What Makes a Really Good Email?

By Marina Hoffmeier

Anybody can send an email these days, but how can you make it really stand out in the inbox? Turns out, there are a lot of ways and a lot of brands are already putting those tactics to work.

We teamed up with Really Good Emails to talk about the innovative things brands are doing with email and how to apply them to your own email strategy.

It takes time and testing to know what will resonate with your audience, but if you take a cue from these email experts, you’re as good as gold.

What separates a really good email from the rest?

It depends – the answer really comes down to what your readers are most receptive to. Plain text can be just as effective as elaborate designs and interactive content, but you won’t know until you test!

Take note of any trends in your click-thru and open rates and use that data to give your subscribers what they want most.

Q1. What’s the difference between a regular email and a really good email? #EmailChat pic.twitter.com/557yZDclza

β€” AWeber (@AWeber) July 28, 2016

A1. Anyone can send an email. But it takes creativity + innovation + great content to make a *really good* email. #EmailChat

β€” Olivia Dello Buono (@oliviadello) July 28, 2016

A1. As someone who has a really short attention span when it comes to my inbox, a good email is one that gets me to take action. #emailchat

β€” Monica Montesa (@missmontesa) July 28, 2016

@AWeber #EmailChat A1: It surprises and delights. The email serves the customer more than the company.

β€” Matt Helbig (@mtthlbg) July 28, 2016

Don’t be afraid to get creative.

In order to make an impact on your audience, you have to boldly go where no email marketer has ever gone before. (Or least far enough to stand out from the crowd.)

Part of being on top means recognizing the need for a more personalized experience. The number one takeaway? Custom content always gives us the feels.

Q2. What types of content makes a campaign successful? #EmailChat pic.twitter.com/cknn59uQR4

β€” AWeber (@AWeber) July 28, 2016

@AWeber #EmailChat A2. Content that is relevant. Personalization and not being a robot is key. πŸ€–

β€” Really Good Emails (@reallygoodemail) July 28, 2016

#EmailChat A2. Any content can be successful as long as it’s satisfying what the audience wants. Personalization and humanization are key!

β€” Sean Kennedy (@Sean_Kennedy) July 28, 2016

A2: gifs. #EmailChat

β€” Alex Mohr (@alexophile) July 28, 2016

Some trends are worth paying attention to.

Sometimes you need to keep an eye on things outside of your own industry to see what’s trending.

When other email marketers share their success stories, take their advice and run. Plus, it never hurts to add new creative concepts to your marketing toolbox. You never know how it can boost your existing content!

Q3. What are some trends in email design right now? #EmailChat pic.twitter.com/d0LqcFs6KU

β€” AWeber (@AWeber) July 28, 2016

A3. I received a video-only email and the narrator said my name in the beginning. 😊 Oh, the little things. #EmailChat

β€” Marina Hoffmeier (@aweber_marina) July 28, 2016

@AWeber #EmailChat CSS Animations, web fonts, GIFs, personalization, bold colors, dynamic maps, emoji, video, social, + custom photography

β€” Matt Helbig (@mtthlbg) July 28, 2016

A3. User-generated content! Millennials trust people over brands. #EmailChat pic.twitter.com/CZWemq3DoA

β€” Olivia Dello Buono (@oliviadello) July 28, 2016

Don’t get lost in the noise

The marketing world is loud. Companies are competing left and right to outdo the other so it’s important to stay relevant, innovative and bold.

Your content and design should be able to speak for themselves.

Q4. What are some creative ways to promote your email campaign? #EmailChat pic.twitter.com/WoWWkCAlMT

β€” AWeber (@AWeber) July 28, 2016

A4. πŸ™ŒπŸ» Social media. In a digital world, getting your name out there with social integration is inevitable. #EmailChat

β€” Marina Hoffmeier (@aweber_marina) July 28, 2016

#EmailChat A4. Go to the communities you want to grow in. This means guest posts, webinars, co-branded stuff, and yelling from rooftops. πŸ˜„

β€” Sean Kennedy (@Sean_Kennedy) July 28, 2016

A4. Add a live social feed to your emails>feature UGC>tell social followers to sign up & see their stuff featured>πŸ‘πŸ»#EmailChat

β€” Kristen Dunleavy (@KristenWritesIt) July 28, 2016

Mistakes happen. Learn from them!

Mistakes happen, but fortunately they’re avoidable. (Even email experts make mistakes.)

Some major things to keep in mind are a consistent experience and making sure all of your emails are responsive on both web and mobile.

Q5. What are some do’s and don’ts when it comes to email design? #EmailChat pic.twitter.com/2JSMyxQ0UX

β€” AWeber (@AWeber) July 28, 2016

#EmailChat A5. We’re all human so remember that. Design an email the everyday human being would enjoy. As for Don’ts… 2 words: Comic Sans.

β€” Sean Kennedy (@Sean_Kennedy) July 28, 2016

A5. Do create a consistent brand experience for people as they move from your website to your sign up form to your emails! #emailchat

β€” Monica Montesa (@missmontesa) July 28, 2016

A5) if it’s not responsive it’s not worth sending #EmailChat

β€” Dan Taylor (@danny_taywitter) July 28, 2016

Be willing to go the extra mile.

First impressions matter. Make sure your design looks great, is functional and all of your links work. This is your time to really sell your customers on what you have to offer.

Q6. How can good design boost the success of your campaign? #EmailChat pic.twitter.com/vt4S7oDQZU

β€” AWeber (@AWeber) July 28, 2016

A6. If readers are attracted to it, they’re more likely to dive right in regularly. 🐳#EmailChat

β€” Marina Hoffmeier (@aweber_marina) July 28, 2016

@AWeber #EmailChat A6: Just like an awkward blind date, first impressions matter. 94% of people associate trust with good design.

β€” Really Good Emails (@reallygoodemail) July 28, 2016

A6. Generating good vibes with readers. We ran a test of a simple design change that resulted in way happier sentiment. #EmailChat

β€” Chris Vasquez (@ClickPop) July 28, 2016

Here’s where the experts get inspiration.

Sign up for the email lists of your favorite brands, retailers and influencers. Bookmark the emails that catch your eye. Ask what is it about them that makes you stop and stare.

It’s not a bad thing to need a little direction. (Consider it constructive research.)

Q7. Where can we get really good email inspiration? #EmailChat pic.twitter.com/NKOANtz9jB

β€” AWeber (@AWeber) July 28, 2016

A7. I subscribe to all kinds of email lists so I can observe from both a subscriber and fellow email creator perspective #emailchat

β€” Monica Montesa (@missmontesa) July 28, 2016

@AWeber #EmailChat A7: Sign up for all sorts of *reputable* random stuff. Visit our site. Don’t do drugs.

β€” Really Good Emails (@reallygoodemail) July 28, 2016

#EmailChat A7. Join our newsletter + check out our site at https://t.co/ZP13JxTe3u. We’re always adding new stuff from the world of email πŸ’Œ

β€” Sean Kennedy (@Sean_Kennedy) July 28, 2016

Want to join the movement?

There you have it, folks! Some of the most ingenious tips from the pros.

Missed out on this week’s chat? Here’s your chance! You can find us same time/same place on Thursday, August 11 at 12pm ET. Don’t forget to follow us on Twitter @AWeber.

The post What Makes a Really Good Email? appeared first on Email Marketing Tips.

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