- Using strong emotionally powerful words for your email headline results in higher chances of good responses to your CTA from your email recipients
- Email headlines that use numbers boost your chances of getting the email noticed and opened as using digits have been proven to capture user attention
- The use of matching images in your email is one of the best practices in effective email structures, leading to positive responses from customers
A successful email marketing campaign is something that you need to work to get the results you want. One of the most important things to carefully look into is how you will come up with a professional and effective email structure. How do you create an email that will generate remarkable and valuable results? Is there a secret to a powerfully successful email? Check out these email structure best practices!
Email Structure Best Practices
It is important to always bear in mind one surefire thing about creating and designing your email for your email marketing campaign. Once you have sent it to your subscribers, there is no undoing it. Thus, the first thing you need to ensure is to never mess your email up. How? Learn the best practices on how to create an email structure that works.
Designing your Email
Before you worry about creating your most compelling calls-to-action or proofreading your email content, you must first think about the best way to create one. So, how do you come up with an effective email structure? What does it look like?
You may have encountered some comprehensive guides and the likes when it comes to creating a good email for your marketing campaign. However, there are essential components that may not be given enough emphasis in most online sources.
Let us skip the basic email structures and go straight to some of the significant elements of an outstanding email structure that guarantees lead generation. These components may sound trivial to you but you will soon discover how they can make a world of difference in the quality and efficiency of your email.
Emotionally Powerful Words
Creating an email content can be tricky because you want to make sure that you can grab the attention of your recipient from the moment they laid eyes on your email. Most importantly, you want engagement from your potential customers and make them respond to your call-to-action positively.
Words are the most powerful components of your email content but you need to be careful and meticulous in choosing what words you are going to use. What words will compel your recipient to respond to your CTA? Are your words powerful enough to grab their attention and engage in your content?
Emotionally powerful words, especially ones with a negative tone to them almost always result in a response from readers. These are strong words that will pull at their heartstrings or arouse their curiosity to read and know more about your brand or offer.
According to David Ogilvy, tagged as the “Father of Advertising”, many people would read the headline five times more than they would the body copy. Thus, it is imperative that you use powerful words in your email headline to catch attention and ensure a response from readers.
Using Negative Tone Words
Dr. Hakim Chrishti, a government research scholar back in the 1960s and 1970s, studied several language roots and found out that some language harmonics have matching interpretations of emotional reactions. This finding paved the way for the creation of the Emotional Marketing Value (EMV) index.
Emotional Marketing Value boosts conversions and EMV index helps enhance your subject lines for a better conversion rate. Using powerful and strong emotional words, particularly in a negative tone, elicits an emotional response from readers, making your email more effective.
Negative words push emotional buttons, create a lasting impression, and trigger viral responses. No wonder these emotionally powerful words are not only effective in writing email contents or headlines but also in writing online posts in general.
When writing for online readers, showing numbers as numerals have higher chances of catching the attention of your email recipients. For instance, most readers may not necessarily read all your content or words. They instead scan the text or content and look for headlines, bulleted lists, highlighted words, and links. For email newsletter readers, scanning is even more common.
Numbers in numeral forms can stop the wandering eye as well as attract reader fixations instead of bombarding your content with a mass of words or texts. Why exactly would readers fixate on numerals?
Numbers, especially odd ones, represent facts and these facts are what online readers typically appreciate and value. This is quite true with people who are searching for specific facts and numbers as numerals often represent a more compact or specific representation of solid information. This is more attractive to readers than a bunch of flowery verbiages.
Readers locate numerals while they skip words in a way that the shape of numerals or digits is sufficiently distinct compared to letters. This makes it stand out to the peripheral vision of the users. Thus, the word “three” is very much different and oftentimes less attractive in content than the numeral 3. Conclusively, digits simply improve or boost the “scannability” of your email content.
Tips on Email Writing and Numerals
It is important to note that the guidelines to present numbers are quite different when you are writing for websites and emails than for traditional print publications. When you are writing your email content, using numbers in their numeral form is a more effective way of increasing user engagement and conversion rates. Thus, always remember:
- Write digits and not letters when presenting numbers (15, not fifteen, and so on)
- Using numerals even in sentence or bullet point formats when the number should be the first word
- Using numerals especially for big amounts or numbers with up to a billion value
- With numbers that do not represent specific data, it is better to just spell them out instead of using digits
Imagery in Email Contents
The use of imagery in your email design is essential and can either make or break its entire quality. You need to know how to draw the line between too much and just enough. Too many images could land your email to the SPAM folder. But no image will also hurt your lead generation and conversion rates.
So, how do you use images the right way that will ensure effective and tangible results? The first thing you need to remember is that images in your email should ensure a positive effect on its overall performance and value. However, avoid using too much imagery, which can consequently affect its deliverability in a bad way.
The most important thing to remember when using imagery in your email content is to use the appropriate or ideal match. Focus on your email content or message and not the design. The secret is to use an image that will contribute to the email’s most significant, overarching message. Images that only look good but do not match or represent your message is useless and can affect your email efficiency.
Getting your Message Across
The visual nature of people enables them to process images much faster than written texts. Thus, it allows you to more effectively and quickly convey your email contents and messages across. You can use images rather than plain texts or words to achieve this. The matching image you used in your email content can do the following:
- Tell the story you want to present quickly and effectively
- Promote your current offer
- Ensure recognizability from one email to another
- Communicate a certain personality or tone
Using images can be a simple yet challenging task because the end result can mainly affect your email and overall marketing campaign. Use the appropriate email for your message so that it will both represent and reinforce what you want to convey to your recipients. They should “work for you and not against you.”
Extra Tips for Your Email Structure Best Practices
When writing your content, make sure that you provide your address or contact details at the bottom part of your email. Recipients should be able to reach out to you in any way such as an email address, telephone number, or SUBSCRIBE button with an opt-out option.
Without these important details, your recipient will automatically junk your email. This is because it will look irrelevant or useless to them. No matter how good your content maybe, if there is no way your recipient can get in touch with you in response to your email; then everything is rendered a failure.
The Bottom Line
Your email structure is a technical part of creating your email content for an effective and successful email marketing campaign. You need to focus on the most important components of your email, which are oftentimes not given emphasis at all.
Using emotionally powerful words, numerals, and images are the email structure best practices in creating an email that actually and visibly works. These are the elements that can help boost the quality of your email content resulting in higher conversion rates. Most importantly, make sure you do not miss inserting the part where your recipient can get in touch with you as they respond to your calls-to-action.