copy with unnecessary explanations.
- Remember: You’re Talking to People
From principle-driven advertising to personalized sales, now is the era of human-centric marketing. Email is no different.
A few strategies for keeping it real:
- Keep it conversational: Find a tone that’s as personable as it is professional and on brand. Imagine you’re having a friendly conversation with an existing client — hopefully, that will soon be the case.
- Personalize: Most email platforms allow you to enter a code to automatically add recipients’ first names upon sending. A personal touch always leaves a positive impression.
- Go all-in with your signature: Sign off with the sender’s first name if that fits your brand, followed by the full name, headshot, direct email, and social media links — make it easy for readers to reach you.
- Invite engagement: An email is not an ad. Beyond including a clear CTA – ask for something besides “take advantage of this offer”, like feedback or a share on social. Ask for whatever makes sense for your goals and turn your email from an outreach and ask into a conversation.
- Segment Your Emails
- Give your email a better chance: When you segment your email – by demographic, purchase history, or other data points – your message stands a much higher chance of resonating. Use tools to help you discover new audience segments and then automate workflow and content.
- Add value: Provide links to additional information, tools, and offerings, and leverage your knowledge of your audiences to create custom CTAs for each segment.
Are you ready to take your email copy to the next level? Contact us to see how our marketing team can work for you.
About Katrina Denk
Possessing over 10 years of experience leading strategic and tactical marketing efforts of some of the area’s most respected businesses, Marketing Director Katrina Denk brings a wide breadth of knowledge to every initiative she oversees. Whether it’s a product launch or a multi-touch email campaign, she understands all the ins and outs of the marketing mix. In her free time, Katrina is an enthusiastic world traveler and animal lover.