Today, we are exposed to more marketing messages than ever before. In fact, some estimates figure we encounter between 6,000-10,000 messages per day. Combined with the increase in email communications (upwards of 100 per day for most full-time employees) and the fact that the average time spent reading emails is just 12 seconds, the competition for eyeballs on your messages is fierce.
That means you have one shot to make your email stand out among the crowd.
Whether you are emailing colleagues, clients, business partners or patients, you want to craft your message to ensure it’s easily read and understood by your intended audience. Before you create your next email marketing campaign or send an important intraoffice email, follow this checklist to start writing better emails.
- Begin with the end in mind. Before you start writing, identify the goal of your email. What do you want the reader to know or do upon reading your email? Is the goal for your reader to click a link to learn more, register for a program or simply be aware of an upcoming deadline? Make sure the language around your call to action is very clear. Including this call to action above the fold will help make your main point visible to your reader regardless of the size of their screen.
- Sell it in the subject line. The subject line is your first opportunity to generate a response to your call to action. Your reader should understand what the email is about and why it matters to them simply by reading the subject. Sometimes clever subject lines are intriguing enough to prompt an open, but other times they may simply create confusion. Aim for direct, succinct subject lines that clearly indicate the message’s purpose in 8-10 words.
- Put yourself in your reader’s shoes. If you have only 8 seconds to make an impression, don’t waste that time hoping this email finds your reader well or forcing them to try to guess at the purpose of the message. Get to the point quickly and avoid jargon and tech speak as much as possible. Format your email with white space and line breaks whenever possible to make your email easily scannable. Bold or highlight important deadlines or action items when necessary to help call attention to the important points. And if you must include rote pleasantries, add them at the end before you sign off.
Still struggling with getting your email marketing campaigns off the ground? Not seeing the open or click rates you expected, even after adjusting your subject lines and calls-to-action? We can help! Reach out to our Marketing team at info@lovell.com to learn more.
