In the world of digital marketing, email is one of the most vital channels. Marketers rely on email heavily to connect with customers and prospects. The catch is that billions of emails are sent every day. To ensure yours stands out, you need to ensure you’re doing the following:
Research the Optimal Timing
Many brands and companies try to maximize their email marketing performance by sending emails at the times when the target audience is most receptive. This means marketers can use data about their past actions to figure out the best time to reach out to potential customers. For example, if brands know that viewers are more likely to click an email advertisement when it’s displayed in their Facebook feed, then they can use that knowledge to their advantage and send that exact same email to the viewer at a time when they’re most likely to click the link.
Use A/B Testing
In the world of SEO (search engine optimization), A/B testing is the practice of sending out different versions of a web page to see which one performs better in search results. The same concept applies to email marketing. When different variations of an email are sent to testing groups, the results can guide the future of the project. With A/B testing, you can quickly determine which version of the email generates the most clicks and opens the most mailboxes. If you want to see which email performs best, you can always go back to that version and send it out.
Make It Compelling
In some instances, the success of an email marketing campaign relies on the ability of the email to pull readers into a “compelling” state.
What exactly does that mean? When designing an email, you have a variety of tools at your disposal. You can determine the structure and writing style of the email, as well as the layout and colors. However, you also need to consider what will make the email compelling. When designing the content for your email, you have two options: either write something that will compel your readers to act or click, or find out what will make them turn away. It’s up to you which one you decide to go for.
For example, if you want your email to encourage readers to make a purchase, you might write something like this:
“Hey there. Sign up for my free newsletter to receive special offers directly in your inbox. Just click here to subscribe now!”
Notice how the language is engaging and the call to action is clear. The purpose of the email is to encourage users to click a link to receive the free offer. In this case, the free offer is a quick and easy way to subscribe to the newsletter.
Use Conversational Language
According to HubSpot Blogs, people prefer to read emails that use conversational language. In other words, the sender of the email uses language that is easy to understand and relevant to the subject matter. To use conversational language, begin your email with a greeting such as “Hi there,” “Hello,” or “Howdy.”
Additionally, you can use introductory language such as “please” and “thank you” to gain the attention of your readers. For example, if you’re sending an email about a sale on your product, the “please” and “thank you” will help your readers understand that they are responding to an important email.
Personalize The Subject Line
When an email is received, the first thing that will pop up in your reader’s head is the subject line. That’s why it’s so important to choose a creative, engaging subject line. To grab the attention of your readers and compel them to open your email, you need to choose a subject line that’s both unique and useful. Once you have your unique subject line, you can begin to craft a compelling opening.
When crafting the opening sentence of your email, think about what will make it compelling. For example, if you want to promote a sale on a product, you could write something like this:
“On behalf of my colleagues and I, welcome to our blog. We write about marketing, sales, and social media, and we’d be honored if you would consider sharing your stories with us. You can learn more about the company by visiting our website.”
Notice the company’s website in the subject line. Not only does it provide a link to the website, but the personal touch of a colleague inviting the reader to learn about the company is enough to make them click the email.
Include Calls To Action
To drive engagement and ensure your email is used as a tool to generate sales, you need to include calls to action in each email. When designing an email, consider what will make it easy for users to take the action you want them to. If you’re promoting an event or sale, include a call to action in the subject line as well as in the body of the email. For example, you could write:
“Hey there. I hope you’re having a fabulous day! Did you know that you can now get an entire year of podcast listening for free? All you have to do is enter the promo code “ONEYEAR” into the promotional code field at checkout. Plus, you’ll receive a special gift just for registering. Just click here to learn more.”
Not only does this call to action appear multiple times in the email, but it’s also easy to follow. Your readers will know precisely what to do to receive the special perk.
Crafting a compelling email doesn’t have to be hard. With the right tools and a little bit of creativity, you can ensure your emails stand out from the crowd. By using the above suggestions, you can easily design a winning email that will compel your target audience to click.