No matter how many specialists complain about email marketing and think about the effectiveness of sending Are you sure this can be sent? letters by email, email promotion works and brings conversions, no matter what field of business you work in.
Research data from the international
company Radicati says that in Are you sure this can be sent? 2021, more than 4.1 billion people on the planet use e-mail – this is almost as many users as are registered in all social networks (4.5 billion people in 2021).
The most important question for an email marketer is how to make sure that emails are read?
Many companies and specialists still send letters that end up in spam or simply do not connect with recipients. Often the cause is errors in the design and selection of the information drive.
When starting an email newsletter
you should be sure that you have done everything possible to target the letter exactly to your consumer. If in doubt, check the list of recommendations below and make sure that the letter is completely ready to send.
1. Relevance of the offer
Make sure that your offer is really interesting to the potential audience.
For example, are concerts in Kharkiv interesting to me if I live in another city?
Check the relevance of the title of the letter
Rice. 1 – Most likely, users will not open emails with such a specific title if they immediately know that the offer is not suitable for them
Another very specific example.
Clarification of the subject of the letter
Rice. 2 – Too specified, but what about the rest of the 11 zodiac signs
It may be better to segment the audience in contact databases or make more neutral offers.
2. Contacts and mail of the sender
The sender’s mail must be a domain name.
This means that it must be linked to the company’s website, and not have a standard address of gmail.com or ukr.net.
For example, [email protected] .
The name of the sender must be associated with the company.
The address of the sender of the letter
Rice. 3 – The name of the company, the sender’s email with the domain name and the company logo are indicated here
At the end of the letter, include contact information so that the user can conveniently use one or another communication channel.
Sender’s contacts in the letter
Rice. 4 – Auchan uses an extended contact block
A large percentage of users use contacts from the mailing list.
3. Subject and preheader of the letter
There is no universal theme. For some part of users, one offer is relevant, for others it is completely different.
Any topic should catch your eye at first glance and carry real insight. It should be relevant. The only way out is to experiment and conduct A/B testing.
Timeliness of receipt of the letter
Rice. 5 – The letter was sent on February 13
Preheader is an addition to the topic, its disclosure. The preheader fragment is display. Immediately after the subject on the all-inbox page.
An apt preheader of the letter
Rice. 6 – The topic is highlighted in bold, followed by its disclosure. This is the preheader
Often, companies forget to use this field
The more detailed you are about the text of the preheader, the better, and the user will not see template blanks (eg image alt or Open in browser.
he text for email distribution should be concise. Each proposal should reflect the content of the entire letter.
There are some general guidelines for body text in a letter:
There should be no errors in the text.
General writing should be understandable to the target audience.
Use fewer highlights (size, color, italics, etc.).
Break the email template into blocks, lists.
Add an image to the text.
Content of the letter
Rice. 8 – This email is broken down into blocks, highlights only the words you need to pay attention to, has a photo of the speaker, and several call-to-action buttons
Again, depending on the topic and purpose, your email may look different.
5. Volume of the letter
The weight of the letter directly affects its entry into spam. For example, Gmail truncates emails larger than KB.
The same is the case with images: if they are too heavy, users will close the email before they load on the screen. Therefore, do not put all the emphasis only on the image part of the information is text, part is a picture. The optimal image sizes are 15-100 KV. An excess can be a signal for a spam filter.
Banner for the entire sheet
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Rice Ticket sales at Ryanair are designed with one banner
As in SEO image optimization, email distribution requires writing the alt attribute. If for some reason the image does not open, it will be clear that there was a picture in that place, and perhaps the text will reveal the meaning of the picture.
6. Drafting of the letter
The appearance of the letter, its simplicity and intuitiveness play an important role in the perception of information. If you want users to read the letter to the end and respond to it, follow the recommendations:
Images make up 40% of the letter, and text – 60%.
Logical structure.
Places accents and divisions according to content.
Use of unique corporate elements (fonts, colors, logo).
Unsuccessful letter structure
Rice. 10 – A lot of text that merges into one canvas
It is not always possible to fit all the necessary information into a short thesis, but try to make the email template readable. Look at it with the eyes of a person who sees the information for the first time.
7. Mobile version
On average, half of all e-mail new zealand business fax data users open it from a mobile device.
Preview of versions of the letter
Rice. 11 – Preview of desktop and mobile versions
8. Call to action
The Call to action button is a mandatory element of every letter, otherwise the purpose of sending becomes aleart news unclear. Is this just a friendly conversation?
The call to action button is a motivation to take action: download, register, select, buy, subscribe.
The button should stand out in color and size from other elements of the letter. You can use multiple repeating buttons or different buttons depending on the size of the letter and your offer.
