Best practices for building engaging emails

February 28, 2019

Your mailing list is your most powerful unsung tool. Tap into it to reap the maximum benefit it has to offer to your business. Engulf your emailing list customers with the best email and newsletter building practices. Here are a few things to consider when crafting the perfect converting email marketing newsletter:

Centralize your focus

Ordinarily, most newsletters attempt to do too many things at once, they try cramming in all aspects of their brand into a newsletter, all in one go. When product/service updates are sandwiched amid posts, blogs, articles, and random promotional offers, the focus of your newsletter can be misplaced. The simplistic appeal of a newsletter is the key to its readability.

If you wish for a newsletter that converts, then narrow your concentration. You do not require to market your whole store in a single newsletter. Instead, maybe try putting the limelight on an individual sale and why your clients need to reap its benefits.

Once you fixate onto your focus, stick by it so your subscribers know what to anticipate each time. You can also grasp your subscribers’ attention by making the writing punchy and brief. Make an effort to present interesting trending topics in a catchy, casual and digestible way.

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Fuse content from opinion/thought leaders or influencers in your industry. Attempt adding tweets, quotes or links to content from your ally or favorite brands. Collaborating with them is also a solid means to expand your newsletter subscriber list. Bringing in user-generated content to play is a pleasant way to incorporate some humaneness to your newsletter and to involve others. This alternative way shall make your newsletter more engaging by switching the spotlight from your company to your subscribers, audience and maybe even employees. Consider incorporating content from your community, for instance: highlights of interesting examples of product use, comments or answer FAQs requested on social media.

Make it highly responsive, if you want your customers to open it

Generally, when people happen to check their personal email, it’s not on a computer desktop at home anymore. It’s on their smart-phone during their commute to work, when they are waiting or just scrolling to kill time. Whenever they hear the notification sound or see the email icon on their smart-phone screen, their foremost instinctive reaction is to check what it is. If your creative email template design looks great on a computer or a laptop, but not on a smart-phone, you’re idling away your precious money. A responsive email engagement strategy ensures your email looks eye-catching on a smart-phone, tablet and also a desktop. An email cannot convert effectively if clients are boggled, unsure of what they are viewing. It’s vital that any graphics are resized fittingly and calls to action, headers and footers look appealing too.

Don’t make sales the focus of your attention

Customers detest having an inbox overflowing with product offers. They want to be amused and informed. If your email engagement campaigns are stuffed with nothing but products, deals and prices, they will eventually feel alienate. They will either ignore most of your emails or not even bother opening it all. You need to give them a substantial reason to open your emails. If you base your email on qualitative content, thereafter the sales will follow organically. Send them write-ups that educate them on your brand or items, but do not make it an automated sales pitch.

Craft your email’s for the browsers and skimmers

You’d be living in a wonderland if you are under the cloud of delusion that when your customer receives your email, he/she spends hours reading every single word of your write up. But the hard-hitting reality is that in today’s overwhelming digital world, your business would be fortunate enough to be able to even grab 30 seconds of their time. Your client’s attention span is short and your email’s expiration shelf life is even shorter. More often than not, people will simply skim emails for things they are interested in, and you need to prep for exactly that. Incorporate colors and typeface to emphasize the pivotal aspects of your email. Utilize images with vivid colors, bold, significant words in the text, and be certain to make your call to action is attracting attention. You barely have a few meager seconds to make or break your sale before your clients move on to the next email.

Leverage the power of the “subject line”: keep it simple and catchy.

You could devote hours of your time and invest thousands on a beautiful creative email template design, but if your subject line is dull and boring, then your clients may never care enough to read or even see it. An attention-catching subject line is an art form and not the strongest pursuits of many business owners. Firstly, you need to understand your audience and the tonality of your email. If your email is more business-oriented, then the subject line should match that formal vibe, but there’s still room to be creative. If your email is lighthearted, easy going and fun then make sure your subject line comes across with the same demeanor.

Do not leave out your CTA(Call to Action)

A call to action button leads your customers to the next stage of the buying process. Therefore, it is imperative that each of your emails must have a call to action. It could be the button, link or phrase to an item, blog post, or a dedicatedly created landing page. If you wish, you may have multiple CTAs in an email, but there should be one chief. It’ll probably be the one you would want everyone to utilize. Place it in a spot of prominence and take care to see to it that it stands out with a bold contrasting color. Be creative with the CTA just like the subject line, think out of the box. The end goal is to capture their attention and get your clients to click to the next phase of the sales funnel.

Have your clients been disregarding your emails or are your newsletter templates just not leading to any sales and conversions? Let SparkEmail take on the reins of business’s email marketing and ensure more clicks. Reach out to us at:

About the author:

David Jones

David is the head of digital marketing for SparkEmail design, one of the most enterprising email design and coding companies. With strong marketing hooks and an adept understanding of social media,David chips in out-of-the box inputs for email campaigns. With a passionate flare for writing copies, David is also a rigorous reader. Best know as the flag bearer for all things creative, David’s writing style is contemporary with a touch of old world charm to it.

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