If you are like me, your Inbox is loaded with emails you’ll never read.
Even if you wanted to read everything you previously subscribed to, it’s not happening.
Noticing how you respond to the emails sent to you is a gold mine of information to improve what you send to your subscribers.
Was the article too long? Is the text too small to read on your mobile device? How long will it take to read each email and how many clicks will it require to understand its content?
NOPE! No matter how much I may want to read something, I often don’t have the time, or mental bandwidth to jump through the hoops it will take to make the effort. I’ll tell myself I will read it later … but later never comes. How about you? Sound familiar?
Now think back to what emails did catch your attention and better, yet, caused you to click on a link to get more information. Be your own marketing agency by collecting and testing data by noticing how you respond to others with their marketing materials.
Take a look at the statistics of what you are up against when delivering emails in this day and age and then check out how much information can be provided through short sentences and in a bullet list format with the TIPS provided below.
STATISTICS FOR DEVICE USAGE
In 2024, mobile devices dominate email reading habits, reflecting a significant shift towards on-the-go access. Here are the key statistics:
- Mobile Clients: They account for 41.6% of email opens.
- Webmail Opens: These come in close at 40.6%.
- Desktop Opens: They lag behind at 16.2% of email opens.
- Consumer Behavior: About 3 in 5 consumers check their email on the go using mobile devices, and 75% of them state they use their smartphones most often to check email.
- Business Professionals: Around 35% of business professionals view their emails primarily on mobile devices [1].
These figures indicate a clear preference for mobile devices, making them the most popular choice for reading emails in 2024.
SOURCE: Porch Group Media – 100 Compelling Email Statistics for 2024
TIPS FOR SENDING EMAILS
Sending emails with long articles and small text or in a layout that is not mobile-friendly is one way to ensure that your email will never be read. Worse, the chances of your reader unsubscribing are greater.
Here are some tips to help you present your information more effectively, drive traffic back to your site, and encourage people to read on their mobile devices:
1. Use Clear and Concise Subject Lines
Make sure your subject line is clear and enticing to grab the reader’s attention. It should give a preview of what the article is about without giving away too much.
2. Optimize for Mobile Viewing
Ensure that your email and article are formatted for mobile devices. Use responsive design to make it easy for readers to scroll through and read comfortably on their phones or tablets.
3. Break Content into Digestible Sections
Divide your article into smaller sections with clear headings or subheadings. This makes it easier for readers to navigate through the content and find information that interests them.
4. Use Images and Visuals
Incorporate images, infographics, or videos to break up the text and make the content more engaging. Visual elements can help keep readers interested and enhance the overall reading experience.
5. Highlight Key Points
Use bold or italicized text to emphasize important points or key takeaways. This makes it easier for readers to skim through the article and grasp the main ideas even if they don’t read every word.
6. Include a Call-to-Action
End your article with a clear call-to-action encouraging readers to visit your website for more information, subscribe to your newsletter, or engage with your content on social media.
By following these tips, you can improve the presentation of your lengthy articles in emails, drive traffic back to your site, and create a more engaging reading experience for your audience.
