10-Step Strategy for Effective HTML Emails

We’ve all gotten them. Boring, irrelevant, badly designed HTML emails. Generally you can’t delete them fast enough. But once in a while there is that one that peaks your interest–a subject line that grabs your attention, a timely offer that actually appeals to you, or a dynamic image that has you intrigued to find out more. Chances are, that email follows many, if not all, of the strategies below.

Every email that you send should maximize your chance for success. We here at Moiré Marketing Partners have worked with many clients over the years to enhance their email strategies and achieve improved conversion and clickthrough rates. Here is our 10-step strategy to ensure your HTML email stays out of the trash bin:

Engaging and Concise Subject – Billions of emails are sent everyday. A key method for standing out is to have a compelling and concise subject line that influences your audience to read your email now. Stay away from using words that are considered to be SPAM triggers: Cash, Quote, Save, etc.

Authentic Sender – Including an actual person’s email address as the sender can significantly increase open and clickthrough rates. You can further increase your rates by determining who people want to hear from (e.g., someone they interact with regularly, such as in Sales, or the company CEO).

Company Branding & Design – Keep the feel and look of your email in line with your company brand. A branded email will help to provide a consistent and familiar experience to your audience, whether they are reading your email or clicking through your website.

Personalized and Appropriate Content – Personalizing the email with a name and customized content can increase clickthrough rates by more than 10% and reduce opt-out and unsubscribe rates by more than double.
Value Proposition – Immediately express your proposition and the value of it in your content. Use brief and compelling language to keep the audience engaged to learn more.

Supporting Images – Use images to support your content and create an interesting experience for the audience. People prefer emails with images rather than solely text, which has proven to significantly increase conversion rates.

Clear Request for Action – The request for action is the primary goal for your email and is represented by a link and supporting copy. This link may enable the audience to purchase a product, sign up for an event, or more. The link should be distinct and the copy should convey a sense of urgency (e.g., “Sign up Today to receive this offer!”)

Sharing Links – Enable the audience to share your email with their social networks. This takes little effort on your part and allows the audience to spread the word on your offer or organization for you.
Privacy Policy Link – Many people may not feel comfortable providing their private information in response to your email. Include a link to your privacy policy that tells the audience exactly what will be done with their information and gives them peace of mind.

Unsubscribe Link – Including an unsubscribe link in your email is required by law. It also helps to remove people from your audience who do not want to hear from you.

Conclusion

While not guaranteed to double sales over night, following these 10 steps can significantly impact the effectiveness of your email communications, getting you the results that you want and providing your audience with a personal, engaging (and possibly even entertaining) message.


THIS ARTICLE CREDITS TO:

moiremarketing.com
Image Credits: woocom.com.au