5 easy ways to instantly improve your email marketing

Here are five really simple tips which you can use immediately to improve your email marketing.

With opens on mobile devices now exceeding 50%, it’s vital to design with mobile in mind, while not forgetting desktop users.

Recent research shows that if an email doesn’t look good on mobile, many users will delete, or at worst unsubscribe.

All these tips will make your emails more mobile-friendly and help you produce succinct, compelling copy.

1. Use buttons for your calls to action

Buttons will always generate more clicks than text links, especially for mobile users.

Consider which of these is more likely to get clicked.

The 10th annual Comic Arts Festivals is taking place in Brighton next month, and you can register here to get your tickets online. 

Or 

The 10th annual Comic Arts Festivals is taking place in Brighton next month. 

If you’re using a platform such as MailChimp, buttons are straightforward to add.

2. Keep your calls to action short and avoid friction words

This first example is far too long, and everyone will know it’s a link, so you don’t have to instruct them to click.

The second example is much shorter and reiterates the benefit. 

Friction words are those that imply your reader has to do something they don’t necessarily want to do.

Common friction words include:

  • Download
  • Buy
  • Order
  • Submit

This example is for a free copywriting guide.

The second example reiterates the benefit. It doesn’t even need to state the need to download it – readers will know this.

3. Always include a pre-header

A pre-header is the summary text that follows the subject line when viewing an email from the inbox. Many mobile, desktop and web email clients display email pre-headers to provide a preview of what the message contains before you open it.

Pre-headers deliver a seven per cent higher open rate, on average.

Pre-headers also come in handy if the subject line has been truncated as in the first example below.

In this example, which is landscape view on an iPhone, both the subject line and pre-header are visible, thus complementing each other perfectly.

In the examples above, without a pre-header, subscribers would only see “No images? Click here”. 

4. Keep it succinct. Use short sentences and paragraphs 

Subscribers are more likely to read and act on short and punchy emails. 

After you’ve written your copy, re-read it, and remove any superfluous words.

We’d like to take this opportunity to thank all our customers for their business over the past year.

becomes

Thank you for your business in 2019; we appreciate it. 

5. It’s not about you. It’s about them

I regularly receive emails from businesses headed “Here’s what we’ve been up to”.

Yawn.

Often, these include articles such as “Here are some websites we’ve built recently” or “We’d like to welcome John Smith to our accounts team. His hobbies are rambling and trainspotting”.

So what? How does this “news” benefit the reader?

Taking the second example, by all means, announce John, but explain the benefits for the customer.

So it could become:

New appointment brings faster turn-round for your PAYE enquiries

We’re delighted to welcome John Smith to our accounts team. John has ten years’ payroll experience, and he will be your dedicated point of contact for PAYE enquiries. As a result our turn-round time for queries will reduce from 48 to 24 hours. 

About the author

Julian Wellings has 12 years’ email marketing experience and works with clients in Gloucestershire and across the UK. Do contact him if you need further guidance on any of the tips in this article.

Categories: Member News

Posted by:

Expertise on Tap Email & Video Marketing

Expertise on Tap Email & Video Marketing

Providing email marketing, video production and video editing services to businesses in Gloucestershire and beyond. Video production provider to Cheltenham Chamber. 1. Email marketing Whether you want a regular e-newsletter or occasional email promotions, I can help. I send over 5 million emails every year for clients in lots of different sectors. It's very easy to get email marketing wrong. I subscribe to a lot of email newsletters and many of them make fundamental mistakes. Think about the negative impact on your brand and your…

View company details

Leave a Reply

The support and networking opportunities that the Chamber offered to me as director of a new business really appealed. The board and members I spoke to seemed really interested in my business.

Alastair James Roberts ACII
Alastair James Insurance Brokers

 

“I can see there is a lot of energy there, a lot of passion for doing the best for the town and we want to be part of that.”

Oliver Wiliams
Ellenborough Park

Becoming a member

The Cheltenham Chamber of Commerce represents the interests of thousands of local businesses of all sizes, sectors, and regions. Our members range from small shops and local business groups to leading industry associations and large corporations. They all share one thing in common—they count on the Chamber to create opportunities and to improve the local business environment.

JOIN THE CHAMBER