Automated emails can be very effective in keeping your customers both engaged and updated on any changes to your business, such as promotions or events. However, if not set up properly, they can also be perceived as being impersonal, spammy and, frankly, a nuisance.
So how do you strike the balance between the two? Here are some top tips to get help you on your way:
- Branded is best. To foster brand recognition, be sure to include your logo and brand colours in your emails wherever you can. Your audience will recognise them in their inbox and be more likely to open them.
- Choose the right layout. Structure is really important when it comes to emails and newsletters. One-column layouts generally work better for quick and simple messages, while multi-column layouts are better for heavier text and image content.
- Jazz up the design. Once you’ve thought up the content for your email, adding some visual elements is always a good idea. Try experimenting with fonts, colours and images. If you don’t have the resources (or budget) for professional photography, stock image websites such as unsplash.com provide access to free, high-quality images.
- Humanise your messaging. Thinking of your brand as a person can help you create content that feels natural. After all, nobody wants to read an email that’s clearly been automated and sounds like it’s been written by a robot. That also means, installing a default setting for people who don’t wish to give their names. ‘Dear NAME” is not the best way to address new subscribers.
- Set up subscribers for success. Be sure to include all relevant information in your emails. For example, if you’re requesting information from your subscribers, make sure your email’s ‘from’ name is easily recognisable and your reply-to address is set to an inbox that’s actually monitored.
- Write compelling subject lines. Make sure they’re clear, understandable and include language and messing that your target audience will be familiar with. Avoid spam triggers such as ‘cash’, ‘quote’ and ‘save’.
- Include one, clear CTA per email. Whether you choose to believe it or not, a lot of people will quickly scan your email without reading all the copy. Buttons with a clear Call To Action will not only encourage people to take an action that benefits them, but will in turn encourage them to do something that benefits you and your business – such as make a purchase.
- Keep mobile users in mind. According to a study, 56% of emails were opened on mobile devices in April 2016. Preview and test your emails to make sure that not only are they mobile-friendly, but format correctly across all devices.
Of course, these are just a few steps you can take to boost the success of your email campaigns. Whilst of course the design and content are important, it’s equally crucial to monitor how people are interacting with your emails. Are people opening them? What’s the click-through rate like? If you spot a dip in engagement, don’t be afraid to experiment with a new idea or layout; you never know what it may bring about!