Billions of emails are sent every single day, and estimates from the Radicati Group show that in 2013, each user sends/receives more than 100 email messages daily with a majority of those – 78, they predict – coming into your inbox.
Once that email comes in, there’s no guarantee it’ll be read. According to mailchip.com statistics, email open rates vary among industries, peaking at 45.4% for food service and agriculture, and sinking down to 26.5% for vitamin supplements.
So how do you make your email newsletter stand out from all the rest?
Seven Tips for Writing Better Emails:
1 – Keep emails conversational. Sharing a story with a friend over coffee is much more enjoyable than watching a corporate PowerPoint presentation in a large conference room. Use that same approach to your email newsletter writing. Save the formal prose for your print newsletter and keep it casual online.
2 – K.I.S.S. You might remember this acronym from your grade school teacher: Keep It Simple, Sweetheart! Except in this case, you might want to change the “simple” to “short,” especially if you hit send frequently. The more you send, the shorter it should be.
3 – Drive traffic online. One way to keep your email newsletter short is to summarize your point one click away. It’s a great way to move customers to your website, which is a goal for many of us. A commonly accepted link-to-text ration is one hyperlink per 125 words.
4 – Know your goal. Want to gain awareness of your brand? Drive sales with click-throughs? Gain trust from your audience? Your desired end-result determines what you write. If writing isn’t your expertise, or if you just don’t have the time, find an expert writer.
5 – You think timing is everything? Think again. According to a post by email-marketing-reports.com, it really might not matter. Case in point: the author’s traditional every-other-Monday email was slated for a January 1 distribution if he kept to his regular schedule. He decided to keep it on that day just to see how big of a difference the distribution date makes. It was minimal. More important than timing, we believe, is consistency. Once a week on Tuesdays at 10 a.m., every day at 6:00 a.m., or the first of each month are all great examples.
6 – Know the rules. The CAN-SPAM Act was created in 2003 to protect consumers, and it carries hefty penalties for abusers – to the tune of $16,000 per email. Ouch! The Bureau of Consumer Protection has a nice summary of the rules and regulations if you need a refresher.
7 – If you’re an online store, share customer feedback – positive and negative – and provide your own commentary. This will give your customers insight into how you run your business, and create a trusting relationship between you and your (potential) customers.
What has and hasn’t worked for you in the past?
Leave your comments below. ~Joanne