Email Marketing Tip: Less is More

Email Marketing Tip: Less is More

By Dan Forootan, President of EZ Publishing

We often hear the phrase “less is more” and it rings true in most circumstances. This is especially true for email marketing campaigns, where simplicity goes a long way. Factors like writing in plain language, keeping the size smaller and streamlining to one audience can aid in the success of email marketing campaigns. Research findings show that 80 percent of consumers skim rather than read through emails, so why not give them a streamlined message that gets right to the point? Here are five tips that support the theory that less is more when it comes to email marketing.

Lower the Word Count

Emails with anywhere from 50-125 words have been found to have the best response rates at about 50 percent, so it’s best to keep the word count on the low side. Consumers are likely to skim email promotions they receive, so get right to the point. The worst thing to do is overwhelm your customers with words, which will turn them off. Rule of thumb: keep it short and sweet.

Plain Language

Delivering a clear, concise and direct email will yield the best conversion rate results. Writing in plain language will ensure the consumer gets the valuable information they need right away without the fancy copy that might confuse or make their head spin. Always keep your brand’s mission in mind, but write in relatable and familiar terms.

Use Bullets

Using bullets will help keep your email streamlined and easy to read, going along with the concept of writing in plain language. This also helps with consumers’ tendency to skim rather than read.

The Power of One

One goal and one audience. Keeping with the theme of less is more, your readers will respond well to delivering the point right away. Is said point a reminder? A cart abandonment email? Perhaps a welcome email? Stick to that goal and don’t veer off course. By addressing the goal off the bat and skipping the introductory hoo-ha, you engage the reader and hopefully avoid chances they click out.

Don’t Forget a Call-to-Action

We mentioned keeping the word count low, writing in plain language and sticking to one goal but another main concept of less is more is including a call-to-action. The in-depth and informational part of your message should be on your website instead of the email, so send your readers directly to your website, where can buy and read more details about the product you’re promoting. Make it easy for them.

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