Fixing Weakness In Your Email Communications
There’s been a constant theme over the last few years – even with a plethora of new metrics, KPIs, and marketing avenues – email still reigns supreme when it comes to high conversion rates. And with big reasons: Email marketing set the tone for the experience your business has to offer. Just as well-balanced and tonally-sound sales pitches can transform a potential client into a long term customer, your email can convert – and keep converting – as long as you avoid these common pitfalls.
Tighten Up Your Basic Layout
While your message should obviously be the spotlight of your emails, bad layout can upstage it in seconds. Prior to sending out emails, use a sandbox that mimics different recipients, or actual dummy accounts that utilize popular email inboxes.
Be sure to double-check appearance on dynamic templates on desktop, tablets and mobile phones – as of 2015, 66 percent of all email was opened via mobile devices, according to a report cited in Marketing Land, which stated “if you don’t optimize your email campaigns for mobile, you risk only reaching a third of your intended audience.”
Be Consistent, Or Else
Try to send your emails at the same time or day of the week each time you do – you’ll be subtly training your audience to keep an eye out for them and respond to them with familiarity, rather than dissonance. If you plan on tapping into the “Whoops, we messed up that last email, here’s a coupon code!” marketing technique, make sure you do it sparingly so you don’t damage your credibility for trustworthy emails.
Use unique tracking links and pay attention to your conversion metrics – they won’t just tell you what’s working, they’ll point to what’s annoying your customers or missing the mark. Link the images in your message as well as your relevant anchor text. If your reader has to hunt for a way in, they’re that much more likely to move on in their inbox.
Give Them a Taste, Not a Meal
If the intention of your email campaign is to compel a conversion activity – and frankly, it should be – you’ll need to “hook” the reader and direct that motivation to a landing page or other engagement action. Don’t tell your entire story, tell enough to get them interested and invite them to your page to read the rest.
When they’re rewarded with exactly what they’re looking for, there’s no irritation or disconnect between the initial teaser story of your email and the broader, dimensional narrative on your site. When constructing your message, leave something to the imagination – and the mouse.
Don’t Overdo It
Unlike a physical sales representative, an email is a one-way conversation until a potential client decides to voluntarily join in. Without that in-person interaction, an email that’s too long can feel like droning to a reader, and if you bury the lead, doubly so.
According to a 2017 Boomerang study, emails written with a mere 50 to 125 words received the best response rate, at more than 50 percent. The same report also noted that asking between one and three questions in an email further helped provoke a response or engagement – an excellent, easy tactic to lean on if your email copy is feeling a little flat. Value your reader’s time by keeping your message short, sweet and engaging.
If you’re wincing because of guilt over any of these four email missteps, take a few minutes to fix them before your next message, and you may notice a world of difference. Make sure your message reaches its target intact, properly engages the reader and communicates clearly and you’ll be that much closer to a more attractive conversion rate.