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Email Strategy

⁠

Email strategy is the starting point for any email campaign. It is not just about content or have we got a killer email but also about how our email may be received and subsequent actions.

We discussed email shape - the optimal email is no longer than a few lines and is block shaped rather than tailing. This allows the reader to quickly summarise the content and decide on a course of action.

The F-shaped reading pattern is one of the most common eye-scanning patterns that readers use for content blocks.

The

Nielsen Norman Group⁠

(NNG) identified the F-shaped reading pattern during an eye-tracking study. They studied more than two hundred users who looked at thousands of web pages. The F-shaped pattern is the most commonly discussed in the study.

The pattern consists of three individual components:

The user reads in a horizontal movement, usually at the top of the content area. This makes up the top part of the letter F.

They then move down the page and read in a second horizontal movement. This is generally shorter in length than the first horizontal movement.

Finally, the user reads down the left-hand side of the content in a vertical movement. This makes up the final part of the letter F.

What happens to my email?

There are typically 7 paths an email can follow:-

Read - ok, we’ve got engagement

Reply - YAY

Delete - ugh

Forward - ok

Archive / save for later - ok

Spam - it never reached the recipient - double ugh

Whats the optimal email campaign length and frequency?

For our industry we need to be mindful of their daily routine and other demands on their time. We are opting for Tuesday at 4pm as our optimal time to test and to email no more than every 4 business days. We should work on the basis of 8-10 touches in a campaign.

What did we use email for?

(Definitely not selling!)

Book a meeting

Book a call

Nurture - no CTA

Educate

Inform

Entertain

Engage

We will not send any kind of images, videos, GIFs or clip art in our emails :-)

We will also try to avoid links

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