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.