OCTOBER, 2018 / By Mahlia Simpson
EMAIL MARKETING – CRAFTING EMAILS THAT CONVERT
There is a lot more to crafting a successful email that converts than you might think. Attracting customers to sign up to your mailing list is an essential first step in the process. The next opportunity to secure their attention is when you actually send the email.
Your email is likely to be one of many coming into their inbox, so be sure to give them a reason to open yours. Make it irresistible. Once your customer has successfully opened your email, you want this to be worth your while, and theirs. Give them a link to follow. A call to action. Maybe it’s an invitation to an event, a new service offering or a social media page, be sure it’s something you can measure.
HERE ARE SOME TIPS FOR CRAFTING EMAILS THAT CONVERT:
1. Create an Enticing Subject Line
Write something that people cannot resist opening. They’re not sitting there waiting for an email from you, so you need to give incentive to open your email. You’ll only have limited characters to get this message across, so be concise. Use key words. Use emotive words. Give it a sense of urgency so you get the click now, and not run the risk of them either ignoring it or coming back to it later, which they likely won’t.
2. The Timing of Your Emails is Crucial
When sending an email, you are asking for some of your customer’s precious time. It’s important to know your audience, your demographic and send your emails at times that you believe would heighten your chances of your customer seeing them.
Maybe first thing in the morning is most appropriate, if your customers are 9 – 5 workers. Perhaps they have half an hour on the way to work on the train to kill time. Or is it later in the evening when they check their emails before going to bed?
It’s also essential that you utilize the best responsive web design. This means your email needs to be easily viewed on any device: a mobile phone, tablet or computer. If your call to action links to a website, a booking site, or an ecommerce site, ensure this is not only accessible on all devices, but offers a seamless experience. If it’s not, your customer will likely put your call to action in the too hard basket.
Make your emails punchy and to the point. Don’t give people too much to read. Short paragraphs work well.
If you’re using imagery, keep it simple. Make sure your page isn’t too congested and your message is clear.
4. Personalize Your Emails
Emails have more impact if you address people personally. If you know your customers’ names, use them.
If you know when your customers’ birthdays are, use this information make them feel special with an email in the lead up to their birthday. Maybe there’s a special birthday discount on offer?
Keeping emails frequent is also a key component. Subtly reminding your customers you’re still there. No one wants to be bombarded with emails every day, so use your discretion, but staying in touch with your customers regularly will only further strengthen your relationship with them.
Web Force 5 knows the best practices for email marketing, using our leading easy content management system, with built-in email marketing software.
Web Force 5’s technology and customer service team are here to help make managing your customer relationships easy. Building a customer database, and maintaining regular contact via email marketing has never looked so easy. Web Force 5 specialize in responsive design websites, so no matter what device your customer is looking at, they’re not going to miss an opportunity to engage with your product.
In a world where social media is everywhere, it is easy to forget the impact that email marketing has. Remember, an email is delivered straight to someone’s inbox. There is much more of a chance that they will see your email, than hoping they scroll past your ad on Facebook. It’s a much more direct form of marketing, and while not everyone has a social media account, most people do have an email address.
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