Assume you’re the marketing manager of a mid-sized online shop, and your employer has just told you that you need to design a conversion-driven email marketing campaign. So you roll up your sleeves and go to work. You begin by opening your email editor. Then you choose an email template and compose the copy.
Your email will be available in half an hour. You complete the task by include the photos, URLs, and CTA, and then click “Send.”
Continue reading to learn the four keys of converting emails. You’ll discover what factors contribute to this and how to incorporate them into your email marketing plan.
It all starts with a topic line
Making people sign up for your emails is a fantastic idea. However, no one is waiting for your emails. People join to email lists for a variety of reasons, but they often forget why. As a result, the average open rate in the ecommerce industry is just 11.84%.
While the ideal length for an email subject line is 65 characters, given that 51% of people check emails on mobile, the limit length is substantially shorter. Here are some things to think about while crafting an email’s subject line:
- In portrait mode, the iPhone displays 35-38 characters and 80 in landscape mode.
- In portrait mode, the Galaxy S4 displays 33 characters and 72 in landscape mode.
- In both configurations, the iPad displays 39 characters.
- The iPhone 6+ ranks 63rd.
Finally, the length of a desktop is somewhat longer, which relies mostly on the size of the screen, but as a rule of thumb, it’s roughly 78 characters.
You may find out what device users use to open their emails by using the client usage report.
Preheader text is quite important
A excellent preheader entices visitors to read the rest of your email.
Before proceeding, the preheader is the brief summary text that appears after the subject line while viewing an email in the inbox.
Wimdu, a vacation rental business, for example, revives the subject line concept by emphasizing the savings you get. The preheader reinforces the email’s key value, which is the $40 discount.
Preheaders enable subscribers to prescreen all emails. In the preceding example, you know there will be a discount if you open the email; both the headline and the preheader state this.
If you neglect to include a preheader, your email will appear like this:
It’s a pity the sender, AirAsia, didn’t take the effort to properly optimize the preheader language. Their title is intriguing—they are essentially selling inexpensive tickets—but they do not pique the reader’s curiosity.
Consider the above example and compare it to what VRBO does:
VRBO concentrates on attractive beach cottages for budget-conscious individuals, and they complete the job by emphasizing the “endless variety” of beach houses in their preheader.
They want to show you six beach properties, but then they say they have a lot more if you want to look around.
The message and timing are critical
If you have gotten people to open your emails, you are halfway to raising your conversion rate. You must now persuade them to read the email and click on the call-to-action button (CTA).
To do this, you must send your emails at the appropriate time and with the appropriate message.
Many characteristics may be used to create triggers, including:
- The time since a subscriber joined a certain list.
- Prior open and click-through rates
- Previous purchases
- The typical order value
- The location of the subscriber
Knowing what triggers important to you and what information to provide is the key to selecting the proper time and wording.
Typically, businesses deliver the same set of customer journeys:
Following a sign-up, often known as “welcome emails.”
When someone abandons their basket—also known as “abandonment cart emails.”
Following a customer’s purchase, often known as “post-purchase emails.”
When a consumer hasn’t visited the site or seen your emails in a while, this is referred to as “re-engagement emails.”
Your CTA must direct subscribers
The last stage in creating a high-converting email is to get individuals to do the desired action. In the case of an online business, this is to get your subscribers to visit your page and buy something.
Let us examine the following email:
This email’s CTAs are focused on product shopping, which is targeted and particular, encouraging recipients to browse and eventually make a purchase.
After reading this post, you should not be focusing on sending emails and hope for the best. It will be much simpler to generate more conversions to your online business if you use the four secrets you learnt in this post.
Email conversion design isn’t rocket science, but it is a science that you can readily learn if you set your mind to it. With the techniques and insights in this piece, you’ll be well on your way to producing engaging email campaigns that drive conversions and help you meet your marketing objectives.