Jul 11, 20218:53 AM - edited Aug 12, 20219:34 AM
HubSpot Employee
Components of an Optimized Email
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.
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.
A very effective tactic is to personalize emails based on a need you've deduced through either tracking or previous interactions. For example, write and automate an email to make a recommendation of an ebook you have available to customers you've tracked visiting your page that discusses that topic.
One of the the keys to optimizing emails is by having a clean contact database. This can include removing contacts who have unsubscribed, duplicates, contacts with no email address, and those who haven't opened any email in over a year. This will insure that your emails are only going to your most engaged leads and customers.
.png "HubSpot Employee"){kind=icon}
