Email marketing is among the most profitable digital marketing channels. With effective audience conversions, the ROI may be phenomenal. Wooing customers online is not easy; companies have to look at unique and creative ways to market their products & services.
Let us run through a few pointers to help you entice your audience into being your customer.
Guide to Effective Email Marketing
1. Power-Packed Headlines
The first and foremost tip to successful email marketing is to stun your audience with striking subject lines and email landing page headlines. No matter how compelling the offer is, a reader would open an email only if it is intriguing enough. The subject lines need just as much focus as the emails themselves.
2. Simple Content
It is important to have short, to-the-point, and clear email landing pages for increased conversions. By communicating all the information required concisely, the reader would be able to navigate easily and in less time. The mantra is ‘less is more.
The subject matter on the landing pages should ideally not mention multiple topics, subjects, or products at once. Video content on a landing image works great for conversions.
3. A Clear Call-to-Action (CTA)
Email landing pages must communicate to the reader exactly what they must do if they wish to know more or buy from you. For instance, you could mention “Schedule a Call,” “Sign Up For Our Newsletter” or “Buy Now” can be CTAs to instill a sense of urgency. You may use a discount coupon with a limited number of downloads or a subscription offer with a time limit.
4. Consistent Branding
Businesses must have the branding of the product/service consistent. When the same messages and visuals are used across landing pages and email marketing content, it helps to reinforce and reinstate brand image in the audience’s mind.
5. Website Design
You cannot downplay excellent website design in boosting your email conversion rate. Ensure that the landing page doesn’t look cluttered. You may use visuals, but don’t go overboard.
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6. Mobile optimization
More than desktops and laptops, email is opened on mobile phones. So the marketing campaigns must be designed to be responsive for mobile, tablets, and screens of all sizes ensuring that your target audience sees everything you want them to. Mobile-friendly features enable conversion rate optimization.
Here are five mobile-friendly design tips to help you increase conversion rates:
- Subject lines should be short so that it is properly displayed (30-35 characters maximum)
- Use a single-column layout
- Image sizes must be small to shorten the load time
- Short crisp copy with larger fonts for easy reading
- Use CTAs instead of links for maximum clickability
7. Identify your Audience Segment
Sending mails to every contact in your database will not do any good for conversion. Every business must fine-tune its target audience to ensure that your readers are receptive to your landing pages. Within the segment, you may break down smaller segments so that you can target them with the right campaigns. When the landing pages are relevant to a reader, the conversion will automatically happen.
8. Personalize Your Campaigns
A general email is more like spam. When the content is personalized and the reader hits the relevant landing page, they would be interested in reading further because the content is valuable to him/her. You must add personalization across all communication channels.
While you may be sending personalized newsletters, you can also focus on shopping cart pages, product pages, and search results. It has been observed that personalized emails triggered by shopping cart abandonment, personalized searches, and re-targeting (showing ads on another site based on your previous browsing and shopping patterns) were also shown to have provided significant conversion results.
Audiences prefer to read/view testimonials from the existing customers of a company before taking the plunge. They are more likely to convert if they can see testimonials or reviews of your product or service. You need to provide more and more content to the visitors to convince them that your product or service is the best suited.
10. Prioritize User Consent
Today, sending marketing emails to just anyone is unacceptable. You must at least ensure that they have a clear way to opt-out of future messages if at all prior consent has not been taken.
Email marketing must be viewed as a long-term relationship medium. Be relevant, interesting, and creative enough, and follow the above-said tips to earn your way into your reader’s coveted inbox.