1. Captivating Subject Line
No matter how good your subject line is, the fact of the matter is most subscribers will not open your emails. That is the cold hard truth. In fact the most successful email lists would consider a 25% open rate an out the park home run, so don’t be discouraged if not a lot of folks read what you send out.
With that being said, the subject line is the #1 thing that influences opens, so don’t just run with the first one that pops into your mind. Make it relevant to your content, the industry or current issues. Sprinkle some curiosity in there. Test multiple, drastically different versions.
Your subject line is essentially the advertisement for your email, so put the necessary effort into writing solid one.
I’ve talked about this before, but keep your email and web copy short. Really short. Your emails are meant to be scanned, not read.
Big blocks of text can be very intimidating on the page. I understand the want/need to include lots of valuable information in each paragraph, but realistically your audience will skip over thick chunks instead of reading it.
Keep your sentences short and choppy, just like how you wrote in the 6th grade. Paragraphs should be 2-3 sentence MAX, and mix in a few one-liners just to maintain the flow.
White space on the page is your friend.
3. Educational Content
Now just because you are keeping you newsletters short doesn’t mean you shouldn’t include valuable stuff. Au contraire! You should be including some of you best stuff in your emails. You’re trying to build up your brand after all.
This isn’t to say you should include it ALL in the email however. Include the first couple paragraphs or important tidbits of information, then link back to you website or blog for the rest of the content. That is where you want your audience hanging out after all.
The bottom line though, is you want your audience to feel like they got something truly valuable out the email they just read, so they’ll open the next one that arrives in their inbox.
4. Call to action
This is a biggie and believe it or not something that is overlooked or forgotten most of the time.
To step back and look at the big picture for a second, the whole point of emailing in the first place is to get your audience engage with you brand. Well that’s exactly what the Call to Action does, it asks your audience to engage—somehow, some way—with you.
This doesn’t necessarily need to be a sales pitch or a request for payment (although you should be doing that from time to time). Asking your reader to read your new blog posts, or watch a recent video, or check out a new product like you launched will suffice.
Just be sure to ask them to do something.
They won’t be offended, I promise.