Creating an effective first email: Basic tips
Your first impression on a customer is extremely important. In the case of email marketing, the first 15 lines of your message can determine whether a customer decides to explore your offer or ignore your message. Our goal is to inspire and motivate the recipient to explore the information in your message. How do you accomplish this? Here are some suggestions to help you construct a message that will capture attention and add value for your customer.
Rule 1: The key role of subject line and preheader
The subject line of your message, along with the first 15 lines, are the decisive space of your message. It is the subject line that determines whether the message will be opened by the recipient. In order to attract the recipient’s attention, it is a good idea to use questions or personalization in the message subject line that are consistent with the main content of the message. Using A/B/X testing will help optimize the subject line and find the most effective variant.
Principle 2: Use collected data for personalization
The more you know about your audience, the easier it is to craft a message that will grab their attention. You can take advantage of the declarative data you’ve received from the customer and the behavioral data you’ve gleaned from the customer’s behavior on your site. With the dynamic content features available in SARE, you can customize your message for each customer, providing different content for different recipients within a single message.
Principle 3: Engage and update
Your goal is not only to grab the customer’s attention, but also to interest them enough to make them want to read your future messages. That’s why it’s so important to engage the customer and update your messages regularly. Be sure to provide a variety of content that appeals to your audience and test what content interests them most.
Rule 4: Clarity of the message
Make sure your messages are clear and not questionable. Your customer should feel satisfied after reading your message, without further questions or doubts.
Rule 5: Build trust
Your email should be professionally structured, avoiding elements that may cause suspicion, such as an excess of punctuation marks or unintelligible numbers. Take care of the aesthetics and linguistic accuracy of your message.
Rule 6: Take care of the graphic aesthetics
Pay attention to the images you include in your message – they are of great value, as many people are guided by their sense of sight. Personalize graphics according to the recipient’s profile – taking into account aspects such as gender, age or interests.