Content Marketing Blog mint

Content Marketing Blog

Craft Emails that Connect

With Only Seconds to Stand Out!

We have some sobering news for marketers trying to connect using emails: the average attention span for adults is 8 seconds. But wait! All is not lost. Here are a few examples of activities that take 8 seconds or less. You can:

  • Get an IndyCar through a complete pit stop. Changing all 4 tires only takes about 3 seconds.
  • Untangle a Rubik’s cube (if you’re a champion puzzle-solver).
  • Deliver a political soundbite.
  • Tie your shoelace.
  • Successfully ride a bull at a rodeo (after years of practice).

With that backdrop, 8 seconds seems like a reasonable amount of time for your audience to spend deciding whether to read your content. Yes, 8 seconds is shorter than your 20-30 second elevator pitch. If you capture attention in the first 8 seconds, however, you'll have more time to present your story.

Guidelines for Successful Email Connections1

You may have heard that “a goal without a plan is just a wish.” You may want to use emails to get more leads, attract people to a new product, or get incremental sales from a promotion. Without a plan underpinning your content, your email campaign won’t produce results.

Every piece of email content needs an articulated purpose that explains:

  • why people should read it
  • what it will help you accomplish
  • how it will get results

When you’ve written down the why, what, and how, it’s time to craft your content. Our counsel about content reflects what’s worked for us in email campaigns as well as learning from emails we’ve enjoyed receiving.

  • Make your email easy to read and understand. You’ll demonstrate you value your readers’ time, and they'll appreciate the acknowledgment that they’re busy people.
  • Create a captivating subject line.  Remember, you have 8 seconds to grab your readers’ attention - overall. The subject line probably gets less than 2 seconds! We have a few tips about subject lines in the next section.
  • Personalize your greeting. Many email platforms enable you to pull a first and last name from your mailing list. Think, too, about how you can include an element of your brand personality in your greeting. When the NHL promotes Canadian hockey, for example, email salutations may consist of something like: "Calling all Habs fans!" 
  • Keep the body copy short and succinct. It may be tempting to include a list of reasons why readers should engage with you. You'll get a better response when your email focuses on a singular point.
  • Design your email for readability (and enjoyment) on any device. Beautiful images, funny GIFs, and your brand's voice are all essential elements that will improve your open rates and click-through rates. It's a mobile world, so be sure your email looks great on every device.
  • Include a simple Call-to-Action (CTA). We like to see clickable buttons that take readers to landing pages where they can learn more about your offer. You can also include secondary, personalized CTAs that bring in the recipient's name again. For example, "Thanks for reading, Jake! Be sure to check out our new product."

Final Thoughts: Get the Most Out of Subject Line Real Estate

We’d be remiss if we neglected to mention the power of ‘preview text’ under an email campaign’s subject line. Your subject line opens a door. Your preview text encourages your recipients to walk in and learn more. Keep your preview text and subject line linked together using the following content tactics:

  • Use the preview text to showcase a simple CTA. For example, your subject line might be “Winter Sale!” Your preview text could elaborate with a CTA like "Shop Now for 25% Off."
  • Preview text represents another opportunity to personalize your emails. A general headline like “Storewide Sale - This Week Only” becomes more targeted with preview text that says, “Tina, we think you’ll like these items.”
  • Email platforms now accommodate more graphics like emojis, symbols, and creative layouts. If you choose to add these elements to your preview text, make sure they align with your brand voice. Many recipients view emojis as ‘cute,' which may not fit your message or your brand. Remember, too, that more people are using voice assistants for emails. Symbols and other creative elements may not perform well as an audio script.

Are you interested in developing an email strategy? Do you need support with creating emails that convert? The MintCopy content agency in Mississauga, Canada, has the expertise to craft the plan and the content you need to connect with your audience via email.

Our online form will quickly reach us. You can also follow us on Facebook, LinkedIn, and Twitterto stay up-to-date with content marketing trends.

1 https://www.cision.com/us/2018/01/declining-attention-killing-content-marketing-strategy/
― Antoine de Saint-Exupéry

Share


Recent Posts

Sheetal Pinto - 11/24/2022 16:42

Good today and gone tomorrow! That is the way of trends in the world of SEO and content marketing. What may generate interest right now can fall out of favor due to the ever-changing search engine algorithms. What can you do to ensure that you’re up to date? One useful method is to utilize Google Trends to find useful metrics that help you stay relevant. To make your way to the top of search engine results pages (SERPs), it’s important to use a variety of proven methods to create quality content. Read below to learn how Google Trends can help you gain insight on popular trends, seasonality, regional demands, and your competitors.

Sheetal Pinto - 11/10/2022 06:00

Revitalize, Refine, Repurpose

The Pareto principle is also known as the 80/20 rule. About 80% of your best results will come from 20% of your efforts. When you apply that to a creative endeavour like content marketing, you might be undervaluing some of your content creative efforts. It can be expensive to create content, from scheduling videographers, photographers, models, or even having quality copywriters write a blog post. Chances are that you have some valuable content that can be recycled or repurposed with a little elbow grease.

Sheetal Pinto - 10/27/2022 06:00

How to Create Content that Ranks Higher on the SERPs

With every Google update, there’s always some concern about page rankings. The most recent update, “helpful content,” is part of Google’s ongoing efforts to make sure that users get quality content in search results. If you’ve been using SEO best practices and providing content that is relevant and useful, you shouldn’t lose page rankings. It’s always a good idea to check your content marketing strategy and make sure it aligns with Google’s algorithm updates.

Sheetal Pinto - 10/13/2022 06:00

SEO Strategies that Stick the Landing!

Landing pages are specific pages on your website, usually created for an advertising campaign. The goal of a landing page is to get leads. You want to collect the user’s contact information in order to follow up with them. Typically, your business makes an offer, a discount or eBook, in exchange for getting the reader to share their information. Although landing pages are also web pages, there are a few things to know about creative copywriting for a landing page.

Sheetal Pinto - 9/29/2022 06:00

7 Assets You Need in Your Copywriting Arsenal

If you’re feeling like your content is getting dull and ordinary, it’s time to look at a few tools that can increase your reach and make your content more engaging. Fortunately, you don’t have to spend any money because you have easy access to these seven resources.

Sheetal Pinto - 9/15/2022 06:00

And the Perks of Gaining SEO Insights!

How do you measure the ROI when it comes to SEO? If you’re looking at the number of visitors to your website, you might be doing it wrong. The number of people who visit your site could be in the thousands, but if your content doesn’t convert, what difference does it make? Content isn’t cheap to create. The number of visitors to your site doesn’t tell the real story. Here are three metrics you can use to evaluate how your content is performing and whether your content marketing strategy is garnering its money’s worth.

Sheetal Pinto - 9/1/2022 06:00

How to Upgrade Your EAT & YMYL Content

Google is committed to making sure that its search results are helpful and relevant. Last year, Google made thousands of updates to its search algorithm with that in mind. Just a few days ago, another announcement about search was made, this time reminding content creators to create content with people in mind. What does that mean for SEO and copywriting? Here are three things to keep in mind when creating content. 

Sheetal Pinto - 8/18/2022 06:00

Why Your Content Must Be the Burning Question for Your Audience!

Google is constantly adding search features that help users get relevant information quickly. The “People Also Ask” feature has been around for a while, but it seems to be gaining traction as it’s being used in more searches. PAA boxes are another type of digital real estate, increasing your reach on a particular subject if you can get featured as an answer to a PAA question. Make it part of your content marketing strategy, even if you don’t rank for it immediately. The results might be slow, but they are worth waiting for.

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.