How to create the perfect email [which will actually get opened]
by Lucy Seymour on 3 April 2019
The average person has two email accounts -- some of us more. A work one, a personal one, and maybe a more official one for important correspondence (we don’t all need our mortgage broker to see the embarrassing email moniker we chose when we were 12.)
Each day, mail arrives at these addresses and is usually a balance between spam, junk and genuine content you signed up for – you might even receive some that has been created specifically for you and uses your name! Almost 54% of email traffic was categorised as spam in 2018 – that’s a lot of unwanted mail.
But whether you like it or not, email marketing is still relevant (and we won’t be switching to mail sent by owl any time soon.) So you’d might as well be acing it. Here we offer a few tips to getting your emails seen, opened and actioned, helping your subscribers get hold of valuable ‘wow’ content, while also encouraging prospects to become customers with you.
Even if your email is going out to a huge subscriber list, write the content as if you’re aiming it at just one recipient to really help you target your audience and give a personal, caring touch.
Speaking to one recipient gets easier if you:
Get straight to the point. Don’t waffle on for three paragraphs before getting to the point of the email – hit them with it in the first line. You’ve just got them as far as to open your email, don’t lose them now! The job of a line is to get them to read the next line.
Open your email with something that grabs attention:
“There’s a risk associated with ideas, because you have to put yourself on the line. If you feel a bit nervous before you send an email out then you’re probably doing it right."
Always be the recipient’s equal – don’t talk down to them, but likewise don’t talk up to them. People don’t want to feel belittled, so don’t use overly academic language (unless, of course you work in an academic sphere!), but they also don’t want to feel like you’re sucking up to them – finding the perfect tonal balance is key to achieving trust.Consider the following as you craft your email:
If you do something dramatic or different once, it has the desired effect of demanding attention. But if you do it beyond once, it halves its effectiveness with each use.
Use the following devices sparingly:
The likelihood is that an email prospect will read the opening of your email, scan the middle, then cut to the end (if you're lucky). This means you need to end strongly, adding something memorable or calling recipients to action just before you sign off. This way, you won’t evaporate in a haze the second they’ve opened their next email.
Tricks to creating memorable email endings include:
If you haven’t read our blog post about video being the future of email prospecting yet, then you really should! Video is the future, whether that’s delivering tutorials and webinars, including helpful how-tos on your blog, or inserting personalised video messages into your email campaigns.
Using a short video in email is powerful because:
Super bonus tips:
Get your emails seen, and don't give up on this method as a form of marketing; just because new forms of communication are being developed all the time, it doesn't mean the old options are redundant. You just have to make small changes to keep evolving with this platform: work harder at your subject lines, personalise content, and include video wherever possible to help recipients sit up and notice your emails above your competitors.