Email marketing is one of the oldest content marketing strategies around; however, it still remains one of the most successful ones as far as converting leads goes. Unfortunately, many businesses are not using their email list effectively, which is a
shame considering how much effort goes into convincing someone to sign up to an email list. The following are seven tips that you should follow in order to create emails that will be more effective at converting your leads:
1. Personalize your email content
Nobody wants to read an email that sounds like it was mass emailed. The reader will assume that there's a high probability that it won't be relevant to them. In fact, they may even mistake it for spam. Personalize your emails by using their name - and send it from an individual and not a company address.
2. Segment your email list
There's a very good chance that not all of your email content will appeal to everyone on your email list. For example, if you run a pet food company, then sending out an email about cat food to a dog owner doesn't make much sense. Use the information you've gathered from your opt-in form to segment your email list. This way, you'll ensure that everyone on your email list only receives emails that are relevant to them.
Related Post: Should your business be using content marketing?
3. Write with personality
Nothing bores readers more quickly than content that sounds like it was written by a robot. Write with a little bit of personality so that your readers can connect with you emotionally. Write in the second person and address the reader directly so that they will engage with what you're telling them.
4. Always use a call-to-action
What is your goal for each email? Whatever that goal is, you need to use a call-to-action in order to achieve it. Every email should have a call-to-action in the conclusion to help guide your readers to perform the action you want them to take.
5. Make sure your subject matches your copy
Nothing will get you marked as spam quicker than if you promise something in your subject line and don't deliver in your copy. Your subject line should accurately preview what is going to be in your copy. Tricking readers into opening your emails won't do you any good.
You might be surprised how many people will hit the back button or delete your emails just because it looked like it would take too much effort to read. Avoid large blocks of text in your copy. Break it up by using headers, bullet points, numbered lists and images. The easier it is to scan, the easier it is to read. This goes for all content marketing efforts as well.
7. Test and analyze your email performance
Test your emails by sending out your campaign email to two different segments of your email list. Alter the email so that they differ in some ways for each segment. For example, try using a different subject line. You can then compare the open rates to see which subject line performed better. A/B testing like this will help you identify different parts of your emails that you can improve.
Additionally, keep track of open rates, click-through rates, view rates, delivery rates and sales conversion to identify problem areas, allowing you to adjust accordingly.
If you use these seven tips, then there's a good chance you'll boost your email conversion rate. For additional email marketing advice or for professional content marketing advice in general, be sure to contact us at Envision IT Solutions.