The Power of Effective Email Management

By Elizabeth Ernster, Member Services Coordinator, The Core Management Company

Gone are the days of mailers and door-to-door flyers. To thrive in today’s world, creating an effective, engaging email is the way to go. It’s instant and in front of your audience at the drop of a hat. But grabbing the attention of your audience can sometimes be difficult so how do you craft the perfect email?

Write for scannability

When designing your emails, remember most emails are read on the go. Whether it’s in the car or between meetings, you want your members to be able to scan quickly for information. The best way to do this is to use bullet points, short paragraphs and white space.

Prioritize your goal

What is the purpose of your message? If you want more engagement on emails, use short snippets of information and then include links back to the website for more detail. Utilize a “read more” tab if you want your members to go read your blog on LinkedIn. Set out a clear call to action for your audience.

Use short subject lines

Subject lines should be 50 characters or less. Longer subject lines have the possibility of showing up oddly on other devices or email server. Personalized subject lines with action words tend to perform better.

Make your emails mobile friendly

Mobile users check their email 3x more than your average desktop user. With that in mind, you need to create your emails to be compatible with desktops and mobile devices. By placing your call to action first along with a scannable email, you are already ahead of the game for mobile users.

With these tips in mind, you will be able to maximize your audience reach by grabbing their attention from the start.



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