- You can create the best email in the business with the best subject line and a great call-to-action, but if you are sending it to the wrong people, all that won’t matter. Segmentation is critical for ensuring your emails go to the right people to increase your chances at conversions.
- Creating a persuasive subject line so they feel the urge to want to know what the email is about. You want to appeal to their curiosity when the email lands in their inbox, otherwise there’s every chance they might skip to the one that catches their eye. Always be specific and direct with your customers, and never overpromise. Keep subject lines short, and try to use human psychology to come up with actionable, trigger words that make readers click.
- Being yourself and sharing information about yourself rather than you business right away is going to be very important. Let’s be honest – not many people enjoy reading long emails full of corporate information. An easy remedy for this is to make your emails sound like they are coming directly from you or someone within the company. Take it a step further, and add the reply to address as that same person. Encourage replies, and start a discussion via email with your customers!
- Utilize a Consistent Brand Voice: Emails should be engaging and unique while still featuring your brand’s personality. If you typically stick to a very corporate voice and tone, you can match that in your emails but still be personable and remember you are speaking to humans on the other end. All of your marketing is an extension of your brand. When consistent it will help users feel like they can trust and rely on you for a certain experience which makes them more willing to engage with your content overall.
- Run A/B Tests: If you haven’t yet established what works best for your audience — test it. A/B tests are a great way to find out things like whether your readers prefer buttons over in-text links or bullets over paragraphs. You can even test things like structure or templates to discover what works best. Just be sure when testing to only change one element at a time in an email to make sure you can do an accurate analysis of your results.