In order to convert more leads from your email marketing, you have to first get your readers to open your emails, and click through on them. This is why, as email marketers, we’re all but obsessed with our open rates and clickthrough rates -- because increasing those metrics gives us more opportunities to convert our readers into leads.
So how do you optimize your emails to ensure you’re audience is excited to open and interact with your marketing emails? What advice would you give?
For example, one of my favorite ways to optimize an email is through personalization! Show your audience that you understand their problems and that you are there to help them solve them.
In that way, personalization goes beyond addressing the email to the person’s first name. Leverage the demographic and behavioral data you have about your readers by including it in your emails.
You can use their company name, their location, their role at their company, the pages they’ve viewed on your site, items they’ve previously purchased, and so much more. Be creative! Mass marketing isn’t effective anymore. Find ways to show your readers that you’re customizing your message to them.
From experience, the best way to keep a reader enticed is just stick to the facts. If you’re not adding value you’re not adding time to the clock of your readers attention. Draw the reader to want to finish the thoughts you’ve written in the email. If you have a call to action strategically place it halfway through so they see what you want them to do. Readers are surviving or thriving and we want them to do the latter. Make the Email specific to your audience with custom details, add CTAs that will bring them back, or forward the message for extended engagement.
High quality content with great headline, understand the audience to send the correct content, CTA and quality list for smooth delivery. There is a lot more that is applicable and well-covered above.
Email marketing has become a little old-fashioned for those who have not adapted to marketing developments. To optimize this tool we need to correctly segment our target audience and what we want to offer to those selected people.
Personalization by topics of interest is a great way to target the appropriate audience. Offer people great content that is relevant to them and send it when they have time to read it.
Use graphics to catch the eye and make the reader want to open the email. Also if your emails are valuable people will tend to open ones you send in the future.
We use personlization in our emails. I would also like to start sending interactive emails. (Kinectic) Custoemrs can hover over an image to get more info etc.
