There are specific elements you need to include to ignite your email content.
The last post I talked about >>> Crafting Great Email Subject Lines.
This is your subscriber’s first decision point.
Will they open your email?
If your email subject line does its job they are in.
Now you need to ignite your email content with the five elements I talk about below.
But before you add these elements, there is one vital concept you need to keep in mind.
Write Like You Are Talking to A Friend Over Coffee
Talk to your reader as if you are emailing a friend. Remember that you are talking to one individual, not the entire email list.
Refer to your subscriber the singular form. Write in the second person using “you” “your” “yours”.
Don’t use lines like hello everyone, or write as if you are speaking to more than one person.
Your subscriber wants to feel like you are talking to them, and only them, not a host of unknown others.
This increases personalization, makes your subscriber feel valued.
1. Decide what is the most important thing you want to communicate to your reader.
“First, determine the purpose of your e-mail and the intended result.”
2. Use your logo and a personal picture.
Use of a well-designed logo and a good image of you clearly identifies you.
This takes the analogy of talking with a friend over coffee to higher ground. Now they can create a picture of you that goes along with the conversation they are having with you.
It associates your brand with them.
This enhances your know, like and trust factor. The three most important elements for creating that buy decision in your reader.
The logo should definitely go at the top of the page.
Where you’re image goes is more controversial but near your signature line, or as part of your signature line is best.
If you don’t have a logo you can get one created for you for a very reasonable price at >>> Fiverr.
3. Don’t be afraid to use images to ignite your email content.
You’ve heard the expression, a picture is worth a thousand words. That’s truer now than ever. Images make your content sparkle.
But don’t use too many of them.
Also from the same article:
We found that — with some industry-specific exceptions — emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates from email subscribers.
What’s the best place for your images?
Get Response suggests the best formula based on their research.
4. Call to Action
If you identified your purpose and intent before you started writing your email then you know what your call to action has to be. Because the call to action is about your purpose and intent.
What do you want your reader to do with your content?
You want them to click your call to action.
You want to make that call to action specific, concise, and clear.
One of the suggestions I saw during my research was to use a call to action button to make the most important part of your email clearly standout from the surrounding text.
This got me curious. Could I do this with my autoresponder?
So off I went to Get Response and was delighted to find that I could add a call to action button.
Below is a before and after example. You can clearly see the difference. This is an actual email I sent out to my readers.
I think you agree the result is dramatic.
Still curious I looked through some of my latest emails. Almost no one is doing this.
Here is one example I found.
Pretty clear what the call to action is.
Because I am still curious. (You know what killed the cat?)
I’ve created this easy little poll.
5. Close with a question.
Now it’s time to invite your reader to respond to you in some way.
This question is so important to help build a relationship with your reader.
The question should relate to the content of the email.
Your goal is to get feedback.
I used this line after my email sending people to my article on crafting great subject lines.
What is your biggest challenge in crafting great email subject lines?
I used this question after I created a resource page for my readers. I wanted to know if there was anything other information that would like to see on the page.
Is there some other information you would like to see on this page?
Both lines elicited responses.
This gave me an opportunity to talk directly to my reader and build that precious relationship.
How many of the 5 elements do you use to ignite your email content?
© Nicholas Grimshawe.
My Sponsor for this post is Get Response. I love their technology especial this unique feature.