In the era of internet people have less and less time to actually read content! You may be the best writer out there and no one will know because people just do not take the time to read! The average time span for reading an email is 51 seconds! (according to a survey by Nielsen). White its more than the 8 seconds you get for first impressions in meeting a person face to face, it is precious little time to get your message through.
This means that marketers have to be efficient and attractive in order to get potential customers and readers to actually read the marketing content they provide. How to create such an email? here are 5 tips.
1 - Create your email campaign according to client expectation: Remember what type of message you have to deliver and make your newsletter look accordingly. there are mostly 3 types of campaigns: Content, offers and events. You are either providing your readers with valuable content - this means usually more text in the email, or you are providing info about a special product or discount - an offer - this usually means a focused email with short text and a link to the coupon or a web shop, or you are announcing an event and want your readers to register (conference, webinar, etc.) this means a shot email with details of the event and a link to register (call to action). Readers have learned to expect a certain look for each type of campaign and the design helps them understand what your email is about, even before they read it.
2 - KISS-keep your message simple and direct: You know people do not have much time, so say what you want to say in a simple, clear and direct manner. Use carefully selected images to enhance your message and create clear and obvious paths for a call to action. Make its easy for your reader to understand what it is you want them to do and why.
3 - Good division of elements in your email: Keep a balance between graphic elements and text in your messages. Too much text may be daunting and a picture is worth a thousand words. A short and focused animation may also be of use, especially for a product launch. Remember that the top left of the screen is scanned by your readers first. Clear division of content and hierarchy of headers and titles to different parts of your email campaign will help readers to understand better what it entails. Use a clear font in a comfortable and readable size. Organize your content and keep it orderly, so that your readers may easily search through it quickly. Use a professional and aesthetic design to further promote yourself as a serious provider of information.
4 - Keep up with the technology: Make your email campaign accessible to new devices and readable in as many platforms as possible. Responsive designs are easily read in most mobile devices (smart phones and tablets) today and are suitable to more than one screen size (alternatively make you message no wider than 500 pixels for easy reading in smart phones...provided it is not too long). GIF animation is supported by most platforms, and even if it is to supported by the emailing system of your reader as an animation, you may be sure that the separate images will still be seen.
5 - Remember to ask questions: the best way to find our what your readers want to read about is to ask them. A short survey email may prove to be a powerful tool to enhance the final emailing campaign you are planning and a means to guarantee its overall success. Contact readers who have been inactive to find out why they have stopped interacting with you. Use the emailing system as an effective sieve to sort our readers who are not truly potential clients for your business and who are not interested in receiving your newsletters.
Remember that eventually, if people feel that they are receiving good value from you, they will remain registered to your newsletters and campaigns. By keeping your message focused and effective, people will be able to evaluate the quality of your email campaign and their interest in it quickly. Showing respect for your readers time and intelligence in making such choices will be reciprocated, when you have upscaled the quality of your distribution list and increased your business following a successful email campaign.
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