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5 Elements You Should Include in Every Email

5 Elements You Should Include in Every Email

In 2015, over 205 billion emails were sent and received per day. 89% of marketers say that email is their primary channel for lead generation. 58% of adults check their email first thing in the morning. These are just some of the reasons email marketing is a key piece to any marketing strategy.

And it’s easy. With over 251 email marketing solutions on the market anyone can do it. But just because it can be easy to do email marketing doesn’t mean it’s easy to do it well. Here are five elements that you should include in every email to take your marketing to the next level!

#1 –Segmentation Based On Data

It’s common knowledge that segmenting your email lists helps you get better open and click-through rates. A report from MailChimp found that segmented campaigns had a 14.64% higher open rate and 59.99% high click-through rate than non-segmented campaigns.

Your segmentation strategy should be based on data. Here are some ways you can segment your lists for a better response:

  • Demographics such as age and gender. This one is a no-brainer.
  • Product interest and past purchases. If they’re shown interest in dog leashes send dog-related content.
  • Send emails based on where the recipient is located.
  • Purchase cycle. If they’ve started the checkout process but stopped half-way, send an email inviting them to continue their purchase.

#2 – Personalization

With such an abundance of data available to marketers personalization becomes a crucial piece of the email puzzle. 94% of companies say that personalization is critical to current and future success and yet, only 5% of companies personalize extensively. So what’s the problem?

When it comes to email, personalization should be a synch. At the very least, you should be personalizing every email with the recipient’s name. Check out this post by Kissmetrics for six ready-to-implements ways to use personalization in your email marketing.

#3 – Include Images

A report from Science of Email found that 2/3 of respondents preferred mostly image-based emails. Images are a great way to create a more visually appealing email and can be used to break up lots of text. When you send an email you should be sure to include at least one relevant image to help explain the purpose of the email.

But be careful! It’s very easy to misuse images in emails. Constant Contact outlines the six common mistakes marketers make when adding images to email marketing. Make sure you’re using images correctly!

#4 – A Great Call to Action

Every email must include a call-to-action (or CTA), otherwise, why bother sending the email at all? You need to decide what you want your recipient to do. It could be reading a blog post, downloading an app, buying a product or just clicking a link to find out more about your offer.

When you’re developing your CTA keep these tips in mind:

  • Make it short and clear. Effective CTAs are between two and five words.
  • Use urgent language.
  • Display it “above the fold.” Your recipient might not read the whole email so keep it “above the fold” to capture clicks.
  • Make it stand out! Your recipient has to see your CTA before they can click on it.

If you need some help, check out HubSpot’s formulas to creating winning CTAs.

#5 – Mobile Responsive

The majority of emails are opened on mobile devices. In fact, nearly 68% of emails were opened on a mobile device. It is imperative that your emails be optimized for a mobile experience.

Here are four quick tips to keep your emails mobile friendly:

  1. Be concise. This goes for both design and content. Screen real estate is very valuable and limited on mobile. So keep your design clean and content simple and focused.
  2. Use a single column. Multi-column layouts prove difficult to read on a smaller mobile screen. And it can be even harder to find your CTA. A single column layout will make your email much more flexible for mobile.
  3. Keep your CTA “above the fold.” Yes, we mentioned this already, but it’s a key one. People don’t want to scroll to find your CTA to keep it visible.
  4. Avoid tiny fonts. Your text must be easy to read on a small screen. A minimum font size of 14pt for body text is a good rule of thumb. Anything smaller and people won’t read your email.
CiG partner and story spinner, Kevin Klein has spent 20 years and counting developing solutions for some of the most prolific marketers in Canada. His out of the box approach to problem solving is well versed in the practical and tactical. Kevin will always make time for an Anthony Bourdain, Farley Mowat or Bob Hunter anecdote. Just ask.