Do you know how much time the average reader devotes to the typical marketing enewsletter? Just 51 seconds. The overwhelming majority of subscribers aren’t really readers – they’re scanners. They take a quick look and move on.
So how do you ensure your emails have the maximum possible impact? Here are a few pointers:
1. Frontload Important Points. Always hit key points at the very beginning. The further down the page content is, the less likely it is to be read.
2. Short Paragraphs. Forget about grammar. Keeping paragraphs short – even one or two sentences – is critical for readability.
3. Captioned Photos. Photos always attract attention. Short captions below them generally get read as a result.
4. Numbered Lists. Numbered lists help organize a lot of information on a single topic, making it much easier to absorb.
5. Bulleted Copy. Much like numbered lists, bulleted copy breaks key points into “bite size pieces” that lend themselves to scanning.
6. Bold Subheads. Highlighting key points with subheads or bold lead-ins helps readers quickly grasp what each section is about.
7. Highlighted Text. Text that’s highlighted with a colored background can help key points stand out. Use this technique judiciously; it loses its effectiveness if overused.
8. Italicized Type. Italics can be useful for emphasis. This is another technique to employ sparingly, as italic type can be somewhat difficult to read.
9. Hyperlink Key Words. Hyperlinks always stand out, so be mindful of what words you choose to link on. Consider them “mini subheads” and link on a meaningful phrase instead of on the words “Click here.”
10. Use a P.S. People may gloss over an introductory letter, but PSs are almost always read. Use them to emphasize offers and other key points.
You put a lot of work into your emails, from building your list to creating content. Take one more step to make them easy to scan, and you’ll make your marketing work even harder for you.
