When you send an email to any potential customer, it is termed as email marketing. By sending an email to a potential customer, you can advertise a product, inform them about the launch of your business, ask for donation, or just strengthen your relation with existing customers by letting them know that you care about them e.g. an email sent to your existing customer on their birthday. Your first hurdle here is to get the email opened whereas the second one is to be convincing enough in your email’s body to compel the reader to take your desired action.
Look at these tips to help you create excellent email marketing emails.
Incentivize the Subscription
You can ask potential customers to sign up for your emails in a boring “subscribe to our weekly newsletter” or use an incentivizing statement like “sign up to receive our weekly emails with loads of discount coupons from your nearest restaurants “. Now, in addition to incentivizing your email subscriptions, you can also give customers what they want to hear. For example, they don’t want to be spammed with emails over emails on a daily basis. Furthermore, they don’t want their emails to be forwarded to third parties without their consent. Find a way to state these points clearly with your subscription form. This not only helps you get more subscriptions but also develops a bond of trust between you and email list.
Make sure you are not using these statements just for the sake of increasing your subscriptions. Practice what you preach and do not email them unless there is something worthwhile to tell them. For paid subscriptions, always try to offer a free incentive for a few days, maybe a month. (Source)
Avoid the Spam Folder
The next most important thing in any email marketing campaign is to avoid the spam folder. You will get any response from your readers after they have read the email. What if they never get to read your emails? Of course, spam folders are a facility from email service providers for their subscribers to stay away from annoying emails. Keep in mind that once you have ended up in a potential customer’s spam folder, there is little to no chance of ever getting their attention. There are certain steps you can take to avoid ending up in spam folder such as avoiding the words that get most emails into spam folders.
Words that push emails straight into spam folders are known as SPAM trigger words. Here are only a few of the many words that can trigger spam for your email.
- Double Your
- Earn $
- Work at home
- No Fees
- 100% free etc.
Now, from this list it does not mean these words will always land your emails in spam folder. There are certain tools you can use to get your emails white listed. Furthermore, these words trigger spam faster when used alone. With combinations of other sensible statements, you are not likely to end up in the spam emails.
Another reason why many businesses see their emails landing in spam folder is that they buy inauthentic leads from third parties. (Source)
. It is easy to understand. Have you taken permission from these people to send them emails? If no then how can you expect them to give any attention to your emails? You can also avoid being labelled as spam by not sending emails with an image only.
Write Compelling Subject Lines
The first challenge for you is to have your email opened by a potential lead. When your email lands in a customer’s inbox, the only thing they see is the subject line. You could write a book on how to make subject lines compelling. Recent data shows that 35% of your leads will open your email because of how compelling your subject lines are. (Source)
The first step to making your subject lines compelling is to keep them short. Use real to send your emails so when customers look at where the email has come from they see a real name in the “from” section. Wherever possible, address customers with their names in the subject line.
Moreover you would want your email subject lines to introduce the concept of “scarcity” i.e. you want to tell the recipients that they are about to miss a big offer. For example, rather than using the subject line “40% off on our special earrings” use “Last day of 40% discount on our special earrings.
Finally yet importantly, use “curiosity” as the compelling factor – you’d be surprised how it works. Rather than stating what the deal is, make your subject line “Men are surprised to know wristwatches could get this cheap. . . what do you say?”
Always Show Great Emailing Ethics
Email marketing is just another way of communicating with people. Just as every conversation has ethics, a starting and an ending point, every email should have those things too.
The Proper greeting is not enough, you should also opt for professional looking signatures. There are software tools and third party services that can design professional looking signatures for you.
In fact, your signature in the email also serves as an authentication that the email is from real people. Since 75% of real people have their contact info in their emails, an email without a signature can easily be considered a marketing email. (Source)
In addition to adding a signature at the bottom of your email, you also have to give your subscribers the option to unsubscribe. Making it hard or impossible for them is not going to help you in any way. They will label you as “spam” and your emails will start landing in spam folders. As more people start doing it, email services will start treating your emails as spam by default.
In fact, Carrie Hill from Search Engine Watch says that if you send an email for your non-responding recipients to unsubscribe from receiving your emails, this could give a slight boost in your email response rates. (Source)
Keep Localization in Mind
The concept of localization in emails was not strong in the past but it has gained popularity today. When you have subscribers from all over the world, you want to show them you care about them. There is nothing more connecting and personalizing than sending them an email in their own language.
When it comes to translation, you should not limit it to translating to different languages but you also have to care about the many forms of English spoken in other countries. Neighbors in the United States are Neighbours in the UK. Americans will call it a flashlight whereas British people prefer the word torch.
Lionbridge Global Email Survey shows that some of the biggest international marketing entities are using the element of localization up to 53% with the links to their websites. (Source)
Incorporate Power Words in Email Body
While there is a list of spam triggering words, you also have a list of power words i.e. words that can increase the rate of email opening for you up to 14%. (Source)
Some of the most powerful words that can not only increase the rate of email opening for you but conversion as well are as under:
The pronoun “you” seems to work like magic when you don’t have the name of the person who you are sending the email to. Why words like “invitation” really work in emails is because they create a sense of urgency in the recipients. You tell them a date when the offer ends and invite them to visit a particular website before a particular date. This creates urgency and they take an action on your email abruptly.
Use the Right Call to Action Button
A call to action button is the most important part of an email. Whether you want your email readers to visit your website to look at a certain product or to download an eBook, your call to action button can play a huge role in whether they visit the link or not.
The first thing that you need to do to make your call to action buttons appealing is to ditch the clichéd words like “click here” and “enter”. Some of the verbs that really work on call to action buttons are try, read and get.
The most important thing here is to put more words than one on your CTA button. If you are asking your readers to download an eBook, make “download eBook here” your call to action. If you want them to be present at a venue, use the words “reserve your seat” rather than using something as simple and uninviting as “click here”.
When it comes to button design, green and orange are considered the most converting and compelling colors. (Source) However, the design and color of your button should also be in accordance with your brand, website and email’s overall color theme.
In most cases, you will have to work with a button that contrasts with the overall color theme of your email as it prominently sticks out. Another important thing is to make the CTA button large sized and put the large sized font in it.
Another tip to keep in mind is to put it in an area where there is some blank space around it. (Source)
Use Analytics to Gauge Your Email Marketing Campaign
This is the most important point and needs special emphasis. When you start an email or any other marketing campaign, you need to know how your campaign is going. If you see it going in the right direction, you make the right adjustments to make it even better.
Things that you need to know when sending emails to your subscribers is; how many emails are being opened; how many links in the emails were clicked; how many emails were never opened etc.
The first thing that you need to know is the click through rate. Click through rate can be calculated by dividing the total clicks by the total number of emails sent and multiplying the answer with 100. Here’s an example:
Sent emails: 1,000
Links Clicked: 40
Click through rate: 40/1000 x 100 = 4%
Email marketing specialists will often test different email bodies, images, and CTA buttons as part of A/B testing. In these tests, it is the click through rate that helps them analyze the performance of each combination.
According to a survey, companies sending campaigns between 16 and 30 are getting click through rates 2 times higher than companies that are sending only 1 or 2 campaigns every month. (Source)
Make Emails Mobile Friendly
The biggest concern in any online marketing campaign today is “mobile”. You have to design and mold your campaigns for mobile devices as the number of mobile devices is getting bigger every day.
It is estimated that keeping email type, product and audience as variable factors, up to 75% emails will be getting opened on mobile devices in this year. (Source)
As for the recent statistics, people are opening emails on their mobile devices by 54%. (Source)
By the end of 2018 it is estimated that 80% emails will open on mobile devices. (Source)
You must have got a clear idea of what you need to do to make your emails effective and your email marketing campaigns fruitful. In this list you will see that we have talked about every aspect of the email from subject lines to body and the call to action button. You will need to work on all these elements and find the perfect combination for your emails to really make an impact. Keep away from purchased lists and sending half-hearted emails. If you think you can benefit from this list or have any ideas to add, do let us know in the comments.