Make your emails readable under any circumstance.
Email clients are flighty, finicky things. For whatever reason, your content may be converted to plain text upon its arrival. Depending on your layout, the content could also be received in an ugly, disjointed mess - especially if that layout includes background images (We’re looking at you, Outlook).
To keep your readers reading, even under worst-case scenario-type content malfunctions, take a few minutes to ensure the following:
- The links you’ve included have been shortened
- You’ve included preheader text for your message (Many email marketing solutions have this built-in; however, you can also do it manually fairly easily)
- All your images have alt text, including your CTA buttons
- If you use a background at all, use colors instead of pictures
Send short, easy-to-read messages
Like a good resume, readers of your email campaign need to see the benefit of opening the message before they actually decide to click on it. If you want higher click through rates and better engagement from your messages, try the following:
- Keep the subject short and actionable
- Use a writing style applicable to your audience - should it be personal, professional, or casual?
- Avoid “spam words” like the ones in this list
- Condense your content
Play by the rules.
The FTC has released some pretty clear guidelines on what message content may constitute spam. By following the rules they’ve published on the page linked above, you’ll improve your email marketing results and stay out of the spam folder. Compliant messages need to contain the following:
- A valid postal address
- The option to unsubscribe from your mailing list
- Clear information as to who’s sending the message, who the recipient is, and where users can contact you, should they have any questions
This isn’t in any way an exhaustive list, and you should always check the FTC’s website for particulars.
Improve Your Email Marketing Results
Chances are your email campaign could stand to improve on one or more of the conditions we’ve mentioned above. When you take the time to revise your content with these suggestions in mind, you have a much higher chance of getting your messages opened and read. Best of luck!
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