Ten ways to ensure your email campaign is read

Email marketing works. But anti-spam measures and sheer volume mean that marketers have to be clever if they're to stay one step ahead of the competition. Recipients will decide whether to 'delete or read' your message within seconds. So here's a few minutes' advice on how to improve your odds.

Subject lines

The importance of the text you type into the subject line cannot be over-emphasised. Bear in mind that many recipients will not have auto-preview switched on, or may access their email via a mobile. The subject line and sender's address are the only information on which they'll base their decision whether to open or delete. That's assuming of course, that your message hasn't already been caught in the company or ISP's spam filter.

Make the subject line as relevant and enticing as possible without straying into 'sales speak'. If possible, limit text to 50 characters including spaces (it fits neatly in most email preview panes). Avoid spelling whole words in CAPITALS and obvious spam vocabulary. Finally, make sure that your subject line doesn't end up over-promising on the content that follows!

Templates

Your email needs to look good. Design templates help to maintain brand consistency, and in doing so, help recipients quickly identify your business' communications. Effective templates nearly always include the following key elements:

1. Priority content 'above-the-fold'

'Above the fold' content in emails (and web pages) is the part the reader first sees before having to scroll down the page. This is often the preview window. Getting things right above the fold will maximise view and conversion rates.

2. Links

If you think of your email as an appetizer, then the links within it feed in to the main meal. Clicking on links enables the viewer to open pages within a web browser and read on. They allow the recipient to quickly select what's relevant to them, and allow you to monitor their preferences, even triggering automatic follow-up emails as a result of their choices.

3. Email client-optimisation

If you know that your clients favour particular email client software then it makes sense to optimise your templates around their preferences. Outlook 2007 has forced some radical changes to email design. Programme security features often result in forms being stripped of functionality. Lotus Notes rarely displays HTML as intended. Be aware of the issues and ensure that your design templates feature appropriate solutions.

4. A design grid

Don't be afraid of white space. Great copy is important, but to catch the reader's eye it will need space 'to breathe'. To avoid this spacing looking haphazard designers will often design to an invisible grid, using cell padding, tables and empty columns to separate page elements.

5. A planned running order

Your page design should also adhere to a visual hierarchy, guiding the reader through the important elements of your message. Separate content shouldn't compete for the reader's attention but instead work cohesively to draw their eye from top left to bottom right.

6. Appropriate fonts and font sizes

Headings should have the largest font size. Sub-headings should be smaller and in bold, with body copy the same size or smaller, but in a regular weight. Limit the number of fonts and font sizes. Headings and sub-headings should only ever use one font.

Content

There's nothing more off-putting to a reader than an email featuring long swathes of copy. Edit ruthlessly. If an article is still text-heavy use images to break it up. Don't go crazy though – it might give the impression you've nothing of value to say. Ensure all imagery ties in with content, follows brand guidelines and complements any corporate colour palette.

7. Image blocking

Many email client programmes block images by default. And just for good measure, many users will leave image blocking in place for all except trusted senders. But there are ways around the problem:

• Use your email campaign to drive readers to your website. Once they've clicked on a link and opened their web browser you'll be operating in a friendlier environment, allowing you to display images, play videos and offer interactive elements
• Use text ahead of imagery and include your company name. People will read the introduction and know who the message is from
• Spend time and effort on headlines. Most people scan emails, so make sure your headlines are meaningful and highlight key content.
   

8. Write for the Web

By now you will have realised that when it comes to emails, less is more. Sentences and paragraphs should be short and to the point, and ideally use an active voice. Summarise each story in the opening sentence or two. Bullet points help break up subjects into manageable chunks and allow the reader to scan for key words. Whenever you're writing, place yourself in your reader's shoes. What will they want to know?

9. Call to action

Avoid the dreaded 'click here'. Instead, use brief text links that explain what's being offered. Not only is this more interesting, but it helps readers who are visually impaired. So rather than, 'To download the best practice guidelines click here', your text should read, 'Download the best practice guidelines'.

10. ...Or outsource

If you've struggled to make email work for you, or you simply lack the in-house resources, then our own email platform might provide the answer. select is a monthly product alert emailed to over 9,000 opted-in recipients. It's used to promote new products and product updates, company news and case studies. select is read by a range of construction industry professionals including architects, engineers, building facilities managers and other specifiers.

Contact us for more information.

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