The Architecture of an Email: Keeping the Reader’s Attention

Email marketing campaigns are a successful aspect of online marketing many businesses use to reach out to the leads they have generated through a variety of methods. These emails are sent out to provide information to consumers who have expressed an interest in receiving more information from your company. Because this is likely one of your first interactions with a potential customer, ensure the email messages you send compel the recipients to read it and act upon what they read.

Determine Your Goals

Before you even begin composing the content for the email, determine the goals you have for the email. Are you trying to teach the recipient something? Is this a follow-up from a trade show or live online event? Do you want to sell or promote something about your business? Determining the goal of the email will help you word it so recipients want to read it when it appears in their inbox.

Quality, Timely Content

Your first priority in creating an email is to ensure those who receive it will read it or at least scan it. This is where the quality and timeliness of your content comes into play. No one wants to read something that is old news or doesn’t hold any value for them. Think about what your potential customers want to know, whether it is something that is about your business itself or it is something related to your business. Create content based on what you think your readers want to read so you can get through to them instead of ending up in the email trash bin.

Keep it Simple

It is tempting to be as elaborate as possible to make yourself stand out. However, in the online world, you only have a short amount of time to grab attention. Therefore, you need to keep your message simple and to the point. Use a compelling headline that stands out at the top of your email and draws readers in. The rest of your message should be short and to the point. Even if you want your readers to learn as much as possible, it is best to give them a short email and then indicate they can find out more at your website to encourage them to visit and read more.

Call to Action

One of the most important aspects of your email marketing campaign should be the call to action. Think back to the purpose your email is meant to serve. This is what you want your readers to do with the email you sent. It is your job to make it perfectly clear what you want from your readers. In most cases, this means encouraging them to click on a link to your website or to visit your blog to learn more. This sentence should be short and clear, starting with an action verb to promote action from your reader.

Personalize It

Another great way to attract the attention of your potential customers is to personalize your email marketing to the recipient. Many businesses ask for additional information in their lead generation, such as birth date or personal preferences. Use this information. Send out emails with a special birthday promotion, remind a customer there are items in their cart they haven’t purchased or send out exclusive promotions to your email list members. Your customers will appreciate you took the time to reach out to them on a personal level.

Follow these tips to make the most of your email marketing campaign. When you take the time to focus on what your readers want to reach and what will move them to action, you will achieve greater success from your emails, converting those email leads into sales.