Best Practice #3: Focus on Engagement
Remember that first best practice where we discussed having a clearly defined goal for your emails? Having that clear goal in mind allows you to optimize for engagement. After all, this is why you send emails, right? You want people to read them and act on the information.
Here’s how you can optimize your emails so contacts actually take the desired action.
Always keep this in mind when writing emails: Time is money, so get to the point! You need to be clear and compelling—clear enough to understand and compelling enough that people will act. That goes for both your email copy and your subject lines.
You do NOT want to be misleading here. Tricking people into opening your emails is good for nobody.
A great way to be clear and compelling is to use actionable language. A question for you English majors in the crowd: What part of speech do I mean when I say actionable language? VERBS!
People have short attention spans. Ask yourself, “How many emails have I opened, scanned for two seconds, and then closed?” This isn’t the time for fluff. Use actionable language to grab attention and convince leads to complete an action. Use verbs in your calls to action, such as “get,” “start,” or “reserve.” You can also let your lead know what they can do by clicking your email’s in-text-CTAs or buttons—they can save time, generate more leads, or increase efficiency by x%.
Another way to increase engagement with your emails is to boost your reach! This can be as simple as allowing your recipients to share the content in your emails. Most email marketing tools allow you to enable social sharing buttons right in the editor.
In addition, you can encourage sharing in the text of your email, too. You might consider asking readers to forward the message to a colleague, for example.
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