Although there are several factors that affect your overall email campaign performance, the basics start with design. Let's focus on the important design decisions that you need to make for each message to drive maximum results. There are three specific details that make a huge difference; we’ll cover them here:
HTML vs. text emails
HTML is perfect for a formal webinar or an event invite, but when you want to take a more personal approach, try a text version. Don't forget your email must be mobile responsive since so many people open emails while they're on the go.
Something that is often overlooked is from whom an email is sent, and what the reply-to address is. Unless you're sending an email newsletter, it's best that you use someone's personal email address if you're sending out a standard email rather than a typical generic email or info@ email address.
When you use an individual's actual personal email address, research has shown that people are twice as likely to open the email as opposed to a generic one - and if you're trying to drive meetings with sales, an email that appears as a personal outreach from the representative is definitely the way to go. Don’t forget that the “reply to” address must also be the representative.
Before you jump into sending your next email campaign make sure you’ve chosen the right format. While these tips may sound rudimentary, they’ll go a long way with your customers—remember, sometimes less is more!
For a video version of this blog post, click here.