Three Tips for Creating Emails People Want to Click
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Start with a Snappy Subject Line
The approach to a subject line is akin to writing ad copy. It should be clear and concise, and simultaneously pique curiosity. Birchbox is a company that does this particularly well: Their subject lines are straightforward and often include copy that entices the user to further investigate. (The brand sends emails with subjects such as, “Oops! We Forgot Something In Your Last Box!” to promote special offers.) The jury is still out on the ideal number of characters for a subject line, but MarketingSherpa suggests that somewhere between 9 and 14 words (40-50 characters) is optimal.
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Use “Retina-Friendly” and Responsive Images
With screen technology soaring to new, picture-perfect heights—and with more users than ever before accessing email on increasingly sophisticated mobile devices—it’s crucial that marketers include top-quality images (worthy of high-DPI displays) and responsive design in their email marketing efforts. This is applicable to everything from animated images or GIFs in email headers, to interactive modules and snazzy background design.
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Personalize and Infuse Personality
Personalization is another factor to consider when developing an email marketing strategy; studies suggest that personalized email subject lines and individualized messaging leads to higher click-through rates. Another important consideration that relates back to omni- and multichannel marketing is to ensure that brand voice is consistent in everything from the subject line to email body copy and everything in between. (The Hustle is a brand that pulls this off extraordinarily well—and their efforts have paid off: The company acquired more than 100,000 subscribers in just five months.)
