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How to write emails that get opened and clicked

Email remains one of the most powerful communication tools for businesses and individuals. However with inboxes flooded with countless messages, it can be challenging to grab anyone’s attention. The key to writing emails that get opened and clicked lies in creating compelling messages that actually interest the user who’s signed up to read them. This blog will explore effective strategies and techniques to help you write emails that encourage opens and clicks.

Personalise your subject lines

It’s 2023 people and the subject line is the shop window to your email. It’s crucial to make it enticing enough to compel users to open your email and read the rest of it. Personalisation is a powerful technique to grab attention. Use the recipient’s name or reference their recent interaction to create a sense of familiarity and relevance. Consider using power words or action-oriented language to create a sense of urgency or excitement. A personalised subject line like “John, exclusive offer inside: 50% off on your favourite products” is much more likely to catch John’s attention compared to a generic subject line like “Special offer.” Speaking directly to the user helps to build a better relationship with them and they are more likely then to open the email.

Make your email body concise and engaging

You can’t entice the user with a personalised subject line and then think your work is done. Once your email is opened, it’s important to maintain the reader’s interest and provide value. Consider the amount of emails that land in user’s inboxes everyday. How can you make yours stand out? Keep your email body concise, focusing on a single, clear message. Avoid lengthy paragraphs and break up your content into smaller sections. Use bullet points, subheadings, and emojis, whatever you need to make it visually appealing to the user.

Tell a story, ask a thought-provoking question, or present a surprising fact to continue the curiosity. Clearly state the benefit or value your email offers, emphasising what’s in it for the user reading it. Whether it’s a discount, useful information, or exclusive access, make it clear and enticing. Include call-to-actions (CTA) that prompts users to do what you want them to do, whether it’s visiting a website, downloading an eBook, or making a purchase. Ensure your CTA is clear, visually appealing, and stands out from the rest of the text.

Optimise for mobile devices

Let’s face it, who doesn’t own a smartphone in 2023…therefore it’s essential to optimise your emails for mobile devices. A large portion of email recipients open and read emails on their mobile phones, and if your email is not mobile-friendly, you risk losing their interest. Ensure your email design is responsive and adapts to different screen sizes. Use a clean and visually appealing layout, with clear fonts and appropriately sized images. Test your emails across various devices and email clients to ensure optimal display.

Test for mobile devices

Experiment with A/B testing

A/B testing is a valuable technique to finding out what kind of emails and content get opened and clicked. Split your email list into two groups and test different elements of your emails, such as subject lines, CTA placement, or email design. Monitor the performance of each version and analyse the results with these metrics to identify what resonates best with your audience. Continuously refine your approach based on the insights gained from A/B testing to improve open rates and click-through rates over time.

Writing emails that get opened and clicked is a tricky task that requires careful consideration and strategy. By personalising subject lines, crafting engaging email bodies, optimising for mobile devices, and experimenting with A/B testing, you can significantly increase the effectiveness of your email marketing campaigns. Remember to continually analyse your results, listen to your audience, and adapt your strategy accordingly. With these techniques, you’ll be well on your way to crafting compelling emails that capture attention, engage readers, and drive desired actions.

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Niamh Taylor

I am the Founder and CEO of Digital Twenty Four. I’m an award winning digital marketer who took a risk, and left the safety of a well-paid, super safe in-house head of marketing role to launch Digital Twenty Four in May 2015. But -it was a risk worth taking because I now own a brilliant company, with a brilliant reputation, and with the best humans working within it. And an award-winning digital marketing expert with over 20 years experience in marketing.