Email Interactions

Email Interactions

For your brand, Profile interaction is the key to success. To increase the chance of your recipients interacting with your emails, there are a few aspects to consider.

Continue reading this article for useful information and tips to really get your recipients engaged with your brand and your communications.

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Subject Line and Pre-Header

The first thing your recipient will read is the Subject line. Make a good impression with text that is descriptive, short, and motivates the recipient to open your email. The goal is for your recipient to read the email, so make sure the Subject line will capture attention.

As important is your email's Pre-header, the text that immediately follows the Subject line in your Email's Details.Although Pre-headers aren't essential in emails, they often complement the Subject line: be sure to take advantage and maximise interactions with your recipients.

A recent study by Litmus found that 24% of recipients decide whether to open the email based on the Pre-header. The same study also suggests that using language with a sense of urgency increases the click-through rate.

Try to avoid language that creates a sense of urgency without a real motivation: to entice your recipients, be clear as to the benefits of reading your email's content. Clickbait language is a form of false advertisement that urges visitors and recipients to engage with a specific link or content: to make sure that your emails don't contain clickbait Subject lines, Pre-headers or CTAs, only create urgency when there is a time-sensitive offer or a clearly important message for your recipients.

 

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Motivate Meaningful Interactions

When designing an email, ask yourself what is the purpose of this sending? Is it to sell? Inform? To highlight? Your email's design will follow your purpose. Make sure the right format is being used for the right purpose.

You can add links to most elements in the Email Editor. Choose what kind of CTA suits your purpose, but don't include too many. Guide your recipient to the most important information with only the essential CTAs: Image, Text and Button Elements are optimal for inspiring action, while the Menu and List Elements may guide them to specific parts of your website.

CTAs (Calls to Action) link your readers to external content or ask them to do something. You can add links to most Elements! Watch that you don't include too many CTAs in one email, since they might distract readers.

If including links to your website in your Email activities, ensure that your visitor's browsing data is correctly tracked and saved as an Event in their Profile by only using full links. Profile merge won't take place if the visitor clicks on a shortened link, or any link that will redirect the visitor and not include the GET query parameters. 

Adjust the design of your email according to the insights provided by the Report Details.

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A Guide to Great CTAs

Follow these quick tips to ensure that your CTAs are consistent, attractive and effective in your Email Marketing campaigns:

Get a response! Your email needs to be designed to gain a response from your recipients. You'll need a Subject line to catch their attention, an enticing offer to hold their interest, and a clear CTA to ensure that they will click.

Short and clear CTAs will motivate your recipients to act. Tell your Profiles exactly where to go, using active and concise language that clearly communicates where they'e going. A CTA will either guide your recipient to external content, like your website, or ask them to do something, like signing up to your communications.

CTAs as Button Elements can be the number one drivers of click-throughs in your email. Using a Button CTA can increase the click-through rate significantly, compared to a CTA inside a Text Element.

Style CTAs right.The goal is for Profiles to interact with your email. The larger you size your CTAs, the more important they'll feel to the recipient. Make links obvious by using a different colour or style and make them stand out. Use white space around CTAs to give them a prominent spot in your emails.

Verbs are important! Words like enter, submit, and click here can be boring: switch these for action verbs for a more effective command. For example, Try it Out can be a more compelling option.

Create a sense of urgency in your text to promote interactions with your email. Use time-sensitive phrasing such as Act Now or Sale Ends Midnight for campaigns that have a limited duration.

Consider using the first person. Recipients respond well to personalisation: changing the button text from the second person (Claim your offer) to the first person (Claim my offer) may result in an increase in clicks!

Your CTA will tell your recipient what you want them to do. Keep it short and simple: a few words should be enough to convey what you need, any more will risk complicating the message.

Guide the recipient towards your CTA.Placement of CTAs should follow a natural progression. Use them after your text to keep your reader oriented and to ensure that they won't miss important information.


 

Device Accessibility

Almost half of all emails are opened on mobile phones. Make sure your recipient won't delete your email by checking it's optimised for mobile viewing. Click Preview in the Bottom bar of the Email Editor to check how your email looks on a mobile phone.

Consider sending a Test Email to the members of your team or create a review committee for your Marketing efforts: feedback is essential to a perfectly aligned Marketing campaign.

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Practice creating Templates with the Email Editor!

Get to know the Structure Panel, Canvas, and Design Panel to make the most out of your email Marketing. The more you use the Email Editor, the more knowledgeable you'll become; your emails will be more effective and attractive to your recipients.

As you practice, it will become easier to find solutions to any design problems that may arise, allowing you to think outside the box when it comes to your design.

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What happens after you send the email? Remember to stay on top of your previous email sendings! See the Device Breakdownin the Email Report for insights on the unique clicks and opens per device.

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Email Performance

Email Reports are crucial to researching how recipients interact with your emails.

Click on a Sent Email activity in the Scheduled & Sent tab to gain an overview of your email's performance. There you can see what links were clicked, and how many unique Profiles opened the links. If Profiles didn't interact with links that were placed lower down in the email, consider removing them in the future. Gain a sense of what's most effective by looking into the Report Details section of the Email Report.

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