Unlock the secrets to crafting compelling emails that not only capture attention but also inspire action. Discover fresh ideas and expert advice that will transform your email writing skills, ensuring your messages are opened, read, and responded to.
Capitalize without shouting
One or two important words by using all caps is an effective strategy
[Use brackets]
Bracketed words stand out in #email subject lines because people notice things that are different when they scan their inboxes.
- Think of explanatory, personalization, or timely words to encase in the brackets
- Example: [webinar], [white paper], [alert], [for you], [soon]
Ann Gynn
Editor, CMI blog
- Ann combines words and strategy for B2B, B2C, and nonprofits
- Former college adjunct faculty, Ann also helps train professionals in content so they can do it themselves
- Follow Ann on Twitter @anngynn or connect on LinkedIn
Go Negative
People are two times more motivated to avoid pain of loss than to achieve pleasure of gain.
Proofread
While email readers will still understand the text even if there’s a typo, the lack of attention to detail can indicate a bigger problem
Email is still the most important tool for content marketing
69% of marketers send email newsletters, and 68% send emails with other content
- There are so many brand emails in people’s inboxes vying for attention with their work and personal communications
- Email engagement metrics provide valuable insight into content marketing programs
- Tips one to eight come from Nancy Harhut
- Get your emails noticed and believed
Keep comparison images close together
People assume a stronger relationship the closer the images are.
- Position the before-and-after images right next to each other to create an even stronger visual effect for a viewer to recognize the difference between the two images in real life and in the video.
Say ‘because’
When people see or hear the word “because” in a sentence, they nod without fully processing what comes next.
- That’s why marketers miss an opportunity in emails that don’t include the word “because”
- For example, the Direct Marketing Association of Washington sent an email to extend the deadline of its source book that begins with “As my designer has been down with the flu…”
Ask one question first and always
Does this content serve our readers?
- Devote 90% of the content to helpful editorial material and limit anything promotional to just 10%
- A promotion in a newsletter could be a call to consume other content – it doesn’t have to be a pitch for a product
Give it a voice and a face
Put the ‘letter’ in the newsletter
- Craft each newsletter as if you were writing a letter to a friend
- Add a human or mascot picture to the email sender’s profile
- This builds trust and trust with the subscriber
Rhyme at the right time
Use well-written rhymes in the right places
- Subject lines, calls to action, or titles and headlines
- Rhymes are easier for the brain to process
- People who read two sentences with the same meaning are more likely to trust the rhyming version
Enable a two-way conversation
Use a person’s email address, not an automated “do-not-reply,” to send your emails.
- Make sure to read any replies to that email address and respond to subscribers who took the time to send you a note.
Stand out in the inbox
Craft more noticeable subject lines, don’t make your readers work hard, send only relevant content, and create a conversation
- Follow this advice to create a deeper connection to and trust in your brand among readers, and that leads to better results for your business
Don’t spell numbers
Use numbers in subject lines but don’t spell them out
