In this post, we’ll take a deep dive into the essential strategies that make email marketing campaigns more effective. Whether you’re refining your current approach or starting fresh, this guide will walk you through optimizing your email content for maximum impact.
Let’s dig into the “nuts and bolts” of what makes an email truly effective and how you can fine-tune your campaigns for greater success.
One of my pet peeves about Internet marketing is the over complicating of very simple information that is easy to implement. Learning how to structure emails is one of the simplest yet most effective ways to improve conversion rates.
1. Make Your Emails NARROW
When writing your email body, ensure that it is narrow and no more than 50 – 60 CHARACTERS wide (including spaces). Notice how this email has been written in easy to read chunks, 1-2 sentence paragraphs and no longer than 50-60 characters wide (including spaces). We all use different laptops with different width. Follow this rule of thumb and your email body will be at a width that is easy to read. This does not require any extra head movement or strain from your prospects.
Have you noticed how the leading social networking sites such as Facebook use NARROW news feeds? This is because they know from research that narrow text is easier to read, lighter on the eye and keeps users engaged for longer amounts of time.
Success Leaves Clues: Take a look at the emails from your favorite email marketers. The best ones will always use narrow paragraphs to improve conversion rates.
2. Write in CHUNKS
Writing your email body in bite sized chunks is another good way to retain your prospects attention and improve conversion rates. Ensure that your email body is short an easy to read, easy on the eye. Use plenty of white space if you are not already. Sentences should be between 1 – 10 words long (roughly) and paragraphs should be ideally 1-2 sentences long (do not exceed 3).
Do not be afraid to send ultra-short emails. Keep in mind the purpose of your email body is NOT about presenting, explaining or convincing. The purpose of your email body is only to make ONE simple action very attractive!
3. Don’t be Afraid to Write How You Talk
To improve conversion rates it is important to be your authentic self when addressing your prospects. Be the best version of yourself that you can possibly be and do it well. As far as email marketing best practices go, this is one of the most effective. You are unique; you are the best version of yourself. Relax and be yourself. Be honest, be open, this transparency will shine through and strengthen the trust and bond between you and your prospects.
Don’t underestimate the POWER of this! Don’t be afraid to use missing word e.g. “Want to know why?”, open punctuation (e.g. “…”), or sentence fragments. Don’t use jargon, just talk like real people talk or as you normally would. Consider who is your extended public persona (whilst being yourself)? You have to be the best version of yourself. Decide who you are (authentically) and reach out to your prospects on a personal level.
4. Use Captivating Copy That Draws People In
Use your copy in a way that prospects are pulled from one paragraph to the next, making them almost automatically end up reading the entire message. Here are examples of how you might use your copy to improve conversion rates this might include;
- Impactful, hypnotic language
- Bold type formatting of important, key words and sentences
- Highlighting (yellow) the most important aspects of your email body.
- Underline key words or sentences
- Attention getters such as bullet points and pictures.
- Make important paragraphs stand out from the rest of the copy using asterisk marks (*).
- Use a text font size of at least twelve (sometimes 13 or even 14).
- Arial, Verdana and Georgia are good fonts to use for your email copy.
Use your copy in a way that prospects are pulled from one paragraph to the next, making them almost automatically end up reading the entire message.
Thanks for visiting.
I appreciate you stopping by.
Kind regards,
~ Nomadic Danny
Podcast: NomadicDannyPodcast.com