The power of email for marketing and sales cannot be overstated. As the backbone of digital communication, email is essential to capture potential customers, inform existing customers, and build relationships. Did you know that ost brands generate between 25 to 35% of their total revenue from email? If you’re not capitalizing on email campaigns, you’re missing sales.
Here are five tips to help businesses write great emails to maximize this powerful tool.
- Craft A Compelling Subject Line
Did you know that emails with the word “secret” in the subject line have a 25%+ open rate over other emails? The subject line is the first thing potential customers will see and is key to opening the door to the rest of the communication.
The first part of crafting a compelling subject line is making sure it is attention-grabbing. Headlines with “power words” such as “exclusive” and “free” have been shown to increase open rates. Additionally, it has been found that subject lines between four and 20 characters in length tend to have the highest open rates.
When it comes to email marketing, it is also important to write with mobile users in mind. Studies have found that mobile users appreciate an efficient subject line with the key message included at the start of the subject line. Furthermore, it has been found that subject lines with a personalized feel tend to perform better than those that are generic.
In crafting compelling subject lines, it is also essential to ensure originality. Duplicate subject lines tend to decrease open rates, as inboxes become cluttered with emails that have the exact same subject line.
Finally, subject lines should be tested and analyzed extensively to ensure they perform well. It is important to track open rates and clicks over time to ensure the subject lines have the desired effect.
- Write Informative Copy
Email copy is an essential part of any online marketing campaign, as it offers an easy and effective way to engage both current and prospective customers. To ensure high rates of open, click-throughs, and conversions, writing informative copy that resonates with the reader is the key to success. Here are some important data points to help you craft the perfect email copy:
- A well-written subject line can increase email open rates by up to 32%.
- A/B testing subject lines is a great way to optimize them for maximum engagement.
- Email copy should always be concise and to the point. The average time spent reading an email is only 11.1 seconds, so it’s important to ensure the message is clear and concise.
- Personalization is another key factor in crafting effective emails. Personalizing email copy can increase open rates by up to 26%. Use customer data to create personalized emails directly to the reader’s needs and interests.
- It’s important to use visuals in email copy. Images and videos can convey information more clearly and help engage the reader. Studies have found that including visuals in emails can improve click-through rates by up to 300%.
- Include a call-to-action (CTA) in every email. This gives readers clear instructions on what to do after reading the email and can significantly increase conversion rates.
- Time It Right
The timing of when you send an email can make a significant difference in its success. As a sender, it’s essential to be conscious of the day and time you’re sending emails: the more you consider your email’s timing, the more likely you’ll be to maximize its impact.
Research has found that most successful emails are sent early in the morning. According to one study, emails sent between 6 a.m. and 7 a.m. have a higher open rate than those sent at any other time, hovering around a 19% open rate.
- Make It Visual
As digital marketing campaigns have increased, businesses have started understanding the importance of visuals in email copy to generate more sales. Visuals can significantly impact how customers perceive a brand, and leveraging them in emails can make them more effective in driving sales.
Data suggests that using visuals can significantly increase open and click-through rates. Research has found that people are more likely to open emails containing visuals than emails with only text. This means that emails with visuals can improve content’s reach and engagement rate.
In terms of increasing sales, visuals can help to make content more scannable and understandable. When customers are bombarded with emails from different brands, they are more likely to skim through what they see. By including visuals, businesses can make the content more accessible and understandable; customers can quickly recognize what the email is about and take action.
- Analyze Performance
Once an email is sent out, monitor potential customer response and engagement, including tracking clicks and opens, analyzing data will help identify successful elements and determine which subject lines, visuals, and formats should be used in future campaigns.
Here are five key performance indicators (KPIs) that can help gauge how effective a business’s email campaigns are:
A) Open rate: This refers to the percentage of users who opened and viewed the email campaign. A low open rate indicates issues with the subject line, design, or the sender’s identity.
B) Click-through rate (CTR): This measures the number of users who clicked on links within the email. A high CTR suggests that customers are interested in the content and encourages businesses to concentrate on this particular section.
C) Click-to-open rate (CTOR): This is a more detailed version of the click-through rate and measures the number of users who interacted with the content of the email. A high CTOR indicates that the email’s content resonated with the customer.
D) Conversion rate: This measures the email’s call-to-action (CTA) success. If customers visit the specific page or sign up for an offer, the conversion rate is successful. A low rate suggests that changes should be made to the email’s design, format, or CTA.
E) Unsubscribe rate: It is critical to keep track of the number of customers who have unsubscribed from the mailing list. A high rate should be noted, and the underlying cause should be investigated. It is possible that the email campaign was not interesting or the customer’s preferences for the content have changed.
These five tips will help businesses create effective emails that can draw attention and drive engagement. By crafting compelling subject lines, writing informative text, timing it right, making it visual, and analyzing performance, businesses can maximize the power of email for marketing and sales.
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