Creating Email Campaigns That Convert

By March 29, 2019 No Comments

According to a recent study, email marketing is still ranked as the most effective digital marketing channel. In fact, in around five years’ time, 333 billion emails are expected to be sent per day. Numbers don’t lie, so it’s high time you accept and embrace the reality that email marketing is here to stay.

Long before the boom of digital marketing, email campaigns have been the number one go-to for businesses. While it may sound easy to do, it’s not as simple as it seems. If not done properly, your days of making a plausibly successful email campaign can just be thrown in the dump in a snap or worse go straight to spam.

Today, let us show you how you can make an email campaign that gets clicked, open, read, and subscribed.

Understand Your Audience

Email marketing’s edge over other platforms is that it’s more personal. However, the challenge is sending your message to the market you want to target. While it’s tempting to purchase email lists, it’s simply not worth it. Having 50 active contacts is still better than 1,000 unresponsive leads that do not convert or may not even exist.

Once you’ve built your list slowly but surely, it’s also important to know where they stand in the buyer’s journey. Are they in the Awareness, Consideration, or Decision stage? Knowing which is crucial to the success of an email campaign as they will receive content that they can address their specific needs.

Segment Your List

If you’re still unfamiliar with the jargon, segmentation is the practice of grouping your contacts or leads into different lists depending on their interest, activity, or whatever else your software can detect. Doing this will give you the ability to send information that could be of use to them. Some customers may want product information and events, while others might only want to hear about upcoming promotions. Not giving them the chance to choose means there’s a higher risk of losing them altogether. Since customers are more likely to purchase again, it’s a no-brainer why you want them to keep receiving your emails.

With segmentation, there are so many potential emails you can send such as sending a broadcast to those that didn’t open your last message and asking them why, emailing those that showed interest and enticing them in making a decision. You may also do some experiment and do some split testing amongst different groups in order to find out which works best for your brand and audience.

Outline Appealing Content

Learning how to understand your audience and perfectly segment them into lists won’t automatically give you high-converting emails. Writing excellent email copies now come into play. The email copy — the actual content —  has to be top notch to be effective. Either way, you won’t get click-throughs and conversions as delivering poorly written emails is a guaranteed path to miserable conversion rates.

Scannable Copies

Start with writing scannable copies. It’s a well-known truth that web users don’t read anything on the internet in full detail. Whether it’s an article or an email, users commonly scan through, trying to identify information that can be of use to them. Draft your email copy to have scannable components that users can notice quickly, like listicles.

Benefits Over Features

One factor most businesses do not implement in their copies are enticing potential customers with benefits. More than the information about your product or service, users are interested in knowing the rewards they’ll receive from it and how they can lighten their load. Your email copy must communicate benefits over features. Do this and you will immediately stand out among your competitors.

Incorporate Images

An essential part of emails today are images. As it happens, messages seem more attractive to recipients when images are added as they provide opportunities that are often missed when only using plain text. Considering that 55% of consumers turn on the images in their emails they receive, it’s not a surprise that 65% of people prefer emails that mostly contain images rather than mostly text.

But like all things, everything must be done in moderation. Having images in emails should still have its limit, especially in terms of number, size and layout. Of course, there is no standard rule that must be followed when it comes to including images as every business is different and it may have to depend on your email type and targeted audience. An easier way to decide on how to strategize on your email layout is to look at your previous emails and their analytics (whether you’ve experimented or not) to determine which works best for your campaigns. You may also reach out to us and trust our expertise in drafting email templates and let us help you in creating a layout tailor fit for your business’ EDM.

Include Call-to-Action Buttons

Doing email marketing is not simply to inform your audience but to achieve a goal. To do so, you need them to finish some action on the email that will translate to a conversion. The conversion can be anything based on your campaign: click-through to your website, whitepapers to be downloaded, completion of an abandoned order, a contact page form fulfillment, etc. In addition to that, the CTA copy should effectively show the reader the specific action that the email wants users to do. As much as possible, use phrases that can push users to go for that conversion.

If you’re ready to boost your email marketing game by steering away from the text-heavy layout, shoot us a message and we’ll be glad to spruce things up for you! Sign up for a two-week free trial and we’ll gladly give you a taste of what great email designs look like.

Erika Villanueva

Erika Villanueva

Digital marketer and writer. She believes in the magic of metaphors, relates to Batman's dark mood, and enjoys Milan Kundera's wry humor. She grooves to the music of John Mayer, Jimi Hendrix, and The Black Keys. An alliteration adventurer who’s still waiting for her Hogwarts acceptance letter.

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