Nothing captures attention faster than a bold email marketing campaign. Since 72 % of people online prefer to receive promotional content through email you have an audience that are actively asking you for information — a rare thing online. Once that email has been opened what makes the real difference is how you present to your audience.
Here are some quick tips for increasing click through rates on emails you can implement today:
Never send an email without first writing a tagline for your campaign. This tagline should embody you, and be the basis for your email. This is your chance to emotionally connect with your audience, use it well. I like to use this in any header I send as it instantly creates impact.
Leading on from the above point, visual content is everything when it comes to emails. Coupling great copy with eye-catching and on-brand visual content is key. Here's a great example from postmates. Great visuals coupled with imaginative copy results in higher in engagement.
Keep the most important copy up front and towards the start of any email. We read online in an F shaped pattern (in left to right reading cultures), so it makes sense that the content we focus on is towards the top and towards the left. We're all skim-readers at heart so keep that in mind when crafting content. Write your main message — be that discounts on certain orders or course availabilities —- at the very top of your message. Not only will this allow for skimming, it will also show up in any preview message in inboxes and increase open rates.
Understand that white-space is just as important as the copy you place in your emails. White-space keeps your emails looking clean and uncluttered, as well as guiding readers to the most important content creating attention where in a cluttered layout there may be none.
Not all white-space need be white — it could be green or yellow or pink — but it does need to form a blank, uncluttered background.
Most brands opt for white, however. This isn't accidental. White is a very non-offensive colour that is unlikely to strain eyes.