Jul 11, 20218:53 AM - edited Aug 12, 20219:34 AM
Inbound Professor
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.
I personally love receiving something with great visuals that go with short and direct content (that's the catchy part). But, a compelling subject line is the first hurdle you must always overcome for your audience to open.
Cohesive e mail will make the difference in your customer experience. A catchy subject line to personalization based on your clients pain points and interests.
In order to open & interact with marketing emails, I would suggest to write a catchy subject line with preview option. Personalization needs to be done and need to select the right email template for the approached segmented contacts. Need to set the right tone which is aligned with the brand and at the end CTA.
Whatever your email subject line or preview text may be, I think it should be married to the SMS message that you send in tandem, for all those users where you have both an email address and a phone number. Starry internet handles this brilliantly for its new customers during onboarding, delivering a real "one-two" punch.
Clear subject lines and preview text to let the reader know what to expect if they open the email. Anything too gimmicky, and the reader may feel tricked or will be tricked resulting in a quick "delete from inbox." Icons do seem to be a way to engage readers as well. We live in a social media world where icons and emojis are ever present. Try experimenting with emojis in your subject line especially if you have a younger audience.
I like personalization as well. Just like you mentioned about personalization, going beyond just their name, I love sending emails to segments where I can speak to them more directly regarding their concerns.
Adding incentives or urgency for specialized groups can be a way to drive up your open rate! Also if you have emails that haven't been performing well - don't reuse, instead tweak and alter moving forward and evolve your strategy.
Data is definitely the answer to being able to target emails to clients more narrowly rather than mass-sending every email you create to every client. Ethically obtained - e.g. from past interactions directly with your company - data can help you create offers that meet the interests of different subsets of your clients. Adding in personalizations of name, prior purchases that led to your decision to make them the current offer can increase the chances of them opening the email.
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