- Declare Your Brand Identity with Your Sender Name
Your sender name isn’t just an ID—it’s the very first touchpoint of your email. Incorporate your brand name seamlessly. This familiarises recipients with your brand, enhancing recall and fostering trust.
- Optimise the Subject Line
An astonishing 64% of email users decide whether to open an email based on the subject line. Aim for a maximum of 40 characters, avoiding ALL CAPS. Subject lines between 6-10 words have the highest open rates. Personalised subject lines see a 50% spike in open rates. And while emojis can enhance effectiveness by 70%—but remember, less is more, so just use one.
"AS RECIPIENTS NAVIGATE A SEA OF DAILY EMAILS, MAKE CERTAIN THAT EACH ONE YOU SEND BRIMS WITH VALUE."
- Evoke Urgency and Exclusivity
Subject lines that convey a sense of urgency or exclusivity garner a 22% uptick in open rates. This strategy can jolt readers, prompting immediate action.
- Craft Your Message for Quick Scanning
Users predominantly scan emails. Prioritise your content by frontloading the first two words for optimal digestibility. Make every word matter, and shape content to cater to quick scans while still delivering core messages.
- Navigate Spam Triggers
It’s not just about what to include, but what to avoid. Circumvent spam trigger words (e.g., “get started now” and “join millions”) to ensure your emails land in the main inbox, preserving both your message’s integrity and your brand reputation.
- Consider Testimonials and Case Studies
Highlighting testimonials or case studies instills trust. Real-world success stories resonate with readers, offering proof of your claims and capabilities.
- Celebrate Key Occasions
- Start the Action with Video
- Deliver Value in Every Send
With recipients sifting through numerous emails daily, ensure every email you send is packed with value. From insights to offers, make each email a treasure trove of utility and benefits.
- Reflect and Refine
Continuously assess and adjust. Dive deep into analytics, but also consider direct feedback. It’s not just about metrics, but about creating meaningful, lasting connections.
Content strategy in email marketing is a multifaceted endeavor. But with a deep understanding of user behavior, meticulous crafting of content, and a relentless focus on delivering value, financial marketers can truly transform their email campaigns into powerful engagement tools.
Sources: DeadlineFunnel, EarthWeb, Invesp, LinkedIn, MarketingDive, Process Street, Sendios.
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