What makes a good email great?

It’s more important than ever to stand out from the communications crowd and show that your emails are worth reading. In this time when every Club is forced to communicate only via electronic means to their members, you want to ensure that your message is heard above all others! If members stop engaging with your emails, their email clients could make your communications a lower priority — Gmail might move them to the ‘Updates’ tab, for example — reducing the chances that your members will see them in their inbox.

Our partners at Impact Data have put together their top 7 tips that help make a good email great!

1. Spend more time on your subject line An enticing subject line can be the key to a great open rate, and it’s worth crafting carefully. Use natural language and avoid unnecessary punctuation, particularly exclamation points (!), pipes (|) and combinations (?!). Subject lines that read like proper sentences are less likely to trigger spam filters, too.

2. Take advantage of preheader text Preheader text appears directly after the subject line in most email browsers. Although not necessary, it’s an additional opportunity to attract customers’ attention and highlight what’s in your email, which could mean the difference between someone deciding to read it or delete/archive it. Learn more about preheader text here.

3. Get personal Adding a personal touch improves deliverability and engagement, whether it’s including the customer’s name in the subject line or incorporating customer information in the body of the email.

4. Send targeted emails Customers respond better to communications that are relevant to them. The data you collect from your customers could be used to create more targeted communications — for example, someone who has just signed up to your database or loyalty program could receive a series of welcome communications. Or a new purchase could trigger a follow-up email about similar items available for purchase.

5. Avoid image-only emails Emails consisting entirely of images can increase the load time for customers and trigger spam filters. Aim for a balance of text and images instead.

6. Add alt text to your images Alt text (alternative text) describes an image to readers who are unable to see it because the image has failed to load — some email clients don’t display images automatically — or the reader is visually impaired and uses a screen reader or text-tospeech technology. Use alt text to let readers know what information they’re missing, which can improve engagement and accessibility.

7. Keep your data fresh Make sure your email service provider is managing your undeliverable, unsubscribed and bounced email addresses properly so they don’t negatively affect your email deliverability.