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How to Create Emails That Actually Sell

October 5, 2020 |By NuQuo Admin

Is email marketing still an effective use of your time and resources in 2020? Absolutely! A recent Oberlo study showed that for every $1 spent, an ROI of $48 is gained. That’s almost 5 times greater than any other online digital marketing platform.

Now that we know the potential of email marketing, let’s discuss how you can increase the effectiveness of your email marketing campaigns.

 

1. Be Relevant

First off, it’s critical to know how to personalize your emails to best catch the attention of the user. By creating a target audience you can ensure that your emails are going to be relevant when they reach the inbox. This will decrease the chance of your emails being opted out of, or even worse, being flagged as spam.

For instance, you wouldn’t want to send an email about statistics in the oil industry to an information technology director who works in healthcare. This person more than likely has no interest in the oil industry and even if they did, they probably aren’t your ideal client.

Creating your ideal client is essential to having more relevant emails. Especially ones that convert into sales. HubSpot has excellent marketing tools that can help you to create your ideal target persona. Once you know who to target, you’re one step closer to having an effective email campaign.

Personalization is another important aspect of creating relevant emails. A huge reason companies succeed in using email marketing is because they know how to build a relationship with their ideal customers. Here are some suggestions you can use to make your emails a bit more personal:

  • Use the customer’s name multiple times in the email
  • Include components from your last interaction inside the email
  • Make your customer the center of attention, not yourself
  • Consider the time zone of your audience

 

2. Captivating Header & Subject Line

When people receive your emails it only takes a quick glance for them to determine whether or not it’s going to the trash bin. People often make this judgement without opening the email itself. This is why creating captivating headers and subject lines can make all the difference for creating effective email campaigns.

 

Headers are great for helping your reader to digest the content within your email. By including clear header titles you make it easier for your reader to  skim through the body of the email. If they aren’t able to clearly identify what each section is about quickly enough, they’re more than likely to become overwhelmed, resulting in an immediate bounce.

Subject lines are an important part of getting your reader into the email to begin with. More than 90% of the emails in your inbox are probably never opened. This is because the average person is now exposed to over 6,000 ads per day making it extremely difficult to attract anyone’s attention for more than a few seconds. All hope is not lost though. 

Improving your subject line is a great way to stand out from all the noise that people are plagued with in their inboxes. A quality subject line will help you to maintain the readers attention for longer periods of time.  Here are just a few email tactics you can use to improve your subject lines:

  • Be concise and clear

  • Provide an answer that people are looking for

  • Use numbers, or percentages

  • Personalization (Geographic, Activity, Music Genre)
  • Experiment with symbols (they stand out)
  • Use time sensitivity, or limited time offers to trigger a response

 

3. Responsive Design

If you’re using any sort of design in your emails marketing campaigns make sure that you’re taking mobile responsive design into account. Did you know that 81% of people prefer to use smart phones for reading and responding to emails?

 A reason for using mobile responsive design is because it will show your audience that you’re a business that cares about how your customers experience when they view your content. This sort of attention to detail is what sets successful marketers apart from the unsuccessful ones.

Learning mobile responsive design can take hundreds of hours and it’s very expensive to hire someone who can do it for you. If you do not have the time or money to invest in either of these options, try using an email software that automatically handles the responsive design on the backend. Software from HubSpot and Mailchimp have excellent tools that you can use for free, or upgrade to a plan that fits your needs.

4. Wording

One of the worst things that you could do is send out an email that is too wordy. This will kill the effectiveness of your email marketing campaign. Even if somebody is extremely interested in your content, it’s better to be brief and informative.

Having too high of a word count is less effective for a couple of reasons. The first is that it simply takes too long to get your message across. This is why using infographics are really effective. They can articulate the same message that a 1000 word email can, but in a fraction of the time.

The content in your email should also be focused on helping the customer find value. Try to avoid wording your emails like a sales pitch if you can. After all you’re not cold calling, you’re emailing—which requires more patience.

Effective email campaigns should highlight ways in which your business can help the customer, not how they can help you.

 

5. Call to Action

At this point, you should understand how much work it takes to grab the attention of your target audience. But once you succeed in getting that attention, an effective marketing campaign needs to be using a call to action. After all, of the thousands of emails in the customers inbox, they chose to click on yours. Don’t let that8 go to waste!

 

A common way you can use call to actions in your emails are with buttons, but you can also use call to action phrases within the body of your email text. As we discussed earlier, it’s also very effective to use a call to action in your subject line to draw attention to your content within the email.

 

6. Images & Graphics

If you’re going to use images in your emails there are a few things you should consider. If the images don’t have good resolution your customers are likely to bounce, but if the image’s resolution is too high it will load to slowly which will also cause customers to bounce.

In addition, careful consideration needs to be put into the images that you select. If you’re email is all about how your marketing software offers a 120-day free trial, a picture of a cheetah would make absolutely no sense. You should also consider your images and graphics because you don’t want to offend your customers. 

Lastly, you don’t want to use so many images that your email becomes a picture collage. This will quickly overwhelm the customer and completely distract from your overall message.

 

7. Branding

When it comes to effective email campaigns it’s imperative that your audience feels a sense of consistency. When companies devote time to create a proper branding guideline, it helps to ensure that the brand image remains consistent.

If your company doesn’t have its own branding guidelines, create them now. This is an easy way to ensure that your emails are easily recognizable when they are opened up. Whatever you decide to use in your branding make sure that the color palette, typography, shapes, and logo are all consistent.

Using a branding guideline will pay off in the long run, as your company generates the familiarity and recognition that lead to brand loyalty.

 

7. Segment & Automate Email Campaigns

Email marketers need an efficient way to segment customers into various groups. This makes it possible to tailor email messages to specific cohorts of people. This is useful because as your customer base increases you can launch effective email campaigns on a more granular level.

Some ideas for segmenting your emails may consist of the following, and more:

  • Past purchase history
  • Browsing behavior
  • Geolocation
  • Gender
  • Content interest
  • Stage of the sales funnel
  • Engagement like open or click-through rates
  • Occupation
  • Homeowner vs. Renter
  • Education level
  • Family size
  • Marital status
  • Information collected through surveys
  • Time zones
  • Inactivity
  • Device activity
  • Website activity
  • Income
  • Ethnic background
  • Lifestyle
  • Religion

As your business grows it becomes very difficult to give each of your customers the attention that they need. By using email automation, marketers can easily send personalized, timely, and extremely relevant emails to the right customers at the right time. 

 

Let’s Recap!

Today we have discussed how to create an effective email campaign. By using the methods that we have discussed in this article you will surely improve your emails. Remember that it will take time and testing to get it right. If you feel that you have learned something new today, please consider subscribing to the NuQuo blog.

 

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