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 take a mobile-first approach so I focus on optimizing emails for mobile reasers to help boost conversion. This includes developing responsive templates, compressing images, keeping preheader copy consise, making CTA buttons larger, and utilizing device detection for dark mode styles.
To optimize emails, I agree that personalization is important. However, just because you say my name does not mean that what you are offering me is valuable to me. So yes, gathering all the information you can, so that you can always add value, I believe with get more opens and click-throughs.
I would say that the more info your team gathers about your public, the more likely it's you will be able to contact them with the intention of addressing those of their issues that your company can help them with. Therefore you will be able to elaborate content that is more relevant for your audience.
As unique and relatable to the person as possible, but also short. Long emails -- unless filled with captivating and value stories (and they really need to be awesome) -- just fall flat.
I always look at customers data and demographic to see what fits in customizing an email campaign. Using their pain points as a header can easily invite the person who gets hit. The purpose might be general and true for everybody, simply customize it a little like addressing their first name and acknowldgeing a post they did to sound more personal and not just another add campaign focused on mass marketing.
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.
