5 tips to help you improve the readability and CTR of your emails

    When composing a letter that your subscriber must read, marketers often go into too much detail, focusing on the targeting and headers of the letters , while forgetting about their general appearance.

    Kristina Hoofman, senior design consultant at Exact Target , Justin Jordan, marketing director of Litmus and John Murphy, CEO of ReachMail , who talked about 5 main points in the design of letters that you should pay attention to help improve your open rate and CTR of your letters :
    1. One letter - one goal
    2. Prioritize
    3. Each picture must have a specific purpose.
    4. In the design of the letter, use the site design
    5. Constantly test and analyze

    1) One letter - one goal
    Before you start writing a letter and pondering its appearance, decide on the purpose and purpose of the letter.

    At the same time, keep in mind that letters alone rarely “sell” goods / services, “offer” to install a program, or “invite” to an event. The goal of most emails is to provide links to special landing pages or to a site where a person learns in detail about a product and buys it, signs up for a seminar ...

    2) Prioritize the
    information in the letter and the structure of the letter as a whole should have a clear hierarchy.
    Hufman says: “It is difficult for a marketer to answer the question of what is most important and what is secondary. For him, all the information is equally important. "But for the reader of letters everything is different:" when they shout at him from all sides, he does not want to hear anything. "

    Therefore, the main attention in the letter should be focused on one specific sentence / content, and all secondary should be muted and put on the back burner.

    In this case, the main proposal / content should end with one single call to action. Do not scatter the reader’s attention by giving him several links or CTA buttons that have the same emphasis.

    An exception is possible only if the purpose of your letter is to attract traffic.

    Also, when structuring a letter, keep in mind: in many email providers, the function of previewing part of a message (its very beginning) before opening it is available. Therefore, do not place general unnecessary information at the beginning of the letter (for example, a link to the web version of the letter). Better give a brief announcement, a catchy and intriguing detail or image of the “hero” of the letter.

    3) Each picture should have a specific purpose.
    Sometimes it is better to show once than to describe several times. And then the picture is simply necessary.
    So, advertising the arrival of a new collection of shoes, it’s better to give more pictures and less text. In some news, business and service letters, where visibility is not needed, it is better to do without pictures, as they will only distract the reader from the most important.

    4) In the design of the letter, use the site design.
    Each company has its own corporate design (colors, symbols, logos ...) that ensure brand recognition. And your emails should also be designed in this style, or at least contain the most striking distinguishing features of your company.

    Murphy claims that most people, determining who this letter came from, primarily focus on the design of the letter, and then on the text itself.

    Incidentally, this also applies to service messages, the design of which is often neglected.

    5) Constantly test and analyze.
    There are basic principles and conventions for writing and writing letters, but the basis of the best email campaigns is innovation and testing.

    Although, according to Marketing Sherpa's “Email Marketing Benchmark Report 2012,” only 42% of email marketers regularly test their newsletter, most of which are limited to the email header.

    But hundreds of aspects of writing should be analyzed: from the form of the CTA button to the location of the pictures.

    Hoffman proposes to pay attention to 3 main groups of aspects of writing:

    1. Design - the plan of the letter and its structure
    2. Branding - colors and font of the text
    3. User interface - links, buttons ...

    Source . Translated specifically for UniSender .

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