May 21, 2015

5 Tips for More Effective Emails

Stand out from the spam! Before you hit "send," ask yourself these questions.

May 21, 2015

5 Tips for More Effective Emails

Stand out from the spam! Before you hit "send," ask yourself these questions.

In 1969, the first electronic message made a two-foot trip from one refrigerator-sized computer to another. It said "lo." It was supposed to say "log," but it failed before it got to the "g."

Businesses have figured out a lot since then. Today many WPN retailers use email marketing as a low-cost, high-impact way to keep customers up to date and game stores top of mind.

They've also figured some good tactics to do just that. Are you using them?

Not until you can answer "yes" to these five questions:

1. Is it Scannable?

Your average reader won't dig too deep into your message—they'll skim for what interests them. Make that easier by highlighting the big picture stuff.

Try:

  • Large type for subheading
  • Bold type for key points
  • Word-light summaries

2. Is it Useful?

Most readers are looking for either news or a good deal when they open your email, so make sure that's what's they find.

Try:

  • Links to announcements on Magic.Wizards.com
  • Recent singles acquisitions
  • Coupons (69% of online consumers use them)

3. Is it Mobile-Friendly?

The average person checks their smartphone 34 times a day and 59 percent of emails are opened on mobile devices, so compose your message with mobile views in mind.

Try:

  • Smaller images (they load slower on mobile devices)
  • Short headlines (iPhones only show 30 characters of a headline)
  • Sparse introductions (mobile users are often on the go)

4. Is it Aligned with Social Media?

Email and social media are natural allies. Each covers ground the other can't, so tailor content on both media to support each other.

Try:

  • Preview emails on social media
  • Use different headlines on social media and email to test effectiveness
  • Use Facebook comments to source email content

5. Is it Better Than the Last One?

Vendors like Mailchimp and Constant Contact help you track the success of your messages—how many subscribers open them, what links they click after they do—which opens all sorts of space for you to try new things, see what sticks, and keep your messages improving over time.

Try:

  • Different headlines
  • Varied delivery times
  • New types of content

Remember, emails must always comply with your local laws regarding email marketing such as the CAN-SPAM Act in the United States.

Everyone gets more emails than they need, and no one has as much time as they'd like.

Ask yourself these five questions before you hit "send" and respect your subscribers' time with useful messages that stand out from the spam!

By Matt Neubert

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