Koju Media Guide to Email Marketing Part 2

Email, Email Marketing, B2b email, B2C email

Part 2 of Koju Media's guide is here to help you get to grips with Email

In the first part of our introduction to email marketing, we talked mainly about leads/data so this blog is moving on to advise you on how to email structure, content, design and audience.
1. Brevity

This best piece of advice I can give to anyone who is embarking on their first, second or hundredth email is to keep it short and make sure everything is easy to read on all platforms. The days of emails packed with text should be past, due to the change in how email is consumed and long passages of text will not grab people’s attention on the go.

Give people one co-ordinated messaged to read, keep it simple by writing clear, concise messaging, and they read more on your website if they are interested. You’ll keep a more engaged audience and limit the unsubscribe requests – keeping people on your list who may not be interested now, may pay dividends in the future.

In most of the email marketing campaigns we send at Koju, we are looking at about 60% open rates on mobile devices, a major reason that getting to the point is imperative. Decision-makers especially are busy people, often reading emails on their way to and from a meeting or after a busy day on the train home. Even if you’re services are of interest to this audience, your message may be ignored if the email is overly long, meandering and lacks focus.

2. Split testing

Split testing is the best way to test your email marketing subject lines, content, calls-to-actions (CTAs), design, etc.

It sounds so simple, but the most important part of any email marketing campaign is to attract opens, otherwise, all your other efforts are wasted, this makes the subject line vital to success

2a. Quick guide to Subject lines

Keep it short – We’d advise aiming for a length of between 25-55 characters, with the goal of creating a summary of your email in a few words

Hook your audience – Use catchy and incentivised language to try to grab your audience’s, by giving them a reason to open your email. This could be done by asking them a question or a statement

Do not mislead – Make sure your subject line is as specific as possible so your audience knows exactly what it is they’re about to read.

Personalise – By personalising the email (the easiest way is to add the recipient’s name) you can build a stronger relationship with the recipients, and it could lead to better open rates

To get back to split testing – test test test! Try a few of the above and see if it has a positive effect on your response rates. If you’re sending an email communication to 1,000 people, first send out an email with subject A to 100 people, then subject B to another 100. Whichever subject line performs best, use that for the remaining 800 emails.

Effective Call-to-Action’s

Every email you send needs to have a call to action, telling the clients what to do next, where to find more info etc. use these to send the recipients where you want them to go to. Make the user’s life as easy as possible, so provide clear CTA’s that lead to a landing page that matches the expectations you have created for users.

Tips for good call to action;

  • Urge People to Respond Now

Effective direct mail copywriting dictates that calls to action end with ‘today’ as in “Join us today,” or ‘Now’ such as “Download Now” These words are very common in emails from the likes of Adobe and Amazon.

  • Make the Call to Action Stand Out

Make your call to action stand out with increased size or bold colours as examples. As well as making it stand out, make sure a call to action is visible ‘above the fold’ this means that the CTA is in the screen when the user opens the email and doesn’t require scrolling down

  • Make the Call to Action Short

Take the time to condense the call to action down to the bare necessities, any more than five words is too long.

Responsive Email Design

Following on from the earlier point I made re. emails being read on mobile devices, make sure that the email template that you are using is responsive. An example of this would be as below;

A responsive template stacks the middle three sections of content on top of each other on a mobile device. This makes sure that text and buttons remain a useable size rather than being shrunk to fit.

4a. Images

– Improve the design of your emails with the use of images – if you don’t want to fork out for the subscription sites – here are a couple of sites you can use for free;http://deathtothestockphoto.com/


There are a few more that you can discover, just make sure they are approved for commercial use.If you prefer icons, have a look at the followinghttps://thenounproject.com/


If you haven’t already, please read the first part of this blog here.

For more information on how Koju can help you with email marketing, contact us here or call us on 01628 091 081.

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