Effective email marketing: create brilliant emails that people open, read and click | Sue Keogh | Skillshare

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Effective email marketing: create brilliant emails that people open, read and click

teacher avatar Sue Keogh, Director and agency owner, Sookio

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (53m)
    • 1. Introduction to effective email marketing

    • 2. What makes a killer subject line?

    • 3. Killer subject lines - in practice!

    • 4. Clever copy and calls to action

    • 5. The power of images in your emails

    • 6. Get results through a better layout

    • 7. Test and measure to build on your success

    • 8. Project: Bring it all together!

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About This Class

Email marketing. It’s the tried and tested way of staying front of mind with your customers. But are people reading the emails you send? Or even opening them at all?

In this new course we’re sharing essential tips to give your email marketing a boost – so more people open, read and click through to your website.

Get ready to learn about…

The importance of subject lines and the difference they make in people opening your email – or just scrolling past!

Easy ways to sharpen your subject lines and the formats to try to mix things up a bit!

The power of images to reinforce your message.

Clever copy and calls to action to get people clicking through.

How a better layout can get you results.

Measuring success so you can see what’s working – and what’s not!

As always with my courses there's a stream of best practice examples to inspire you, fun activities to help it sink in, and a project at the end so you can pull it all together and be on your way to effective email marketing. Let's go!

Meet Your Teacher

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Sue Keogh

Director and agency owner, Sookio


Hi everyone!

I'm Sue Keogh, founder of an award-winning UK digital marketing agency and a content producer for the BBC, ITV, Magic FM, Yahoo, AOL and more.

I love sharing my knowledge and experience with others, and have trained thousands of companies and business leaders around Europe in all aspects of the digital landscape. People like the University of Cambridge, Sony, and the UK government.

Now, with the power of Sookio School - and Skillshare! - I'm going to share this knowledge with you!  

The courses I have created are all designed to help you learn valuable new skills. They're full of helpful hints and expert tips and will give you the boost you need to help your business grow.

I hope you enjoy my courses – and I look forward to... See full profile

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1. Introduction to effective email marketing: Hello. Welcome to Suk Yo school on our new course, which is all about email marketing. So I don't know about you, but I love social media. I still love traditional marketing techniques, but there's something about email marketing, which is particularly effective because it gets you straight into a customer's inbox on today, we're gonna be focusing very much on the content, so it's not so much over technical course. It's about how to write a brilliant subject line that gets people excited to open your email, how to write brilliant content so it's interesting and engaging in the middle and how to get them clicking through. So what if we got coming up? We're going to be looking at the subject line, So why are they so important and how it can you write them brilliantly? We're thinking about the images that you're using, how we could make them particularly engaging the text. Of course, it's a newsletter, so we shouldn't overlook the text on how to create a really nice layout that makes it even more engaging and interesting to people Onda. Although like I say, it's not really a technical course, I'm gonna look a little bit at measurement because we always want to make sure that what we're doing is getting results on you. Make it even better next time. Ondas Ever with a circular school course, we've got lots of activities. There's a worksheet that you can download so you can drop down ideas on the project at the end so we can pull it all together. Okay, so let's dive in. 2. What makes a killer subject line?: we're going to kick off by looking at the circuit line, which is such a critical part of making sure our email marketing campaigns are a success. Now I like to think of the business Emails is having three component parts. First of all, we've got the subject line on when that email lands in your customer's inbox, this is the only thing they've got to go on. So however many hours you spent crafting this beautiful email, they're not saying all of that. They're just looking at the subject line and then making that split second decision as to whether to scroll past, maybe even delete. Hope not, but possibly or open, which is a call us what we want. Then you've got the content. So the beautiful images, the lovely text, all the things to explain what your messages. And then, of course, we've got the action. Sometimes you might send en email out, which is just for information. But if we're talking about business email marketing campaigns, then you'll typically want people to do something toe act upon it, so this could be to sign up for an event it could be to download something. It could be to watch a video, it could be to click through to a special landing page where they can find out more about your product. So, in summary, we've got the subject line the bit that gets you to awaken it. We've got the body content, and that's home into all that beautiful, enticing content on the action. So this is where we're getting people to click through on, do the thing that you want them to do some quick steps for you. So the average opening rate is only around 18% and that's across all sectors. It's an average on the average click through rate is only around 3% on. To put it another way, not in a very positive way, I'm afraid 82% of people are not opening. These emails that were sending on 97% are not following the links, so a clever subject line really will make the difference. It's going to increase people's chances of opening your email and then reading it and then clicking through. But of course, if the subject line isn't very strong, they're not going to open it in the first place. Let's pause for a second. And just think about the kind of frame of mind that people are in when they're opening your email. So when you put it together, then you're sat at a desk, perhaps with a lovely big monitor, and you've got all the tools and the software while you're putting it together to make it look gorgeous. But the people on the receiving end, they might be in a hurry there, scrolling through their phone. They're looking through the mobile of catching a train, the one of bus there in a very different frame of mind. So they're in a hurry there, skimming through the content, and they're looking for the words that grabbed. Um um, it really feels like you're having to earn their attention. It's not like other different types of marketing. It's not like maybe sitting on a train and you've got a big poster in front of you and lots of time to read it. You're trying to get people who are on the defense, so they're almost looking to delete. While they can filter out the content that's not of interest or value, So an inbox might look like they're so I've got some emails here from sources who I trust. Really? Andi, things might leap out at me like Christmas gift ideas, Twitter strategy, all these things that might be of use to me. So let's pause for a second on Will think about the last email newsletter that you sent yourself. So what was the subject line on? Would you have opened that email? That's the really big thing. Try and put yourself in your customer's shoes and imagine receiving an email on and think. Well, I'm not gonna open this. In which case, why not? Why was it not good enough? What was not compelling enough about that subject line? Or equally, if you think Oh, yeah, this seems pretty interesting. I'm gonna click open on this. Why was that? What? What was it about that subject line that you found interesting, Andi. Enticing and compelling. So what can you take away from that which you could apply next time? You might want to download the worksheet, jot down some ideas. So I have a few moments to think about this and we'll move on to the next section. 3. Killer subject lines - in practice!: So we've had to think about the importance of subject lines. And now I want to share with you some tips and tricks or sharpening them up. So I've got some topics that are gonna grab people's attention and then ways of doing it. So five things that are really gonna capture their attention 1st 1 is urgency, so things like Don't miss out. You know, if you can put some kind of deadline on it, where it's someone's last chance, they've only got 24 hours to apply for this. Don't miss out. This is a one time offer. That feeling of urgency is really compelling curiosity. So discover now something that is going to lead people into the email, something that teases them in some way and makes it feel like all I better open this up to find out what's going on here. Timeliness. So the example I've got here is very, very wintery. You know, you wouldn't be sending this out at the height of summer, but think about Easter. Think about mothering Sunday. Think about Halloween, all these things that make it very topical, and then you've also got various things that happened throughout the year. So you've got the Olympics, for example. You've got other big seasonal events. I mean, sporting is an obvious one, like maybe the football World Cup. See if you can time your email campaign so kind of links up with something that is friend of mind offers. Of course. Now, depending on the kind of company that you're working for, you might want to have something that's really all out like this. So you rock. But that might not be keeping with your tone of voice. So there's various ways that you can write this, but do be a little bit careful, because words like free and win can often be picked up by span filters so you might find your opening rate actually goes down. So you need to find clever ways of wording it on and relevance as well. Hopefully, the people on your email list are people that you know, like your product, are interested in your service on. We all went through the whole GDP are thing recently, where for a lot of businesses, we had to lose a lot of people off their email list. How is a On the plus side, this means that a lot of people who were following us, they weren't actually that interested are now not on the list. So hopefully the emails that were sending are going to people who are actually a bit more interested. So try and create content which is going to be relevant to them on you might want to segment you audience so only certain people receive certain office. So for this deuces from when I run additional marketing agency on DSO, this is about agency benchmarks. It's teaching me something about my competitors. Really? So that is very interesting to May. But if this went out much more broad audience than you know, you're not going to say get the same level of click threes. So your subject line, it should impart a sense of urgency, some sort of deadline. You know, people don't click on this now then that's it. They're never gonna get this offer again. Make him curious. Try and find a way of teasing people. Um, yeah, words like explore, discover this kind of thing, be timely, so ties in with the things that are front of mind for your audience, offer exciting offers and then try and be relevant where possible. Think about the things. They're actually going to be helpful, valuable, Useful to the people. You're sending the emails, too now. Seven tricks to try, Keep it short and sweet. So this came to me from the When the Brexit campaign was at its height on. They wrote some really good email subject lines. So Sue versus Rupert Murdoch be the newspaper mogul. Now that instantly gets me clicking because I think what what's that about? Eso short and sweet. The thing is, when the email lands in your inbox, a lot of it is gonna be cut off. So particularly looking on mobile people are only going to see the first few words. So try and front load it, which means those important keywords which you're gonna be interesting and compelling to people. Try and put them at the front at the start of the email. And don't make it too long because a lot of it is gonna be cut off. Get specific. This is Martin Lewis, who sends out his money saving expert email on. He doesn't have any waffle in their loads of specifics. He's talking about 75% off sale Tesco points. He's talking about Premiere in deals. He's really, really cramming it in. There's no waffle. He knows that the people reading this email on looking for offers they're looking for discounts and looking for work, for they're looking for discounts. They're looking for offers. They're looking for promotions. So he's writing for an audience, which is very much scanning the content. Time it right then. Yet Halloween's coming up. So let's send out an email on Halloween, which happened to be a Friday on Let's Send out. Maybe around four o'clock in the afternoon, when people are thinking about what have for dinner on DSO you're hitting that audience distant, the point that they're getting a bit hungry on there. Also thank you about Halloween on how can they put those two things together? So you're helping them solve that problem. Whereas if you send this email out with this subject line first thing on a Monday morning, then you're gonna get less take up now, use action oriented verbs. So what do I mean by that? I mean, look, now I mean, download this. I mean, watch this Open up, Discover. Subscribe all of these words, which tell people very clearly what to do. So Susan seats under 29 99 book. Now I know exactly what they're trying to get me to do here. Andi, if I'm not interested in booking a flight, then I will open it. However, if I am, then I'll think, right. Brilliant. I must do that now so I could get this offer on. These are some examples of other emails of landed in my inbox. So wind delicious vegan goodies create reports. Give your space a clean update. Dial up your makeup. So again, it's all these verbs which tell me to take an action and make you feel special. So someone, I mean, I'm in the UK. I've got no idea how this happened that someone has signed me up to the Republican Party in the U. S. Up to all of their emails on because I'm a bit into my politics, I can't quite bring myself to unsubscribe, so make people feel special. So President Trump wants me on his team. Apparently, I don't if that's the case, but the way this is written, it makes you think Oh, right. Okay, that's interesting. On Defy was in if I was a member of the Republican Party Onda Riel follower. Then I like think. Okay, I'm gonna click on this to see what this is all about. So you have find ways of making people feel special, so words like exclusive can be very compelling. Here. Ask a question. This is another one from the Brexit leave campaign. Does this offend you? Sue? And I was thinking, What? What does what offend? May I don't know. I'm gonna click through and find out. So asking a question could be a really good way of getting people to click because we think in this kind of conversational way is quite sing song. You know, someone else see you a question and you immediately want to respond. So the other the compliment reaction to a question is to do something on. In this case, it's a click open on the email. Have fun with puns. So this is the email from Oasis, the clothing store, and this was on the day off the election, and they really went to town on this on the body of the email had lows of puns, lows of plays on words, things to do with with voting on. Then, of course, the subject line itself 25% off. So you know what that's all about? The generous election. So they didn't make it too complicated. It's It was quite simple, quite fun, quite playful. But they also included the offer in there. So you knew exactly what it is about in summary them with your subject lines, trying time it right. Think what's front of mind with your readers? Keep it short and sweet. No need to waffle on you. Specifics. Think about those keywords that really going to grab their attention and use action oriented verbs. Ask a question. Always a good plan. Include puns. Now, depending on the subject matter doesn't hurt. To be to have a little fun with it on create a sense of urgency or importance. Now, I didn't want to give you all these tips without talking you through my own thought processes, how we actually tackle it on. The thing is, I don't just try and come up with one subject line. I come up with loads, so I write one, and then I think I'll just play with that a bit more, and then I try something completely different. I turn it into a question. All these different things. So one has been in this calls together. An email came into my inbox on I thought, Oh, my goodness. That is such a boring subject line on I thought, Well, this is a really great example to show you. So this is a quarterly newsletter on I know that because the subject line was quarterly newsletter s Oh, yeah. It's not really going to set the world on fire. So I looked at what was in it and then thought, right. Okay, I'm gonna come up with some suggestions. So first of all, I'm looking at the content in the newsletter, and I'm just taking a title from one of the block posts. Easy. So how do you stay social when you have to work remotely? And then I look at that and I think it was a long isn't it? It's been awfully. So I trim it down. I put some punctuation in and make it a bit more punchy. And then I mix things around. So I think right. Remote working tips, exclamation mark, Stay fit. Stay organized. Stay on top. I like that kind of rhythm in a subject line. And again, you've got those very direct verbs Never work in slickers. Nine essential tips for remote workers on this is one of my approach is that I take all the time. So I look at one of the posts or pieces of content in the newsletter and I go through and I find a nice quote and then I pull it out and I put it right there in the subject line on a strong adjective is really good to so not just mine tips, but nine essential tips. So as well as a light hearted little quote. You've also got this idea that there's gonna be something of value in this newsletter, so you should open it now. This is a favorite approach of mine as well. So sometimes I just want to turn the whole thing round on. I think this is jam packed with good stuff, so I try and get as much as possible in that subject line. So I've got remote working tips. Then I've got a vertical line gain customer loyalty, vertical line, make order out of chaos on hopefully one of these three topics is gonna be of interest. And then, lastly, not my favorite out of a lot, but beat the competition with these remote working tips. So, like I say, not every subject line that you come up with has to be the one. But I think it's important to play around and come up with lots and lots of ideas while you try and refine it. Now over to you in this activity in this section, what I'd like you to do is take this newsletter on again. This is the real life one that came into my inbox not so long ago. And I'd like you to come up with some really good subject lines for it, so ever play coming with three? 4. Clever copy and calls to action: Let's look at the text that's going into your newsletter. So we're talking about clever copy on compelling calls to action. Now, when you think about the way that these emails are made up, then we've already spoken about the subject line on the text really has an impact on the content of the email on the action that people take a swell on. If you really sharpen these elements up, it will have a big impact on Click three rights. So some quick stats for you people spend an average of about 11 seconds reading an email, which suggests to me that we spend a lot of time deleting them and then a bit more time reading the ones we really want to read. And we spend around 28% of our working day reading and answering email, which to me sounds like quite a lot on. To put it another way, people don't really want to read what you got to say. So what should you include? Firstly, a solid introduction, So tell people what they're going to get on. This should work beautifully with the subject line. The two should pair perfectly together. They should complement each other. So this example is from a company called Dorothy who do really fund Prince Andrei homewares , and it's all built around kind of popular culture. So this is about a print, which is all to do with Phil movie moments on all those words leap out at you An introduction there's you talking to me is a quote from a film. They mentioned the reference classic movies, So this is definitely talking to their audience. And this is from Wyatt, the Tech magazine. I really like. This is text in a Leske. Satellites are starting to really annoy astronomers, so they've had a bit of fun with this, but it's very specific. There's a lot in there that makes you think. Okay, I think I want to read on because it's they're talking in this very clear way. They're using lots of simple plain English would also some words to really leap out at you that tell you what it's about. So this is another example from why? Because they do. They're so good that I've taken two examples, so they are very good at using specifics. So how? London console? It's violent crime problem by copy and Glasgow. So that's interesting. Not just people who interest in crime statistics or live in big cities, but it's something that you could apply to wherever your in world you might think. Okay, that's interesting. There's something in this that I can learn from on because they have included a lot. Ofs. That's a lot of facts. 63 victims for a 1,000,000 safest cities in the UK You can tell that this is gonna be full off data on it's gonna be a very wells researched piece on again. They've got lots of specifics in this article about New Year's detox. So fad diets, detox, smoothies, dodgy detox is they're using these words instead of being abstract and using lots of flowery language. They know people reading in these letter are in a hurry. They're just looking for keywords didn't leap out of them so they can make a decision as the weather to click through. So think about the preview. Texas well, and you may have may not have noticed this before, but when your email turns up in your inbox, then you'll also see another little sort of snippet of text as well. On this is the preview text. If you or someone like you deal as you can see this example here, they've got possibly the most boring subject line I've ever read about you. But I'm not leaping across the room to open that one and then a preview text as well. They haven't realized that you can alter that. So that's just taking some words from the body from the structure over the newsletter, where someone like be inspired or John Lewis they've realized, Oh, have, um, yet we can do a bit more here. So the two prepared really well. So it says Sue, when one of 20 pairs of tickets plus get 20% off squash and basketball seats. So they know that there's an opportunity here to display even more text. Get even more keywords in there, find evil always of exciting, the person reading it now clear calls to action. The whole point of this email newsletter is that you want people to do something, so you have to be super clear about what that is. And you could be playful with the text if you like, but the most in but the most important thing is to be clear. about what people are being asked to do. So I'm a big fan of the natural history museums, email marketing. They have beautiful images there really clear in their text. They tease the subject lines to make you want to click through on the introduction. As you can see here is just beautifully written. It's really simple language, but it really tells a story. Andi in the court action here instead of just saying, read more or click here it says, Dive into our underwater stories. Is that lovely? So you can have a bit of fun with it, But always try and use a clear, direct verb, so dive into It's not quite. Click here. Read more, but you know what you're being told to do. You need to click on that button. This is quite fun, from added Asta I received recently. So you see where those stars are. They actually lit up. It is little little gift on what they want you to do is to click on the image that takes you to landing page. You can submit a review and then return. You get a 15% discount voucher. So again, their call to action is very clear. You're being guided through, but also in a way that doesn't feel too Sales e Even though the end result is that they want your email address, they want different ways to market to you. That's what they're after. But it's done in such a way that it feels fun. Send all email marketing needs to feel to sales E. You can have a bit of fun with it as well, and take people on a bit of a journey. So it's really important to use language that everyone understands, which is what we call plain English. It's simple, everyday language that's going to make everybody feel included. So it's familiar words and phrases it short sentences. It's very difficult, particularly when you're looking on mobile. If you've got a really closely packed stream of text to really be able to read it in in a hurry, so try and space things out. You short sentences, lots of line breaks give the text room to breathe a bit like I have on this slide here, and it's really good practice our descriptions to images and links as well on this is really good for accessibility. So you've got somebody who's receiving your newsletter is visually impaired. A screen reader will read out the names on the images on also the text on the links now something that I'm always saying to people who work in events. Marketing is include the essential information on every single email that goes out. So don't assume prior knowledge. Just because you told people the essential information about the event in May doesn't mean that they're going to remember it or will have made a note in December. So particularly for events repeat key fat it's on. You can't do it enough. Maybe in May they make a sort of a vague note thinking. Okay, I can make that on the sixth of December in London, but as it rolls around, they need more, so they need to know. Okay, what time is it starting? What's the exact address? So the more you can repeat that, the better. I also like to make it stand out, so you want to put this in bold. You want to make sure that it's not against the cluttered background. You want toe to put each bit of information on a separate line. Anything so that people can see at a glance that this is the most important information on their not having to kind of sift through or misinterpret anything. So this from the Cambridge Junction, for example. Okay, you've got the name of the event at the top, it says quite clearly. When it's happening on it says what time? And it also says the cost brilliant. And so that makes it all the more easy for people to book tickets because you're giving them the information they need straight away. They looking at the pictures there thinking Great, did it it up look, and that's the sort of flow that you're hoping for. And this is an email. That was It wasn't done in any sort of fancy mail chimp, all campaign monitor or anything like that. And there's lots of text in there, but the bit that I really need to see, which is the date on the time. Okay, it's happening at breakfast is costing £10 on that is put in bold each item on a new line so I can see it is really clear now. The textured complement the image. So the example We looked at a second ago. As you can see from this, you can tell if you just saw the text alone, you might think Padula men to man Three Musketeers. Maybe that's quite amusing, possibly. But then when you see the pictures, you think, OK, this is a comedy. This is a play, or this is a sketch. This is the kind of event that I'm going for. And so the text reinforces that spectacularly surreal comedy's greatest talents dizzyingly hilarious characters. All of these words reinforced the image, and I get that message across now. She always try and avoid spam filters on, and this particular example really stood out to me because it's the kind of thing that would get trapped in a spam filter. Flash sale. There's lots of exclamation marks I always tell people avoid using block capitals. Yet the exclamation marks. That's a sure sign that it's spammy content and avoid words like free or offer or win. This is all a sort of thing that spanned. Filled is a programmed to filter out. So sometimes you might spend all this time putting your campaign together and you're thinking, Well, hang on. How come no one's opening it when they open the last one and then you realize, uh, it's all being caught in spam. Filters always include an unsubscribe option on a physical address that was street address . So it's a sure sign of a spam filter that if there's if neither of these two things were included, then it's a bit of a red flag. Don't include attachments, obviously, for work. Email. Fine sending those documents backwards and forwards. But if you're doing a mass mail out and it's an email marketing campaign, then don't include an attachment because a spam filter might block it and right for humans , not algorithms. People don't like being shouted at, you know, So you don't wanna receive a really hungry shouty email about sail on the bus. It miss out drawing right for people. People are always on the receiving end of your emails. So, in summary, right for impatient people, people who are not spending hours and hours scrolling through their email, they just want the key facts straight away. Think about the preview text on what kind of opportunities you have there. Tell people what they're gonna get. You don't have to write paragraph after paragraph what you're trying to do is lead them into the content on towards that lovely call traction button right to be inclusive. So put descriptions on your images, for example, use simple language that everybody can understand. Avoid spam filters by not being really shouting about sales messages and and using all these block capitals. Onda always include essential info, particularly when you're doing marketing for event. So a little activity for you. Have a look at this email from the Natural History Museum and see how many of the little tips and techniques that we've just been talking about are being used here. 5. The power of images in your emails: Let's look at images now and how we can use them to make your emails really, really engaging. Let's go back to the idea about there being three component parts in our emails, the subject line, which we've already looked at on. Now we're going to focus on content, and this is the bit in the middle. No other way to put it. This is where all the action is. This is where it's going on. So why image is so important, why they so effective in making our contents of engaging? Firstly, they reinforce your brands so people will have bean familiar with your brand colors your general design style. They will have seen other marketing collateral from you. Maybe when they've met you face to face when they've looked at your website, when they've seen you on social media and the images in your newsletter need to be consistent with this as well, and they work with the text beautifully to reinforce the message. So it really helps you cut down on the Texas Well, you don't want to be having reams and reams and paragraphs and paragraphs of text that no one's really going to read on Hopefully, the image will help you sum up exactly what you want to say in the text. We process images really quickly as well. So apparently it's 60,000 times as quickly as text. If you work in what you could call a fairly dry or serious or sensible kind of profession, dare I say it may be legal accounts. HR these kind of things. It can really help bring a dry subject to life. On the flip side of that is that you don't want to go overboard on stock images and make it look really cliche aid. But there's so many ways that you can add beautiful images. You can get them for free, really high quality, license free images from somewhere like unspool ash at souk Yo, we pay for a subscription to Istock every month, which gives us 10 images from the Essentials collection. And so we try news images that really good quality. Personally, I think it's so nice if you could take images off things that are happening in your actual workplace. But then, if the quality isn't very good, then I would always rather go for something that is high quality than something that looks a little bit kind of amateur or always shoddy. And another nice thing that you may not thought out with images and email newsletters is that they're really easy to click on. So if you've got someone scrolling through your email on their mobile device, then it's so much easier. Just with your finger or your thumb is depressed on a really big image than it is to hunt around trying to find a tiny little link. So then, that has an effect on the click through rate as well, because you're just making it easier for people. Senate McGary Some tips on effective images in your emails. Firstly, less is more, and this is good news. If you find that creating these email newsletters is taking forever because you'll find in the images you're re sizing them, you're naming them all this kind of stuff. So what I like to do is have, say, two or three images at most, and you'll find this is quicker to load, particularly if you've accidentally uploaded an image, which is a really big file size. So it's quicker to load, which means it's more likely for people to open it on, read it and click through that whole flow that we've been talking about. It's also less distracting for the reader. When you try and include too many images, it's almost as if they're competing for your readers attention. Whereas if you keep it a little bit more minimal, then it means you're steering people towards one or two or three, perhaps key points, rather than distracting them and making go all over the place and you'll find a lot of retailers. What they tend to do is have one image, and that's it. One big, bold, strong, beautiful image. And that's what they want you to click on. That's where they're trying to point you to. Now. My rule of thumb is a 30 to 70% ratio, so that's 30% images on 70% text, and you don't have to stick to that exactly. But it's quite good if you're kind of weighing up. Oh, I don't know if this is gonna be effective or not. Then keep that rough ratio in your head so three or fewer images work really well. Now, while you're putting them together while you're finding them, it's a really good idea to make them bold and make them beautiful to go back to the mobile idea. Then you want something to stand out on a small device on Did you don't wanna make them too cluttered. I love the bold orange in this from easyJet, which reinforces their brand colors, but you might find that white text on the orange background with that kind of those shapes and background a bit fiddly. To read this from the or essay is really pretty, really bold, really beautiful, really eye catching. But it doesn't detract from the text because the text is laid against that very simple background. And this is from the Natural History Museum, and they've got two pieces of content here. They're trying to direct you towards on very simple but quite pretty images which relate very directly to the text itself. Another favorite tip of mine is to use images of people. So if you're a parent and you got this email from the Victorian Albert Museum on, you're thinking, or what should I do in the summer holidays? And you see that picture of that little girl all excited or happy? Then you might think great. That's where I'm gonna go. And the text itself is really nice, actually. And a call to action is really strong book now and you're the ones I could find out more. But I think it's these two images that really helped pull it all together. You know, you could look at the one on the left and think are great so I can take my childhood museum on. They're gonna be able to play with things. It's not gonna be an environment where they're told to sit still and be quiet and all Hush hush. So the whole thing reinforces this idea that this is a museum, but it's not very Austria. It's somewhere that people complain and have a good time. Sometimes he might not want to use any images at all. So thistles the section on images. But sometimes if you've got a high volume off links that you need to share your very newsy , you don't slow things down either in your own workflow or when people are reading through the newsletter and deciding where to click. So something like this, which is full of news articles, they haven't got any images at all, and then that helps the reader. Just boom, boom, boom, boom, boom. This is what I'm gonna click on now. I mentioned a second ago about keeping the file size down, and this is really important because it just makes everything quicker to load. But then it's also more likely to get through the spam filter, so it's definitely worth considering before you send. What you also want to do is give these images and name on add a link when you add them to mail chimp or campaign monitor or whatever it is you're using to send out your emails. Now the reason for this is that a lot of email platforms they strip out all the images when they arrive to make it all quicker to load. So if your images just say Ryanair one doctor, APEC, then it's not been look so pretty. Whereas if you had to describe what the pictures about, like a plane, um, or you give the image or the alternative text the same name as the blood post itself, then it's a bit more helpful to people reading it on. Also, people who might be using a screen reader because it's going to tell him what the images meant to represent. So it's good practice to keep everything tidy behind the scenes. To give your email images a name on add a link so that when people click on the image, then it's really automatic. They'll go straight through to where, if you want them to go in summary with the images in your emails, think less is more. Maybe one bold image, and that's a lot. Maybe a couple more. But try and keep it to three or fewer. Made them bold and beautiful and eye catching. Trying include people happy, smiling people is always good. Try it. Text only See what happens because you don't want your content to be competing with itself and then a couple of tech bits. Then keep the file size down and give them a name and a link. So it's super easy for people to click through now an activity for you, which was also in the worksheet. What did the images in this newsletter tell you about the organization? What did they make you feel, and do they work with the text 6. Get results through a better layout: one thing that people overlook when it comes to effective email marketing campaigns is the layout. So sometimes we spend so much time thinking about what we're gonna write, that we forget about how we present it on. For many businesses there really missing a trick here because even though the content is great, if you can't really read it or scroll through it very easily and see the information that is essential, then people perhaps don't click through will retain information. So what does make a good lay out? This is the kind of thing that we quite often receive. I don't know if you've ever had an email in your inbox like this, and it starts off like this on Do you thinking, Oh my goodness and so much texture. Delete, delete, delete. You just don't take it in. So how could this be improved? The first thing is a really good hierarchy, and now this is to do with the order that the information is presented in. So it's really important to get to the point when I'm training people in digital marketing in all sorts of different formats or platforms or disciplines. I'm always talking about front loading, and that means putting the most important information first. So you've got your brilliant subject line. You've got your cracking introduction and then in the body off the email, the most important bits come first. You're not expecting people to scroll all the way through, because if that's what you're hoping for, then you're gonna be disappointed. So these are some example layouts that you get in male chimp. These are different types of templates to start you off. And as you can see, they're quite simple, really. So the one on the bottom right is really, really simple. That's just text. And some people may want to send out Justus text. But if you wanna have a mixture of images and text, see the one that the top one column full wits. That's got a bit of shading the background as well. Then there's ways that you couldn't play with the layout so that your guiding people in the right direction you're pointing them towards the bits that you really, really want to stand out. So the Cambridge Junction, for example, and he saw this image in the previous section. This has got a very simple hierarchy but very effective So you can see the name of the event. You've got some really, really strong images. You've got the introductory paragraph in bold, which is something I like to do in email newsletters in block posts. Then you've got the second paragraph, which kind of backs up everything that you've read before, and then you've got the quote in italics. So it is very simple but very engaging mix which leads your eye very intuitively all the way through, right down to that beautiful call to action in in the Blue box. Another thing that you can do the layout is put the information in bite size and it's this email newsletter here. It's all about business news. They don't really have a lot of images. It's all about the text. So they very simply have title of the story Onda. A sentence read more boom! And then it's just this little similar flow all the way through title of the article, which you can click on a sentence to sum it up and tell you that little bit more toe really pique your interest on, then read morning. And so these bite size nuggets have the effect of leading you through to the main site. What they're not doing is putting the whole story in the email, because then you'll be you'll be there all night. No one's gonna click through. So you want to tease people, give them the essentials. Maybe a lovely picture, a bit of text, a read more link nice and simple on. That's what we've got here on this natural History Museum newsletter. So beautiful little question here. Why did raise jump on? You might think. Well, hello. I never really thought about that before on. So by the time he Fred, that little complementary text that goes with it, you're lead straight to that. Find out more button, and you're clicking on it before you know, or equally when whales die. Well, that's 33 words I've never really thought about before on by the time you thinking that through on you seen these other things that tell you. Okay, there's an expert in biodiversity. Okay, This is gonna be quite a factually interesting article. Then you've clicked on that lovely enter the D was. What they haven't done is answer that all your questions in the newsletter itself. You've got these lovely bite sized nuggets of content, which will lead you through on Don't forget the footer. We're thinking about the layout so people will sometimes read all the way down to the footer on. This is another good opportunity for you to draw people through in the direction that you want to take them so they have some very simple words here. Visit Discover supporters, news contractors. What's really well on mobile if you've got really short calls traction and then they've got those all important links to social media channels as well. So don't overlook the footer because quite often people will scroll to the bottom. Now a little activity for you. Look at this email from the Vienna Museum on a note down all the elements that you think contribute to this being a good layout on to fit it all in one slide. Then I've kind of done this, this sideways, sloping thing. But if you look at the worksheet, then you'll see it in four 7. Test and measure to build on your success: this course focuses very much on the content in your email marketing campaigns. There's so much to explore when it comes to setting up the audience is different segmentation, um, all of the technical stuff behind the scenes. But I did want to cover a little bit about testing measuring, because it's really worth bearing this in mind when you put in the content together, The most important thing to tell you is you must preview the content. You must preview the email before it goes out on all these different platforms. They're all designed so that you can do that. Mail Chimp, for example, allows you to preview it and see how it looks on desktop or mobile. And it's so important that I can't impart that enough. And it's the same for any kind of Web content. Really. Don't just push it out there because the thing is, a soon as you press send, then it's gone. It's then, and in fact, in male chimp because it's got chimp in the title. I have all the sort of monkey puns and that kind of thing. There's this kind of sweaty monkey poor that goes down to the send the publish button, which makes you feel even more jumpy about it. And then you go back and check again, again, again in cases, any errors. But what you're looking for is you want to see how it looks on different devices. How does it look on desktop? How does it look on mobile? How does it look on? May be your friends iPhone on your android device? What about a tablet? So really think about that, and particularly when it comes to text, because when you're writing for mobile, you want to write him that shorter sentences use much shorter words. Send test emails to colleagues, and they'll spot the errors that you might have missed. And the thing I always tell people they often haven't thought about this is sign it to the email list yourself, and then you will receive it at a time when maybe you're not expecting it so much, and it will be there in among all the other emails you've received that day. So you really get a sense for how your reader might view it as well. And I always think it's so important to put yourself in your customers shoes now everyone makes mistakes. It is human nature. So here's some easy ways to avoid them. So, first of all, have you just over written last month's email? It's so easy to add a new image. But leave the link to different article or you talk about this one of coming up when actually, it's a month just gone. You talk about December when it's really January. It's really easy to just let these things slip through because you're just over writing something that's gone before and you in a hurry and you a little bit on autopilot. Check all links, image descriptions and text. This is one of the most tedious but most important things that you can do before you send it out. So one thing you can do is physically click on all the links, or you might want to just hover over all of them. On on my screen I see on the bottom left hand corner. It tells him what the link is that it's going to. So it's so important. And if you don't do this yourself Ford, it's someone else and get them to do it, because the thing is, if you send it out on the links of broken. You can bet your bottom dollar, but within about five minutes you'll get loads of emails from people saying, Oh, I think you'll find that that link is broken on. That's really annoying and it makes you look unprofessional. So for the sake of an extra five minutes, just previewing it again, checking all the length, getting somebody else to look at it, it will make all the difference. Look for typos, obviously on day. One thing I find is that when I've got a difficult word, maybe someone's got a long surname. It's awkward to spell, or there's a very kind of legal word or something to do with the medical profession. Then I'm so busy checking whether I spell that right, that I miss something really obvious. It's next to it, like a like Owen or one that people do. A lot is they need to say you're or them, and they miss off the are or they miss off the M in them. And so it comes out as you or the so you're so busy worrying about the difficult words that you miss those obvious one. So again. So if somebody else can check it for you. Let me see how long it takes you to spot the era in this one. One of my favorites. Hopefully you've got that And then my absolute favorite. And I feel so mean sharing this, But hopefully they'll never they'll never find it. This is an email that came to me from my school. I'm just gonna leave yourself a little bit longer. You can always pull us a screen. Think about this. It leads us nicely into the next section, which is when you make an error in a newsletter. Then at what point do you go back and correct it? At what point do you email everybody and say, Actually, there's an error there. So first of all, you need to think. Well, how bad was the era? So something like the last one. Well, it's a bit silly, you know, They said Willie's when they shouldn't have, but it's not going to cause anything to actually go wrong. So I would have been tempted to just kind of leave that because if you email round everyone again and say all sorry about that, then it only draws attention to it. so minor. Typo A little Arop. No one's going to notice. I was a factual error. So if in that email let me go back if where we say Tuesdays at half. Three and the cost £18 of that's wrong, especially Wednesdays, and it costs £50. Then you do need to go back and correct that. But keep it simple to over explain. Don't spend a big, long and just hours and hours putting together this email. Just say hate. Sorry, we just had a malfunction, you know, make a little joke out of it. Sorry about that. But please delete the last email on This is what the correct information is now. Always test. What are you looking for? You're looking for a good opening rate. And like I say, we could go into this in much more detail. But these are the basics. So you're looking for a good opening rate. So this means that people are opening your emails. This is what we want. So a good subject line really helps in this. Now, the second thing you're looking for is lots of website traffic. Assuming this is what the goal of the M awas So you sent out the email marketing campaign to 5000 people on what you want from that is a lot of website traffic. So people are clicking on the link and that they're coming through to your site. Even better, they're buying tickets, you event or they're buying your products. So if you've got good content, that's really gonna help. And then the third thing you're looking for when you're measuring is a really good click three rate. So what this means is that your campaign has gone out, your email has gone out. It's been opened on. People have clicked on it. So a strong call to action is really gonna help you here. This is what it looks like in male chimps. So Meltem is lovely because it assumes you send out the email. Then it starts giving you data. So it tells you things like the opening rate, the click through rate. It tells you how many bounced. And that means that the email went out and then maybe the person has moved on on DSO. The email address doesn't work anymore, So that's bounced back effectively. And then it tells you how many people have unsubscribed. Ideally, you don't want anyone to unsubscribe, but sometimes it means that you're only you're sharpening up your email list. So it means that people are on ever gonna be interested in your product or your organization and no longer on the list. So that's that's not a bad thing. It also tells you who's unsubscribed that's quite useful on it. Will also tell you who's clicked on which parts of the email, which is great, because you might want a cozy up to these people in some way. I wouldn't phone him up off the emails going out and say, Hey, you clicked on this. You must be interested, but it means that they are interested in your product in your company, and it can help guide your future marketing communications with them. So let's have a little activity now. Can you look at your most recent email campaigns on? Look at the click three rates in the opening rates on and think Well, how could you improve them? Think about all the things we've covered in this calls, like the subject line, like the content like how powerful the images are. The wording in your click through buttons on Think Well, how could you improve this next time 8. Project: Bring it all together!: I really hope you've enjoyed this course, and I've picked up lots of useful tips that you can apply to your email communications in the future. Now it's time to do a little project so we can think about your very next newsletter that you're sending out on how you could make it even better. So what I'd like you to do is think about the goals first. What you trying to achieve? What's the topic going to bay? Let's scribbled out the notes on the worksheet to so you can get this really clear in your mind. What's the topic Gonna bay and what do you want to achieve? It's always best with email marketing to just have one goal per newsletter. If you're trying to do too many things, then the journey is gonna be confused as well. People are not gonna know where to click on what to do. How can you make the subject line truly clickable on by advice? Here is always to come up with lots, so you might come up with the perfect one straight away. Well, you might be looking at it thinking, Oh, I don't know. There's something not quite right about this and you go away, make a cup of tea, and it suddenly comes to you. I quite like to write a list of 10 on. I play with ideas, so maybe I'll turn into a question. Maybe I'll put one of those kind of vertical pipe marks between three different categories . I'll take a quote that someone says, I'll just come up with lots and lots of different ideas and then you can try and see which one fits best. What will call to action be where ill people go, where you actually leading them to. It's really important to get that clear in your head so you can make sure that the end destination is a really good place. We're leading them to a swell, you know, make sure everything's working. And how will you measure the results? Is it just about the opening rate, or are you trying to make Cura sales off the back of this? Are you trying to get people to sign up to an event? What do you actually going to achieve and what are you going to measure? Secondly, let's think about the content. So what assets have you got? What images. If you got which you're going to be the best ones to put in the newsletter, how many are you going to include? What sort of colors are they? Do they feel on Brand? Do they reinforce the text? Sometimes you might come up with some brilliant text, then are the image doesn't work or the image is really strong. And then you adapt the text to fit. Have you got any video that could be really compelling? And then what's the ratio gonna be? Between text video images? Think about what we spoke about with hierarchy on. How is that going to look on the page now? Create Yuri Mouth and send it to customers ET. But don't forget to preview it first. Send it to people on your team, send it to other people, look at it on different devices and then when that's going out, I want you to think about the results. Did you get a good opening rate? Was it better than normal? How did that subject line go down? So hopefully you got lots of positive results from that email campaign. Now, if you're interested in more secure school courses and our whole community. Then you can join our Facebook group, where we share tips on and discuss the latest trends, This kind of thing and then you can also explore over the course is things like Twitter strategy and press releases on better blogging. So I hope you've enjoyed the course on, have got lots out of it on. I look forward to talking through lots more digital marketing tips and tricks and our next course from superior school.