Keeping it Simple: Why Simplicity in Email Marketing Matters

Simplicity is the ultimate sophistication. There's a reason email marketing works. It's fast, it's effective, and most importantly, it's simple! Or is it?

According to research, 53% of marketers agreed it takes them more than two weeks to create a promotional email – from brainstorming to the final product.

Now don't get us wrong. We're all for spending hours altering and perfecting your marketing emails for a quality outcome. But when the average open rate across various industries stands at a low of 21.33%, it doesn't seem productive to fret over every little detail of your marketing email.

Besides, you don't want your readers to exhaust all their mental energy on reading your email copy; you want it to be light and enjoyable. The solution? Reach for simplicity in your email marketing strategy.

Here are a few simple ways to achieve that-

1. Focus on a Single Goal

The average attention span of your targeted reader is 8 seconds. If your email fails to capture their attention within these 8 seconds, they will likely move on.

So focus your email marketing strategy around one goal for one set of audiences. Perhaps you want to send out a welcome email, remind them of your promotional offers, or invite them to subscribe to your newsletter; every aspect of the email should focus on that goal.

Also, don't forget to personalize your emails, so they speak to the individual, not the crowd. Leverage a well-segmented email list to address different individuals with varying needs at the same time.

2. Keep Your Copy Short

Give your audience a mental break and send out short email marketing copies to make it more consumable and interesting. A more concise email copy allows your reader to engage, absorb, and remember the information easily. This could explain why emails with 50-150 words carry the best response rates, over 50%.

And while you're brainstorming for ideas, do keep the subject line within the optimal word limit, only about 3 to 4 words which have the highest – 48% response rates.

3. Simple Email Layout for the Win

Following the simple theme, use a modest yet effective email marketing layout. While catchy design elements, sidebars, and colorful layout blocks are helpful for including more information, it is not always necessary. Create a single layout – combining text with a pop of color – that works seamlessly on mobile and desktop, and is easy on the eyes.

In addition, make sure the layout is accessible enough to scan and identify any key information. This will definitely make things simpler for the reader, leading to higher engagement.

4. Optimize Image Size

Images are an excellent addition to an otherwise tedious email copy, making it more engaging. But it's of no use if your email contains larger images. Ideally, your email image should range between 600-650px for an average screen resolution of 360x640. Anything beyond that – may be a 1000px image or beyond, and you risk triggering spam filters.

Ending up in your audience's spam folder can negatively impact your email deliverability rates, not to mention your brand image suffers. Besides, larger image sizes also take too long to load, and you might lose your reader's attention. So make sure to include right-sized images for improved deliverability.

Keep it simple.

Final Words

To get ahead in the email marketing game, go the simple route. Write short, catchy, and direct copies. Optimize your images and email layout that works effortlessly on all devices. And most of all, focus on your target audience and their comfort, and you're good to go!