You spend your time and effort crafting a compelling email message, then you hit the send button. After checking your autoresponder, you realize that more people trashed it than opened it. Frustrating? Yes. Encouraging to want to try it again? No.
But, don’t stop just yet. Remember these words – With every email you send you are that much closer to sending a winner. Whether recommending that they purchase something or wanting them to read more of your blog posts, your email messages are the most effective method of communicating with your target market.
Unfortunately, there are several mistakes that can make readers not take action from your email and even worse, not even read it.
What Not to Do
Maybe you are doing these things, maybe not, but avoid these 10 things at all costs…
- Rush. A rushed email message often has spelling errors, a lousy subject line and often, little thought behind the actual message. An email is your one shot to entice a call to action. Take time in executing it.
- Boring subject lines. Dull and uninviting subject lines are the quickest way to get readers to hit the delete button. Write a subject line that plays to the emotions, brings joy or creates intrigue and your messages will get opened.
- Not saying hello. A simple introductory statement is not only a good way to welcome your readers, but it gives you a chance to tell a brief story about what you have to share with them.
- Not using a header. A header is particularly important in your newsletter. Ordinary email messages usually don’t require a header, but newsletters are a different story. A consistent header image creates familiarity and helps with your branding.
- Using crazy fonts. I’ll admit, there are several fonts that I just love, but using them in an email message is another matter. By using an unusual font, your run the risk of your message being partially or even entirely unreadable.
- Not paying attention to font sizes. Double check your font size to make sure it’s the best for your readers. A small, 11 pt. font is tough for me to read sometimes, imagine what it’s like for an older audience.
- A color explosion. I enjoy color just as much as anyone else, but in emails, stick to 2 colors at most. Dark text on a white background is the easiest combination to read. And overly bright colors are a big turn-off on your reader’s eyes.
- Unstructured formatting. Things like big blocks of text with no paragraphs or bullet points makes it difficult for people to stay engaged. As does really w-i-d-e margins. Here’s what I mean on the margins…
This is an example of the style of
email messages I send out. Notice
the margins are short, the sentences
are short, making it easy to read.
This tip alone increased my response
rate by 25%.
As opposed to…
This is an example of what not to do in your email messages. The margins are too wide, making it harder for people to read and scan quickly. While it’s fine to read blog posts and articles at this width, your email messages need to be condensed.
- Not offering your social connections. Sometimes we forget, sometimes we don’t want them to find us. For whatever reason, stop forgetting and start including them all the time, every time.
- And lastly, quit changing things up. I know, I know, there is a tendency to want to experiment and test out different things all the time. While I am a big fan of testing, once you have tested one aspect and solidified it, move on to something else. Don’t change everything all at one time.
Think You’ve Got It?
One of the biggest things to remember in your email marketing is that you want your messages to be the best in their inbox. You don’t have to strive for perfection.
But strive for being known as the easiest to read, the most professional and the one that always has something helpful to share.
So go out and create some email messages – and don’t forget to always test them out on yourself first before you send them to your subscribers.
Image: FreeDigitalPhotos.net
Hi Christine,
I agree with you on this subject. I have my own thoughts on this subject that everyone should not use words like hello or dear etc.
A rushed e-mail message give very bad attention. so these should be avoided and e-mail format should be unstructured.
Thanks
Bhushan recently posted..Travel Portal Development Delhi Noida India
Hi Bhushan,
Great point – take time crafting your messages, so it actually compells a response!
Thanks for stopping by!
~Christine
Thanks for your good post and approving Christine.
I think you will be continue in my touch with special articles ,some discussions and offer.
Bhushan
Bhushan recently posted..Travel Portal Development Delhi Noida India
Hi Bhushan,
Glad you enjoyed it!
Always good to “see” you!
~Christine
Hi Christine,
I must try your tips to test my emails. At this moment I don’t know which email work for me and which doesn’t work. The same thing is with frequency – once a week or twice a week…
Thanks for sharing,
Chris
Chris recently posted..10 Crucial Tips How to Prepare Viral Post
Hi Chris,
Well, I hope these ideas helped – I think having something interesting to share or recommend is really key. Emailing just to send something never works out well. But sharing something good is always well received.
Thanks for stopping by!
~Christine
Colors, fonts, layouts… as I like to tell people, your email is not an art project! If you’re really feeling creative, take out a box of crayons. The important things are the ones you mentioned: branded header and structure. An email has to get a point across, and pretty quickly because the delete button is only a click away. I’ve also read that the vast majority of people don’t bother reading intros. That’s one thing we can test because I think it depends on the audience and relationship to some extent. I know plenty of people who write intros and their fans love it. But for some newsletters it’s just fluff and people want to get to the good stuff. So to your point, test test test! But one thing at a time otherwise you’ll never know which change “worked”.
Great tips!
Carol Lynn recently posted..8 Ways To Monetize Your Website [Infographic]
Hi Carol Lynn,
So true!
It’s really interesting how different audiences respond to different messages. Some just love all-text, some want lots of images – as you said, it’s all just a matter of testing!
Thanks!
~Christine
These are some very bad mistakes; especially the first one. Anything that is rushed and then presented will always lead to disaster. The text has to be thought out and proofread after it’s written.
I like that you also mentioned that a boring subject line is a grave mistake. The subject line is the attention-grabber, and if it’s boring, the whole message will get thrown in the trash. Nice post, Christine.
Anthony Thompson recently posted..Dividend Reinvestment Plans – A Stock Investment Program for Tightfisted Shareholders
Hi Anthony,
Thanks and glad you enjoyed it!
The saying, we learn from our mistakes – well, I’ve done all of them at one time or another!
Thanks for stopping by!
~Christine
Hi Christine, do you think plain text messages are more effective than HTML. or the other way around? What have you found to be best in your experience?
david recently posted..If You Build It, They Will Come…
Hi David,
I have found HTML gets the highest response rate, meaning clicks, than just plain text. So HTML I’d say!
~Christine
I must confess that I have difficulty coming up with interesting/compelling subject lines. I usually put vague things like, “Hey” or “Hello” or “Hi.” But wait, I consider myself a creative human being, so I SHOULD be able to come up with interesting subject lines. Letter-writing is nearly extinct, but every now and then, I like to pull out the stationary (I LOVE STATIONARY!) and write the old fashioned way… at least they don’t require subject lines!
Hi Danielle,
Subject lines are tricky sometimes. I will usually send an email to myself a few times before deciding on a subject line that works – that seems to do the trick for me. Also, speaking to positive emotions with subject lines always invites an open from readers. Something like, Fun, Sun and Chocolate or 10 ways to change your outlook today.
Hope that helps!
~Christine
Thanks, Cristine. A valuable, inviting, easy-to-read reminder to make our emails valuable, inviting, and easy-to-read. Seth Godin recently listed some email dos & don’ts, touching on many of the same points. Hope you enjoy it. http://sethgodin.typepad.com/seths_blog/2008/06/email-checklist.html.
Robbie
Robbie Schlosser recently posted..Professional Networking Tips for Weddings and Parties
Hi Robbie,
Glad you enjoyed it!
Will have to put it on my to-read list!
Thanks!
~Christine
Great tips Christine. I learn something new
every time I send an email. I don’t send that
many. I can’t stand being bombarded with
emails from others so I don’t send that many.
Later when I have more to share or promote,
I’ll increase the amount of emails I send.
Julia Neiman (@parenttrainer) recently posted..Become An Inspiring Leader
Hi Julia,
Glad you enjoyed the tips!
I have no doubt that you send out great emails – remember, they WANT to hear from you!
~Christine
As an editor who gets over 300 email pitches a day, I have to say that the subject line is VERY important. However, it really need not be clever, it needs to communicate what the message is about. For example, an email w/ a sunject header of “New Holiday Items” tells me nothing, and when rushed I don’t have time to open. As the EIC of a beauty and lifestyle magazine, I have no idea if they’re referring to shampoo, perfume, sweaters, champagne or jewelry. It’s frustrating.
Once I do open the email, I want the Who, What, When, Where and Why. I don’t have time to read a novel. Give me the facts in the first paragraph. Then feel free to tell me backstory which I’ll read if I’m interested. Don’t start with a story or the history of the product first.
Hi Candice,
Great to hear your feedback!
Sounds like specifics and briefness are top priorities.
Thanks for stopping by and sharing your experience!
~Christine
Hi Christine,
I don’t think I’ve ever sent html – do yo really find it gets better resonse? Also, your examples don’t seem to be showing in your post – were they images?
Cheers, Gordon
The Great Gordino recently posted..Olympic Goal Achievement Tips To Stumble Over!
Hi Gordon,
I didn’t use any images examples here on the blog – if you were talking about the newsletter I did use images there and if you click display images, they should all come up.
I only use HTML in my newsletter, and for that, it does get a better response than in plain text.
Does that answer your question?
Have a great week!
~Christine
Cool stuff you have here, and I can’t wait to read your ebook
sanjay recently posted..How to Create a Business Web Layout in Photoshop
Hi Sanjay,
Thanks so much!
Enjoy the book – let me know if you have any questions!
~Christine
Hi Christine,
Excellent post. I must admit I am guilty of number one now and again! I think having kids does this!
I like experimenting with titles – after all this is the main part in my opinion. A lame title will almost certainly end up in the trash….. the email could contain this weeks lottery numbers for all the readers care but if the title is weak its not getting opened.
Actually, I wonder if that would work? “This week’s Lottery Numbers!” lol!
After all – ‘this’ is the most successful word in open rates for email titles.
Nice post – see you around the traps.
John
John Banks recently posted..My Top 5 Books on Making Money Online
Hi John,
That would be an interesting test
And I think rushing is a tough thing sometimes – I often don’t even realize that I’ve hurried through something until I go back later and see all the errors!
Thanks for stopping by!
~Christine
Interesting to learn about the colors, I’ve only done emails for our retail websites – haven’t done them for my blog yet….
I do separate which emails go to which customers – it takes a lot more effort but trying to get them more narrowly focused.
Headlines are the toughest thing to figure out.
Lisa recently posted..Blog Giveaway to Celebrate a Year of Inspire To Thrive
Hi Lisa,
I agree – headlines are tough!
It’s a constant test to figure out what gets a click and what doesn’t.
Thanks for stopping by!
~Christine
Hi,
Wrong spellings and SMS lingo in business emails are my top 2 peeves. People can surely put little more time and effort to draft an email.
-Ani
Ani recently posted..Can You Get Top Rank with Comment Spamming?
Hi Ani,
Yes, I agree!
2 big no-no’s!
Thanks and glad you stopped by!
~Christine
Love the comment about the margins for email and we have implemented this into our campaign. thanks for another informative article.
Hi Shivie,
Glad you enjoyed it!
Thanks for stopping by!
~Christine
Great Tips! There are some really good free guides to creating headlines. I suggest running everything through the Emotional
Marketing Value Headline Analyzer: http://www.aminstitute.com/headline/
Amethyst Mahoney recently posted..Magazine
Hi Michelle,
Looks good, thanks!
~Christine
Christin,
Love the narrow margins example. Must think how to incorporate that into my email campaigns.
So my question. How do I begin lead nurturing campaign to about 200 people? All people I have meet personally or I have gotten from signups. Should I introduce my brand and say “here are my post that are “top rated” please comment”, “here is my latest blog post what do you think?” or a newsletter style, or “Top content for the week” I would consider A/B testing.
Thanks in advance
I have subscribed to your RSS feed also
Urban Renstrom recently posted..How to Connect with Customers on Google Plus [video, infographic]
Hi Urban,
Thanks – glad you enjoyed it!
And, to answer your question, first, how old is the list? Weeks, months? If so, you’re going to have to ease your way back onto their radar.
What I would do with a lead list older than 1 week is to send them something free first. Put together a pdf of your blog posts or articles and give it a title – something related to your business or what they opted-in for in the first place.
Read my subject line series and then send it out to them.
If it’s an older list, you may get some unsubscribes or a lot of unopens, but don’t worry about those – focus on the ones who do open it and of course, generating more subscribers.
Hope that helps!
~Christine
Hi Christine…
Thanks for your Tips….your tips are not only important for e-mail marketing but it applies to any written communication.
Sandeep Kumar recently posted..Tips to write a Search Engine Friendly and Eye Catching Title
Hi Sandeep,
So glad you enjoyed it!
Great point – these tips fit with any correspondence.
Thanks!
~Christine