I think we can all agree that the email has changed the way we all communicate. Now more than ever, people prefer to stay in touch with friends and loved ones through the much simpler (and arguably more effective) method of email.
Let’s face it, the fax machine was great for sending bills and taking messages, but we all know how slow and inefficient it was compared to email. Even telegram sent a message that was actually delivered. But before you get too excited about the old ways of communication, let’s discuss the purpose of email marketing.
The purpose of email marketing is to communicate with customers and prospects to inform them of products and services, to create anticipation for a sale, and to collect leads.
As you might already know, email marketing isn’t one-size-fits-all. There are three distinct metrics you should always be tracking: open-rates, click-through rates, and conversions.
Let’s examine each of these in turn.
What is an open rate? It’s the number of people who opted in to receive emails from you, relative to the total number of people on your list.
When a person opens your email, they’ve indicated to you that they’re interested in your message and would like to hear from you. This is also known as a click-through rate. It’s important to keep in mind that a person who opens your email might not actually click on the link or button you’ve provided in your email. So, you want to keep track of this metric even though it’s not fully accurate. For example, if 10 people open your email and four of those people actually click on the link or button you provide, your click-through rate is 40 percent.
The most important thing you need to keep in mind about open rate is that it is a leading indicator of the effectiveness of your email marketing campaign. High open rates mean you’re reaching your audience and engaging with them. Conversely, low open rates can mean you’re losing out on potential signups.
The next important metric to track is the click-through rate. This is similar to the open rate, but it’s even more specific to measuring the success of an email marketing campaign. It refers to the percentage of people who clicked on a link or a button in your email compared to the number of people who opened your email.
When someone clicks on a link or button in your email, they’ve essentially stated that they were interested in your content and would like to learn more. So, your click-through rate is directly representative of how effective your email was in getting your point across.
Again, just because someone clicked on a link or button in your email doesn’t necessarily mean they’ll convert. It just means that they were interested in your content and would like to read more. Perhaps you’ll gain some insight into whether or not they’re the type of person who will enjoy your product or service through a lead magnet or a free trial offer.
The third important metric to track is conversions or click-throughs from email to action. This refers to the number of people who completed a purchase, applied for a job, signed up for a free trial, or some other form of action that you’ve tied to an email campaign. For example, you can see that the video email below was able to generate a 29 percent conversion rate.
You can use various tools to track conversions. The most popular one is Google Analytics. You can learn more about it here. I would suggest setting up a Google Analytics account and customizing your conversions based on what you find. You’ll also want to look into how to improve your conversion rate. Simply tracking this number without any strategy or action to improve upon it isn’t going to do anyone any good.
Now that you’re equipped with the basics of what exactly an open rate, a click-through rate, and a conversion are, let’s discuss how you can go about setting up email campaigns in the first place.
How to Write an Effective Email Subject Line
An important thing to keep in mind when writing an email subject line is to keep it short and to the point. You can always include more information in the body of the email, but the subject line is what the recipient will initially see. So, keep the subject line short and sweet.
It should lead to a concise and easy to understand headline that will draw the reader in. The subject line should not only have the ability to draw the reader in, but it should also be concise and to the point.
The subject line should reflect the content of the email itself. If you’ve got a lengthy email with many paragraphs, the subject line should reflect that by being short and sweet. Sometimes, this means using a singular noun, followed by a colon and the content of the email, as the subject line for the email.
Choose A Brief Bio About Your Target Audience
In order to write an effective email, you need to know a little bit about your target audience. You can choose to write an email tailored to a specific group of people or you can choose to write for a more generalized audience.
If you’ve decided to write an email for a more specific group of people, then you should know something about them. Why are they going to be interested in your email? Are they already customers of yours or are you reaching out to a new audience?
Knowing something about your target audience will help you craft a more personalized pitch that will appeal to them. For example, if you’re reaching out to Millennials, you’ll want to tailor your message to speak to them. Don’t assume that just because they live in a technologically advanced society that they’re already aware of everything.
Research Your Email List For Better Understanding
One of the main reasons why email marketing works so well is because of the sheer volume of information we have access to. If you compare this to other forms of marketing, such as radio or TV ads, you’ll notice that email delivers a much more personal experience. This is because every email addresses a specific audience and, as a result, you’ll have a better understanding of what they’re interested in.
If you want to write an effective email, then you should begin by meticulously researching your email list. You can do this by using a tool like Benchmark, which will give you a clear overview of everything you need to know about your email list.
You should take the time to find out things like the gender and age of your subscribers, the country they live in, and how often they actually open your emails.
The first step is to set up a filter in your Gmail account to flag any email that is more than six months old. This is so you can take a quick glance at your email activity without being bombarded by new messages. Reviewing your email activity regularly can help you find patterns and any significant changes that might need to be addressed.
Craft An Email That Will Appeal To A Broad Audience
Once you’ve established a regular schedule of sending emails, you should consider tailoring them to a broad audience, rather than writing a separate email for each individual on your list. This is because most people don’t have the time to wade through a ton of emails to find the good ones. So, if you want to write an effective email, you should consider writing one that will appeal to the largest audience possible.
If you’ve decided to write a general email, then you should focus on including as much useful information as possible. This might mean including graphs, articles, and even images. Keep things simple and easy to understand.
Avoid Using Too Many Scripts
Many marketers get overwhelmed by the number of emails they receive and, as a result, they begin to overuse automated or pre-written emails. This can seriously dampen the effectiveness of your email marketing campaign. If you want to write an effective email, then you should avoid using canned emails and instead, write one from scratch.
The subject line should reflect the content of the email. If you’ve got a lengthy email with many paragraphs, the subject line should reflect that by being short and sweet. Sometimes, this means using a singular noun, followed by a colon and the content of the email, as the subject line for the email.
Canned emails will take the joy out of writing and could even damage your email marketing campaign. If you want to write an effective email, then you should avoid using pre-written emails and instead, write one from scratch.