Creating Emails People Want To Open
I’ve subscribed to a lot of email lists in the last several months since I’ve been blogging about email marketing. And even though I spend my days discussing various aspects of email campaigns, I still end up deleting most of the emails I’m subscribed to without even opening them.
There are still some emails that stand out from the crowd. They’re the ones I feel compelled to open, like a message from a good friend. Sometimes the subject line draws me in, sometimes it’s the consistent promise of easily-digested content and sometimes it’s the design itself.
Here are three of my favorite campaigns, with a look at why they work so well and how you can translate their techniques into your own campaign.
True to their name, Real Simple uses simple, direct subject lines that entice me to open. They’re transparent enough about their content that I can quickly decide whether it’s worth my time to read. Since their emails promise a quick, light read from the start, I’m more likely to open their emails when they hit my inbox.
How To Entice With Your Own Subject Lines
Like Real Simple, be transparent about your message content. Your readers likely have plenty of other mail to sift through, so the quicker you can relay your message through the subject line, the better your chances of winning their attention (and an open!).
That’s not to say you should give all your message content away in the subject line. Give them enough to see the value in your message but not so much that they don’t feel the need to open and read more.
MySpoonful is a weekly music newsletter that introduces its readers to a new independent artist every week. As a music junkie, I’m already interested in their content, but that’s not the only reason I enjoy their emails. The main reason is the easily scannable information they include at the top of every email:
That’s everything I need to know in a neat 2 second summary. I instantly know if I want to spend time reading the rest of the music review or close the email and move on.
It’s the consistent promise of great content in an easily digestible format that keeps me opening all of MySpoonful’s emails.
How To Effectively Arrange Your Own Content
Be considerate of your readers’ time. If you have a lot to say, consider summarizing your most important points at the top. That way, the people who are interested can keep reading while the ones who are less interested will still see your most valuable content.
Jones Design Company
There’s something to be said for emails that just look pretty. I always enjoy eye candy in my inbox. That’s why I always open the blog broadcasts from Jones Design Company – an AWeber customer. They consistently deliver simple and lovely designs in their emails:
Now that’s some clean, simple and effective design. They brand their broadcasts with a banner and navigation links at the top and chose a graceful font for their message text.
Good design doesn’t always have to be flashy. Simple, clean and well-branded is just as pleasing to the eye as slick images can be.
How To Design Your Own Beautiful Campaign
Lucky for you, AWeber offers a whole library of free templates to make your design job easier. And our new message editor makes it drag-and-drop simple to arrange an appealing layout for your content.
If you’re comfortable enough with HTML to take a more do-it-yourself route, here are some resources and inspiration to help get you started:
42 HTML Email Design Resources from Email Marketing Reports
20 Email Design Best Practices and Resources for Beginners from Nettuts+
Rock Solid HTML Emails from 24 Ways
HTML Email Gallery
Your Own Analysis
What have you learned from some of your favorite emails? Have any lessons to share?