Has this ever happened to you?
You send out an email with information about a program or sale.
You’ve made sure to answer all the relevant questions, but you still get replies asking about the very thing you answered in the email.
Why don’t people just read the email?!?
Before you give up and cry, “People just don’t read anymore!,” let’s make sure you’re doing all you can to make it easy for them.
After all, you want people to read and take action rather than ignore and delete. And when it comes to reading online, it’s a lot different from reading a book, magazine, or newspaper.
Use the following tips to make your emails easy to read and act on.
First, answer: “What action do you want the reader to take?”
Many times the reason people ignore emails is because there’s just too much information in them.
Think about how often you check your email while in line at the grocery store or in between meetings. Not a lot of time to dig into tons of information.
By asking the question, “What action do you want the reader to take?,” you focus yourself, so you only include information that supports the reader taking that action.
When something sneaks in that doesn’t help with your goal, you know to exclude it from your email. Less is more.
Keep your content concise and scannable.
Now that your email content is focused and driving toward one particular goal, you still need to present it in a way that’s easy for the reader to consume.
People typically see the email before they read it. If the content of the email looks intimidating to them…DELETE.
Keep the content concise and put the most important information up top. Make your email text scannable by using short sentences and break up large blocks of text into short paragraphs. Be sure to use bullet points when listing items.
How long should your email be?
A good rule of thumb: picture, paragraph, and call to action.
- Relate your image to the topic of your email. Choose an image that shows what the reader may expect, feel, or experience if they take the action you want them to take.
- Use a headline to grab the reader’s attention. Headline text should be larger than body copy to pull them into your email. Use 22-point font.
- Make sure your call to action stands out. Use a button or white space around your link.
Use a mobile-responsive email template.
If it’s not easy for your reader to see your email, especially on a mobile device, you’re in trouble.
A mobile-responsive email template responds to the device it’s being read on. Whether it’s on a mobile phone, tablet, or desktop computer, you can be sure your email looks great and is easy to read.
- Keep your email focused on one goal
- Use a picture that supports your content
- Make your text scannable
- Use short sentences
- Break up paragraphs
- Use bullets
- Make sure your call to action stands out
Try out these tips to see what impact it has on your overall results. And maybe, just maybe, you can spend a little less time wondering why people won’t just read your email.Digital & Social Articles on Business 2 Community