As marketers, we spend most of our time focussing on our external emails. We spend hours crafting the most beautiful and engaging emails for our subscribers and prepare for that dreaded send anxiety. But when it comes to internal communications we hit send like we’re ordering tacos on Ubereats – just submit already!
Your internal audience is just as important as your external so the same rules apply for your strategy, execution and reporting. For a lot of Vision6 customers, particularly those in Government, internal emails can be a team’s primary job.
So here are some tips to getting it right every time!
1. Keep Your Emails Digestible
When you consider that on average we consume 100,000 words of information each day, it’s easy to appreciate why your co-workers might not be as excited to read your mail as you are to send it. Here are some tips to keep your emails easy to read.
- Use “More” Links
This might be the most important tip I can give you. By storing the bulk of information on your intranet and using call to actions (CTAs) to link to it you:
- Keep your email copy short, and
- Can track who is accessing what information.
This is crucial if your objective is visibility over who has your information. If linking off the email isn’t an option for you, consider including introductions at the top of your email with links to the full content at the bottom of the email.
- Keep Sentences Short
People tend to skim, rather than read emails word for word. If you don’t make it easy for them you risk your message not being received. Aim for sentences of around 20 words.
- Break Up Your Paragraphs
Just like your sentences, it will be easier for your readers if your paragraphs are shorter. Consider using two or three sentences per paragraph.
- Use Headings
Break up your message by using headings to define different sections.
- Use Lists
Bullet points and numbered lists are also great ways to break up your copy, keep people moving down your email and absorbing information.
- Consider Adding Videos
Video helps make an emotional connection and people’s different learning styles mean that some people will be more receptive to receiving information visually.
A video update from your boss is a great way to share the quarterly update and it’s easy to add to your videos with Vision6.
- Target Your Messages
Ask yourself, does everyone need to receive this email? Sending all information to everyone, even when it’s not relevant, can decrease the value of your emails to your readers. That’s why it’s a good idea to segment your audience and send only relevant information.
- Personalise Your Email
People like feeling that they are being spoken to, not talked at, so wherever possible personalise your emails. Use their name, office location, department or any other information that is relevant. (See how easy it is in Vision6 with wildcards.)
2. Invest in Your Email Design
Just like keeping your copy easily digestible, your design contributes to whether your email will be read.
- Follow Good Design Principles
Design the layout of your email with a hierarchy that is easy to follow. Use headline sizes to convey importance and break up the copy with images and spaces to create content sections.
- Include Images
Use graphics, emojis and images to break up text and help draw the reader’s eyes down the page by drawing attention. There are some great cost and royalty-free images available online, my favourite is Unsplash.
- Tell Them What to Do
If you want people to take action from your email, then you need to tell them what that is. Make sure your CTAs are clear and compelling.
- Keep the Subject Line Engaging
Subject lines are what get your emails opened, so make sure that they are giving your recipients a reason to open. Consider adding pre-header text to communicate even more before they open the email.
- Make Your Copy Easy to Read
Keep your body text between 14 and 18 pixels with a line-height of around 1.5 for maximum readability. Stick to sans serif fonts for body text because they are easier to read on a screen. Use different fonts to highlight details but don’t use more than two or three in an email.
- Be Considerate with Colour
Keep your text dark to make it easy to read and use bright colours to draw readers’ attention. And stay on your internal brand
3. Make Sure You Are Reaching Everyone
You know whether your staff are field workers or work from a desk, but do you know how they read their emails?
Whether they’re reading on a desktop or phone, make sure your internal emails are responsive so it will display optimally because 42% of readers will delete your email if it doesn’t show well on a mobile device.
Make your job as quick and easy as possible by creating templates for emails that you can use time and time again. That way you know can be certain your emails are mobile optimized without having to constantly test and edit.