Practical techniques to increase response to your marketing emails, from copy to layout to product
An effective email is so much more than just finding some pretty images and filling the copy with superlatives and hype words, in the hope that someone will be motivated into action by this. Based on a recent breakfast seminar I’ve pulled together 15 of the best tips for better emails.
Pick images that speak for your email
We’ve all been told an image speaks a thousand words but the skill is picking an image that speaks the right 1000 words!
- 1. Show your products. An attractive woman or handsome man might make the email look beautiful but if you are selling products, a high quality product image is the better choice. It’s an absolute must in fashion and many retail verticals. Depending on your product showing it in use or context can help too. It helps customer imagine themselves using the product.
- 2. Use the top-left. Eye-tracking heat maps illustrate that users frequently read email content in an F-shaped pattern and read from top left, so make sure the top left image and copy is engaging, as that part of the email has a big impact on what happens next.
- 3. Control movement. Images grab attention briefly before copy is read and how the reader move through the email is influenced by the image. For images showing people the readers eyes will follow the direction of gaze of the person in the image. Or if there is obvious motion the reader’s eye will move in the direction of that motion. Place your key copy relative to the image to ensure its the next point of focus.
- 4. Images carry emotion. Whilst copy is good at clarity images are good at creating a feeling and emotion. Consider what emotion the image might give and how that fits with the email copy.
- 5. Be irregular. Standard regular shapes are more easily ignored than irregular shapes, to grab attention and standout use irregular shapes.
