If your email list is dropping, your open rates have decreased, or just the mere thought of email marketing sends you in a spin... then this article's for you!

From prioritising text over images to designing with accessibility in mind, we've got you covered with 5 of out top actionable tips and tricks to make your emails more engaging and effective and ultimately showcasing the glorious professionals you are. But, before we jump in, please ensure you have a solid email marketing platform setup! We love using Brevo and always recommend it for our clients, especially if you're just starting out. Drop us an email and we'll help you sign up for free.

1. Don't hide important information in images

It’s paramount to lean into the strength of written content rather than an over-reliance on visuals. A significant number of email platforms are programmed to block images by default, which can result in your carefully designed message being received as an empty canvas. To circumvent this hurdle, it’s essential to embed the core of your message within the text itself. This ensures that all recipients, regardless of their email client's settings, receive the full impact of your communication without missing any critical information.

This approach does not undermine the value of imagery but rather repositions it as a supportive element. Images, when used judiciously, can significantly enhance the narrative and emotional pull of your email, making the message more engaging. However, they should never shoulder the burden of conveying key information. Text, with its inherent clarity and directness, should always lead the charge.

When drafting your email, consider the hierarchy of your content. Start with a compelling headline that captures attention, followed by succinct, informative text that conveys your key messages. Use images as a means to break up text, add visual interest, or illustrate points made within your email body. This balanced interplay between text and visuals ensures your message is not only accessible but also appealing, creating a harmonious user experience that respects the diversity of your audience's email settings.

By prioritising text over images, you not only sidestep the potential pitfall of blocked visuals but also cater to a wider audience, ensuring your message is both received and retained. This strategy is a cornerstone of effective email marketing, fostering a connection with your audience through clear, direct communication enriched by the thoughtful use of imagery.

2. Unlock potential with dynamic text, buttons and links

Elevating your marketing emails to new heights of interactivity and engagement is simpler than you might think, especially with the strategic use of dynamic text, buttons and links. This ingenious approach not only enriches the reader's experience but also streamlines their journey from curious observer to active participant. Imagine, for a moment, the seamless convenience your subscribers would enjoy if every reference to a product, service, or contact detail was just a click away. This level of intuitiveness is what dynamic content offers, making your emails not just messages, but gateways to further engagement.

Integrating hyperlinks and email addresses within your content does more than just add a layer of convenience; it transforms your email from a static piece of communication into a dynamic, interactive platform. With each link, you're providing a pathway, encouraging recipients to explore your offerings, learn more about your services, or get in touch with you directly. This not only amplifies the user experience but also significantly boosts the potential for conversion.

Crafting emails with dynamic content is a testament to your commitment to user convenience and engagement. It's about making every word count and every link a bridge to deeper interaction. This approach also underscores a respect for your recipients' time and an understanding of the modern user's preference for swift, effortless navigation.

By embedding actionable links within your emails, you're not just sending a message; you're inviting your audience into a dialogue, fostering a two-way street of communication that enriches their interaction with your brand. Where every link serves as a signpost, guiding your readers towards the actions you wish them to take, without ever leaving the comfort of their inbox. It's an effortless merge of convenience and engagement, tailored to meet the fast-paced demands of today.

3. Craft a clear Call to Action

Crafting a clear Call to Action (CTA) within your marketing emails is akin to laying down a well-marked path, guiding your audience towards the action you desire them to take. It's about making the next steps crystal clear, whether that's encouraging them to reach out for more information, explore your website, or take advantage of a limited-time offer. The secret to a compelling CTA lies not just in its visibility but also in its ability to resonate with the reader, prompting an immediate response.

When integrating CTAs into your email content, consider their placement and design with meticulous care. They should stand out, yet harmonise with the overall design of your email, ensuring they catch the reader's eye without disrupting the flow of information. Employing dynamic content here can be particularly effective, allowing you to personalise CTAs based on the recipient's previous interactions with your brand, which can significantly increase their relevance and impact.

A well-structured CTA button or link should convey urgency and excitement, and depending on the context, you will need to decide whether action-oriented or benefit-orientate language is more appropriate. If you're not sure, A/B test them and learn what works best for your audience.

Remember, the goal of your CTA is not just to conclude your email, but to seamlessly transition your audience from passive readers to active participants in your brand's story. By crafting a CTA that's both clear and compelling, you're laying the groundwork for increased engagement, higher conversion rates, and a deeper connection with your audience.

4. Don't forget about mobile

Whether you're B2B or B2C, you can guarantee your emails, at some point, will be opened on mobile. Therefore, ensuring your emails are customised for mobile is a necessity. To ensure that your emails are as effective and engaging on a small screen as they are on a desktop, start by adopting a single-column layout. This streamlined format facilitates easy scrolling and helps prevent your content from being cramped or distorted on smaller screens.

Equally important is the choice of font size and style. Opt for large, legible fonts - ideally 16px or larger - to enhance readability without the need for zooming in. Sans-serif fonts, known for their clean and modern appearance, are particularly effective in maintaining clarity across various devices.

Responsive and high quality images play a critical role in creating a seamless experience for mobile viewers. Ensure that your visuals adjust to fit the screen, eliminating the frustration of oversized or pixelated images that can detract from your message.

Lastly, consider the practicality of your Call to Action (CTA) buttons. On a mobile device, the ease with which a user can tap on your CTA can significantly influence their likelihood of engagement. Therefore, buttons should be of a sufficient size, clearly labelled, and placed strategically to encourage interaction without impeding the flow of your content.

By prioritising these mobile-friendly design principles, you create an inclusive and accessible environment for all your readers, regardless of how they choose to access your emails. This not only elevates the user experience but also reinforces the professionalism and adaptability of your brand in the fast-paced digital landscape.

5. Enhance accessibility with WCAG guidelines

Ensuring your marketing emails are accessible to all recipients is not just a considerate approach but a crucial aspect of effective email communication. By aligning with the Web Content Accessibility Guidelines (WCAG), you take significant steps towards inclusivity, enabling individuals with diverse needs to fully engage with your content. Embracing these guidelines demonstrates a commitment to broadening your reach and resonates with a core principle of accessibility: the power of the web is in its universality.

To begin, selecting high-contrast colours for your emails is paramount. This practice not only enhances readability for those with visual impairments but also improves the overall clarity of your message for every reader. Utilising tools to check colour contrast ratios can guide you in making informed decisions that align with WCAG standards, aiming for a contrast ratio of at least 4.5:1 to ensure your text stands out against its background.

Furthermore, the choice of font plays a pivotal role in the accessibility of your emails. Opting for sans-serif fonts, such as Arial or Helvetica, can greatly aid readability on digital screens. These fonts, known for their clean lines and uncomplicated forms, minimise the risk of misinterpretation and make your text accessible to a wider audience, including those with dyslexia or other reading difficulties.

By integrating these practices into your email design, you not only adhere to WCAG guidelines but also project a message of inclusivity and respect for all your subscribers. This approach not only elevates the user experience for individuals with specific accessibility needs but also enhances the overall quality and professionalism of your communications, ensuring your marketing efforts reach and engage the broadest audience possible.