7 Obvious Things Marketers Forget About When Creating an Email Message – Paul Shuteyev

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According to the latest estimates 205 billion emails are sent daily. Most of them are either business-related, some type of promotions or advertising. The number might seem surprising to some but if you think about, we use email messages so much – as invitations to events or webinars, as reminders, triggered campaigns, promotional campaigns or drip campaigns, that it makes sense. But all this email writing made us blind to some obvious things and lose our focus.

Your email messages can be improved to the point where they’ll help you convert within minutes. But this article is not about marketing “rocket-science” or some crazy hacks. The goal is to remind you that it’s the simple changes that produce the most results.

Which is why we have compiled these 5 tips that will allow you to improve your current email messages, or create new ones that will convert better than you ever thought. Do you use these rules for your emails? Read on and see.

Tip 1: Use conversational style

Are you tired of long introductions, enterprise-level style and terminology-packed emails you receive on a daily basis? That’s how most people feel when they receive emails written in the wrong style.

People love and respond to things that are simple and clear, so that should be your priority when creating your email copy. When we receive an email that sounds way too impersonal and corporate, we assume it’s automated or a bulk campaign, which doesn’t help the conversions. Your email shouldn’t just be friendly, it should seem personal – make it look like it’s been created just for this one person, as if in a private conversation.

Corporate style (the complex one) is only appropriate if you’re sending a message to a government institution or a massive enterprise-level company, but that is very rare even for those who deal with emails every day. In all other cases don’t be afraid to speak your mind.

Nothing converts better than a friendly email, as long as you keep it polite. Don’t be afraid to write “Hi!”, “Hey!”, or “How’s your day?” – we are all human!

Tip 2: Keep your emails short

This issue is closely related to the style of your email, as many marketers and salespeople still believe that they must put as much information in one email as possible. Do you read long emails? No, and no one does. When people see a long email, they usually can only get through the first few lines.

Studies show that an average person spends only a couple of seconds evaluating an email. Not enough to even get through your long introduction.

Keep your emails as short as possible. This will make your email look more personalized, as messages written individually are usually short. If you need to introduce yourself do it with one sentence. Then write one or two lines focused entirely on the email’s main topic and proceed to the main goal – a question or a CTA.

Even sales and promo messages can be short. If you want a recipient to reply – just ask them a simple short question. If you want them to open your link – briefly describe what they’ll get by doing that. The shorter your email is, the more information is digested by the recipient.

Tip 3: Make your CTA clear

Emails written by marketers and salespeople all have a goal. However, we often see promotional email messages cluttered with questions, buttons, links and more. That can backfire.

Your CTA should be concise and to the point. If your goal is to start a conversation, the best CTA is a question that pushes a recipient to reply to your message. If you want a recipient to download something, to fill in a form, or perform any similar action, just describe the advantages of them doing so and provide them with a link.

CTA is an essential part of a marketing email, so remember to add one in the first place. Adding extra information distracts the recipient from the main point of an email.

Tip 4: Consider the technology behind the email

Email messaging has sophisticated and complex systems behind it – IMAP and SMTP servers, filtering mechanisms, wording analysis, anti-spam filters and much more. These are essential in designing your email:

  • Avoid spam-words, such as – 100%, access, act now, as seen on, all natural, compare rates, double your, extra income, free access, free sample, giving away, great offer, etc.
  • Don’t include too many links. This includes links to your CTA, your website, your profiles or social media pages. 1 or 2 links is enough.
  • Allow people to unsubscribe, either through an unsubscribe-me link if you are sending a bulk or cold campaign, or just a line “Please let me know if you are not interested, so I don’t bother you anymore”. Make it easy for the recipient to unsubscribe, this will lead to improved reported-as-spam rates.
  • Avoid using scripts or code in your emails don’t overcomplicate it. When filters detect scripts or code in your email they assume it’s automated or promotional. Use graphics and HTML templates only when delivering messages to existing subscribers or clients.

Tip 5: Use Re: subject lines

If you are reaching out to a recipient with a second or third email message within the same conversation, or because the first email went unanswered, use the same subject line.

Subject lines that automatically start with “Re:” have higher open rates, because the recipient sees the new message as a reply to an existing conversation. Don’t try to fake it, only organic “Re:” generated automatically will work. Most drip campaign tools do this automatically by using the subject line from the first email sent.

Extra Tip: Examples

We would like to show you few examples of short, friendly email messages with clear CTAs. Email messages like these produce better open, click-through and conversion rates, and we recommend you try them for yourself.

Example 1

Subject line:

NAME, here’s a quick question.

Body:

Hi NAME,

Hope all is well! I’m John from Johnson’s Bureau.

Do you still manage a marketing team at COMPANY NAME? I would love to hear your thoughts on our new tool for marketers.

Best regards, and looking forward to your reply,

John

Example 2

Subject line:

NAME, see your invitation to a free webinar for gym owners and trainers

Body:

Hey NAME,

Hope you are doing great!

I’m John from John’s Gym, and we have a webinar for gym owners, gym managers and fitness trainers this Thursday, July 5. We will discuss and show ways to attract more clients to gyms through offline channels.

We know you’ll find it helpful. Here is your invitation to a free webinar – LINK. Talk to you soon!

Cheers,

John

Not all email marketing tools are complex

You probably know that there are tons of email marketing tools on the market including such giants as Mailchimp, Aweber, GetResponse, ActiveCampaign. All of them may look complex because of the abundance of settings, automation mechanisms, campaign types and more.

The reality is marketing tools can be powerful yet simple. So is Snov.io – it is an all-in-one email marketing platform that allows you to generate leads (from social networks or from any other website), verify them instantly (thus making you sure you are sending your email messages to valid and existing recipients only) and create effective drip campaigns to get maximum conversions. You get the full email marketing circle without leaving a single dashboard.

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

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4 Email Marketing Hacks That Will Help You Stand Out From Your Competition – Rohan Ayyar

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So you’re a digital marketer. I’m willing to bet money on the fact that you (or your company) already use email marketing as a key tool in your marketing toolbox. You’re in good company too.

Email marketing ranks #1 in the list of methods or tactics used by businesses to reach out to new customers and build awareness.

This reliance on email is not without good reason. Not only is email marketing an extremely low-cost marketing tool, it’s also the one that offers the best bang for your marketing buck. According to a study by The Relevancy Group, Q2 of 2017 saw 21% of revenues for businesses come from email marketing alone.

That double digit figure however, doesn’t come with bland ol’ emails that look exactly like the previous one. As consumers’ exposure to personalized communications grows, what was yesterday’s “hack” has become today’s “must-have” or “fundamental.” Here are a few things you must look out for if you want each one of your emails to create an impact and bring in conversions.

Email Marketing Hack #1. Pre-header text

An oft-overlooked piece of email marketing, pre-header text (also known as “preview text”) is that bunch of words you see in your inbox, immediately following the subject line itself. Many otherwise-perfect emails run into a brick wall here, when they forget to remove standard text like “View in a web browser” from the beginning of their emails:

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Leading email service providers like Gmail and Yahoo allow marketers to say a little more to their users beyond the subject line, before they even open their email. Consider it a bonus chance to reel in that elusive open, click or conversion!

Where once marketers had to depend on custom code to include pre-header text in their emails, that process has now become incredibly simple with the slew of marketing automation platforms out there. Most have WYSIWYG interfaces where you can type pre-header text into a form field, and voila, the pre-header text is set!

Things to keep in mind when optimizing your pre-header text:

  • Think of pre-header text as your second subject line. Spend equal thought in crafting and perfecting it.
  • Unlike subject lines, in many cases, the pre-header text will not be cut off and full sentences are often visible, depending on the device being used to view it. Don’t skimp on the length in favor of brevity on this one.
  • Adding a call to action that builds on the introduction offered in your subject line is a great way to improve open rates.
  • Last but most important, don’t miss out on adding pre-header text to all your emails.

Email Marketing Hack #2. “Smart” content

When speaking of smart communications, how can one not mention the iMessage app. From auto suggesting responses to auto filling personal information from phone data, there’s a wealth of capabilities it offers that make it a truly “smart” messaging app.

Emails have now begun taking inspiration from these smart messaging apps to offer content that’s tailored to every aspect of a user’s profile, making the email hyper-relevant to the user. And we all know that relevant content delivered to the user at the right time is a strong bet for a likely conversion. From web browsing data to transactional data to a user’s profile data, companies sit on a gold mine of data sources waiting to be tapped and crafted into effective marketing messages.

Spotify dug deep into users’ listening data, preferences and usage history to create this hyper-personalized email for its premium users. The campaign drove a staggering 75% engagement rate with 57% of subscribers calling it a “memorable email.”

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Truly smart emails leverage even the most innocuous data points. Fast food chain Chick-Fil-A used smart emails that identified a user’s device and served up different emails based on the device detected (iOS, Android, desktop etc.) to drive it’s app download campaign. The emails hit their mark brilliantly, with Chick-Fil-A eventually ending up with the #1 trending app in the iTunes Store.

In addition to using “smart content”, you also need to “be smart” with your content. For instance, although videos in emails are becoming commonplace these days, you still want to make sure your audience gets your message exactly as you want them to, and so you’re better off including an animated gif, for which support across all email clients is exceptional.

You can learn from tech tutorial and gadget blogs like iGeeksBlog – even if you’re explaining something like how to record your iPhone screen, you can turn it into a series of stitched images or gifs instead of an actual recording.

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This way, you succeed in educating your subscribers without any chance of frustrating them in the process.

Email Marketing Hack #3. Embedded surveys

Market research owes a great deal to email marketing over the last decade. With the ability to reach millions of respondents in one go, email makes data collection simpler than ever before. Unfortunately, market researchers fall prey to one of the inherent flaws of email marketing – conversions can only be as strong as an email’s click through rate. Let me explain.

Most email surveys have buttons that say “Take Survey” or “Start” that take the user to a new browser tab and kick off a standalone survey. Trouble is, not enough people bother clicking on this CTA button, resulting in poor response rates and thin data.

Enter embedded surveys.

By including the entire survey inside the body of the email, marketers can prevent the inevitable user drop-offs and collect exponentially higher responses than they would have otherwise.

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Data shows that embedded email surveys increase survey response rate by 125% compared to traditional surveys that take the user out of their email inbox.

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Embedded surveys can be used for a variety of purposes including soliciting a user’s product review, NPS or customer satisfaction ratings, completing customer profiles, requesting users’ interest and more.

Some things to keep in mind with embedded surveys:

  1. Keep the survey short and simple. Too many questions will make your email bulky and unreadable, not to mention, lower your response rates.
  2. Experiment with radio buttons, open text fields, check boxes or even buttons to keep the survey easy on the eye as well as easy to take.
  3. Check whether your email marketing platform supports embedded surveys. Most platforms do. MailChimp lets you use custom tags or integrate with SurveyMonkey or Google Forms, Google schema for email allows users to fill forms and write reviews from within Gmail, and so on.
  4. Different email clients render embedded surveys differently. Check how your survey renders on the most popular email clients before sending one out.

Email Marketing Hack #4. Creative design

You likely put lots of care and thought into your website and product design, so be sure to carry that design thinking over to your email campaigns. Using a color scheme and cohesive design can help raise brand identification by 80%.

Take Spirit Airlines, for example. Their website includes bright yellow as the main color, with accents of black and red. They also include cartoon drawings and a font that almost looks handwritten. These same design patterns translate perfectly over into their email campaigns, so recipients can easily recall their brand. Spirit’s colors also make them stand out from their competition, as many airlines tend to include more muted or standard colors, such as white, blue, red and grey.

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Add in the unexpected by including things like gifs or videos for a visual that is sure to catch people’s eye, like GrubHub did with their email campaign. Since a food delivery service tends to have quite a long list of competitors, including a short video played on repeat that illustrated their overall message made GrubHub’s email truly unique.

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Wrapping up

Even though 269 billion emails are sent and received every single day, a mere 21% of them actually hit those all-important customer eyeballs. Of the emails that are read, even fewer get acted upon. Given the potential that email marketing holds, you owe it to your business to equip your emails with every advantage you can to help them hit the mark. The tactics we discussed here are fast becoming email staples that no business can do without. What’s taking you so long?

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