Email Success – Is it About the Graphics, the Text or the Offer?

Getting people to open and respond to an email is considered success by most marketers. So is it the graphics, the text or the offer that works to get people to open and respond. Yes, it is all three and more. Below are some quick tips for email success.iStock_000017178944-FrogPresentingLaptop

1)      Focus – When creating an email (or any direct marketing piece), you need to define the primary objective of email – is it to generate phone calls, website visits, or responsive emails. Your message and subject line must be interesting, clear and concise. Most email recipients your content for an individual – just as if you are personally writing it to a specific person. The content/theme can run the gamut from holiday greetings, congratulatory letters, current rate information, market information, financial tips, local event highlights, and new products. If you want a response make it personal.

2)      Personalized – You get the highest response rate when your email is interesting and of high value to your target audience. Choose your content for an individual – just as if you are personally writing it to a specific person. The content/theme can run the gamut from holiday greetings, congratulatory letters, current rate information, market information, financial tips, local event highlights, and new products. If you want a response make it personal.

3)      Consistent – The subject line, text, images and offer must work together to tell your story. You don’t want colors or multiple font types to be distracting or confusing. Being concise is generally better for text and using images that are consistent with the theme will help engagement. Your offer should be obvious (e.g., click here to download our latest financial tip) – making the offer a button or bold helps generate responses.

4)      PS – Consider including a “P.S.” at the bottom of the email repeating the call to action as an insurance policy to reinforce your message in case the reader skims to the end of the email.

Contact us if you have any questions about generating more results from your emails. We are happy to help.

 

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