In the modern-day world, emails and other means of digital communication prevail our virtual interactions. We get bombarded with dozens and dozens of messages from thousands of different senders, with different tones and different intentions. Not everyone, who sends you an email, will have your best intentions in mind. But how can so many people rely on email advertisements, if it is not a safe way to determine if it’s a scam or not. Today, we are going to breakdown how to make an email that gets opened, gets read and most importantly gets clicked and perhaps even forwarded.
Firstly, make sure that your email has a reliable email hosting service (the part after the @). For example, if you own a business like an online retail store, having an email host that provides a free hosting service (like Gmail, AOL, Yahoo etc.) in your contact email might turn away potential valuable customers.
Why you might ask?
Because over the years a lot of scam sites that offered incredible sales and deals used free email hosting services for contact emails in order to mask their true identity. Free email hosting services do not link your business directly to your company and therefore cannot be properly verified by a doubting customer who does not know who sits on the other side of the computer screen. By having a professional email hosting site as your email host increases a chance your recipient will click on the email.
Your email looks must reflect your intentions. Flashy emails with lots of moving imagery and different colours might not get everyone’s attention. Try to get to know your recipient base, what do they respond to the most, what they hate etc. A general rule of thumb is that you should never include more than two images in your emails and more than two different colours, if you want to look professional. Use different styles (bold, underlined etc.) to highlight important information, such as links and deadlines. The most important part is that you make your email look presentable. It needs to be structured well and it needs to grab your reader’s attention quickly.
Depends on what kind of email you are sending; the structure is definitely very different. If you are writing an email that is intended for advertisement purposes, your primary structure should be grabbing your recipient’s intention and connecting with him or her quickly. Your product should be the centre of the email, but do not forget to address the recipients probably. Depends on what kind of reputation are you trying to build with your clients, you might take different approaches towards greeting.
If you’re going for a friendly and trustworthy, but at the same time laid back vibe you should take the less informal approach, as these often get clicked and read more often. Having a slightly informal greeting will get your reader’s attentions as they will think the email came from a friend who wants to show them something new and exciting. However, you should be careful when writing other types of emails as ads do allow this kind of communication. Professional emails that inform or invite to business meetings should be structured differently, mainly at the request of the businesses involved.
Your content is the meat of your emails. With it you tell your recipients what your email is all about. Your email can have the most attractive looks in the world, but without the proper content it will not get much attention. Your content should, again, reflect your recipients’ needs and desires. For example, if you own a music store, your newsletter will most likely contain references to famous musicians and their relatable products.
If you own a car dealership your newsletter will most likely contain car ads, car sales etc. Content should be relatable and oriented towards your clients/recipients. Clickbait has fallen into disarray over the years and has gained a bad name, therefore it is advised that your titles should no contain clickbait. Your customer will trust you more if your content is free of annoying clickbait.
The subject of emails plays a crucial component in whether the recipient will read it or just delete it immediately. Your subject should be clear and it should be straightforward; for example, if you’re a selling a car you will put as subject “car for sale”. The subject is the first thing your recipient will see as the receive the email. Therefore, a lot of attention should be put into it. Again, clickbait is a no-go zone here. Your subject should contain no more than a few sentences. You will have to be creative as to express yourself clearly and fully in just a few words. In other words, tell your recipient something short and sweet.
These were a few tips on how to improve your email reading ratio. Remember to always end an email with a proper farewell, as this shows respect and a desirable continuity of relationship between you and the recipient. Lesson learned: keep your emails centred towards your recipients and try to include as much information into as little text as possible. Longer emails do not fare well and will not get read and clicked as often as shorter emails. Provide useful links and let them do the talking.