Like many other companies in the world, you’re still sending out marketing emails to your customers. Emails are still an important way to interact with them, as you well know, but they are also a fleeting opportunity to make an impression, grab attention, and encourage action.
Offer great value through your email and your customers will gladly reciprocate by taking the time to read through your message and click on your links. Design for mobile devices. Beyond these simple modern-day truths, here are a couple you can also use to enhance your email interaction with customers.
Make it easy to click
Everything clickable and link-able in your email needs to be clear and easy to choose. This is especially true considering all the handheld devices your customers use these days. Here’s how you make sure they click what you want them to:
make big, easily clickable and tappable buttons for your links
stretch buttons across the entire screen to facilitate tapping with either thumb
put additional links in the copy of your email in contrasting, bold colors
keep your links well spaced so your customers won’t accidentally tap the wrong one
Moreover, make the advantages of clicking so obvious they can’t be missed by inserting the benefits your customer can expect from clicking on the button in the button itself. To do this, use button copy like “get your free demo now” or “download report here”.
Say more with less
Your customers won’t take the time to read dense copy. Most readers peruse emails quickly for interesting stuff, skipping and in-depth reading of your world-class literature. To make sure you capture their attention, and pass along meaningful information:
keep it brief and to-the-point, cutting all extra words
break up chunky passages of text into smaller ones
insert headings and subheadings
include an engaging (clickable) image or two
The objective of an email marketing is to get your customers to click back to your company website. Over-long text just gets in the way of this aim-if your customers wade through it all to begin with.
Long emails are likely to end up deleted, and quickly. Successful email marketing depends on saying more with less.
Save the longer stuff for later
Long copy has a long history of success in marketing, even in email marketing. It’s all in how and where you use it. Give your customers the short, most enticing details upfront. Don’t make them slog through your longer content to get to the “good stuff”. Then you have the luxury of going into more depth later, after you’ve hooked them.
The other place for longer text is back at your company site on the individual pages you’re linking readers back to from your marketing email. That’s where you’re actually expected to rattle on about the wonders of your product or service.
Once you’ve got them back to your site it’s harder to lose them anyway.
Make it scannable
If your customers love to scan your emails so much, why beat ’em? Best to join ’em by making your emails easy to scan. To do this effectively:
divide your text into organized sections that get right to the point
use crystal-clear headings and subheadings
emphasize significant concepts in bold
Doing these simple things empowers your scanning customers to get to the gist of your meaning-and clickable stuff-right away.
Be clear throughout
If you confuse your customers with ambiguous stuff they might just decide you’re emails aren’t worth their time. That means a quick trip to the waste basket, the one on the desktop and the one in their minds.
Always tell your readers upfront who you are, what it is you’re asking them to read, and what benefits they can get it. Get this information as close to the top as possible. If this information stares your customers in the face immediately upon opening your email your proposition is less likely to be ignored.
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