Once upon a time, getting an email was a novelty. These days most of us have inboxes that are overloaded with pitches for products, services, and everything in between. Considering that the average email open rate across industries was 21.33% in 2019, you need to optimize your email strategy to ensure that your messaging isn’t just getting in front of your target audience but also driving conversions.
Relevance Reigns Supreme
To create an email campaign that converts, you need to know your target audience. Understand their pain points and determine how your service or product addresses their needs. Knowing this information allows you to create compelling campaigns that are not only relevant and timely but can also help encourage conversions.
If the pen is mightier than the sword, then your email campaign needs content that converts. Your email needs to be engaging and motivate your target audience to take an action the minute they see it in their inbox.
But creating copy that converts is easier said than done and may require A/B testing so that you can see in real-time what wording, layouts, and images work best with your audience. Likewise, if you don’t have an in-house team that’s adept at copywriting, you’ll want to outsource this to a business with experience writing email newsletters that convert. Compelling copy includes:
- An attractive subject line that encourages them to open your email
- Engaging visuals
- User-friendly font that’s easy to read
- A clear call-to-action (CTA) that’s relevant
- Responsive, mobile-friendly layout
Be Smart and Leverage List Segmenting
There are many reasons why segmenting makes sense. Maybe you have customers around the world but only need to target people in a specific country or region. Or, possibly you want to separate active customers who’ve purchased in the past from customers who abandoned shopping carts. Segmentation can help improve relevance, as someone who just made a purchase won’t need a gentle reminder to return and finish checking out their purchases.
Depending on the size of your list or the customer life cycle events that would trigger sending an email, you’ll want to embrace marketing automation. If, for example, you want to send an email to a customer who abandoned a shopping cart, a drip email campaign or scheduled email, can be coordinated to contact that potential customer within a set time frame.
Along with creating timely interactions with your target audience, marketing automation can allow you to focus on key business tasks rather than dropping everything to craft one-off messaging to chase or nurture leads.
Maximizing ROI and Growth Potential
Creating an email strategy that drives growth takes a commitment to understanding your audience, as well as dedicating time to perfecting your copy, layout, and segmentation to optimize results. WSI can support your email marketing goals by helping you develop a customer persona and create an effective email strategy that positions your business as a thought leader and reliable choice.