Creating good emails can build better engagement with your customers. Well, that’s the idea. But what makes an email good? And what should you measure?
Here are some tips to help you write a good email:
- Have a strong subject line that tells readers what they’ll see if they click
- Use active language in your subject line, e.g. “Book yourself a massage today”
- Use inclusive language, e.g. “this will help you buy your first home”
- Make your emails helpful or useful, e.g. “Download this spreadsheet to manage your emails”
- Provide links to other blogs and use captivating images or videos – think beyond just copy
- Say more with less words – people don’t have time
- Have a strong call to action – CTA – what do you want your readers to do? E.g. “Download this e-book”
Like social media, emails can provide a two-way channel for communication between you and your customers. But, you also need to consider how to measure engagement.
Open and click through rates (CTR) are one way to measure engagement. But it’s also valuable to track other forms of engagement. Do you receive any calls, emails, sales or download, as a direct result of your email? Do you see a spike in engagement with your website following an email being sent?
Email is a valuable piece to your integrated marketing approach, when done well, emails can be one channel for informing or eliciting a conversation with your customers.