Email Marketing: Content that Converts

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Email marketing has become one of the most powerful and effective methods of generating

leads and sales. While email lists have been around since the early days of the internet, it wasn’t

until 2017 that email marketing became one of the most popular methods of direct marketing. And

with 91% of customers saying they prefer to receive emails from brands over other forms of marketing, there’s little wonder why it’s such an effective form of communication.

Why Conversion is Important

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Effective email marketing is about ensuring you’re sending emails to subscribers who have a high

propensity to open, read and act on your emails. The easiest way to do that? By focusing on driving

website engagement and conversion. When a user clicks through from your email to your site and then completes an action (like signing up for an email list), they’re telling you they’re interested in what you

have to say. Emails sent after a user completes these actions tend to perform better than all other types

Landing Page Copywriting

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As Seth Godin writes, Good marketers know that writing landing page copy is an art form.

This statement couldn’t be more true; when done right, landing pages can draw in customers,

get them to convert and (hopefully) keep them coming back for more. Use some of these tips

from Entrepreneur magazine to ensure your next landing page—and email marketing campaign

—is a success.

Autoresponders and Follow-up Series

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Your autoresponder should send new subscribers their first email and then get

them started on your follow-up sequence. This series of emails will continue to educate

your subscribers about your business and products, keep them engaged with you and

encourage them to buy more. The power of an effective autoresponder lies in its ability to

organize yourself, your sales process, and even track leads, all while being triggered by a

subscriber’s action or inaction. When creating an autoresponder (or any type of email

marketing content), don’t think of it as just one email; consider each piece in your series

as a building block toward building trust with subscribers while nurturing potential buyers

who are ready to buy from you.

Onboarding Emails

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Convert New Users Into Advocates (Emma Brudner) – As your user base grows, onboarding

users becomes more and more important. First-time customers are often asking themselves,

What now? when they sign up to use your product or service. Create an onboarding email

sequence to introduce them to how your product works and get them off on a great start. Be

sure to include calls-to-action along with links and visuals—and ask for feedback if you want.

If you want to take it one step further, give users options of different products or services to

choose from when they create their account. And finally, send a welcome email—they’ve just

completed an action after all! General Newsletter Content SuggestionsThe Daily Deal (exclusive

coupons, discounts, and promotions)–create a sense of the urgency for consumers and builds

on human psychology around loss aversion. Send content such as testimonials or customer reviews.

Start by creating an email list, then send weekly newsletters. Make them personal by using customer

names in your subject lines; they’ll open it up to see if they made it! Sending a survey is also a great

way to find out what products customers want you to create or what blogs they want you to write next.

Think about how email can build relationships with customers—and potential fans of your brand! Avoid using tricky gimmicks like embedded videos; while those look great on an iPhone, they aren’t so pretty on Android devices which don’t yet support Flash Player.

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