We all know that “email marketing is the most lucrative type of advertising, by a long shot.” We also know that email has 24 times higher conversion rate than social media and has brought in 100x more revenue than Facebook and Twitter combined.
Email marketing is one of the most effective ways to communicate your message to a wider audience. And if you are able to write an engaging email with the right strategies, you can always get high conversion rates.
But what makes an email high-Converting? How can you write emails that get people to: Buy your products, Click links/read your blog posts, Sign up for your e-newsletter, or even give you feedback through a survey?
By learning about five common techniques for writing high-converting emails, you’ll be able to create emails that get customers to take action.
Personalize and understand your audience
Email is one of the most effective marketing channels available to us. It is used by almost every company, small and big, to generate sales and prospects. The problem is not everyone knows how to use email effectively. It’s just a blast of marketing into the inbox.
In order to be effective, you need to have a plan and know your audience. A great way to understand your audience is to learn about them and target them in a very personal way. I am going to share with you some personalization techniques that have worked well for many companies in the past.
Testimonials are one of the best ways to win over your subscribers. When you are trying to get someone convinced about your product or service, showing them a testimonial from someone who has actually used it can go a long way.
Most people don’t want to take a risk on new products or services when they don’t know what they will get out of it, so hearing from someone who has already benefitted from it can give you an edge over other companies.
Personalize Your Emails
Personalization is a must for sending emails that will make your recipients want to engage with your brand. When you don’t make an effort to personalize email, people feel like they are being sold to, which makes them less likely to buy. Personalization can be as simple as using a recipient’s first name or a company name in the message body.
A quick tip: When personalizing an email, it’s always important to test out different versions to see what resonates best with your audience.
2. Provide unique value to email recipients
An email that is short on content and long on salesy language will be deleted before it even gets read. However, an email that provides unique value to the customer and offers a solution to their problem will be read and get results.
The important step to writing a high-converting email is offering the reader something that they are not getting anywhere else. This can be in the form of the content you send them, or it could be an offer they have a hard time finding elsewhere. Take advantage of this in your subject line, as well as throughout your email. However, make sure the subject line is not too wordy. You need to keep track of the word count while writing an email subject. A word counter can help you do that.
You can check the total number of words or characters simply by copying the email subject line and pasting it in the designated area of a word counter. I recommend creating a few variants of the subject line and checking the total word count of each. Subsequently, you can continue using the one that looks most appropriate.
A great example of value-based marketing is an email from a local gym when you are searching for a better place to get yourself in shape. Let’s say the email offered two free training sessions with a personal trainer if someone attended their new member orientation – something you would likely not do on your own. Although you might be sure there are many other gyms out there offering similar incentives, you will take advantage of this offer because it was right in front of you when you needed it.
Nurture Them with Relevant Content
No one likes being spammed with random promotional emails 24/7, but everyone loves getting relevant information that is targeted to them and solves their problems.
It’s easy to get caught up in all the other aspects of e-commerce – social media marketing, SEO, and PPC, just to name a few. But email is still one of the best ways to acquire new customers. In fact, it gets better with age. According to MailChimp, email marketing has the highest conversion rate of any marketing channel.
There are many ways you can convert your e-commerce customers into repeat buyers and brand ambassadors. One of the simplest methods is offering unique value through email. With just a little bit of effort, you can write high-converting emails that drive sales and engagement.
3. Use the power of calls to action in your marketing emails
Use the power of the call to action in your emails. This will increase your conversion rates and help to improve your overall email marketing results. Calls-to-actions are basically words that give the reader a hint at what they should do after reading an email. They could be links like “Discover the top ways to spend your bonus” or “Get a free trial.”
Email marketing is all about maximizing your conversion rates. A good email marketing campaign should have some sort of call to action to convert prospects into buyers. You need to teach your subscribers that the next step is for them to buy or download your product or service by offering them something of value.
However, it is crucial to use the right CTAs. Readers should not get the impression that they are being forced to click on something. You need to convince them that the action they are going to take is in their favor.