Email marketing is one of the best ways to increase your sales and engagement, when used correctly. It’s the oldest source of online communication, which has a considerable amount of importance, personalization and formality coming with it, compared to other means of communication.
Given this, every person receives a ton of emails every day from hundreds of companies, which can be annoying to say the least. To get results, your email has to stand out from the gray mass and actually appeal to the consumer right from the first seconds to make him or her open it, click the CTA or make a purchase.
Every audience is different, which means that there is no one sure way to make your emails work for everybody. Like any decent strategy in marketing, it takes time, testing and analytics to figure out what works best for your audience.
First Things First
The most important thing to start with in your email marketing campaigns, is to make sure your emails are mobile responsive. 70 percent of younger consumers (age 18-44) and 50 percent of older consumers (age 45-60) check their mail via smartphones, which means if your content isn’t mobile friendly, it will probably get deleted.
Once you have optimized for mobile, the next thing to work on is the open rates and specifically, the subject line. This is the first thing that consumers see when receiving an email and if the subject line doesn’t cut it, your email most likely isn’t going to be opened.
There are a number of different strategies when it comes to creating the most compelling subject lines and they all depend on a specific audience. However, there are a few key aspects that will serve as a good starting point for you:
- Personalization – Use some personal information like the name of the recipient to create a stronger connection with him or her. Also make sure your email comes from a person, not a company.
- Simplicity – Your subject line has to be simple, yet informative. Think of how you can deliver your message to the reader, while not making it complicated. Use bold and italics to emphasize anything important.
- Keep it short – Statistics show that shorter subject lines deliver higher open and click through rates. The faster you can deliver your message to the reader, the better your results will be.
- Create a sense of urgency – Using words like “tomorrow” or “don’t miss out” create a sense of urgency for the reader and if he or she is interested in your offer, they will most likely seize the chance while they have the opportunity.
- Use shock, fun, humor – this can a little tricky and will require some research, but if your audience likes this approach, it can lead to tremendous results.
If your emails are being ignored, it’s not the worst thing in the world. This probably means that the consumer doesn’t mind receiving emails from you, just the subject line wasn’t good enough to make them open it.
Click Through Rates
Once your email has been opened, it’s time to engage the consumer with valuable, well-structured content. First of all, your content has to be targeted and to the point. Avoid anything general and don’t send emails just for the sake of it. It’s better to send quality emails once a week, than spam your consumers with meaningless content every other day.
The sense of urgency and curiosity will help you here as well. If you can make your audience curious about your offer and tell them that they have a limited time to take advantage of it, it’s a sure win.
Make sure that your content guides the reader through what he or she needs to do next, without leaving any blind spots. If the readers don’t know what needs to be done next, they might not bother to find out on their own and just close your email.
Lastly, make your CTA stand out and appear as simple as possible. It has to clearly state what will happen after the consumer clicks it and it has to do just that afterwards. If your CTA leads to a landing page, it has to mobile optimized as well, since users will most likely access it via their smartphone.
If your open rates are high, but you receive almost no clicks, then there must be something wrong with your content. Either it’s not engaging enough or it’s unclear what the consumer should do next.
Creating the best strategy for your specific case will take some time and analytics. Keep an eye on everything you change in your content and look at the data to see how your efforts are working out. Don’t be afraid to test different stuff out. Keep doing this consistently and you will start noticing improvements in your conversions pretty soon.
Charles Dearing is an experienced marketer and blogger. He writes for a marketing agency called PatientSites and various business and marketing blogs.