Striking the Right Balance With Email Content
You'll want to include multiple messaging points, since this is likely to be one of your most widely read communications. At the same time, there's real risk of rendering your message ineffective by obscuring your main points and overwhelming the recipient with excessive content. One option is to break down what needs to be explained and what can be highlighted in a navigation bar, text link within a paragraph or side rail quick link. This way, you can hopefully cover all your needs while emphasizing your main points.
Predicted rendering device
As more consumers migrate to mobile devices, the less likely they'll be willing to read an email with extensive content — no matter how critical. They may choose to save and review later, which may be the best you can hope for in certain scenarios. But if you know a significant portion of your audience is using a mobile device to view your messages, it makes sense to keep your content light and to the point.
Conversely, if you predict a significant portion of your list is viewing your messages on a desktop or laptop, you might have more flexibility to include more robust content. Realistically, marketers should count less on this scenario as the mobile experience continues to expand. Consumers are frequently using more than one channel to receive information about your brand, products and services.
Finally, one of the best guides is already at your fingertips. An analysis of past campaigns can provide great insight into your customers’ preferences and needs. Once you can answer questions such as “Where do my customer clicks drop off?” and “What are my most popular links?,” you can better craft your content to reflect these facts.
If your data is inconclusive and you have the capacity to support some basic A/B testing, comparing the results of two campaigns with the same primary message can be very insightful. You may find your emails perform better with just a single message, or the opposite, where secondary or recovery content helps further drive engagement. If you don’t know, there's only one way to find out.
Related story: 6 Steps to a Successful Subscriber Preference Center