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 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.

Onboarding Emails

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.

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