Email Optimization: What’s Important?
You’re sending out emails, but are you optimizing all of your options? Email optimization is key when it comes to success email campaigns.
Below are some of the most important factors in email optimization.
Optimize Preview Text
Preview text is a snippet of copy that’s pulled from the body of your email and displayed below the sender name and subject line in a user’s inbox. It’s not uncommon for companies to forget about optimizing this text. As a result, default preview text such as “View this email in web browser” or “Having trouble viewing this email?” appears.
This text can be optimized to make your emails more appealing at first glance. The number of characters displayed will differ depending on the email client your contact uses. Most display between 35–90 characters. Some don’t display preview text at all. Finding the right length can be challenging.
When considering what to include in your preview text, think of it as a second headline or summary of what the recipient can expect once they open the email. Include keywords and an appropriate sense of urgency, but don’t just repeat the subject line. You might even want to include a little humor or an intriguing question to increase the likelihood of engagement.
While there’s no set frequency to follow for optimal results, you don’t want to be on the extreme end of the spectrum when sending emails.
Too many emails makes you predictable, annoying, and easy to ignore or unsubscribe. Even if they don’t unsubscribe, your contacts will likely delete them without thinking twice. Not sending enough emails makes you forgettable, however, and the results from your campaigns will be a shot in the dark and convey that you’re unfamiliar with your audience.
Send emails frequently, but not too frequently to keep their attention. Send no more than a couple emails a week, even fewer, more targeted emails would be better — as opposed to an email every day.
Like any other marketing asset, your emails should be visually compelling. Images play a very crucial role in attracting a viewer’s attention when they open your emails, even if it’s a plain text format. They can also assist your copy in conveying information about your offer.
The key to picking images to include in your email is making them relevant.
Sure, it’s easy to pick out a general stock image, but that won’t explain your email or what you’re offering your audience. It’s much more effective to have an image that matches your email.
Email optimization is a crucial task when it comes to the success of your email campaign and building relationships with your audience. Cater your emails to your audience and what they want to see to avoid falling flat with deletes and unsubscribers.