Series Blog Post 4 of 10: Crafting Engaging Emails – Writing for the Inbox
Subject Lines
Your subject line is the first impression of your email. Make it count by following these best practices:
- Keep It Concise and Clear: Aim for 40–50 characters to ensure your subject line is fully visible on mobile devices.
- Use Strong Action Verbs: Start with verbs that inspire immediate action, like “Get,” “Boost,” or “Unlock.”
- Personalize: Include the recipient’s name or other relevant information to make your email feel tailored.
- Create Curiosity: Use intriguing language to encourage the recipient to open your email.
- Test and Optimize: A/B test different subject lines to identify what resonates best with your audience.
Examples of Effective Subject Lines:
- “John, your exclusive discount is waiting!”
- “5 tips to improve your email marketing today.”
- “Hurry! Last chance to save 25%.”
- “We have a surprise gift just for you.”
- “Discover the secrets to better email engagement.”
Preheader Text
Often overlooked, preheader text provides additional context for your subject line. Think of it as a teaser for the email’s content.
- Provide Additional Context: Complement the subject line to set expectations. For example, if your subject line is “Exclusive Sale for You,” the preheader might read “Enjoy up to 50% off your favorite items—only for the next 48 hours!”
- Create a Sense of Urgency: Encourage immediate action with phrases like “Offer ends tonight” or “Seats are filling fast.”
- Use Strong Calls to Action (CTA): Direct readers with clear instructions like “Click to claim your offer” or “Read more now.”
Email Body
The email body is where you deliver your value. Make sure it’s engaging and easy to read.
- Clear and Concise: Use short paragraphs, headers, and bullet points to break up text and make it scannable.
- Mobile-Friendly Design: Ensure your email renders well on mobile devices, as over 50% of emails are opened on smartphones.
- Strong Visuals: Include high-quality images and graphics that complement your message.
- Clear Call to Action: Use buttons or highlighted text to direct readers to the desired action.
- Personalization: Use dynamic content to address the recipient by name, recommend products, or tailor messages to their preferences.
HTML vs. Plain Text
Both HTML and plain text emails have their benefits. Using a combination of the two ensures you cater to a wide audience.
- HTML: Offers flexibility for formatting, visuals, and interactivity. Ideal for promotional emails.
- Plain Text: Ensures readability across all email clients and appeals to recipients who prefer simplicity.
- Best Practice: Include a plain text version of your email as a fallback for users or email clients that don’t support HTML.
Avoiding Spam Trigger Words
Ensuring your emails land in the primary inbox requires avoiding language that spam filters flag. These “trigger words” often appear in promotional emails and can reduce deliverability rates.
Common Spam Trigger Words:
- “Free”
- “Urgent”
- “Limited time”
- “Click here”
- “Make money”
- “Miracle cure”
- Excessive use of all caps or exclamation points.
Best Practices to Avoid Spam Filters:
- Replace trigger words with clear and professional alternatives. For example:
- Instead of “Free,” use “Complimentary” or “No cost.”
- Replace “Click here” with “Learn more” or “Explore now.”
- Avoid overly promotional language. Focus on providing value with factual, relevant content.
- Ensure your email design is clean and balanced, with an appropriate ratio of text to images.
Conclusion
Crafting emails that engage, convert, and build lasting relationships requires a combination of creativity, strategy, and execution. By optimizing your subject lines, preheader text, email body, and avoiding spam triggers, you can ensure your emails not only reach inboxes but also resonate with recipients.
At Kenscio, we specialize in creating impactful email campaigns tailored to drive results. From crafting personalized content to optimizing deliverability, our expertise ensures your emails stand out in a crowded inbox.
Looking Ahead
Read the Master Blog Mastering Email Deliverability and Performance: A Comprehensive Guide to Boost email deliverability and performance with expert tips and strategies.
As part of this 10-part series, be sure to read Part 1: The Email Deliverability Landscape to understand the foundation. Stay tuned for Part 5, where we’ll dive into the importance of email list hygiene and how to maintain a clean, engaged audience for improved deliverability and engagement.
