Welcome to this, the first-ever edition of Expert in your Inbox!

We're stoked to have you here! This email is scheduled to regularly share insights into becoming better at email marketing for anyone.
 

Here's what you're going to learn in the next few minutes
 

• Learn why designing emails that appeal to skim readers is so important
   

• A quick roundup of cool (free) email tools you can use to scale your emails
   

• My top 3 email marketers to follow on LinkedIn right now
   

• Some non-email-related cool stuff to expect in the coming editions
   

Let's kick off your email learning!
 

Creating emails for skim readers

Did you know that, on average, only 37 - 200 words of your email campaigns are read by your email audience?

So how do you prevent your subscribers from skim-reading your emails?

This question plagues many email marketers because so much time is spent curating content, designing the perfect email, and monitoring email results.

According to a Nielsen Norman Group eye-tracking study, the email recipients they tested consume email as follows:

👀 Skimmed - 69% of the readers

👍🏻 Thoroughly read - 19% of the readers

💪🏻 Read all content - 6% of the readers

👻 Glanced but did not read at all - 6% of the readers

These stats are scary! You have such a short time to capture a reader's interest before you've lost them.

Here are some quick-fire tips, that may seem obvious, but continue to be effective in keeping your reader engaged:
 

💡 Be relevant - Segment your database and serve members of your audience with content suited to them. This is the best way to ensure readership. Dynamic content sections can do this while saving you time and effort (these adapt the content to who your reader is and what segment they belong to)
 

💡 Keep it short -  Interest in the content of an email diminishes as the email extends below the fold, so cut the copy and keep the most important points of the message near the top.
 

💡 Align to the left - Readers of left-to-right languages (like English) are accustomed to scanning from the top-left first. Keep this in mind when designing two or more column layouts for your emails.

There you have it. Follow these tips and drop me a mail to let me know how they're working for your email engagement!
 

PS: I post content to the Email Expert Africa Blog pretty regularly. Click here to learn a little more.

Want to become an email expert? We've got what you need.

Three (free) cool email resources for you to try out:

Want to learn email from some of the greatest? Follow these folks!

Some (non-email) fun to make your day better

We thought this playlist seemed like a great instructional with practical steps on giving birth. Pretty nifty huh?

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Before I go! Remember, I help businesses and content creators, just like you, win at email. How? Here are three ways I can help:

Get the guide! We've put together over 250 pages covering everything you need to launch and win at email. Find out more here. 

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