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The business email template can save your team a lot of time.

Business email template work in Google Gmail, marketing automation platforms, and CRM systems like Nimble.

If you’re reading this, chances are you’ve had a bad experience in email marketing. For example, your emails were ignored, deleted, or even marked as spam, and you want to know what it takes to avoid that.

Well, don’t worry. All people working in email marketing have been there.

To create a high-performing business email template that delivers maximum engagement, you need to use the latest optimization techniques. To guide you through this process and help you with the selection of the best-performing methods, I’ve created this guide.

It focuses on the following variables:

  • Subject Line
  • Body
  • Call-to-Action (CTA)
  • A/B Testing.

Let’s begin.

How to Optimize Business Email Template for Better Engagement

Step #1. Subject Line

The first thing that the recipient of your email sees is the subject line. Any subject line that sounds like spam is a clear guarantee of failure because people receive tens and even hundreds of emails every day and know how to detect spammers.

Here are some stats from Infographics that you need to know:

  • 69 percent of email recipients report a message as spam after reading the subject line.
  • 47 percent of email recipients say the subject line is the main reason for them to open a message.
  • Subject lines that contain between 6 and 10 words have the highest open rate (21 percent)
  • Emails with personalized subject lines are 22.2 percent more likely to be opened.

These stats mean one thing: most people judge emails by their subject lines! If they perceive them to be uninteresting, salesy or spammy, they will immediately press “delete” or “mark as spam.”

Here’s what you need to do to increase the open rate of your emails:

  • Use the name of the recipient. This technique contributes to personalization and makes recipients feel special. Use the recipient’s first name in the opening, and then write the entire text in a natural language as if you were writing to one person only.
  • Keep it short. As it was mentioned above, keeping it between 6 and 10 words is the best bet.
  • Tell the reader what’s inside. People receive a lot of emails every day, so they don’t have the time to guess what you sent them.
  • Send from a person, not a company. People tend to connect better with other people rather than with companies. An email that comes from a real person at your company is much more personal and more likely to be opened. For example, take a look at the email below to see how it’s done by other companies.
business email template

Why this example is good:

  • It was sent by a real person.
  • It uses the name of the recipient (blurred here for privacy reasons) in the body and the subject line.
  • It is written for the recipient only (the sender does a great job at making it look that way, that’s for sure).

Step #2. Email Body

This is the largest part of the message and obviously an important one. Before you craft a template for the body, remember that you should make it informative but as concise as possible. People don’t like to read long emails, and they rarely do.

Writing tips for the body:

  • The body should have only one purpose because multiple purposes contribute to confusion and misunderstanding. In this sense, emails are like college papers: both focus on only one thesis.
  • Write to one person. As it was mentioned above, write the entire text as if you were writing to one person only.
  • Write a scannable text (include subheading and keep paragraphs limited to two or three questions).
  • Use italics and highlight important messages in the text.
  • Use bulleted lists,
  • Bigger fonts, easier read. 68 percent of emails are opened on mobile devices (see the graph from Marketing Land below), so you have to ensure that your message can be easily read on smaller screens as well.
email for mobile devices

Image Source: Marketing Land

  • Use images wisely. Since many email providers block images (or users set their accounts to do so), any image you include in your email should illustrate the message rather than replace it.
  • Keep the text short. People don’t like to read long emails. Even if you think that there is much more you should include in the email, stop. If you don’t entice the readers with a short text, you won’t do the same with a long text. Keep it short, all other necessary information about your company can be found on your website (links will be included in the email) or company review sites.

Step #3: CTA Button

Call to action (CTA) button is a button in an email that illustrates the overall goal of the campaign. It is absolutely necessary to get this critical element right to increase the chances of meeting your goals.

Here’ an example of a simple but clear and compelling CTA button in a promotional email from an online proofreading service Grammarly.

email call to action

Why it’s good? It meets the following critical requirements for CTA buttons:

  • Use action-oriented text. The purpose of CTA buttons is to persuade the recipient to act, so they need an action-oriented message. “Upgrade Now” is an actionable text that logically concludes the overall message in the email by encouraging the viewer to act. On the other hand, boring words like “enter,” “click here,” or “submit” are not recommended.
  • Keep it short. You’ll never see a CTA that has more than 6 words. An effective email has a medium sized (between 100 and 200 words), actionable text, so there’s no need to make the CTA large as well. It’s best to use two or three words, max.
  • Create urgency. The word “Now” in the example above is put there for a reason. It aims to build some urgency by encouraging the viewer – “don’t just do it, do it now!” Other helpful words to create a sense of urgency are “today,” (“book your flight today”) and “quick” (“order quick!”).
  • Make Text Large and Easy to Read. The text on a CTA should always be large enough to read easily. Some businesses make a mistake by increasing it to an obnoxious size that makes the rest of the text in the email appear ridiculously small. Don’t do that. Your task is to attract attention to the button, and this can be done by other, more viewer-friendly means like the design.

CTA Design Tips

As you can see in the example above, the CTA clearly stands out from the rest of the email. This is done specifically to draw the attention of the viewer to the button. Achieving the same requires doing the following:

  • Adding white space around the CTA. This creates a visual break and helps the CTA to stand out. However, this is applicable only in case if the color of the body of the email is other than white.
  • Using bright colors. The CTA button on the example is eye-catching thanks to the bright color, which is not too distracting and makes it stand out. Read tips on how to pick up the best color for your CTA here.
  • Keeping it above the fold. Do this to ensure that the recipients see the CTA regardless of the device they’re using to open your email.

Step #4: A/B Test Everything

A/B testing is a widely used way to test different versions of email by evaluating their performance. For example, you can use two emails with the same purpose but different texts and designs for two groups of your customers and see which one is the most effective.

Conclusion Business Email Template

Creating a great business email template is just the beginning, but it creates a solid foundation for success. To succeed in email marketing, you need to measure and modify your strategy and campaigns constantly, so aim for the long-term vision. And the success will come!

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Lucy Benton is a marketing specialist, business consultant and helps people to turn their dreams into a profitable business.  Now she is writing about marketing and business resources. Lucy has her own writing blog Prowritingpartner.com where you can check her last publications. If you’re interested in working with Lucy, you can find her on  Twitter.

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