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 - 7/9/2020 06:00

Sharing Your Brand Story through Content

In today’s marketplace, it’s not enough to have a great product or service. The best brands go much deeper and connect to consumers on an emotional level. Just think about the brands you personally love and buy. Talkwalker, a social analytics firm, just released its list of the world’s favorite brands. You’ll probably never guess which international icon tops the list - Lego. Other brands that made the top 10 were - The Container Store, Celebrity Cruises and Four Seasons Hotel. Most people played with Lego as children, which is one reason we connect so readily with the product. As adults, we buy Lego for our children and maybe even invest in some of their kits for ourselves. It’s a brand we love because it’s part of our story. Every brand on the Talkwalker’s Top 10 list has at least one thing in common. They all use storytelling to connect with consumers as part of their brand love message.

Sheetal Pinto - 6/30/2020 06:02

Build Your Brand with Employee Generated Content

Getting your audience to notice your content is easier said than done. Your message is one of thousands seen each day. Breaking through the noise is a challenge, even for the most beloved brands. Content is the lifeblood of your SEO strategy and a way to provide information about your brand. Modern customers don’t only face a mountain of promotional content, they’re also cynical. One way to reach an audience is through employee generated content. In fact, you may be already be reaching your customers through EGC without even realizing it. Let’s explore this type of content and its benefits.

Sheetal Pinto - 6/25/2020 06:00

An Email Subject Line that Called for Action Against Racial Inequality 

The changes that have occurred since the May 25 death of George Floyd have been ground-breaking. On Juneteenth, the AP Stylebook changed to capitalize Black when it’s used in a racial, ethnic or cultural sense. Statues that glorified white supremacy have come down. Millions of dollars have been pledged to fight racial inequality at every level. School Boards are rethinking how they’re using local police. These changes are certainly overdue. One viral email from a Goldman Sachs managing director demonstrates that every person and business needs to address racial inequality. Content is such a big part of your marketing strategy, it pays to take a deeper look into your own emails, blog posts and other marketing material.

Sheetal Pinto - 6/18/2020 06:00

Your Content Must Reflect Diversity, Inclusion and Equity

The peaceful and not-so-peaceful protests in the past few weeks following the tragic death of George Floyd have revealed the systemic racial division across the United States. Fortunately, people all over the world, including here in Canada and several European countries, are recognizing that we have to work together to fight racism. We must speak out against police brutality, racist policies, and bigotry. Our children need to be taught to be kind and fair, regardless of race, skin colour, gender, or socio-economic status.

Sheetal Pinto - 6/11/2020 06:00

In any major building project, it’s a banner day when the cornerstone is laid. The cornerstone determines the entire scope of the foundation for the building. Cornerstones are often engraved with the date and major players in construction. How does this process translate to an SEO strategy?

Sheetal Pinto - 6/4/2020 06:00

Make Sure Your E-Commerce Content is Search and User Friendly

Under COVID-19, more businesses are having to focus on their e-commerce platform. Traditional marketing is no longer sufficient for most organizations. If you’re building your e-commerce site to compete in the marketplace, you need to focus on quality content. SEO content drives search, which brings customers to your site. Content that is relevant to customers converts into sales. Customer engagement on your website boosts your SEO results. Content will be the driving force behind your digital marketing efforts as you transition your brick and mortar business to compete online. 

Sheetal Pinto - 5/28/2020 06:00

Make Sure Your Email Marketing Content is Ready Too!

If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.

Sheetal Pinto - 5/21/2020 06:00

…Empathy

Most organizations in the world today are trying to figure out what is the new normal. Consumer behavior is changing. We saw it after Hurricane Katrina, the Great Recession of 2009, and 9/11. Smart businesses adapt their marketing to these changes. Whether it’s social media, print or email, your communication needs to be sensitive to your consumers. Empathy should be the overarching theme and tone in your emails during a crisis.

Sheetal Pinto - 5/14/2020 06:00

If it's Too Long to Read, it's Too Easy to Ignore!

The Neilson Norman Group, a company that studies user-experience, estimates that most users, on an average web page, only read a maximum 28% of the words. According to NNG, “more realistically, users will read about 20% of the text on the average page.” New users tend to read less, while an established audience may read more. Longer content isn’t always consumed by the reader. The TLDR syndrome, otherwise known as “too long; didn’t read,” is real. The solution is finding ways to keep the user engaged, rather than just posting shorter articles.

Sheetal Pinto - 5/7/2020 06:00

How to Maintain Quality and Communicate Positively

Even though many states are beginning to lift shelter-in-place regulations, COVID-19 will continue to be a major influence on consumer priorities and business trends over the next few months. The way you market your business and communicate with customers should reflect your brand and the current state of the economy. Here are content marketing guidelines that you can use to stay relevant to your audience and still maintain a strong online presence.