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Sep 09

3 Components That Make a Great Email

Do you know what your open rate is for the emails you send? Often times, we send emails out to our mailing list, but don’t realize that people aren’t actually opening them so our message isn’t getting through.

If you want your clients to open and read your emails, you’re going to have to run a few tests to see what performs best. People receive dozens (often more) emails every day and if you want yours to stand out from the sea of generic messages, you’re going to have to experiment with your subject line and layout to find out what works.

Here are some tips to help you design a captivating email that will get your clients’ attention.

Your subject line (the meat)

This is the most important part of your email because it is pivotal to convincing people to open your message. Clients are more likely to read emails that feel relevant to them personally, and therefore provide them value. The subject line should be catchy and enticing, offering the reader something they want or need. It does require some planning because it should be no longer than 60 characters, and be relevant to the email’s purpose, benefits, and goals. Get to know your audience so that you can create a subject line that gets your emails opened and your links clicked.

And let’s not forget about the pre-header text. This is a short snippet that can be seen after the subject line. Both together should be a cohesive sentence or thought, and further entice the reader to open.

Your email body content (the potatoes)

Keep it brief. The content of your email is just as important as any visual aspects. That means focusing on not only what you’re saying, but how you’re saying it. Some things you might want to keep in mind when you’re crafting the content for your next email includes:

  • Create a concise headline
  • Use subheadings to break up your copy
  • Make sure you include a call-to-action button above the fold of the email
  • If your email is long, try and make it easier to read with bullet points

Be sure to keep things fresh and avoid following a strict formula. Generic emails don’t get opened nearly as much as personalized and targeted messages. Experiment with a few different tactics to find a strategy that works best for you.

Your email images (the dessert)

Human brains are wired to process visual information 60,000 times faster than text. That’s why it’s important to design your email so that it’s visually appealing and draws your readers’ attention. It’s better to have images that are specific to your brand, and this doesn’t have to be expensive. Many smartphones take beautiful images and videos, and there are tons of free image editing apps. This will give your business a face, which free stock photos often can’t do alone.

Make sure to add ‘alternate text’ to your images (a short description of the image) so that if it doesn’t load, the client can still get the gist. Images should be twice the width of the email dimensions so that they appear crisp and clean on high-resolution displays.

Designing an email your clients want to open and read doesn’t have to be difficult. With the above in mind, you can begin crafting engaging content and planning the design and layout of your emails. Remember that many of your clients will be viewing your email on a mobile device, so make sure it’s optimized for mobile browsers and has plenty of visual appeal.

About the author,
Melody Gandy-Bohr

Melody is a marketing professional with more than 10 years of experience in digital marketing. She currently works for Demandforce as a Content Marketing Manager, creating engaging content collateral for several health marketing brands. Melody has extensive knowledge about the digital marketing tools that practitioners need to succeed in business, including email automation, online reputation management, patient communication tools.

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