Today, let’s talk about how to write emails that convert! But before we go into that, let’s explore why is email marketing still so important? Even after all these years, email is still the “web’s killer app”. Times and technologies may change, marketing platforms may come and go, but through it all the world still relies on email. According to Statista, in fact, there are 3.9 billion daily email users, and that number is expected to climb to 4.3 billion by 2023. Wow! So now that we understand why they’re so important, let’s get right into the five tips we have to write emails that convert.
#1. Set goals
Different types of emails have different purposes, and of course, that means they have different goals. And it’s very important to identify them. Make a list of all the types of emails that your company sends, and think about what is the goal for each of them. This will help of course evaluate and measure the performance of those emails, and create a cohesive plan. Here’s a few examples of goals:
- Increasing new subscriptions
- Decreasing unsubscribes
- Increasing sales
- Improving stick rate on monthly subscriptions
- Increasing traffic, and many more
#2: Have one purpose for each element
The biggest mistake we see people make all the time is overcomplicating their emails. Remember, and keep in mind, that the only purpose of a subject line should be getting people to open that email: nothing more, nothing less. And the same goes for the body of your email, the only purpose of that is to get people to read it all. And the same goes also for your CTA: the only purpose and goal of any CTA should be having people clicking on it and that’s it. We’ll elaborate on that a bit more later, but since we’re talking about subject lines…
#3. Write great subject lines
An enticing subject line can become your very best friend, making your email stand out amongst tons of other messages. But it also can become your worst enemy, delivering your marketing straight to the spam folder.
#4. Always include a call to action
A CTA tells your readers exactly what they should do next. Train your audience to look for emails from you, to read them, and click on a link or a button for whatever’s next. And pay attention! This doesn’t always have to be sales-focused. It could be, for example, a link to a page or a blog post for your readers to read the full story, or it could be even just simply a message where you ask your readers to share their thoughts and opinions. Whatever it is, it should always encourage a click. And this will pay off when you actually start selling via email.
A little pro tip: use contrasting colours in your linking buttons, and make your CTA clearly visible and easy to find. Buttons tend to perform better than text links these days, because so many people are on mobile and buttons are just easier to click.
#5. Send stuff that matters
Perhaps the most important tip out of all. Even if you implement all the tips that we’ve just shared, your email marketing campaigns will still fall flat if your emails aren’t filled with interesting, relevant, and practical information.
If you need to understand what your audience could be interested in, look to SEO tools that have a Topic Research tool. Topic Research allows you to check what exactly are people talking about when searching for a specific keyword or phrase.
This is extremely important for two reasons: the first one, is that you’ll be able to see which subtopics are connected to the topic of your choice and you’ll be able to see also which headlines are already on the SERP that talk about the topic you have chosen, and most of all which questions are being asked by the audience that is interested in what you have searched. This will give you tons of ideas for your emails so make sure to check it out!
So that’s how you send an email that converts! I hope you found this video helpful, and you can read more about email marketing here. While you’re at it, why don’t you share with us what is your best tip to effectively write emails that convert?