A few years back, a few articles declared and mourned the slow and clumsy death of email marketing. But the reality is that email marketing is far from dead. Don’t take our word for it; check out these 5 stats that reveal why it is one of the most lucrative marketing practices.
- Marketing emails offers ROI of 4300%. This means email marketing helps you earn an average of over $40 for every $1 spent. (Source: Hubspot.com)
- Email remains the preferred source of business communication for over 72% of consumers worldwide. (Source: MarketingSherpa.com)
- 82% of consumers open emails from companies. (Source: Salesforce.com)
- Emails increase chances to acquire customers by 40 times as against Facebook or Twitter. (Source: Campaignmonitor.com)
- 89% marketers believe that email generates most leads. (Source: Capterra.com)
Given these stats, it’s no rocket science to understand that sending emails can help you drive real conversions.
But here’s the BIG QUESTION?
How would you make sure that your emails nurture potential clients and convert them into sales?
Remember, it is no mean feat to generate leads; get the email address of the people and turn them into customers of your business. Therefore, once you have a good list of people, all depends on how you create the email copy that urges them to open their inbox and come to your site.
Your aim should be to create an email copy that you know will convert even before you hit the ‘send’ button. Make sure that every new email you send is better than the previous one. Because people these days are becoming smarter, there are no more mere takers of the average marketing email. In fact, if they get to know that you are selling them something, they are put off and often get upset with your brand.
It is no less than an art or science to write an effective email copy. We are sure that you must have written hundreds of emails to your customers. But here, I will present to you some easy to follow hacks to build emails that will engage your recipients as well as convince them to take the desired conversion action, for sure. Have a look if you really want to play the game right:
1. Write For Your Recipients
Create your email copies keeping in mind your audience. Try and understand who they are, their interests, where they live, since how long have they subscribed for your product or service, etc. The answers to these questions will help you know your customers more and segment your email contact list, without having to burn midnight oil.
According to an article in Wishpond.com, segmented emails result in 50% more click-through than non-segmented emails. After you segment your list, create your target mails. But don’t forget to think like your customers. Know the needs, tastes and preferences of your customers to build an engaging copy.
Answer some basic questions such as the name of your company, what you want from the customer and how will it benefit them in the copy for the convenience of the users. Providing all this information will increase your email click-through rates.
2. Personalization is a Must
An article published in Marketingland.com reveals that 70% of the brands failed to personalize their email messages. Now, this is surprising! All it takes is to write customer’s name or greet him/her on their special days, etc. on personalize your marketing emails. This should not be so difficult. With so much competition, sending an email with your customer’s name is the minimum fuel you can put to run your marketing machines. This will also help you build trust in your customers.
Personalization has a positive impact on customers’ mind who tend to open your message. According to Prnewswire.com, personalized promotional mailings has 29% higher unique open rates and 41% higher unique click rates than non-personalized mailings. Moreover, you can send the emails from your name (and not company’s) for a more personalized touch.
Create an email that your customers remember can even after many years. Check out how Dropbox personalizes its marketing emails to its advantage.
3. Don’t Just Personalize, Be Personal
Everyone likes to be treated individually and not to be spoken to in masses. Therefore, make sure that you write in a conversational and friendly tone. We suggest you to write in second person using terms such as you, us and me. Using such words will make your readers feel special. Thewritepractice.com suggests you to use pronoun “You” and describe action as it will help you add a personal sense of urgency, propelling the story—and the reader—forward.
Writing in second person gives you an opportunity to speak directly with your customers. For instance, look at both these lines: “You will love our service because it will save you time.” and “Our product is time-saving.”
The first gives a more personal feeling. Also, use simple and plain language while writing emails, as if you are actually talking to them.
Check out this example to understand how you can add a personal touch to your marketing emails:
4. Subject Lines are Your Best Friends
The inbox of your customers are already full with promotional emails. According to Mashable.com, the average working professional receives over 100 messages a day. Therefore, you cannot afford to have an ordinary subject line as it is the first thing your customer notices before opening an email. The subject line has to grab the attention of your customers so that they are urged to open it.
Though it should be written in an easy-to-understand manner, the subject lines should be catchy as well as informative! We suggest you to use active verbs increases personalization.
An article published in Fundbox.com states that 33% of email recipients open email based on the subject line alone.
Take a glance at a few examples of good subject lines:
Lose Weight While You Sleep.
Get 50% off On Your Favorite Shirts
Tired of Making Your Boss Rich?
5. Subject Line, Email Copy Must Complement Each Other
Make sure that your subject line is consistent with the text of your email copy. What you promise in the subject line should be delivered in the copy as well. A good subject line may increase the open rates but if the text is not supportive of the subject line, all your efforts will go into drain as readers will not convert into buyers.
An article published in Copyblogger.com suggests not to misrepresent the content of your email — it annoys your subscribers and could increase your unsubscribe rate.
6. Sync Your Landing Page with your Email Copy
Matching your email marketing campaign with landing pages will create a cohesive experience for your online customers. A consistent design across all platforms will help you build trust, increase conversions as well as give a message of uniformity. Different designs of landing pages and emails may leave the customers confused.
According to Jumplead.com, if a landing page doesn’t offer a cohesive journey from the email, there is a chance that your customer will be confused and not convert. Moreover, also the text that you write should be consistent for both email and the landing page. This will make it easier for people to recognize your brand easily.
Check out a great example of a cohesive email marketing campaign from The Gap. Their email and landing page look similar attracting readers and hence increasing sales. Another element you can use prominently here is your logo design. Place it the same way in both the email and the landing page for better recognition.
7. Use Effective, Compelling Call to Action
You can guide your visitors through the buying process by using strategic calls-to-action. They actually help! CTA buttons placed at the right place in your email body can motivate readers to convert. Though they all look the same, CTAs are most effective when they use less text and placed prominently.
Simple, short and strong action words such as “Sign up,” “Start now,” “Order,” “Buy,” and “Get” are the most effective ones. To further give a boost to your conversions, you can use words such as free or customized in your CTAs. An article published at JeffBullas.com explains your call to action should create urgency so that your visitors convert.
Make sure that your CTA button is in contrasting colors and is above the fold in your email body for attracting the readers visually. Not to forget, as mentioned above, keep the look of your CTA buttons consistent with that of your landing page. The more simple and consistent, the more will be the clicks.
Though your CTAs need to be simple so that users easily understand your message, at the same time they need to be compelling enough to urge the users to take the action you want them to take. For instance, offering something for free is a great way of grabbing the attention of your readers and persuading them to click.
Check out an example of a company Square on similar lines below.
8. Don’t Forget Skimmers & Scanners
The world is overloaded with information and is full of people who will just skim through your content. In fact, it is impossible for people to go through each and every mail line by line. Therefore, it is essential that you write in an easy-to-read manner for the convenience of the skimmers.
You can do this by creating pointers or bullet points, keeping your sentences short and writing in a layman’s language. According to Mikegingerich.com, if your marketing emails have too much content, skimmers will just glaze over and bail out. They just don’t click!
Number of customers reading your emails also depends on the way you format your copy for scanning. You can also ask your readers how much time it took them to understand the message in your email? If it is 5 or less than 5 second, then you are successful in convincing your reader to read your copy further.
9. Convince the Readers with Evidences & Proofs
Email readers are (understandably) cynical due to the spam offers clogging their inbox (it’s a clear love/hate relationship), so differentiating your company from spam is very important.
There are several things you can do to overcome cynicism and build credibility through email marketing, including:
- Try to achieve connection with the reader to show that you understand them by using customer language and buzzwords.
- Spell out the benefit the feature gives. For example, a bullet list could use different fonts or formats to emphasize benefits.
- Back up with facts and numbers.
10. A/B Test, Track Results and Improve
Measuring your metrics and analyzing your email marketing results will optimize your conversion rates going forward. Use your research to continuously improve your profits.
A/B test your email content. See how your marketing emails appear on mobile devices. Remember, more than 55% of all emails are now opened on mobile devices. Send out your campaign email to two (or more) segments in your email contact list. Check your view rates, opens, and click-through. Use the text that gets you the best conversion rates.
Track your results for Key Performance Indicators (KPI’s) such as:
- Delivery rate
- View rate
- Open rate
- Click-through rate
- Sales conversion
Then ask questions to refine your email marketing copy, such as:
- What copy received the highest conversion rates?
- What campaigns resulted in the more click-through?
- What segments respond best to which CTA’s?
Take action on your analytics and results. Continue to improve your email copy to increase conversions. Here are 3 tips for effectively tracking and analyzing results:
- A/B test your email copy on two or more contact segments.
- Measure the results of each email campaign you run to analyze delivery rates, open rate, click through rates and sales conversions
- Use your results to optimize your conversion rates and continuously improve
Now it’s Your Turn!
You’ve just seen 10 of my favorite best practices to create conversion-friendly marketing emails…
Now it’s time to put these techniques into practice. I’m sure these easy-to-follow email marketing hacks will help you stay ahead of the curve in 2017 & beyond.
What do you think of these email marketing hacks? Or maybe you have a question about something.
Either way, leave a quick comment below. I’m here to reply to your comments and answer your questions.