The developments around the virus changed the interaction of the companies with their customers to a large extent. Consequently, a lot of money was spent online by the marketers, which led to newly formed habits. For example, e-mail marketing saw such a demand as never before, so it was very quickly put into use by the people. Companies too have gotten on the bandwagon of social media marketing where they now fashion content that is appealing and helps them to form communities.
In addition to that, content marketing became a big thing with the companies turning to writing informative blogs and recording videos. Such moves made the organizations close to their customers and thus facilitated their retention and purchasing, which was a perfect adjustment to the changing environment.
Beyond the Open Rate: How to Engineer Emails That Actually Convert
We are all familiar with that situation. You spend hours putting together the perfect newsletter, press “send,” and observe the open rates going up… but the click-through rate stays the same. It is frustrating, but it is also something that can be fixed.
Emails that result in high conversion rates are not a matter of luck; they involve the right mix of psychology, design, and data. If you want to quit the practice of shouting into the void and instead start generating real revenue, you must move from the notion of “getting read” to “getting action.”
Six strategies are featured here to help you convert your subscribers into customers.
1. The “One Thing” Rule
The most significant error that marketers commit is clutter. If your email is asking a user to read a blog, check out a sale, and follow you on Instagram, then you are creating “decision paralysis.”
The Fix: A single email should convey one main idea only.
The Implementation: It the aim is to market a certain product, then the header image, the copy, and every button should be the one that takes the user to that product page. They should not be distracted.
2. Master the “Curiosity Gap” Subject Line
It is extremely difficult to increase conversions when using a subject line such as “December Newsletter”. A subject line should not simply give the gist of the email but should create a desire that only reading the email can satisfy. This is called the Curiosity Gap.
Bad: “Our new shoes are on sale.” (All the information is given; there is no need to open the email).
Better: “The shoe everyone has been waiting for is finally here…” (The information is incomplete; which makes the reader curious).
Pro Tip: Use this together with a convincing “Preheader” text (the snippet of text that is seen before opening) to double the effect.
3. Hyper-Segmentation Over Basic Personalization
“Hi [Name]” is no longer something that can amaze the audience. The real conversion comes from behavioral segmentation. Don’t send a discount offer for dog food to a customer who only buys cat litter.
Behavioral Triggers: Automate your flows based on user actions. Was the user looking through “Winter Coats” and left without buying? Sending an email that only shows winter coats, along with a review of that product, will certainly get the user back for a purchase.
The Result: What drives revenue is relevance. Conversion rates go through the roof when the offer is perfectly aligned with the user’s current needs.
4. Optimize for the “F-Pattern” Scan
Usually, people don’t read emails thoroughly, instead, they do an F-shaped scan. They check the
The rest is missing
Scan-Friendly Formatting:
- Breaking up the text into small chunks (1-2 sentences max) makes the email more convenient for the reader.
- Breaking up text with bullet points makes long texts easier to read and understand.
- Highlighting key parts of the text allows a person who just glances through your text find the most important things quickly.
- Place your primary Call to Action (CTA) button first (top part of the page) and repeat it at the end.
5. Use “Micro-Commitments” in Your Copy
Requesting a sale ($$$) right away may seem like an overbearing move. There are some instances where you need the user to consent to a smaller idea first.
The Plan: Adjust your copy so that it gets a mental “yes” before the actual button.
Example: Instead of just blabbing “Buy this vacuum,” try to say “Are you tired of pet hair ruining your clean carpets?” (The reader thinks: Yes.) Next, present the vacuum as the solution. They will be ready to click on the solution link once they have agreed with the problem.
6. The “Plain Text” Test
Although well-designed templates may be helpful for branding, they can, sometimes, signal to the brain’s “this is an ad” filter (banner blindness) that a person is being advertised to and hence, the person tends to ignore the ad).
The Trick: Sometimes, it is good to have a “stripped-down” email. Minimal design, conversational tone, and standard fonts should be used–like an email from a friend.
Reason: The sender seems to be a friend and the message seems to be very important. These usually work better than flashy HTML emails when it comes to mid-funnel sales or direct offers.
Tips and Tricks for Creating High-Conversion Emails
While this is certainly welcome news, businesses will face a few hurdles. They want to know how to outperform the competition with effective email marketing services. And that is precisely what we will cover in this post.
Insightful Things to Include in Your Email Visual storytelling is a definite trend that will consume an increasing amount of material. Plain text is no longer sufficient; images and interactive material are considerably more effective. But what more should I mention in the email to avoid it being ignored?
Content created by users
User-generated content is one of the easiest and most successful methods to take your email marketing to the next level. It’s also free and easy to use in your communications. It is a tried and true method of converting new clients and increasing organic traffic.
When you include poll results, photographs of pleased customers, and good reviews, you boost the audience’s trust and loyalty while also creating excellent content. Encourage people to share photographs and reviews on social media and to include them in your communications.
Intelligent automation
Many firms have yet to incorporate artificial intelligence (AI) into their operations. However, experts agree that it is now one of the most effective email marketing tactics. Even with the most advanced tools and plenty of free time, you will not be able to collect and evaluate data in the same manner that AI will. Here’s how you can put it to use:
- Forecasting user reaction, Survey optimization, Keyword addition
- Enhancement of transmitting times,
- Developing subject lines,
- Clients who do not react to letters are deleted, among other things.
Photographs, videos, and animation
The next tool is email design. Plain texts are a thing of the past, and if you want to achieve high conversion rates, be sure to develop visually appealing content. The most straightforward method is to use images relating to your campaign, message, or freshly introduced product.
You may also incorporate informative films, explanations, and reviews, among other things. If you want to advertise some program, feel free to utilize a screen recorder on your Mac or Windows PC to film a tutorial on how to use it. Then, use video editing software to correct any flaws and add stickers, titles, and other features to your film. To bring the emails to life, add animated backgrounds, GIFs, and moving iconography. However, keep in mind that these factors influence loading time.
Send simple text emails on occasion.
While contemporary emails with all the colors, photos, and videos attract the reader’s attention, they may be overwhelming at times. According to marketing experts, simple design and plain text are in style, so utilize this advice if you only need to deliver a message undoubtedly.
Short writing with bullet points is appealing to the eye, concise, and compelling. And it will undoubtedly feel like a breath of fresh air amid communications with all the bells and whistles. You can also check how to increase Email Traffic.
Distinct subject lines
Understanding how to integrate video, photos, and GIFs into the material is half the battle. The material should be fascinating and engaging, and it should begin with a fantastic subject line. Remember that your emails must be focused on a certain problem, need, or user group. And the greatest way to emphasize that is to write an excellent subject line.
We recommend just writing it while the email is being generated. As a result, you’ll already have the main points and will simply need to condense them into 65 – 70 characters. The subject line should be concise, intriguing, and to the point.
Personalization
Always keep email customization in mind if you want to increase conversion. You all want to be recognized and taken into consideration, therefore capitalize on this desire. Putting names in subject lines is the easiest method to personalize emails. However, if you want something more advanced, consider using the following tools:
- Send emails based on location for the optimal time.
- Display products comparable to those that users have looked for or ordered.
- Make recommendations for similar items and services.
- Remind yourself of the goods that were left in the trolley.
- Send promos that are tailored to your nationality, gender, and age.
Incorporate incentives
Don’t forget to provide incentives if you want your email campaign to be a success. Determine and recommend what the target audience desires. Time-limited deals, scarcity of certain items, freebies, refunds, trial periods, loyalty programs, VIP managers, and other methods are among the most effective.
The dark mode
The dark color palette is one of the top digital marketing ideas for 2021. This mode may be found in Slack, Telegram, Facebook Messenger, and other popular apps. The dark mode is also utilized in hundreds of email templates, regardless of content or style. Here are a few reasons why users like it:
- The darker UI makes the experience more customized and intimate.
- It promotes information readability since it is easy on the eyes.
- Dark mode decreases screen brightness, resulting in increased battery life.
Over the years, the marketing approach has developed significantly. Emails are being utilized for more than just professional contact; they are also used to tell tales, communicate with an audience, and share opinions. They are mixed with newsletters and become the foundation of any marketing strategy.
Providing industry-related news, updates, and recommendations to the audience is a terrific approach to adding value. Add numerous credible references and a personal tale, and the readers will be ecstatic!
Here are some ideas for making eye-catching newsletters:
- Provide information that is not available on your website, blog, or social media.
- Know your target audience, or who you’re writing for.
- The information should be straightforward but memorable.
- To draw attention, post a clip on social media.
- Make use of third-party material such as links and quotes.
- Discuss current events.
Show your gratitude
One of the most effective strategies to create customer loyalty and trust is to demonstrate that you are on their side and value them. Don’t forget to send thank-you letters following a transaction, as well as birthday wishes and other expressions of thanks. During a pandemic, several firms produce one-of-a-kind emails to express gratitude to front-line personnel and physicians.
Select the best builders and templates.
There is no need to start beginning with each email. Even if you’ve never dealt with email marketing before, there are plenty of builders and template databases available. However, keep in mind that you must have written content before adopting any template. Trying to fit the text into a certain arrangement will result in a disaster.
You may use email builders to personalize the letters in any way you like and deliver your message clearly and appealingly. The best thing is that you don’t need any coding knowledge because most builds merely need dragging and dropping pieces.
Security and privacy
It is not enough to utilize appealing designs, measure your KPIs, and buy the newest tools to make your email marketing sparkle. You should also persuade consumers that their data is secure. Tell them how you’re going to use the obtained data and what encryption technologies you’re utilizing. Don’t forget to notify consumers if any modifications to data privacy are contemplated in the future. Additionally, make it simple to unsubscribe from newsletters.
Concentrate on the CTAs.
We’ve previously spoken about why subject lines are so vital. Now is the time to discuss another critical component — the call-to-action, or CTA. We propose that you use it in every email, regardless of whether you are presenting a news summary or introducing them to a new product.
- Consider the following while developing your calls to action:
- They should span the entire width of the page and be centered.
- Separate the CTA text and button from the rest of the content.
- The CTA should be prominent enough to be noticed.
- Include a supplementary call-to-action for those who missed the first.
Last Thoughts – Tips and Tricks for Creating High-Conversion Emails
2022 will be a year full of difficulties and opportunities, and companies must adapt not simply to stay afloat but also to compete. Use the strategies outlined above to get into the customer’s inbox and increase conversion. We also propose that you use email marketing software to create newsletters and include polls in them. Remember that a smart strategy employs a variety of tools and tactics.
Frequently Asked Questions About Email Conversion
1. What is considered a “good” email conversion rate?
The good email conversion rate varies a lot from industry to industry. A generic benchmark for a decent click-through rate (CTR) would be from 2 to 5%. Whereas the conversion rate (e.g., purchases or sign-ups) is generally around 1–2% for e-commerce.
Tip: You should not be overly concerned with industry averages. Keep track of your own metrics and compare them to your previous results. If your results are getting better, then you are successful.
2. My open rates are high, but my clicks are low. What’s wrong?
Typically, this is a situation where “expectations vs. reality” do not meet. The subject line was certainly able to arouse curiosity, but the content of the email was not what the readers expected.
The Fix: Make sure that your subject line and the preheader text are in perfect harmony with the headline of the email. In addition, see to it that your Call-to-Action (CTA) is there without having to scroll, is it?
3. How often should I send emails without annoying my subscribers?
The frequency of the emails is not as crucial as the regularity of sending them. If you deliver value, then people would not be bothered by the frequency of your emails. Nevertheless, a safe benchmark would be once a week.
Unsubscribe rate varies substantially with frequency and is a good sign. If you notice that your unsubscribe rate goes beyond 0.5% after you have doubled the frequency, then decrease it.
4. Should I buy an email list to get a head start?
Absolutely not. The quickest way to damage your sender reputation and to land in the Spam folder is by purchasing lists.
Reason: Firstly, none of these people wanted to receive emails from you. Accordingly, most of them will label your message as spam, thus signaling to Gmail and Outlook that your domain is untrustworthy which in turn negatively affects your deliverability to those who really want to hear from you.
5. How long should my emails be?
There is no perfect size, but it is usually the “short and punchy” that gets the most wins. Majority of people check their emails on their mobile devices and at the same time do some other task.
Rule of Thumb: If the main point of your email cannot be understood within 15 seconds, then it is too long. Do the heavy work on a landing page or blog and give the link in your email.
6. Do emojis in subject lines help or hurt conversions?
One of the main benefits of emojis can be that they help your message stand out in an inbox full of other messages, but they should be used sparingly.
Best Practice: One pertinent emoji can be used to attract attention (for instance: ✈️ for a travel deal). Overdoing it with emojis (like this: 🚨🔥SALE🔥🚨) not only may cause spam filters to be triggered, but also gives an impression of unprofessionalism.
7. What is the single most important element to A/B test?
The subject line is what you should experiment with if you have time for only one test. The rest of your design, copy, offer doesn’t matter if no one opens the email. When your open rates are good, you can start experimenting with the color or text of the CTA button.
