I’ve said it before, there is nothing better than writing emails that sell, the feeling of making a few thousand bucks off of one of those little emails just can’t be described with words.
Magical, maybe that word can do.
I wrote Part 1 that will tell you how to get your emails opened, how to get your readers’ attention and how to sell without selling, today I want to talk about proper email formatting.
Take a look at the examples below:
email 1
email 2
Which of these is easier to read?
That’s right – the second email.
Maybe one in a million will find the first email better, yet I don’t think that’s the audience you should go after.
Not only is email 2 easier to read, but it looks a lot better too and gets you to read it till the end.
When I read an email like ’email 1′, I always have hard times getting to the next line, plus I subconsciously always feel like that email is going to waste my time (because of the huge blocks of text).
On the other hand, when I read an email like ’email 2′, I read it like it’s just a few words long even if it’s a lot longer.
Not a lot of people pay attention to email formatting from what I see, which is the reason I decided to write this article. It took me about a year to get how vital proper formatting was as well.
I know a marketer who is famous for writing awesome emails, and I’ve read almost all of his emails…. I have to admit, I’m subscribed to a lot of people and this guy writes magical emails. I will save his name, but will tell you I learned formatting and the importance of it from him.
One day I was like:
‘I’m going to write my emails as if they wrote them’
Well, the first email I sent out, that was not just properly written, but formatted too, got twice the opens… not because that many more people opened it, but because the same people were opening it again and again…
…and that only meant one thing – people were enjoying reading the email.
I was amazed as I had never thought this could make such an impact. I’d always thought it was all about the content. Turned out formatting was as vital.
How to properly format your messages
It’s nothing special actually, you have to write narrowed emails and use 13px Ariel fonts to not make the columns too wide… and 13px is just the right size, I used to think 16 pixel fonts were a lot easier to read just like this guy, yet it turned out…
I’m just gonna copy what I found online to describe what turned out, as I really don’t understand this matter that much, I only know it is true:
“Why 13px seems to be more used than different sizes? No idea. But please notice that bigger size of a font doesn’t always equal enhanced readability. In some cases it even can decrease readability of text.
While we’re reading our eyes are moving thanks to saccadic movements and stop every 25-30 milliseconds for fixation which lasts for about 200 milliseconds. In one fixation we can unconsciously perceive and process signs that are visible in fovea, which is about 1,5 cm wide. You need to find the perfect combination of numbers & signs that fit the fovea and are highly readable. So 16px isn’t always better than 13px.”
Whatever that really means (I kinda get it, but not really LOL), it pretty much clears why people read 13px fonts a lot easier.
Use a lot of attention grabbers like bolded words, colored sentences etc.
End sentences with dots to make people wanna read the next line and basically just use the form down below and follow my emails.
Proper email formatting is nothing hard, yet it will make a huge impact on your email marketing… it will not only get your emails reread, but turn them into emails that sell.
Let me know if you liked this article and Continue to Part 3.
Back to part one
