How to get your email picked from the inbox
This may be stating the obvious, but in order for your email marketing campaign to be successful your emails have to opened and inspire the reader to engage with the content. But anyone who has sent out marketing emails knows this is not easy. When your email is sitting in an inbox of dozens or even hundreds of other emails, how do you get your email to rise to the top and get opened? Here are a few tips that you can start right away to increase your odds:
- Follow the spam laws – The CAN-SPAM act are the laws that govern emails. The worst thing that can happen to an email marketer is to be labeled as spam. So follow the anti-spam laws to ensure that never happens to you.
- Set up auto-responders for new contacts – Once someone has signed up on your email list, you should contact them with 24 hours. It is important that they hear from you to acknowledge their sign up and set expectations of what content to expect from you. Auto responders are a great way to do this.
- Personalize your email sender – Your email should be from you or someone in your company and not a general email address. An email from firstname.lastname@example.org is a lot more likely to be opened that one from email@example.com. Your reader wants to know they are hearing from a person and not a company.
- Give readers a preview of the message – Most email clients show the email subject along with the first few words of the message. Compose your email so those first few words give an idea of what the email is about. The amount of text shown varies by email client, but if you work with the first fifty characters of your message, that should work most of the time.
- Write enticing subject lines – The subject line should be so compelling that your recipient can’t resist opening your email. Your subject line is competing with the other subject lines in your recipient’s inbox, so it needs to stand out. To read more about writing effective subject lines, read this article.
- Include one clear call-to-action button per email – When planning your email marketing campaign, you can include more than one CTA in your email (no more than three though). But including one primary action for your readers to take is more likely to result in more clicks. Make that CTA a highly visible, colorful button that is just begging to be clicked.
- Include alt text with your call-to-action button – Some email clients block images automatically and your readers won’t see your beautiful button. Including alt text allows your readers to know it is a call-to-action button and what action they should take, so make sure the alt text you use is actionable.
- Include text links to your offer – Generally it is a best practice to link to your email marketing offer in more than one place. In addition to your CTA button, create a text link within the body of your email (seven to ten words works best), and make sure one of those links is near the beginning of the email. This is especially helpful for readers on mobile devices.
- Include social share buttons – Be sure you to add social share buttons to give your readers the opportunity to share your content. This means more readers have the opportunity to read and engage with your content.
- Optimize the text only version of your emails – Some of your readers will see your email in a text only version, by choice or because of their email client. So strive for your emails to be readable and engaging in the text version. You can accomplish this by keeping the body of your email short and simple. Convert long url links into shorter versions. Include alt text for images and buttons. Provide a readable email for all of your readers and anyone who has it forwarded to them.
- Keep your mobile readers in mind – Many of the tips for optimizing for text versions apply to mobile readers as well. Keep the text short and simple, optimize your images for mobile, etc.
Hopefully this tips will help make your email marketing more effective.
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- Posted by sjwills
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