1. Email Subject Line
You should have now concluded your GDPR opt in programme and refreshed your database of subscribers. This will mean that you can be 100% confident in the data you hold.
[If you haven’t, check out my recent blog, then get in touch]
Now you can personalise things. The place to start is your email subject line because this trick is proven to boost open rates by 50%.
We also suggest you avoid nasty spammy words that make your business sound cheesy. ‘Instant’, ‘luxury’ and ‘free’ are instant toe-curlers for the Attract & Engage team of copywriters!
As the majority of emails are now viewed on mobile devices it’s best to keep the subject line as short as possible.
Stick to the facts. This is not a time to get overly creative.
2. Email Headline
Try to remember this key fact…your subscribers don’t read every word. Instead they scan. Looking for headlines and calls to action that resonate with them, and the challenge their facing right now.
We’re in favour of keeping headlines short. Recently we’ve even been experimenting with ulta-short 3 word headlines that tell the reader exactly what they’ll get if they bother to read the email. So far we’re seeing excellent results.
3. Email Minimal words
Your B2B email is not a blog. Nor eBook, or whitepaper. It is a teaser, designed to push subscribers to your site to find out more.
(So, you will still get a chance to write that blog, eBook or whitepaper!).
Keep the body copy of your email short and sweet. A structure that we like to use includes one stand out star feature, an eye catching image that works as a show and tell, a couple of succint sentences that give just enough explanation, and a killer call to action (CTA). Leaving the audience in no doubt of what they should do next.
We appreciate it may seem a bit wierd that a copywriting agency is recommending you use fewer words, rather than more. But trust us…when it comes to email marketing the more concise the better!
Talk to us about smarter commercial content, we’re here to help!