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How to Make Your Organization's Emails Clickable
October 7, 2015 at 11:09 am #249256
How many emails do you think you receive each day? Way too many, right? Now think about which emails you actually open and which ones you immediately redirect to your electronic dumpster? The number of emails that end up directly in the trash is probably pretty close to the amount of ones you receive.
Emails play a key role in an organization’s communication to their audience. “The average person encounters up to 5,000 advertisements per day and receives about 100 emails per day,” said GovDelivery. So, with thousands of emails a week, how do you get your audience members to continue to open, read and click on yours? How do you make sure that the emails you’re sending aren’t the ones that end up in the trash?
In The GovDelivery Guide to Public Sector Email Design: Turning Emails into Action, experts put together a few of the most important elements every email should incorporate to ensure communication success.
Here are their seven tips that ensure your email goes from being trashed to being starred:
1. Capture attention, get opens. If you want to inform, engage or drive your audience to take action you need them to open the email first. The subject line for every email is typically the first thing the audience sees – it’s your first impression. Make it concise, simple and descriptive. You want to highlight the most compelling information of your message to drive reader interest. Your “from name” is also very important. Make sure it is a trusted, recognizable name, and it should not look like spam.
2. Use the valuable space at the top of your email. The top of your email is what your audience will see first. Make that space count. Use visually appealing design or layouts that enforce the subject line, without repeating it. You can also use a banner or masthead that reflects your organization’s brand identity, increases trust and promotes familiarity.
3. Employ user-friendly design and layout. Short attention spans and flooded mailboxes don’t leave much room for lengthy emails. Use short snippets of text with large font and include large buttons for users to click on, this also makes emails mobile friendly. Include relevant images that complement your text, don’t add images for visual effect alone.
4. Get your audience to click. Now that most emails are read on smartphones it is important to make sure you are designing for touch. Use arrows, buttons, and large hyperlinked text to make sure your clickables stand out.
5. Work on your copy and voice. The text you use to communicate with your audience impacts your email visually and is a reflection of your organization’s personality. Use short sentences and paragraphs that link to a landing page with more information about your message. Make sure the font is large enough to read on a mobile device – suggested minimum is 14 pixels. Keep the font sizing consistent and proportionate to other graphics or images. Help your audience to share your content by including sharing tools in the header, footer, and throughout the email.
6. Don’t forget the footer. The bottom of an email is a great source for your audience to find more resources. Include links to your website and social media sites, provide a link to the online version of the email, and always include the name of your organization and the physical address. It’s also helpful to give your subscribers the power to manage the content they receive from your organization. Offer them the ability to subscribe to content they want and unsubscribe to topics they aren’t interested in.
7. Test and determine the ROI of your message. You can’t improve your message quality if you don’t test and measures its impact. Segment your audience by persona so you can determine how different audiences respond to certain changes. Test the email formatting and layout to determine if the changes had a positive effect on your audience’s click through or open rate. It is imperative that you spell check and link check every email before sending it.
There are so many positive ways you can update your organization’s emails to improve audience communication. Which ones are you going to do?
For more information on creating a “clickable” email, download the full guide here.
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