How To Write ‘Can’t-Wait-To-Open Emails: Improve Your Readability

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Accuracy, Brevity, and Clarity.

These are the ABCs of email readability.

It's never been more critical to send high-quality emails and content. Inboxes are jam-packed, and the number of competing emails is staggering. How will you ensure that your content gets read and that you achieve your objectives?

Information overload is a pitfall I've tripped into in the past. I was so concerned with getting my message across that I over-communicated. This overloaded my customers with data.

Not ideal when there's already a lot of competition.

“Your emails aren't here to put your target audience's reading comprehension skills to the test. Reading is made easier by short phrases and popular terms. It is easier to convey your message when it is easy to read. You don’t need convoluted grammar and SAT words to show you know your business,” Elisa Silverman.

Customers get 21 promotional emails each week on average. If your mailbox is anything like mine, that amount might feel like a daily total at times.

As my marketing confidence developed, I minimized a lot of the noise I was making. I started using simple language and creating easy-to-read content.


"What is readability, and how can it assist me?" I'm sure you're wondering.

Readability is all about conveying your message as clearly as possible. This is the foundation of all marketing, regardless of channel.

It is all about focusing your message on the key aspects that will propel your tale. Every word in an email must justify its location. Use it to the maximum effect.


Why should you care?

People receive an average of 121 emails every day.
Competing for your reader's attention is a nasty free-for-all. The battle isn't getting any easier.  The average attention span has shrunk to eight seconds.

More than ever, it's critical to make your emails stand out in a sea of content and rapidly capture your reader's attention. Email readability optimization is your key to beating the ticking attention clock.

Even when readers open one of those 121 emails, they aren't giving it their whole attention; they're scanning the content. Almost 79% of readers admit to skimming Web content.

Other benefits

There are several other advantages to doing so:

  • The message is obvious.
  • People can tell what your email is about and what you're selling.
  • The number of people who open your mail increases.
  • Conversion rates on landing pages skyrocket.
  • Increased sales
  • The company earns more money.
  • Your pay rises (which is usually a terrific motivation).

What are some ways to make your writing more readable?

Let's skip the fluff and get right to the actionable quick solutions you can put into action right away. ​

  1.  Send a test of your email every time. ​

​Once your emails are out, that’s it. Don't overlook this sometimes overlooked step. Check everything twice. Grammar, spelling, links, and visuals are all important considerations. ​

  1. Use the Hemingway app. ​

Clear is preferable to brilliant. You're doing it badly if your readers have to hunt up the meaning of a term or phrase in your email. ​Aim for Grade 6 or below readability. 

  1. Optimize for mobile​

In 2021, 50-60% of individuals will open their emails on mobile devices. As a result, optimizing for mobile is no longer an option. It's an absolute must. ​

What you can change: 

  • Sizes of text and headings ​
  • Spacing
  • Images​
  • Margins

The age-old 600-pixel rule is still recommended in terms of width, though not a hard and fast rule. That is why Tip #1 is effective. 

  1. Make your VIP segments. 

Brands with personalized communications get 3x conversion, higher subscriber quality in this highly engaged segment. ​Personalized emails have a 29% higher unique open rate and a 41% higher click-through rate when compared to non-personalized ones.

It could be a variety of things:

  • Based on the number of orders placed
  • Based on lifetime earnings
  • Based on the number of orders placed OR the amount of revenue
  • Based on both the order and the revenue

5. Make the subject line appealing.

Your subject line informs the reader about the content of your email. If you can't get them past this stage, the rest of your email's content is meaningless.

 47% of emails are opened or trashed based on their subject line. Yours should draw attention and be appealing.

How can you assess your reading age?

 The graph below shows where some popular titles rank in popularity. The scale used to check them is the US grade school literacy level.  It is comparable to the number of years of schooling.

I propose aiming for a 6th-grade reading level for the great majority of web information. This allows you to reach a bigger audience with your work.

You must understand that I am not suggesting that you deconstruct what you are saying. You want your message to be as clear as possible.


Wrap up

Assessing your emails for readability may go a long way with your readership. The most effective text is the one that has the most value in the least amount of real estate. People generally only read 20% of a page's content. Concise text can differentiate between a client and a pointless cause. Many individuals will simply skip to the end of your phrase, thus...

Maintain a straightforward approach.