News & Insights

How to Rock the Inbox

How to Rock the Inbox

Consumers receive an overwhelming volume of emails every day (around 120, to be exact!). As messages flood in from every direction, it’s up to them to filter through each one and decide which are worth their valuable click. 

This has made capturing attention and inspiring clicks increasingly challenging for today’s brands. But luckily, there are many ways of crafting emails that grab eyeballs, from the subject line down to the call-to-action (CTA):

Step 1: Crafting the Subject Line

There’s nothing more critical than the subject line. It will determine whether your email will be read or sent straight to the virtual trash bin (yikes). And adding to the challenge is the fact that you have just a few words to earn consumers’ approval.

Here are some pointers for creating a subject line that will get your audience hooked right off the bat:

Give it a Personal Touch

Remember, the subject line is your chance to make a personal connection with your audience. So if you can, address them by their name. For example, “Thank you for subscribing, Brooke,” “Hal, Don’t Miss Out On Our Exclusive Offer,” or “Pete, we added a new item you might like.”

Including names and other relevant details adds a personal touch to emails and keeps them from sounding impersonal or generic. In addition, if you have the data, use it to tailor your subject lines to your audience’s interests, preferences, or past interactions. Show that you understand them, and they'll be more likely to give you their precious attention.

Don’t forget to use inclusive language when crafting these messages to make them feel seen and valued. Phrases like “You're Invited: Join Our Inclusive Community,” “Discover Products Made for Every Lifestyle,” and “Celebrate Your Unique Style with Us" are great ways to make your emails sound inviting and welcoming to your audience. 

Tap Into the Power of FOMO

Evoking people’s sense of FOMO (Fear Of Missing Out) is one way to stop consumers in their tracks and get them to open your emails. By this, we mean establishing a sense of urgency like “Only 24 Hours Left: Get 50% Off Today!” or "Act Fast: One-Day Flash Sale Ends Tonight!"

By emphasizing limited-time offers or exclusive access in your subject lines, you create a perception that they might miss out if they don't act quickly, compelling them to take immediate action (for you, this means higher engagement and conversion rates!). But don’t forget to be honest and transparent about your deals and offers, and always deliver on your promises in order to build long-lasting relationships with your customers. 

Tease with Specific Benefits

Pique your consumers’ interest by communicating a specific benefit to them in the subject line. For instance, you can write “Here’s A Personalized Gift Just for You,” “Struggling with Acne? Discover the Answer Here,” or "Unlock the Secrets to Boosting Your Productivity." 

Intrigue your readers. Drop hints as to what’s inside your email (but don’t be vague or misleading, of course). Whether you’ll be giving them a sneak peek of your new product or offering a solution to their problem, try to send your message across in a concise manner to boost your chances of inspiring clicks. 

Step 2: Crafting the Body

Once you've enticed consumers with your subject line, the next step is getting them to read the body of your email (and take the desired action). You can get creative in the body since there are few limits, in comparison to subject lines. From playing around with your text formats to experimenting with your visuals, there are different ways you can craft compelling email content. 

Break It Up

Use short paragraphs, bullet points, numbered lists, and subheadings to break up your text and make it easy to scan. Eliminate fluff. Jump straight to the point. The truth is, consumers are more likely to read through emails when they can quickly grasp the main points and find the information they’re interested in. 

Throw In a Story

People have a soft spot for a good story. To keep your readers interested and engaged, start with an interesting story or personal anecdote that’s related to your content or offer. This will make your emails more intriguing and help you build an emotional connection with your audience. 

Speak to the Value

Make sure to communicate what’s in it for your readers from the get-go. How can your content, product, or service improve their lives? Tell them the benefit they’ll gain by taking action. By communicating this upfront, you’ll immediately grab their attention and make them curious to learn more.

Step 3: Crafting the CTA

What’s the use of a well-written email if it can’t convert your readers into customers, right? CTAs are a crucial component of email campaigns as they offer a direct link between the communicated value and the desired action you want your audience to take. So how do you get them to engage?

Keep it Specific

Your CTA must be a no-brainer. It needs to communicate exactly what will happen when users click the button. Use clear and precise language: "Get 50% Off," "Unlock Exclusive Offer," or "Join Our VIP Community" are some examples of straightforward yet compelling CTAs.

Touch on the Benefit

Your CTA must communicate the specific solution you’re providing that solves your customer’s problems. For example, “Boost Your Productivity," "Transform Your Skin," or "Get Expert Advice." Make it clear how the email content or offer can solve their problems, which can increase the chances of earning conversions. 

Make It Stand Out

CTAs must stand out visually, too. Position your CTA button in a place that’s easy to spot. You can also use contrasting colors to make it more noticeable at first glance. Consider placing your button at the end of a short paragraph or near an eye-catching image to easily grab attention.