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.
Less use of no-reply type of email as it doesn't create a personalized relationship with customers. Additionally, create an attracting subject line as this will lead them to click on the email.
avoid key words that would trigger spam filters, focus on the main points, who, what when, keep it clear concise and short no longer than 2 paragraphs.
I like to keep things short and unique. Grabbing their attention in the subject line is first so they are interested enough to click the email. For the body, I like to break it up into sections that the eye can scan easily, but still gravitate toward the CTA or main info you want them to receive.
I utilize the five elements of journalism for email campaigns. Who, What, Why, Where, & When. Two paragraphs, max, and make it look visually appealing, and no sales pitch!
Avoid flagging as spam by using a personalized sender adress, avoiding spam KW like "Free", "Discount" etc., including heavy media and too much links Then good copywriting for the subject and header, that includes the core pain point & added value
Test content on multiple channels to the same/similar audience - ie: in LinkedIn brand awareness and in email campaigns to better understand trends of top and low performing content. Use these insights to influence your future content strategy so you can send emails that resonate and are relevant to your audience.
We also just personalization tokens as much as possible, plus emojis in the subject make emails fun; we also use buttons a lot in the email.
To ensure that our audience is enticed we must focus on segmenting email campaigns for different personas. Also, the timing of the email is crucial and must be able to capture the audience at the right time. Personalizing your email will get your customers engaged.
I totally agree with the personalization. If it is not personalized, I rarely open the email! What do you think of using emoji in the title? Is it good to be personalized or bad to make the audience feel too casual?
I agree that there is so much power in personalization, but all I can think of is an employer I used to work for, whom I love very much, had the most despicable email etiquette. All his *very important* emails would go straight to spam, he would never clean or sort or use any of the categorization features, he had 10k unread messages, ranging from spam to extremely important messages at any given time. Cleaning up and organizing my correspondences is the way I always seek to optomize my electronic mail, so whatever features and training I can access to get organized and sorted in the most straight-forward way possible is going to be my go-to.
Create relevant emails that you think your audience would like to receive embedded with graphics and brand elements to let them know you are professional and puts effort into your emails, meaning you care about 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.
