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.
Personalization is key, not just adding a user's first name, but actually customizing the content of the email to reflect the user's interests. Also, put the CTA high in the email.
The subject line is key. It needs to be tailored to the client and making sure it will create the need to open the email. Without this the email is pointless. Once we pass this step, getting our lead to actually click on our CTA will depend on the offer and of the content if it is useful and relevant.
As I go through the marketing certification, I keep trying to put myself in my reader's shoes. I am more apt to open an email if I recognize the brand and the subject line indicates why they're emailing me. Another issue that stops me from reading emails is frequency. I recently unsubscribed to a brand that I'm loyal to because they sent me 15 product emails from October 2-October 18. Usually, I would move them to junk mail timeout, but I'm trying to manage my emails better. I was surprised when I unsubscribed that they didn't have a frequency filter.
Enhance the content experience by providing the recipient with more content to consume if they are interested in what you're sending them - it's always a good idea to keep giving them somewhere to go and keeping that experience going instead of stopping them in their tracks. Personalizing the content based on what they are interested in (if possible) is also super helpful!
"it's always a good idea to keep giving them somewhere to go and keeping that experience going instead of stopping them in their tracks." This statement crystallizes what a good email can do! Thank you.
The very first thing I would worry about is how you got the emails that you are planning on emailing. If you created really good content and they traded their emails for that content or more content from you, you're starting in a very good place
I do a lot of email marketing and it depends on the clients i am sening emails for but i add emojis, or personalize each email with eciting copy in the title.. get them with the email title.
Optimised emails have the following components: Subject Line, Sender Name, Personalization, Body Image, Call-to-Action, Social Sharing Links and an Unsubscribe Link.
It's also super important to run A/B tests so that you can evaluate performance and fine-tune any parts of the email that can be improved for the next release.
We have definitely given the Subject the highest value - simple straight to the point. We also research our contacts and personalize the intro with their name and dominant characteristics.
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