Written by: Kimmy Maclang
Email newsletters have been around for decades and the technology behind them has evolved, and so has the techniques that contribute to getting people to read what you actually write. Whether you are a small business intending to start an email campaign to get your brand recognized, or you are part of a huge corporation that has a goal of getting more people hooked on your emails, you can benefit from these universal techniques in email marketing. Read on to get tips on how to make people open and actually read your newsletter.
- Choose the perfect email marketing software for you.
There are a lot of email sending services available in the market today. Choosing the best email software for your purpose early in the game can help you get the best for your email campaign. Scour the web for reviews so you can determine which one will work best for you as each one has a different rate and offers unique features.
For example, ActiveTrail offers a mobile responsive email platform so you can make sure that your recipients can get your emails using any device. It also provides a wide variety of free templates, and SMS sending service, a landing page builder, comprehensive reports and more.
- Write an engaging subject line.
Make those 35 characters count by writing a subject line that will surely make people open that email. Pique their interest using simple and direct language — avoid fancy words and jargon. Most people use up their time and energy in writing up content and coming up with creative images for the email body. However, it is actually the subject line that lets people decide whether to open an email or ignore it. What’s worse is that people can delete your email as quickly as they saw your subject line!
- Test your subject line.
If you are unsure if your subject line will compel recipients to open your email, then perform the A/B testing. Write up two subject lines and send them to a small portion of your list to find out which one better appeals to your audience.
- Can spam? Don’t.
Don’t look like spam. Avoid using symbols, all caps, and exclamation points — this usually tells recipients that en email is junk-quality and they may move your email to the spam folder. In doing this, email hosts will recognize future emails coming from you to be spam.
Furthermore, comply with anti-spam laws in your area (or your recipient list’s location) to prevent your emails from being automatically filtered. Most email sending services have anti spam policies to make sure that the emails you create comply with anti spam laws.
- Verify your email list.
If you have been in email marketing for years and have thousands of subscribers already, it may be a good idea to verify the email addresses. There are list verification services available that can help you go through the thousands (or hundreds of thousands) of email addresses you currently have. This will avoid hard bounces and make sure that all the emails you send actually go to active email addresses.
- Provide quality content.
To maintain the relationship with your subscriber, you need to provide quality content that is fresh and engaging, yet concise. Be as creative as you can be but avoid promotional fluff. Make sure that your subscribers are getting their time’s worth.
- Include a call-to-action.
A call-to-action is a very important part of an email newsletter. What do you want your readers to do next? Make your call-to-action clear and compelling. Place it in a strategic place where it is easy to find and plain to see.
- Use eye-catching images.
Web users nowadays are not very patient with text-heavy articles. This is why using attractive, high-quality images and graphics is very helpful to keep the reader’s attention. Make sure your image reinforces your content, and always follow the text to image ratio to avoid being marked as spam.
- Observe the best day or time to send out emails.
Several studies have been done on the best days to send an email. Most studies show that Tuesdays, Wednesdays, and Thursdays perform better than weekends. People don’t like opening their email during the weekends, and Mondays are usual hectic.
However, each audience varies from the other. Observe your audience and test out the best days yourself. Once you have established which days or time is best for you. Find out if your subscribers like to read emails late at night, early in the morning, or during lunch break.
- Create mobile friendly emails.
More than 50% of emails are opened on mobile devices — this we know for a fact. However, there is that other 50% of your audience that still likes to use their computer. This is why it is very important to create responsive emails that can adjust to whatever gadget your subscriber uses to open your emails. Nobody likes to use scroll bars when reading, so make sure to use an email marketing platform that can create responsive emails.