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.
Create intriguing subject lines because they are the first thing your audience sees when they receive your email and can affect whether or not they open it. Ensure that your subject line is clear, succinct, and compelling. Try to evoke a sense of urgency or curiosity in the reader so that they will want to open the email.
Lots of great ideas here. I would add to make your emails as short and scannable as possible. Remember that email clients like Outlook won't always display an image, so make sure in addition to a graphic CTA you add a link in the body of the text that will be rendered in any email client.
An optimized email includes a clear and compelling subject line, personalized content, a clear and concise message, eye-catching design, mobile-friendly layout, a clear call-to-action, social sharing buttons, and ongoing testing and optimization. By incorporating these elements into your email marketing strategy, you can create engaging and effective emails that drive results.
To optimize the email campaigns, I aim to create messaging that gives the impression that it was sent directly to and directly for the recipient. The recipient should feel the email was crafted specifically for them.
I segment the user groups and get very specific about their pain points, what they want to see, and solutions they might be interested in. I make sure to use their language when doing so to capture their attention quickly.
Crafting the perfect email can be a challenging task, but there are some key strategies that you can follow to make your email more compelling and effective:
Write a clear and attention-grabbing subject line: The subject line is the first thing that your reader will see, so it's crucial to make it interesting and relevant. Use action words, numbers, and personalization to make it more compelling.
Segment your email list: Sending the same email to your entire list may not be effective, as each subscriber may have different interests and needs. Segment your list based on demographics, behavior, or interests, and tailor your message accordingly.
Write a strong opening: Your opening should be engaging and relevant to your reader's interests. Use a personal tone and make a connection with your reader.
Keep it concise: People receive a lot of emails every day, so it's essential to keep your email short and to the point. Use bullet points or short paragraphs to break up the text and make it more readable.
Provide value: Your email should offer something of value to your reader, whether it's a discount, a free resource, or valuable information. Make it clear what's in it for them and why they should care.
Use a clear call-to-action: If you want your reader to take a specific action, such as visiting your landing page or making a purchase, make it clear and easy to follow. Use a button or link and be specific about what they should do next.
Test and optimize: Keep track of your email open rates, click-through rates, and conversions, and experiment with different elements, such as subject lines, copy, and images, to see what works best.
There are several ways to optimize your emails and ensure that your audience is excited to open and interact with your marketing emails. Here are some tips:
Personalize your emails: Address your recipients by their name and tailor your message to their interests and preferences.
Write engaging subject lines: Make sure your subject line is clear, concise, and intriguing. Avoid using spammy or click-bait subject lines that might turn off your audience.
Use a clear and concise message: Make your message easy to understand and communicate your value proposition effectively. Keeping in mind that your readers have limited attention spans, so make every word count.
Use compelling visuals: Use eye-catching images and graphics that are relevant to your message and help to reinforce your brand.
Mar 16, 202311:43 AM - edited Mar 16, 202311:44 AM
Participant
Components of an Optimized Email
In my experience, beyond personalization, there are a few golden rules to keep in mind:
1. One topic per email UNLESS the format is something like a monthly newsletter, in which keep the formatting consistent for predictability.
2. Frontload the copy with BENEFITS to the customers and pain points/solutions, not what the details of what the feature does or other language that seems to be about you (the company).
3. Think of the first line of an email like the first line of an article - try to keep it concise, but make sure the reader knows what the email is about, why the email is important and why they should keep reading.
4. Test SLs - Depending on your audience, different key words will resonate, or maybe your audience enjoys use of emojis (or doesn't!)
5. Pay attention to CTR and segments - There's a lot you can learn about what your audience responds to by noticing these trends.
In my opinion, the best emails are those that look/sound like they were manually-written. Little to no HTML/code, simple and clear language and no marketing "fluff."
One of my biggest rules for myself is keeping my email subject lines (and preview text) short and to-the-point. I think that if your subject can't be read easily in the average inbox, it is less likely that people will click on it.
The great email may include personalized information, attractive content, and even an incentive. However, actually I always just move the email of the ad to my spam box, so how can we send a valuable email to attract our clients' attention?