To Subscribe, Or Unsubscribe?

Nearly all of us have subscribed to an email list and then unsubscribed months or perhaps only days later. We subscribe to newsletters, announcements, and digital publications because they offer some value that is important to us. We’re interested in products, updates, or maybe we find them simply entertaining. Take me for example: I’m interested in coffee and donuts. My email runs on Dunkin’.

Dunkin' Donuts emails are never boring.

Email campaigns, like the Dunkin’ Donuts example above, have a lot of different factors that contribute to their success or failure. Sending effective emails involves a ton of technical and strategic aspects, as well as content and presentation. In this post, I’m only going to focus on the latter.

According to the Huffington Post, we dedicate approximately 28% of our workweek to our email inbox. This comes as no surprise to me – I’m an email hoarder and receive around 30-40 newsletters per week. I love absorbing content, but the reality of it is I hardly open them all anymore and sometimes delete them before I even get out of bed in the morning. There comes a time when we as customers either lose interest in the content or feel inundated by it. Those are the two main reasons why customers like me are deleting your emails: 1) You’re sending emails too frequently, and 2) Your emails are just plain boring.

While some businesses have low conversion rates because they send emails too frequently, it may not be the only contributing factor. The content and design of your emails are just as important.

Top 3 Things to Make Your Emails Better

1. De-Clutter

Less is more. Bright, bold visuals will make the biggest impact on your readers. They’ll be engaged and stay engaged.

2. CTA

Having a call-to-action is one of the most important things in your emails. If you don’t give your customers a reason to be there, why should they be there?

3. Engaging, Interesting Content

It’s important to have a reason for sending an email. (This goes along with having a CTA). Don’t send an email for the sake of sending an email. Your content needs to be engaging and relative to your customers. The design of the email alone, while important, won’t keep your customers coming back for more.

Take a look at some of my favorite emails below. All of them are simple, organized and highly attractive. They’re clear, to the point, have large, bold CTAs and most importantly, contain content that is interesting to me.

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Want to see more great examples of emails? Check out part 2: Top 10 Email Designs We Love.