Email Marketing: Content that Converts
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 for Email Marketing
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 of content. In fact, simply adding a one-line call-to-action
(e.g., Sign up for my newsletter) significantly increased clickthrough
rates by 118%.
Landing Page Copywriting
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
Your autoresponder should send new subscribers their first email and then get
they 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.
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 Suggestions
The Daily Deal (exclusive coupons, discounts, and promotions)–create
a sense of 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.