There are a lot of ways to market your products and services, but one has stood the test of time as a force to reckon with. That is none other than email marketing. Based on extensive researches, I can tell you that no marketer today can ignore digital marketing trends. There are always new outcomes that corroborate this claim.
However, just like any other power out there, most people don’t fully grasp the amount of leverage they could enjoy through email marketing. At best, they have a mediocre email campaign, converting just a tiny percentage of their leads.
So, this raises a question: What are the essential elements to focus if you want to reap the full benefits of email marketing today? I will start by listing 8 important factors below, and we will discuss each of them. Here they are:
- Subject line
- Sender’s name
- Email body
- Call to action
- Mobile optimization
- Unsubscribe link
I probably don’t need to tell you this. A subject field is the first element of an email, and through it, a receiver decides to proceed further and read it or leave it. If the subject line fails to trigger the curiosity of the reader, you also not bother responding it.
For example, a simple tweak just like personalizing the subject line has been reported to improve the open rate by up to 50%.
One of my friends showed me an email came from MHR Writer; an online service provider. I am sharing their email as an example.
This company wanted to offer a special discount to their users. The subject line was “We are offering a discount on our assignment writing services for one week”, but that sounds too boring. It probably won’t arouse much curiosity. However, if it was replaced with something like “Cindy, grab this time-sensitive 50% coupon today”, this would naturally generate, more open rates. Little tweaks like this could make all the difference.
There is a low chance of your recipients opening your email if it fails the subject line test. If the subject line doesn’t hook them immediately, your carefully-written copy would most likely end up in the trash or, worse, in the spam folder.
After the subject line, the next vital element is the sender’s name. I still cringe whenever I get emails sent “from [Company name]”. Who still does that? Those days are gone when businesses were pitching their products with a dead email account and even expect results. While nowadays, human interaction is necessary for email marketing.
At least, you should include your name. Let me share my experience. One day, I received an email from Premium Jackets; an online leather jacket selling website. The email shows sender’s name “Frank Joseph | Premium Jackets.” I opened it and read the whole content inside it. Furthermore, I noticed that this is the second attempt by this company. The history beneath to this email shows another email I received from the same website, and I sent that in the trash folder. The sender’s name on the first email was only company name, i.e. “Premium Jackets.”
In case you are wondering who Frank is, I don’t know either. I just made it up! Can you see how a single personal identification cleverly inserted can breathe life on an otherwise lifeless element?
By the way, also make sure you create a personal email to send this emails. Emails sent from email@example.com wouldn’t do as great as emails sent from firstname.lastname@example.org. Make sure you stay consistent with your choice of sender’s name and email hence, that your users can get familiar and trust them over time.
Do you remember when you could send a generic sales letter to a million users and get a great response? I am sorry, but those days were past. Now, people only attend those emails that they believe are relevant to them. A report showed that 4 out of 10 people mark emails as spam because the emails were irrelevant to them.
The easiest way to make your email relevant is by showing them that you know and get them. Yes, this includes adding their first name in the email, but that is just one part of personalization. You can also monogram the email based on demographics. Things like age, sex, location, interests would help spice up your email marketing. You will be able to speak to your readers in the very language they speak.
Premium Jackets, for instance, could send different emails to those who prefer brown jackets to black, and vice-versa. Would it not make more sense to promote black jackets to those who love them and brown to the others? Can you see how this could easily drive sales up?
This would be easier when you break your list based on demographics and behaviors of clients. Do you think to advertise a 20% discount to someone who already bought the jacket at a higher price last week worth anything? Of course not. An excellent campaign is perfect for those who got to the sales page but exit without purchase anything.
The body of the email is where the magic happens. Every sentence in the center part must be deliberately written to pull your readers towards the goal. While talking with a member of a digital SEO service provider, Sussex SEO in a business fare, I come to know that they consume 80% energy over setting up this section. That member told me that they edit the email body several times to make it perfect. He further said to me that email has to be long enough to be captivating, but not so long that it becomes boring. It is smartness of the author to cover the necessary points with minimum words.
Make sure you are direct with your choice of words, as you take them on the journey. This is where you make your promises and provide a way to fulfill them.
CALL TO ACTION
Whenever you send an email, the primary intent is to make your reader take action – just one action. Understand what this action is, as you write, and make sure your script compels your reader to take this action. The call to action could be for your users to watch a video, download a report or purchase a product. Whatever it is, make sure to make it as clear as possible.
Are you trying to make them take some actions in the same email? Don’t do it. That would only confuse them. Make sure your primary call to action is easily recognizable. It has to be clear enough. It must be the main goal of the email and, for your readers, the next logical step to take.
If MHR Writer wants their users to try out their essay writing services, the copy should lead to this action. It would be wrong also to try promoting this other online assignment service they should try. While this is beneficial to the users, this could make them experience what we call analysis paralysis.
There are times when you want to spice up the looks of your emails. Pictures are an excellent way to achieve this. Images add color to an otherwise lifeless text. You can also use an image to present data or visual information for your audience. There are many good uses for images, and they can’t be discounted.
For example, a close-up, high-definition image of the black jacket that Premium Jackets wants the users to buy would improve their eagerness to buy when compared to the case of plain text emails.
In the past, many businesses design their newsletters to look good on the desktop. However, most people now access their emails from their mobile phone. Any true marketer would understand the importance of optimizing their emails for mobile. No one is ready to pinch and zoom in on your emails, just because they want to buy from you.
A statistics show that now Google is increasing the value of the mobile-friendly pages and websites. 80% of readers will delete your emails if they are not optimized for mobile. The readability of your email is your responsibility. Make sure that every element of your email is optimized for mobile.
This might sound preposterous, but it is not. In fact, this is really important. If someone doesn’t want to be on your email list anymore, why keep them there? Shouldn’t you supply the link for them to opt out anytime?
For many, this sounds counterproductive. But think about it. If someone decided they don’t want your emails anymore, but couldn’t find a way to unsubscribe, what do you think they would do next? Of course, they would send your email straight into the spam folder. This is way worse than unsubscribing.
When your spam rate is too high, email services start trusting your emails less and sending them into the spam folders of your users, including those who would have loved to receive your emails.
Now, you can see how important the unsubscribe link is in an email. Just don’t let it compete with your primary call to action. It should be the last element in your email, and the font should be smaller.