Subject Line Is Most Important• The first 6 to 8 words in your subject line are the most important – this is what makes the recipient want to open the email and read.• A tablet or a smart phone will display even fewer characters in the subject line, so focus on the first 3-4 words.• An unattractive subject line means your email might get deleted without ever being opened.
Don’t Forget the “From” Field• Use the From field carefully.• If you are a small business and your customer knows you by name, use your name.• If your business name is recognizable but customers might not remember your name, use the business name.• Test the emails on different email clients to see what the From field looks like.
Use Images and Alt Text Wisely• Most email clients DO NOT download images by default.• If your email has only images, your recipient has to make one extra click to see any content!• Alt text is displayed when images don’t load. Use descriptive, interesting alt text.
Focus on Top Section of the Email• The beginning of your email is what recipients see first, as a snippet or in the reading pane.• Make this interesting enough that your recipient wants to open the email or scroll down.• Using images here leaves no room for text: if images aren’t enabled by default, the recipient sees nothing relevant.
Highlight the Call to Action• What action do you want recipients to take: buy your product, go to your blog, sign up? Explain this clearly.• Repeat the call to action. It should appear at least twice, and even three or four times in the email.• Do not place the call to action only in an image. Have a line of text as well, so recipients can see it even without downloading images.
Avoid Small Text and Clutter• A lot of content in one email will divert the recipient’s attention from the core offer and call to action.• Keep the font size bigger so it’s easier to read on smaller devices as well.
Summary• The first 4-5 words of your email subject must hook the recipient in• The first few lines are critical: get to the point quickly• If you use images, definitely use alt text• Highlight the benefit (offer), required action and time frame• Don’t use small fonts or unnecessary information• Test on different email clients (Gmail, Outlook, etc.), browsers, and devices
Thank You!• Email marketing is one of the most powerful mediums. Use it wisely – don’t spam!• For more marketing tips from us, read Markitty.com/Blog or like us on www.facebook.com/markittyapp.
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