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.
I agree that the personalization of emails is vital as it shows the customer that the company cares about them. Sending mass emails takes the sincerity out of the email and leads the customer to delete it right away. There is nothing more annoying than receiving constant emails from meaningless companies.
Avoid the temptation to jam too much into your email. Know your email audience. Make sure your email has value for your audience. Value can be educational, functional, entertaining, monetary, etc.
Personalize and use dynamic content whenever possible.
Avoid using spammy words and phrases, excessive punctuation, or all caps. Using short, catchy subject lines and preheader texts to encourage more successful opens that include the recipient's noted interests.
If you want optimal returns on your time investment, make sure you are sending the right message to the right people at the right time. No matter how beautifully designed your email may be or how impeccable your grammar is or if you use personalization, if you are just throwing something at the wall hoping it sticks, you are going to consistently get less-than-ideal results.
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