The shorter my body copy got the more success I enjoyed!I have had many questions from my latest article on how to be successful with cold email campaigns. For that reason, I think this a place to repeat that you have got just SECONDS to capture the attention of your email recipient before they bin your email so the subject line has to be good and stand out from all of the other emails they receive.
If they decide to open your email you’ve got to keep their attention with benefits that keep them curious and enthusiast to learn more. The shorter you can make your email the better because you want them to click your link to learn more and the moment they do that you have an advantage. You can now give them the longer copy with all the details as well as retarget them.
It was Albert Einstein who said; “If you can’t explain it, you don’t understand it well enough.” Though it is often mis-reported as being; “If you can’t explain it to a six-year-old, you don’t understand it well enough.” What Einstein was driving at was a particular application of “keep it simple, stupid”.
From scientific concepts to products the end-user doesn’t care how clever the creator or designer of something is. They care about being able to take that person’s output and make it useful to their own lives. The simpler the explanation and the simpler the product, the more likely it is that the output will be useful to others.
The phrase; “keep it simple, stupid” is thought to have been coined by the late Kelly Johnson, who was the lead engineer at the Lockheed Skunk Works (a place responsible for the S-71 Blackbird spy plane amongst many other notable achievements). It is worth noting that Kelly’s version of the phrase had no comma and was written “keep it simple stupid”.
I think that Albert Einstien put that into perfect perspective.
If you’re considering testing a cold email campaign put yourself into your recipients position if you can and then you will fully understand why short and simple generally works best.
Bellow is another useful article on the importance of keeping your email simple…
3 Simple Mistakes You Might be Making with Email Design
You want your customers to be able to read your email with ease. Though this seems obvious, it’s important to take into account that many customers are now reading emails on smart phones or tablets; increasing your font size is a good idea, however, you don’t want to get too big. Size 14 for body text tends to be a good rule. Also, keep your fonts simple, consistent and web-safe – not just within a single email, but also in all your follow-up emails.
If you choose to use various fonts, stick to two max – one for headlines, the other for the body of your email. And, avoid script-like fonts, as they’re usually harder to read. The goal is for your marketing communications to be recognizable. With font color, avoid color on top of color; keep it simple and dark, such as black or dark grey against a white background. Lighter colors make for tough reading. Save your brighter, richer colors for your call-to-action buttons. Also avoid text on top of a patterned background
2. Complex or confusing images
Compelling imagery is an important aspect to grabbing your readers’ attention, but you don’t want to use an image that’s going to overpower your content or potentially distract or offend your customers. Keep your images simple, relevant and fun. It’s best to use basic, clear images that everyone will immediately associate with your message, and then move on to the content.
Avoid images that could be puzzling or confusing. You don’t want your customers to stop and wonder why the image is there or what it means. Also, consider your audience when you’re choosing an image. If the image is referencing something specific, take a minute to make sure the majority of your audience will understand the reference. You’d hate to use an image that unintentionally alienates a potential customer.
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