Too many times people just send emails. And the emails always look the same as the last one with the same format, style, etc. It’s great for consistency, but your readers are looking for more and will likely not respond more over time. It’s like visiting a website that never changes. You want to see it in different formats and styles over time. Why? It keeps you interested and you’re more likely to respond because you’re never quite sure what to expect to see.
You need to do the same with the format of your emails if you want to get a response from your readers.
Now, you might be wondering, “how can I be different with my emails?” And, I’m not talking about email copy – that’s your job to write compelling copy. And, I’ve already shared some great tips and secrets for writing thought-provoking email subject lines in a previous blog post.
I’m talking about the “format” of your emails. You want to mix it up to keep your readers engaged, motivated, interested and responsive to what you’re sending (whether it’s free content or an offer for buying). Why? The more they are engaged and reading your emails – the more likely they will respond favorably to your content and your offers.
In this article I will reveal the three different type of emails and the pro’s/con’s of using all of them.
Here is an example of an HTML message. The characteristics are it’s very colorful and incorporates a lot of the branding. For this Client Attraction email, we had different format (bold, italics, etc.) for the some of the email copy as well as the video image embedded right in the email. Our Client Attraction “Special Announcement” banner across the top as well as the formal signature image of “Fabienne” at the bottom.
Here are some pro’s and con’s of HTML emails:
Here is an example of plain text email and well; it’s pretty plain looking. But, notice some techniques we used here to ensure we take advantage of the fact we’re sending plain text. One of the biggest advantages of plain text is the ability to read the email easily on mobile devices. And, most mobile devices have a very small screen with not much width. So, we shrink the width of our plain text emails deliberately so they can easily be viewed on mobile devices. And, most people like to read a shorter amount of words on a line than longer amount of words – its easier and more efficient for the reader. You can use a free service at www.formatit.com to easily decrease the width of your plain text emails automatically.
Here are some pro’s and con’s of Plain Text emails:
This is my favorite as it combines a best of both worlds scenario for plain text and HTML. At the end of the day it is still an “HTML” email – but with some very clever formatting designed to make it look like and have the feel of a plain text email. And, we always hyperlink the video image so it looks like readers can click the play button right there in the email – but we hyperlink the image to direct them to the webpage where they can immediately watch the video.
The key here is to mix it up. A typical Client Attraction email campaign for a promotion we’re doing will never include the same type of emails in a row. We will do HTML to start as a big “special announcement” email and then move into the plain text while wrapping up with the hybrid. All of them are different and will surely keep our readers engaged and interested to what we offer next!
Until Next Time… Learn It, Love It, Live It!
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