By Sean Tinney July 20, 2021
More and more emails continue to reach your inbox. Here are five ways to highlight your emails to make sure they don’t merge.
This is an email year. Or so it should be: one research company predicts that 225.3 billion emails will be sent every year this year, a 5 percent increase from previous years.
And that’s the reason for the increase in sending: we love emails.
In fact, 72 percent of consumers say emails are their number one choice for brand communication. And companies using email marketing are seeing huge financial returns.
While this can be great for the growth of your business, it can also be your biggest challenge.
As the number of emails arriving in your inbox increases, your email marketing strategy must outperform your competitors to grab the attention of your subscribers.
To make sure your emails aren’t mixed up, here are five email marketing tips you can use to differentiate your emails from the rest.
Tip 1: Use interactive emails to engage subscribers
When most people compare the look of a website to an email, they are likely to say that the website is more visually interesting. With moving elements and clickable content, websites are more visually interesting.
However, major Internet Service Providers (Gmail) support interactive email.
Interactive e-mails contain element (s) that subscribers can communicate with and interact with. This usually means that the item changes as a result of clicking or entering something.
There are a few reasons why interactive emails play a bigger role in your strategy:
- More e-mail companies will support coding standards that allow interactive elements in e-mail.
- Interactive emails can increase email engagement and click-through rates when used well.
In the email below, we built an interactive carousel that allowed subscribers to click on three images in the email:
This carousel allowed us to place three images in one room, instead of stacking them from the top or relying on a GIF.
If GIF had behaved similarly on a visual level, showing all three images in the same room, the carousel would encourage clicks and user engagement, which GIF would not do.
Although I love interactive emails, I would warn you to build them just to create something cool.
Building an interactive element takes time and some knowledge of coding and is not supported by all e-mail clients. So if you plan to use an interactive element, you should be sure that it will positively affect your engagement and click-through rate before you spend time building it.
Act: If you know how to code using CSS and HTML, use these instructions to create a similar carousel for your own emails.
Tip # 2: Create emails that are easy to scan and read
As companies send more and more emails to subscribers, you will eventually have to increase competition. And that only means one thing: opening and clicking on your emails is even harder.
To break through the confusion and immediately grab and keep the reader’s attention, your emails need to be easy to read and scan.
Scanned email allows busy subscribers to get the important information they need much faster. So instead of opening the email, seeing the overwhelming block of text, and sending your email to the Trash, they read and click.
Here are some tactics you can use to make your emails more scannable:
- For a quick summary of the idea, try using descriptive and / or interesting headings.
- Get your subscriber’s attention by writing short paragraphs and sentences.
- Use images and spaces appropriately to separate pieces of text.
For the e-mail address below, Hotel Tonight uses three headlines of different sizes, ranging from descriptive to interesting:
Although the main header “Pictures, please” is intriguing and fun, the subheadings below are descriptive. This combination grabs the reader’s attention and then quickly gives context.
In addition, they can create an easy-to-read e-mail message by writing short sentences and separating them with paragraphs and pictures.
Act: In the next email, use descriptive or interesting headings to distribute snippets of content, and to write short paragraphs and sentences. Be sure to add a space to divide large pieces of text.
Tip # 3: Personalize your emails with dynamic content
Get personalized with email marketing tip # 3. Personalized emails, that is.
Personalized emails get 29 percent more unique open rates and 41 percent higher clickthrough rates.
While segmentation is one of the best ways to tailor your emails to your subscribers, you can try other methods.
One method that I and other email fanatics like is dynamic email content.
Dynamic e-mail personalizes content for each subscriber based on the information you have about that subscriber.
For example, in the email below, Grammarly created a dynamic email that shows the subscriber how they used the service:
Email numbers are unique to each subscriber who received it. By using such dynamic content, the subscriber gets a personalized overview of their account information.
Act: With custom fields, you can easily create basic dynamic content in AWeber. To do this, create a registration form or landing page that asks your subscribers for personal information other than their first and last name. Then use the custom fields in your email to enter personalized information for each subscriber.
Tip # 4: Add your call-to-action invitation
Earlier, I explained how scanned and easy-to-read emails increase email engagement. However, placing the call-to-action button can be just as effective.
A few years ago, the AWeber team conducted a couple of email tests to find out what constitutes a perfect email. One of the tests we passed was placing call-to-action (CTA) buttons.
We created two identical email addresses with one small difference: One letter had a CTA button at the top and another had a button at the bottom.
In the email where we placed the button at the top, we saw more than a 50 percent higher by clicking. We continued to test the layout of this email button in other emails, and it consistently received more clicks.
Act: To increase your clickthrough rate, you can easily apply this overview to your emails. All you have to do is bring your CTA to the top of your email. You just want to see if your own email audience responds the same way we do.
Tip # 5: Automate your welcome email
Companies that use automation have a 53 percent higher conversion rate than non-automated ones.
Although automated emails are not a new tactic, we have found that many companies do not use them (despite their effectiveness). In fact, in a recent study of more than 1,500 small businesses, we found that 65 percent of people do not use e-mail automation at all.
So if you haven’t started using email automation yet, now is a great time to get started. Welcome emails are a great place to start.
When your subscribers sign up for your email list, they will be excited about the content they receive from you. Your welcome email takes advantage of this excitement by providing them with content right away.
A great welcome email can help subscribers communicate more and order less. And this may be one of the best performing emails in your automation arsenal.
For example, I created an automatic welcome email for an email campaign that subscribers receive immediately after signing up:
Since people got excited about the email right away in an hour, we got amazing 90 percent open rate and 45% clickthrough rate.
Act: If you have a mailing list that doesn’t have an automatic welcome email for subscribers, create one today. You may be surprised at the open and click-through rates you see!
Now it’s your turn to kill it via email
These email marketing tips offer great ways to engage your subscribers with interesting, beautiful, and well-written emails.
So how do you use these tips to improve your email marketing?
Go and send an email, my friend. Your company thanks you.
This post was written by Liz Willts with contributions from Sean Tinney.