By Sean Tinney July 20, 2021
More and more emails land in the inbox. To make sure your emails don’t run into each other, here are five ways you can make them stand out.
This is the year of the email. Or at least it should be: A research company predicts that 225.3 billion emails will be sent every day this year – five percent more than in previous years.
And there is a reason for this surge in mail: We love email.
In fact, 72 percent of consumers say email is their first choice in branding communications. And companies that use email marketing have tremendous financial returns.
While this can be great for growing your business, it can also be your biggest challenge.
With the increase in email reaching the inbox, your email marketing strategy needs to stand out from the competition to grab the attention of your subscribers.
To make sure your emails don’t run into each other, here are five email marketing tips that will help you set your emails apart.
Tip # 1: use interactive email to engage subscribers
If most people were comparing the look of a website to an email, they would likely say that the website is more visually interesting. With moving elements and clickable content, websites tend to be more visually interesting.
However, large Internet Service Providers (ISPs) like Gmail support interactive email.
Interactive email contains one or more elements that subscribers can engage with and interact with. Usually this means that an item changes when you click or type something.
There are several reasons why interactive emails play a bigger role in your strategy:
- More and more email companies are supporting the coding standards that enable interactive elements in email.
- Interactive emails, if used well, can increase email engagement and click rates.
In the email below, we created an interactive carousel that subscribers can use to click through the three images in the email:
This carousel allowed us to place three images in a room instead of stacking those images top down or relying on a GIF.
While a GIF would have behaved similarly on a visual level, displaying all three images in the same room, the carousel encouraged click and user interaction that a GIF wouldn’t.
However, while I love interactive email, I would caution against creating it just to create something cool.
Creating an interactive element takes time and some programming skills, and not all email clients support them. So if you are planning on using an interactive element, be sure that it will have a positive effect on your engagement and click-through rates before you spend time creating it.
Do you: If you can code with CSS and HTML, use these instructions and create a similar carousel for one of your own emails.
Tip # 2: Create emails that are easy to scan and read
As companies send more and more emails to subscribers, you end up facing more competition. And that means only one thing: it will be even more difficult to open and click your emails.
To avoid the clutter and instantly grab and hold your readers’ attention, your emails need to be easy to read and scan.
Scannable email allows your busy subscribers to get the important information they need much faster. So instead of opening an email, seeing an overwhelming block of text, and sending your email to the trash, read and click it.
There are a few tactics that can help you scan your email better:
- Try to use descriptive and / or interesting headings to quickly summarize your point of view.
- Grab your subscriber’s attention by writing short paragraphs and sentences.
- Use images and spaces appropriately to separate sections of text.
For the following email, Hotel Tonight uses three headings of different sizes, which vary from descriptive to interesting:
While the main heading, “Pics, Please,” is fascinating and entertaining, the following sub-headings are descriptive. This combination catches the reader’s attention and then quickly gives them context.
In addition, by writing short sentences and separating paragraphs with pictures, they can create an easy-to-read email.
Do you: In your next email, use descriptive or interesting headings to break up sections of content, write short paragraphs and sentences. Make sure to include spaces to break up large chunks of text.
Tip # 3: Personalize your emails with dynamic content
Let’s get personal with Email Marketing Tip # 3. That means personalized emails.
Personalized emails achieve 29 percent more clear open rates and 41 percent higher click rates.
While segmentation is one of the best ways to customize your email to suit your subscriber, there are other methods you can try.
One method that I and other email fanatics like to use is dynamic email content.
Dynamic email personalizes the content for each subscriber based on the data you have about that subscriber.
For example, in the following email, Grammarly created a dynamic email showing a subscriber how they used the service:
The numbers in the email are unique to each subscriber who received them. By using dynamic content like this, the subscriber can get a personalized snapshot of their account information.
Do you: With custom fields, you can easily create basic dynamic content in AWeber. To do this, create a registration form or landing page that asks your subscribers for personal information beyond their first and last name. Then use custom fields in your email to fill in personalized information for each subscriber.
Tip 4: Put your call-to-action at the top of your email
Previously, I explained how scannable and easy-to-read email increases email engagement. But the placement of your call-to-action button can be just as effective.
A few years ago, the team here at AWeber ran some email tests to find out what makes the perfect email. One test we conducted was the placement of call-to-action buttons (CTA).
We created two identical emails with a small difference: in one email the CTA button was positioned at the top and in the other at the bottom.
In the email in which we placed the button above, we had more than 50 percent more clicks. We continued to test this top email button placement in other emails and it consistently received more clicks.
Do you: You can easily apply these insights to your own emails to increase your click-through rates. All you need to do is move your CTA to the top of your email. All you should do is verify that your own email audience is responding the same as ours.
Tip # 5: automate your welcome email
Companies that use automation see 53 percent higher conversion rates than companies without automation.
While automated email isn’t a new tactic, we’ve found that many companies are not using it (despite its effectiveness). In fact, in a recent survey of 1,500+ small businesses, we found that 65 percent of people don’t use email automation at all.
So if you haven’t started with email automation, now is a good time to start. And welcome emails are a good place to start.
When your subscriber signs up for your email list, they’ll be delighted with the content they receive from you. Your welcome email capitalizes on that excitement by sending them content right away.
A great welcome email can encourage subscribers to get more involved and unsubscribe less. And it can be one of the top performing emails in your automation arsenal.
For example, I created an automated welcome email for an email campaign that subscribers receive immediately after signing up:
Because attendees received the email as soon as they got excited about the course, we achieved a staggering 90 percent open rate and 45 percent click rate.
Do you: If you have an email list that doesn’t have an automatic welcome email for subscribers, create one today. You may be amazed at the open and click rates you see!
Now it’s your turn to kill it with email
These email marketing tips offer some great ways to delight your subscribers with interesting, beautiful, and well-written emails.
How are you going to use these tips to improve your email marketing?
Go there and keep emailing my friend. Your business will thank you.
This post was written by Liz Willts with contributions from Sean Tinney.