[VIDEO] The make-up of great email content

Highlights:

How can you ensure a good first impression with your subject-line and preview text? 

First of all, it depends on who your audience is. So much of copywriting is about context. What one buyer will find intriguing may not have the same effect on another. This is but one reason why segmenting your email database is such a great idea.

However, as a rule of thumb - use those early touch-points to let your readers know 1) the value you will be providing in the email and 2) what you are offering eg. special discount, event invite, an e-book etc.


What are some of the things you can do to optimise your body copy? 

The body copy should be a natural extension of the subject-line. Be friendly to begin with but get to the point quickly. Always keep it relevant and determine how you can provide as much value as you can in the short time you have to engage and capture your buyer's attention. 

Bullet-points are great for making your email easy to scan. That's the key: providing easily digestible and snackable information so your buyer's can read and understand your key messages quickly. 


Besides copy, what are some of the other things you can do to keep your audience engaged? 

You can use images, gifs and videos. Gifs have become popular in recent times and they are great for utilising humour and increasing engagement. 

One thing to keep in mind is file size. Having too many large files can slow down email load times or get flagged by some email providers. In addition, some corporate email providers don't allow videos at all. To get around this, you can include a thumbnail with a link to the video. 

In an ideal scenario, you should keep your total email file size to 100kb or below. 


What is the ideal length for an email newsletter? 

There's no exact science to it. However, recent research tends to suggest that 20 lines of text and 200 words as the ultimate email length. But again, quality content is always more important than quantity. 

However, you should still be as brief and to the point as possible. You can always offer synopses and link to longer copy material. 


Anything else you'd like to add?

One important thing that we haven't mentioned is goals. What are you trying to achieve with the email? In other words, what do you want you audience to do? An informative email such as a general newsletter might have multiple goals such as promoting blog articles, generating website visits and promoting offers.

On the other hand, a single-minded proposition might be shorter and all the copy and imagery is leading the audience to perform one action. This type of email will only have one goal as it is very focused. 

Another important note is about the context of what devices your audience are using to read your emails and where are they reading them. Mobile consumption has increased dramatically in recent years and thus, your email content must be optimised for mobile.

In addition, where are the majority of your buyers opening your emails? At home, on public transport or at work - these all have different considerations that must be taken into account when you are crafting your emails. 


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