In this article, you'll learn...
- Three ways your email messages can grab attention
- Why less is more in email design
With email inboxes more crowded than ever, your message's successful arrival in the recipient's inbox is half the battle. Assuming you routinely have good deliverability, the second half of that battle is standing out from the crowd.
The majority of email users (more than 70% by some estimates) view the lineup of email messages in their inboxes via preview panes, so only a snapshot of each message is visible either on the right side or on the lower half of their screens. Checking email via a mobile device can be even more limiting, eliminating previews altogether.
Like it or not, that is the reality for email marketers today, which is why it's essential that your email messages not only pop and get straight to the point but also make a memorable entrance!
What follows are three tried and true creative tactics that'll always boost your message appeal. Although you may have seen these tactics applied to marketing and advertising in offline channels, they can have a greater impact online than offline—especially because of short attention spans and email's deliverability and rendering issues.
1. Compelling, Colorful Headlines
Compelling and colorful headlines stand out and are easily readable in preview panes. They immediately draw the reader to the main point of your message.
Don't rely solely on a graphic header, such as the one that may be topping your blog or site, to do the job of a headline; they're two different things. Though a graphic banner or "masthead" may be fine for e-newsletters, other marketing messages require more punch and relevancy. Each deserves a unique headline.
Take a look at the following example from restaurant group Bonefish Grill (which has a history of great email headlines, by the way). Notice the great headline copywriting and how each section of the message has a sub-headline to draw the reader in.
Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.