Email is one of the BEST way to get clients, brand your company, and sell your products.
You’re in control of the messaging, the visuals, and what the person receiving the email gets to know, which is why it deserves at least some of your attention.
Depending on your business, you might be a heavy sender of emails (1 or more times per day) or lite – such as weekly. The important thing is to do it with purpose.
An e-commerce site that relies heavily on promotions might require more email sends than one that has fewer higher priced fashion items. A typical consulting business will send about 1 email per week. Businesses relying on events will start with about 1 every 2 weeks and ramp up to 2 or 3 per day the closer to the event start day.
Rely on your knowledge of your target market and competition to understand where you need to be in the number of sends, best send times, and style of subject lines.
Now, let’s chat about the actual email. Here’s 3 things that I have come across when reviewing a client’s past email sends.
1. No distinct call-to-action.
After viewing the email the user has nowhere to click and no idea what to do next. It means that creating the entire email could have been a waste of time. But this ambiguity can be alleviated by simply coming up with a goal BEFORE you start creating the email.
Do you want readers to visit your website? If so, perhaps only a snippet of your blog post with a “Read More” link will do. Want people to shop your amazing new arrivals? Show styled photography of the new products and add a “Shop Now” button.
Always have some sort of call-to-action, whether it’s a link to a free course or to new product.
2. Not mobile friendly.
Emails should be easy to view on desktop and mobile – there’s no way around it. If you’re text gets so small that it’s indistinguishable on a mobile device, you’ve got usability issues.
Test your emails by viewing them on a phone and attempting to read it all, even disclaimers. If something is too small to read, make it larger.
With product images, you’ll want to make sure that that the important piece is easy to see. Sell jewelry? Use a close up of the product instead of a large model shot – you’ll pretty much be showing off the model instead of the bracelet if you do a full shot.
3. Jamming in too much content.
Your email should have one goal – whether it’s a sale or a blog excerpt – you need one main idea to drive the email. Having multiple messages creates decision paralysis. The user ends up making no choice and you lose out.
The most obvious sign of this is too many different links. An email might have links to an 2 events, a sale, a new arrivals section, a letter from the editor, and a callout to the discount card.
Another sign is having an email that feels like it would be 20 stories tall in real life. The user just keeps scrolling and scrolling – never seeing the end of the email.
Fix it by deciding what’s the most important information to send. Then cut the rest of it into supporting messages or separate emails. For example: the main message (often called the A message) can be about an explosive promotion while the supporting message (aka B message) is about the event. Or send out different emails that week/month speaking to only the one message.
Emails are a great way to stay top of mind of your fans. By staying on top of the analytics, design, and what your customers want, you’ll be able to make the most of each email send.
Want a free once over of your emails? Sign up for a free 30 minute chat with me and get the details on how to make your emails work for you!
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