Your goal in email marketing is to get your recipients to actually read what you send them. To that end, you must not make it hard for them to read your content. Humans naturally will lose interest when something is hard to read like a wall of text. After the first few lines, it just gets too tedious for anyone to continue reading. When your readers lose interest, your marketing campaign will take a nosedive.
The very first thing that your readers will see is your headline or the subject of your email. In this case, less is more. If you go with a long and bombastic subject, nobody will read your email for sure. What you need is something interesting but short enough so that a quick glance is sufficient to tell them what your email is all about.
Bear in mind that you are not writing a thesis. Avoid using complicated words, as they may confuse or discourage readers. Do not use long sentences when a shorter one can deliver the same message. Use the active voice whenever possible instead of the passive voice.
Sans-serif fonts such as Arial and Verdana have been proven to improve readability across devices of different sizes. They are also available on most devices, so displaying them should not be an issue. Your readers’ eyes will be less likely to tire when reading text in sans-serif fonts.
Do not neglect line and word spacing, as they can have a significant impact on email readability. As a general rule, using line spacing that is 1.5 times the size of your font should improve reading comfort. Try not to exceed 10 words per line to avoid tiring your readers’ eyes.
Before sending your email campaign, always preview and test your email across different devices and email clients. What looks good on a desktop may not appear the same on a smartphone or tablet. Check your font sizes, spacing, images, and overall layout to ensure your email is easy to read.
Remember, the goal of your email is not just to deliver information but also to make it easy for readers to consume your message. A clean, simple, and readable email design will keep your audience engaged and increase the chances of them taking action.
