Best Practices for CRE Email Newsletters
First of all- thanks for clicking this page! And for reading beyond the title… It’s been shown that the average amount of time spent reading this sort of thing is 51 seconds, so we’re feeling pretty good right about now.
When your clients and colleagues tackle their overburdened inboxes, they make dozens of lightning-fast decisions –delete, archive, open, send to spam… You have a teeny window of opportunity to snag their attention.
We All Do This…
There’s a much better chance of getting your CRE newsletters past the filters if you understand the ways that people typically approach their email, and some traits of effective email communications –in particular, newsletters.
The first thing they see is the sender
This can lead to immediate deletion if the sender is not recognized, or the reader will proceed to look at the subject line. Make your sender’s name consistent, so that they will be able to associate it with your newsletter. It should also be from a real person, not “[email protected]”Excellent CRE Email Marketing Tip: The first thing they see is the sender! Click To Tweet
The subject line is critical.
This should make the reader curious; they should be compelled to click and find out more. The subject line can have a sense of urgency and should give an indication of the newsletter’s content. Keep your subject line mobile-friendly by limiting it to 55 characters.Excellent CRE Email Marketing Tip: The subject line is critical! Click To Tweet
Keeping it Open…
Once the newsletter has been opened, layout becomes the first concern. Most readers confronted with a wall of text will decide that they have better things to do with their time. Make your layout more welcoming with these tips:
Keep paragraphs to 2 or 3 sentences.
Use bullet lists.
Summarize your content in the first sentence.
Keep the layout simple – avoid too many photos or graphics.
Break the piece into sections using sub-headings.
Those are the basics. Consider these other ideas as you plan for a newsletter that gets read:
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