Readability is one of the most important factors an email marketer must consider. You should be testing subject lines and making sure you maintain an optimal performance but it’s all good for nothing if you’re not giving the content readability enough credit. Imagine losing conversions, revenue, and clicks because of that!
We should all be realizing that readability matters a lot. An average office person receives hundreds of emails everyday—why should they read yours? The key is to grab their attention instantly.
Email lists should also be segmented. It’s one of the most important elements when considering email marketing and boosting conversion rates. You should be able to separate your active subscribers from your inactive ones. Monitor and update your list regularly for the more efficient approach. You should only focus on putting your effort on the right people- the subscribers who have high potential.
Content’s everywhere and the best you can do for better ROI is to make sure yours stand out. It’s pretty simple. Have faith in less is more. Your content should be concise and easily understandable. Why would you want to confuse your customers with all that unnecessary information? Improved readability can help you determine if your customers actually read your email or not.
Another important thing to remember when sending out emails is the relevance. Make sure your text and your content actually match the level of proficiency of the recipient of your email. Stick to the basics and don’t come off as too scholarly. Use shorter sentences and avoid adding meaningless words to your content. Also, it’s always better to choose a set of words that are easier to understand by everyone. Complex words tend to confuse people, blurring their vision. Opt for stronger words, not longer. A lot of visual techniques can also be used when lowering the difficulty of your content. Making bullet points can make your content more precise and organized. You can also highlight your important points using headings. Customize everything, every time! Each recipient should be receiving a personalized email, with the custom subject line, sender name and the content of course.
One of the things that are most noticed when the users receive an email is the sender’s name. Which is why the name you send your emails with should be recognizable and very clear. You could make it personal or use a generic company mailing address, it doesn’t matter much. Just use a consistent name and make sure the customers get the emails from the same address. Also, make an effort to avoid the spam folder.
For results, try and test everything mentioned above. You should be able to see a better trend of your email marketing strategy.