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August 15, 2017

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Part 2 of 5: Components Of A High-Performing Email.

March 9, 2017

One key element in email marketing is to send to right message, to the right person at the right time. In this section, we will learn how to write emails that people read and take action on.


Before hitting the Send button, follow the 3 best practices:


1- Determine your primary goal


The only way to write good emails is to set clear goals. Open and click rates are not goals, but metrics of success. We will dig into that piece later in Part 4 of 5- Measuring success.

Before creating an email, you should ask yourself 6 questions:

  • Who are you emailing? It’s all about your audience. Make sure you will send a relevant communication.


  • What do you want your audience to do after receiving your email? It should be a clear action that you can quantify like registering to a webinar, downloading an ebook, subscribing to a blog or newsletter.


  • When is an appropriate time to send an email? Where your recipients are on their paths to purchase. Are they considering buying a pair of jeans; are they aware of your products; are they ready to buy on your site vs. on your competitor site?


  • Where is your audience going to read your email? During commute on their smartphones, at work on their desktop, on a tablet in front of the TV at home.


  • Why is your company sending this message? It should be a win-win for both your company and the recipient.


  • How will you measure the success of email campaigns? It can be multiple metrics: open and clicks rates, web traffic, Twitter mentions, or other channels to see how your email has impacted your metrics.



2- Optimize your email for opens


There are a couple of things that will determine if your recipient will open your email:

  • Subject line: shorter is better. Put the emphasis on important words or key phrases and avoid salesy language. 6 to 10 words is best. Example Joe Fresh:


  • Sender name and email: it is a critical part of establishing, maintaining and capitalizing on trust. Use a company address (not a free webmail account, it looks unprofessional) and don’t send emails from no-reply. Example: Moo 


  • Preview text: it is the snippet of copy that is pulled from the copy of your email. It is especially important on mobile. You can add a teaser of what the reader is going to found after opening the email, a CTA, an emoji, etc. Example: Arianne


3- Prompt your reader to action


Recipients opened your email. Congratulations! But now they have to take action.


What do you have to do?

  • Write effective copy: make it easy for the recipient to read. Most of the time, people will scan your email and not read the full text. Also, use the right tone and personalize when appropriate. And the most important thing: proofread. Send email tests to several people in your organizations to get their feedback on spelling and grammar. Sending emails with typos looks unprofessional and impacts trust between recipient and sender. Example: Bonlook.


  • Testing before sending: keep in mind that your email can be opened anytime, anywhere and anyhow. Check design and copy, and click on all links on a computer, phone, and tablet. Don't forget to check footer links including unsubscribed button, try to read your email without images. Some email providers don’t load images (don’t forget to add ALT text within the image tag. Doing so will provide a clear text alternative of the image for screen reader users and search engines).


  • Call-To-Action - CTA: the function of a CTA is to take the reader out of the inbox. What do you want the reader to do? Why should they do it? How will they know how to do it? Use the one CTA per email rule (it can be a little bit for newsletter). Usually, the rule is 1 email equals 1 topic. The CTA should be no less than 44px by 44px for mobile purpose. Example: HubSpot. 



Now that we have learned what to do to create a high-performing email, let’s see what happened after you hit the Send button.


Stay tuned next week for Part 3 of 5: Get To The Consumer's Inbox - Email Deliverability.


Blog Series: How To Become Successful With Email Marketing - Introduction.

Part 1: Customer Lifecycle And Email Marketing.

Part 2: Components Of A High-Performing Email.

✓ Part 3: Get To The Consumer's Inbox - Email Deliverability.

✓ Part 4: Measuring Success.

Part 5: Optimizing & Testing.


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