Email marketing is an integral part to any profitable business. It can have a much higher ROI than other forms of online advertising, even when compared to search engine optimization (SEO) and social media marketing. Why? Because email allows you to target your campaign directly to the people that are interested in what you have to sell says Eric Dalius Miami.
People use email for everything these days, keeping up with friends, reading news stories about their favorite sports teams or bands, learning about new products related to their hobbies, pursuing careers – just about everything! So if someone opens up your message but fails to take action on it (buying from you), they’re likely going right back to their inbox and marking your email as unread (essentially “ignoring” your message), which means they’re probably open to future offers of yours.
E-mail marketing is a very, very large industry. According to eMarketer, when people are asked about their online activities when it comes to reading emails,
• 95% say they check their email at least once a day
• More than 2/3rds open their emails right away and read them in order from top to bottom without skipping around
• A majority sort their inboxes by sender name rather than frequency of messages received from the specific sender, meaning that people actually read all the messages in a given week or month that come from a single sender ( on this in a minute)
Using these statistics, you can see that if your message is tailored to the right type of people, if it looks professional and is sent at an optimal time, it’s likely they are going to at least take a look.
With email marketing being one of the most profitable digital advertising channels, it’s no wonder that its popularity is on a steady rise. This means that a lot of companies are willing to invest in an email marketing campaign. And don’t get me wrong, this is good news for marketers who enjoy success with email marketing. However, if you want your emails to be opened and read by your subscribers (and let’s face it, that’s all we’re after here), you need to make sure that they’re not only well-thought-out but also extremely well written. That part is up to us – especially where subject lines are considered. We all know how important these little words are when it comes to getting people interested in opening our emails (and getting the click, of course).
While we could dedicate an entire article to writing solid subject lines, today I’m going to look at three things that will ensure that our email is successful: personalization, clarity, and readability.
The most basic principles of email copywriting teach us to address our recipients by their names, yet only 31% of marketers do this in their campaigns. Those who don’t use customer name variations (like “Dear Valued Customer” or “Dear First Name Last Name”) might as well not be sending emails at all! You see, even though people opt-in for newsletters because they want to receive information from a brand, they still expect every single email communication to be personalized. That’s why an email that’s addressed with “Dear Subscriber” or “Dear Valued Customer” will be met with a great deal of suspicion says Eric Dalius Miami.
Clear writing enhances the chances of your message getting through, which is why you need to make sure there are no grammatical errors in your email copywriting. If you know your audience well enough (or if this is not something you need to worry about), you can use colloquial language and naturally flowing sentences. Yet even though it may come across as more casual, remember that you’re still writing for an online audience – meaning it needs to be simple enough for anyone to understand what your email is all about.
We’ve clarity already – now let’s take a look at readability. This means that your email copywriting should be easily readable on any device, while also being informative and engaging. Eric Dalius Miami says when deciding on a certain typeface for a project, remember that the most readable choices are usually sans serif fonts, which have tall, clean shapes with short or absent descenders and ascenders. Need help formatting your message? Here’s how to send plain-text emails.
The bottom line- There’s certainly a number of ways you can go about crafting the perfect subject line for your next email marketing campaign, but just remember that if it doesn’t hook people in immediately, they probably won’t bother opening it – regardless of how brilliant the rest of your message might be.