Mediastreet
Tag

email

Browsing
In News

Businesses get the message – email is crucial to successful marketing

No Comments

By Michael Nutley

Many businesses turned to email to connect with their customers when pandemic measures sent so many people online. Now with increased privacy concerns for marketers and a need for joined up omnichannel marketing, email is about to be catapulted back into the limelight, finds a new report.

Email marketing in 2022 is more important, more integrated and more mature than ever, but email marketing teams still need to be faster, more efficient and better at personalization. Meanwhile the biggest concern marketers face – privacy – is also email’s biggest opportunity.

That is the snapshot of the discipline provided by a new report, Email In 2022 – The Trends, Behaviors & Benchmarks Driving Email Forward, published by email sending and deliverability platform SparkPost.

The report puts email’s growing role in the context of the recovery in business activity. It found almost a third (63%) of marketing leaders globally saying their budgets reflect pre-Covid levels. However, the pandemic has left its mark. Priorities are shifting, says the report, in that advertising and wide-net marketing efforts are too much of a gamble for organizations. Instead, businesses are investing in branding, CRM and email marketing. Content remains as high a priority as it was last year.

Email shines during lockdowns

Businesses certainly turned to email when pandemic measures sent so many people online.

“Email became a critical tool for organizations of all kinds to contact various stakeholder audiences with the combination of flexibility, speed, precision, and low cost not available through other modes of communication,” says George Schlossnagle, email evangelist and founder of SparkPost.

This crucial role continued into 2021. Three-quarters of marketing leaders (76%) say their email marketing program made a positive impact on the business in 2021, compared to 58% in 2020. And email’s increased importance is reflected in a greater maturity in the way it’s measured. Almost three-quarters (70%) of leaders said they changed the way they measure email marketing last year, compared to half (51%) who said the same thing in 2020.

Just as importantly, the pandemic also accelerated the integration of email with other marketing channels. Almost everyone who took part in the 2021 survey (95%) said their email marketing was aligned with other marketing disciplines, compared to half the respondents in 2020.

Intriguingly, this acceleration has happened despite the massive switch to remote working at the same time. Despite the fact that only 10% of the world’s companies are fully back in the office, almost everyone surveyed said collaboration is the same or better (98%) and that communication is the same or better (96%) than they were before remote working became a necessity.

Greater integration also ties in with the growing importance of an omnichannel approach to marketing. This means talking to customers on the channels they prefer and breaking down the silos between channels in order to deliver a coherent, consistent customer experience across every touchpoint. This is ‘absolutely the future of marketing’, the report says, particularly with the impending demise of the third-party cookie and the rise of first-party data.

The future is private

Indeed, privacy and data are the biggest concerns for email marketers in 2022.

“What we’re seeing now is only the beginnings of a paradigm shift that will continue to drive marketers to rethink data collection and usage practices,” adds Schlossnagle. “Changes in privacy regulations and a shift in consumer perception of personal data are big factors in marketing leaders’ commitment to investing in earned and owned marketing channels.”

The report found that the biggest concerns for respondents were the fear of existing digital marketing assets being unusable in the future; the threat of having to overhaul existing systems; and the need to re-do things from scratch.

More specifically, email marketers are most worried about Apple’s iOS 15 changes (a medium to high concern for 81% of respondents), Google’s third-party cookie tracking (77%), and government regulations and the deprecation of app tracking data (both 72%).

Email returns to centre-stage

Despite these concerns, the report predicts another impact of these changes will be to thrust email marketing even further back into the limelight. Companies leaning more heavily on first-party data and on the channels that are closest to their known customers – like email – creates an opportunity to build better profiles. In turn, these will drive longer term loyalty and engagement, leveraging audience behaviour on the company’s own website or app.

Email has the ability to be the glue between consumers and brands.

“The demise of third-party cookies puts a tailwind behind channels that leverage first-party data – email being the most pervasive,” says Schlossnagle. “We should all be gearing up for more investment in email and SMS because owned data is about to be more valuable than ever.”

Budget pressures demand greater efficiency

All this talk of a bright future for email marketing comes with a downside. The resources to support all this extra work haven’t necessarily arrived just yet. Two-thirds (69%) of leaders say their teams are busier than ever, but only 5% of respondents report having higher budgets in 2021 compared to 2020.

The result is even greater pressure for marketers to be more efficient – email marketers included. It’s one reason for the push for closer alignment of channel teams. Another effect is the increase in the proportion of companies bringing email marketing in-house. In 2020, just over half (55%) of leaders said they relied on agencies for their email marketing. Last year that fell to under a third (29%).

In addition, one of the key trends identified in the report is the increasing use of email design systems. These are pre-created and optimized selections of HTML templates. As the report explains, all the coding is done before marketers start creating an email – which means you can crank out high quality emails quickly. But it also notes that ‘there are clear opportunities for faster, more intuitive martech solutions, streamlined email marketing processes, and improved collaboration between stakeholders within the marketing team.’

One thing is clear. Email has long been seen as boring and unfashionable, but the current convergence of such trends as more time being spent online, increased privacy concerns and the need for joined up omnichannel marketing are just about to catapult it back into the limelight.

To explore this and more findings from SparkPost’s Email In 2022 – The Trends, Behaviors & Benchmarks Driving Email Forward report, click here.

By Michael Nutley

Sourced from The Drum

Read More
By
In News

6 Email Marketing Mistakes to Avoid in 2022

No Comments

By Ahava Leibtag

Email marketing is one of the most personal forms of digital marketing. In the wise words of Henry Ebarb, CEO and co-founder of Eightfold, “Getting access to someone’s contact information is about as close of a touch point as you can get to your customer.”

When users opt in, your organization interacts with them on a deeper level. Email makes it easier to gain trust, build loyalty and, most importantly, keep a steady flow of patient appointments.

Learn What NOT to Do in Email Marketing

Because it’s so important, how can you ensure you don’t make mistakes that break trust between your brand and your audience? Here are some of the top email marketing mess-ups to avoid this year.

Mistake #1: You Don’t Have a Targeted, Defined Audience

One of the first steps to any new email marketing campaign is to have a product or service to promote, as well as a defined audience for that product or service. Automation tools allow you to segment your subscriber list based on specific attributes, like age, gender and interests. Fleshed-out content, personalization and workflow will come later.

Once you know what product or service you’d like to promote, you can segment your list and define an audience to target. For example, to promote the COVID-19 vaccine, UCLA Health sent emails on a rolling basis to specific patient populations. They worked with population health to prioritize and invite the highest risk eligible patients first. Messages were segmented based on language preference (English vs. Spanish) as well as patient portal activation (active vs. inactive).

The campaign was a massive success; the unique open rate for the vaccine invitations was consistently above 60%.

Mistake #2: You Don’t Use Personalization or Automation Tools

Does your email marketing strategy begin and end with e-newsletters you send to a broad audience?

No single newsletter could possibly meet the needs of all subscribers. What’s the most efficient method of delivering the right content to different audiences? How will you know if you were successful? When you commit to marketing automation, the answers are at your fingertips.

Marketing automation uses tools and data within your CRM to deliver custom content based on your audience’s interests. Automation makes it possible to:

  • Respond quickly after someone subscribes by sending a welcome email.
  • Schedule content delivery so that you don’t have to manually coordinate every newsletter release.
  • Personalize messages by including the user’s name in the greeting.

Mistake #3: Template Design Isn’t a Priority

Do you recreate your emails from scratch each time you send one? Or maybe you use a generic template that doesn’t match your brand style or stand out in any way?

One mistake that some email marketers make is not prioritizing custom template design. You can streamline your email marketing efforts by taking the time (and budget) to create well-designed, professional templates. Then, you can run A/B tests to see which design templates resonate best with audiences.

This year, ditch the WYSIWYG (what you see is what you get) template builders, which have limitations and restrictions. Custom template creation gives you unique content blocks that look crisp and clean, yet on-brand.

Mistake #4: Your Emails Blend in With Your Competition

When it comes to email marketing, how bold are you?

When trying to stand out, simplicity rules. You have few words and little time to demonstrate that your email is worth a click. A thoughtfully-crafted subject line and snippet along with a good mobile experience can slow your subscriber’s roll so that they absorb every juicy detail.

Here’s how:

  • Start with a short, compelling subject line: Your subject line should create a sense of urgency without feeling spammy. And you have only 25 to 50 characters to do it. A busy subscriber will likely scan past “[Organization Name] Spring Newsletter.” But, “How to Feel Your Best This Spring From [Organization Name]” will likely pique their interest.
  • Write an enticing snippet: This is the first line of text after the subject line. Leaving it blank could result in an error message. Instead, use this small window of opportunity to share an interesting fact, summarize your email or highlight a new offering. It’s just one line, so be concise.
  • Use mobile-friendly design: Users are often opening your email on their phone, so keep things tight and clean. Succinct content and smart use of headers make for easy reading. And don’t go overboard with images. When they don’t display correctly, images become big white gaps that detract from your content.

Mistake #5: You Don’t Have Enough Content to Distribute Through Email

Once you’ve enticed users with your exceptional topic and easy-to-read format, they’ll expect regular emails from you. It can be challenging to keep developing fresh content — especially if you’re managing newsletters on multiple topics. But you don’t need to reinvent the wheel.

How to feed the content beast:

  • Get personal: Introduce the people behind the products and services you offer. Staff interviews are easy to pull together and make for compelling content. This information may already exist in staff bios or clinician profiles, and all you need to do is summarize.
  • Repurpose existing blog and web content: UCLA Health has perfected this process. “We partner with our content editor to determine which pieces to repackage for email. We then write a headline, adjust copy, and add a call to action. The information goes into our template, and we resize images. Then we’re ready to send,” said Anne Machalinski, senior manager of marketing at UCLA Health.
  • Riff off newsletter articles that performed well: Compile a “Top 10” list at the end of the year highlighting popular articles. And write articles with follow-ups.

Related Article: B2B Marketers: Make Your Email Newsletter a Thing

Mistake #6: You Set It and Forget It

Some newsletters will be more successful than others. Analytics provide valuable insights into what’s resonating with audiences and where there’s room for improvement. This information is available in real time, so check early and often — and be responsive to what the data shows you.

Jennifer Coffman, email marketing manager at Cleveland Clinic, told me, “If you’re not managing the campaigns and understanding the behaviours and overall data, it can affect your relationship with your audience and your company’s reputation. Don’t set and forget.”

Pull It All Together

In 2022, it’s time to rethink your email marketing initiatives. It’s time to ditch the common mistakes above and take your email marketing to the next level. Make this the year email marketing has the biggest impact for your business.

By Ahava Leibtag

Ahava is the president and owner of Aha Media Group, a content strategy and content marketing consultancy founded in October 2005. Ahava is passionate about content and prides herself on tackling the toughest content projects — from healthcare to higher education to hip-hop (seriously).

Sourced from CMS Wire

Read More
By
In News

Email: How to use it (and how not to use it) in 2022

No Comments

By Stephanie Vozza

Expert advice about email for today’s hybrid work world.

Most of us have a love/hate relationship with our inboxes, but they’re not going away anytime soon. Get a grip on email in 2022 by knowing its strengths and weaknesses:

What to do:

Note time zones
If your working hours aren’t the same as a coworker’s, schedule your messages to be sent later, says Lynne Oldham, chief people officer at Zoom. You’ll demonstrate respect for your teammate’s work-life balance.

[Illustration: Nico 189]

What to avoid:

Don’t inadvertently create silos
Unless you’re sharing sensitive information, skip the email and put conversations in public threads that are searchable, says Job van der Voort, cofounder and CEO of HR software provider Remote.com. This is essential for companies with remote workers.

Don’t expect an immediate response
Use email for nonurgent announcements only. Collaboration should be done on shared platforms like Slack or by picking up the phone, says A World Without Email author Cal Newport.

By Stephanie Vozza

Sourced from Fast Company

Read More
By
In News

New Gmail Security Threat Arises! Outlook and Other Popular Email Services Targeted as Well

No Comments

By Griffin Davis

A new Gmail security threat is currently targeting email users. Experts claimed that the new malicious campaign also affects other popular email services, such as Outlook.

is why they are urging consumers to avoid clicking messages from unknown contacts or verify the source before accessing the links provided in the message.

Currently, hackers and other cybercriminals are targeting email services and applications. Gmail has already fallen to online attackers for the past few months.

Now, Gmail and Outlook users are facing another security threat, which specifically tricks users into telling them to purchase high-value products. Tickets are included in these sold items.

New Gmail Security Threat

According to Express UK‘s latest report, the new malicious email message claims that if users want to purchase the expensive items being offered, they need to call the customer service number stated in the message.

New Gmail Security Threat Arises! Outlook and Other Popular Email Services Targeted as Well

(Photo : Photo by FREDERIC J. BROWN/AFP via Getty Images)
Students work on their laptop computers at St. Joseph Catholic School in La Puente, California on November 16, 2020, where pre-kindergarten to Second Grade students in need of special services returned to the classroom today for in-person instruction. – The campus is the second Catholic school in Los Angeles County to receive a waiver approval to reopen as the coronavirus pandemic rages on.

However, the number would direct you to one of the involved cybercriminals. This online attacker would then ask for your personal details to steal your money.

On the other hand, they would also force their victims to install malicious apps and other files into their PC or smartphones. Right now, this is just one of the security issues that Gmail and other online services are suffering from.

Recently, we reported that 4th Gen Intel CPUs have a new vulnerability, which is claimed to be caused by the DirectX 12. On the other hand, a new PS5 hack was also discovered, exploiting the console’s kernel and root keys.

Protecting Your Gmail Account

Security experts explained that the best thing you can do to avoid the new malicious email is to avoid clicking any link or calling any number provided by an unknown message.

But, the Google Account Help website also provided some tips so that you can protect your Gmail account. Here are some of them:

  • Always customize your Gmail settings.
  • Don’t forget to update your email application.
  • Choose a strong password, which can’t be easily identified by your friends and relatives as well.
  • If you are receiving spams, phishing messages, and scams, always report it to Gmail’s customer service.

Feature Image Credit: Photo by LAURIE DIEFFEMBACQ/BELGA MAG/AFP via Getty Images)

By Griffin Davis

Sourced from Tech Times

 

Read More
By
In News

The Simple Superpower of a Follow-Up Email

No Comments

By Rosie Spinks

Feature Image Credit: Simple Superpower of a Follow-Up Email

By Rosie Spinks

Sourced from Forge

Read More
By
In News

13 Critical Things To Do Before Sending Any Marketing Email

No Comments

Sourced from Forbes

Thanks to limitations posed by the Covid-19 outbreak, marketers weren’t able to have in-person meetings, host special events or execute real-time, live activations last year, which is one reason why consumers consistently found their inboxes flooded with brands reaching out to them digitally. While the worst of the pandemic may be behind us, email marketing is still booming in 2021 because businesses are still seeing solid returns on their investments in it.

Aside from leveraging the latest trends in personalization and interactivity, however, marketers need to also be aware of certain standards of quality and value that today’s consumers expect brands to uphold when sending email content their way.

To ensure the most essential aspects of a marketing email are accurate, of high quality and effective at inspiring recipients to open the communication, read it and take action, see the advice from 13 experts from Forbes Agency Council below, where they discuss specific aspects of any marketing email that must be double-checked before hitting send.

1. Check The Spelling And Accuracy Of The Recipient’s Name

The spelling and accuracy of the recipient’s name is often sorely overlooked. There should really be personalization within the template beyond this—including company name, position, industry role and more—and the database should be thoroughly checked to make sure the incorporation of these elements reads seamlessly for every recipient. – Elizabeth Jean Poston, Helios Interactive, A Freeman Company

2. Send A Test Email And Check It Across All Devices

The “send test email” feature is there for a reason. Use it and double-check it on all devices, especially mobile ones. Regardless of their nature (formatting, design, grammar, spelling, links, buttons, readability and so on), you can only troubleshoot issues if you see them as a user. This is, after all, a mobile-first, user-centric world we live and work in. – Frank Rojas, Qode Media Inc.

3. Always Check The Accuracy And Functionality Of All Links

Always check your links. Whether they involve a logo, a landing page, a button, content or anything else, ensuring your links are correct and working is key to success with email marketing. – Ilissa Miller, IMiller Public Relations

4. Proofread Specific Elements As A Standard Operating Procedure

It’s important to proofread for misspellings, broken links, grammatical errors, unintentionally offensive language, accurate subject lines and more. All of that could and should be documented as a standard operating procedure and referenced before hitting send. Creating and referencing your company’s SOPs before sending marketing emails will save you from facing crisis management issues later. – Brent Payne, Loud Interactive, LLC

5. Eliminate Insider Language, Acronyms And Industry Jargon

Is it written for your target? In other words, do you need to get rid of insider language, acronyms and industry jargon? Also make sure it’s written in a way that is pleasing to the eye. Is it easy to read? Easy to understand? A marketing email should be just an email. – Michael McFadden, eAccountable

6. Make Sure It Has A Call To Action That Supports Your Goal

Is there a call to action? What are you wanting the reader to do after reading this email? The CTA might be to reply to the email to set up a call, to click a link to download a whitepaper or to just read the entire email and not subscribe. But whatever that goal is, think through it before you click send and ensure the email is set up with that goal in mind. – Kelsey Raymond, Influence & Co.

7. Don’t Forget To Review And Optimize The Preview Text Field

One of the most overlooked (and important) fields is your preview text. This one line is the first thing that shows up below your subject line before the viewer opens the email. If it’s not filled out, most email viewers will take the first line of your email, which may not be what you want people to see. Use this field and watch your open rates skyrocket. – Darrell Keezer, Candybox Marketing

8. Ensure It Reaches The Right Inbox By Checking Your Segmentation

One of the most important things to check before sending an email is the distribution list. Too often, marketers send an email and think that everyone is interested and will engage. That is not the case. Databases have endless opportunities for segmentation to ensure your emails reach not just any inbox but the right inbox. Check your segmentation before sending any email to ensure optimal engagement. – Elyse Flynn Meyer, Prism Global Marketing Solutions

9. Create A Seamless Reading Experience For Your Audience

No one has the time to decode a lengthy email. Put yourself in the reader’s shoes and emulate an email you wouldn’t mind reading through. Keep the language concise, embed links right into your email, add imagery if appropriate and provide a clear call to action. – Katie Schibler Conn, KSA Marketing

10. Ensure Content Is Reader-Focused And Delivers Applicable Value

Make sure the content is reader-focused and respectful of your recipients’ time by delivering applicable value. That can take many forms, from answering common questions to proposing a solution for an audience pain point to identifying trends or potential problems your audience may not be aware of. Make your recipients glad they invested the time to read your email and leave them wanting more. – Scott Greggory, MadAveGroup

11. Make Sure Your Subject Line Is Clear And Compelling

Your entire email hinges on whether the subject line is enticing enough to get someone to click and view the entirety of what you are sending out. You can have the most mind-blowing content in the world, but a dull or vague email subject line will directly impact your open rates and sink your campaign. – Stefan Pollack, The Pollack Group

12. Double-Check The Optimization Of Elements That Affect SEO

Beyond the obvious, such as correct spellings and attributions, the most important things to double-check are related to optimization. Ensure photos are doing double- or even triple-duty by creating accessible, SEO-packed captions and meta descriptions and linking the images to relevant products/services. Links should also open in new tabs, away from the email, to encourage reader exploration. – Evan Nison, NisonCo

13. Clarify The Unique Value Your Email Provides To The Reader

We live in a very noisy information age. Finding the right engagement opportunities has never been trickier, and digital channels have become even more crowded. So, before you hit send on a marketing email destined for an inbox that is inundated with more marketing emails than ever, ask yourself, “What unique value does the email really provide to the reader?” If the answer is unclear, think about pausing. – Omar Hussain, Defy Communications

Sourced from Forbes

Read More
By
In News

7 Reasons You Need to Be Using Landing Pages

No Comments

By Carrie Cousins

You’ve come across them everywhere: Landing pages that take you to a website but aren’t the homepage.

It’s a great strategy that helps get visitors directly to the information they want to see from a marketing source – social media, advertising, etc. – and is generally designed for a specific goal.

If using landing pages isn’t already part of your website strategy, it’s time to consider them. Here, we’ll look at seven reasons you need to be using landing pages to help drive the right kind of conversions on your website.

2 Million+ Digital Assets, With Unlimited Downloads

Get unlimited downloads of 2 million+ design resources, themes, templates, photos, graphics and more. Envato Elements starts at $16 per month, and is the best creative subscription we’ve ever seen.

Web Templates

Web Templates

Landing Pages & Email

Fonts

Fonts

Sans Serif, Script & More

Graphics

Graphics

Icons, Vectors & More

Explore Digital Assets

1. Drive Conversions by Sending Visitors to the Right Place

Landing pages provide a level of specificity that helps people find what they are looking for. A good landing page has one specific thing for visitors to do – fill out a form, buy an item, watch a video, etc.

The key element of this landing page is it helps visitors get to the right place. Almost half of all materials link to a website homepage.

These pages are often shorter than many of the other pages on your website with a main image and text block, actionable elements, and supporting evidence. The page fits in the “shell” of your website, often with the same head and footer as other pages so that it looks consistent for users.

For the best chance at driving conversions, create super-specific messaging here that directly relates to the call to action. Don’t make users look too hard for information.

If the ad or social media post that leads users to the landing page highlights the purple widget your company sells, the landing page should be all about the purple widget, not a collection of everything you do. (That’s what the homepage is for.)

The key element of this landing page is it helps visitors get to the right place. Almost half of all materials link to a website homepage. (Think of how much digging you might have to do to find the exact thing that made you click a link.)

2. Collect Actionable Information

In addition to conversions, a landing page can help you collect usable and actionable data about website visitors. (Just make sure you have an analytics tracking tool assigned to the page.)

This data includes:

  • Demographic information
  • Referral sources
  • Interest in offers
  • Conversion rates (interest)
  • Conversion information

You can use all of this information to help generate better future campaigns and make business decisions.

3. Design Pages for Action

Landing pages are designed for action, making them an ideal location for forms of quick sales.

The other key benefit is that if you have some data about your best audience segments or customers, you can design hyper-targeted campaigns that speak to these people specifically. This can greatly increase the overall number of conversions, as the “right people” visit the landing page.

Design the page with imagery, language, and an offer that speaks exactly to that target audience.

If you have multiple and varying audiences for the same product or service, create multiple landing pages with imagery and language or an offer that speaks to each one.

For example, if you own a gym, you may show images of women working out on one landing page and men on another. The ending offer to sign up may be the same.

4. They Feel Personalized

Because of the nature of digital targeting, a well-done landing page can feel personalized in a way that other pages of your website may not. You want users to feel like the page was made just for them.

Once you get users to the page, maintain the personalized feeling through design elements:

  • Consider different button colours or a colour palette that appeals to the audience
  • Keep forms short and ask for as little information as possible
  • Use a voice that speaks to this audience (even if it is a little different than other pages)
  • Add a video or photos that connect directly with the user segment

Not convinced? HubSpot found that personalized calls to action convert 202% better than a basic CTA.

5. Focused Messaging

Focused messaging on a landing page often breaks down into a simple formula with four elements. This can be vitally important for websites or brands that offer similar products or services for different types of people or varying products and services.

These pages typically contain:

  • A value proposition (with an image/video and text)
  • A direct call to action (it’s often repeated on the page)
  • Benefits to support the value proposition
  • Social proof such as testimonials, reviews, or a “ticker” that shows sales, subscriptions, etc.

6. Understand What Visitors Want

Landing pages can be an invaluable source of business intelligence.

  • Collect new leads
  • Track recurring conversions and visitors
  • Identify a more focused audience segment
  • Better understand user behaviours and actions
  • Create a more focused and targeted user persona of key converters

7. Provide a Place for Marketing Offers to “Live”

These pages, quite simply, are collection tools to help you connect with key audiences in just the right way.

Landing pages are a way to help keep marketing efforts organized. Use them as a place for marketing offers to live.

As you build a collection of pages, you can use them over time with different campaigns to drive traffic for the business. (You can revise that holiday page each year and use the same landing page to drive traffic over time.)

These pages, quite simply, are collection tools to help you connect with key audiences in just the right way. Since the pages aren’t part of the main navigation, they are direct paths from other marketing activities to connect with your user base.

Conclusion

Landing pages work because they help website visitors find exactly what they came for.

If your homepage is the gateway to information or the products and services you sell, a landing page is a direct path to a specific thing or action. With attention spans getting shorter every day, landing pages are a way to capture people before they get bored.

There’s no specific number of landing pages a website needs to be successful. Just remember to keep each page focused and aligned to the content that gets users to it. This correlation will help generate more leads and get the right people interested in your website.

By Carrie Cousins

Sourced from design shack

Read More
By
In Uncategorized

7 Email Copywriting Tips that Convert

No Comments

By Steve Hall

Email marketing is probably the highest-value marketing strategy to grow your business. Businesses of all sizes are using email marketing to reach their new and existing audience. If done right, email copywriting can be the driving force of your business growth. Besides, email marketing is a highly cost-effective strategy. One study shows that it can earn you an incredibly high ROI of $44 for every dollar spent.

The hardest part is getting your audience to open and actually read the emails. So, to make your subscribers open the email and read it, you have to visualize your audience and create emails with the reader in mind.

Are you struggling with writing an email marketing copy that converts?
In this post, we have listed 7 Email Copywriting Tips that will help improve conversions and get more leads and sales.

1. Grab Attention with a Compelling Subject Line

First things first! Give maximum time to crafting an engaging subject line that will prompt your recipient to open the email. As stated above, the most challenging part about a marketing email is to get your audience to open it. You only have a few seconds to engage your customers in their inbox. You may not like it, but the fact is about 80% of emails get deleted immediately.

It’s the subject line that will decide the fate of your email, which means either the recipient will open it, delete it or report it as spam. Although a subject line takes up the least space, we recommend you spend the most time crafting the perfect subject line. Your subject line should give them food for thought. They must get this feeling that the content in this email will benefit them, their business/cause.

2. Insert a Preview Text

The next most important thing is the preview text of your email. Studies show that email opening rate increases when you use a preview text. Wondering why? For most of the modern email subscribers, it’s not just the subject line that inspires them to open an email. They look at the preview text as well to get a better idea of the email content.

Your preview text is a teaser displaying below the subject line, providing an insight into the email. In most email clients, it is just the first line of the email. But some email tools give you a chance to select a preview of your choice.

In either case, craft it carefully. The preview provides you an additional space to draw in your subscribers.

3. Improve click-through rate with Visual Content

They say, “a picture is worth a thousand words.” Whether it’s a blog post, a marketing email, or a digital ad, finding and using the right image can help engage your reader effectively.

Adding images and infographics can significantly increase email performance levels, including open rates and click-through rates. Wondering how?

  • Your subscribers don’t have time to read paragraphs after paragraphs.
  • Images make messages easy to understand and almost at a single glance.
  • Recipients respond far more quickly to visuals as compared to text.
  • Visual content can lead to better retention.

You can use a variety of images to connect with your subscribers. For example, you can take real pictures, create graphics or you can use free stock photos.

Nevertheless, it is pertinent to mention here that while adding pictures can strengthen your message, irrelevant or stuffy images can be intimidating.

4. Ensure You Communicate Effectively

When crafting a marketing email, don’t think of it as an electronically sent message to a random reader. Instead, take it as a chance to communicate with your subscribers in an effective way. Therefore, curate it carefully, thinking of it as a direct conversation with the subscriber.

One study shows that personalized email messages increase click-through rates by 14% on average and conversions by 10%.

So, rather than sending a robotic email-for-all, use emails to give subscribers something of interest – from information to inspiration or even a discount or a deal – whatever you think could be the area of interest of the target email recipient.

Once done crafting an email, give it a critical read. Will the recipient find himself/herself in a better place after reading it? If not, start over again!

5. Keep it Simple!

You don’t need to use all caps and multiple exclamation marks in the subject line or preview text, only to grab the reader’s attention. In email marketing, using an all-caps or numerous exclamation marks technique is considered shouting online. Besides, overusing them makes your email look spammy and ultimately hurts the performance levels of your email, such as click-through and open rate.

Having that said, you don’t have to sound boring either. No marketing rule requires a business email to be dull and dry. Use your email content to stir readers’ imagination by using whatever technique you feel can help the cause. One tip, as discussed earlier, is using visuals.

6. Prefer Clarity Over Catchiness

When writing a marketing copy, clarity should always be your first preference. Make sure your email is clear first and catchy second. A clear statement can be made catchy and funny, but if your entertaining email content does not have clarity on the subject, it will go to the trash.

The subject line’s clarity is particularly essential. The first look at an unopened email should give your subscribers a clear image of what’s it for them inside the email. Never sacrifice clarity for entertainment value.

7. Establish Relevancy

From the subject line to preview text to the message in the email, every part of your copy should establish relevance through personalization. Always write your email copy with the target segment in mind.

The relevancy rule applies particularly to the subject line and preview text. This will convince the recipients that what’s inside is relevant to them. Emails with personalized subject lines are 26% more likely to be opened. So use the very beginning of the email to explain why you are writing to them.

Final Words!

When a person receives an email from an unknown sender, or even from a business, few questions that strike his/her mind include:

  • Why are you emailing me about it?
  • Why would I want your product/service or idea?
  • Why from you?
  • Why now?
  • How would it benefit me?

Make sure your curated email copy answers all of these questions. If you write an email keeping the tips mentioned above as well as these questions in mind, there’s a greater likelihood that the recipient will click through and redeem the offer in the email.

By Steve Hall

Sourced from AdRANTS

Read More
By
Load More