In case you’re wondering if email is still relevant in online marketing, it still very much is. One report from Convince and Convert found that customers who get offers via email spend 138% more than customers who don’t receive them. But a marketing email is only as good as the sum of its parts. By improving individual aspects of your email campaigns, you can up your chances of getting your readers to buy.
Color scheme, white space, and other visual elements of your email will impact the way a viewer perceives your offer. A 2006 study from the University of Winnipeg found that about 62‐90 percent of a customer’s purchase decision is based on the product color alone. Also, it’s just unpleasant to have to read an unattractive, poorly organized email. Avoid these email design hazards:
- When it comes to colors, use two at the most. You don’t want the reader’s eyes to have to do too much work.
- Make the size of CTA links and CTA buttons no smaller than 45 to 75 square pixels. This ensures that mobile users can easily tap them.
- Include enough white space between links and buttons so that mobile users don’t accidently tap the wrong one.
2. Subject Line
You know that you’re supposed to take email subject lines very seriously, but do you? The Convince and Convert study also found that 35% of email list subscribers will open an email just based on the subject line. Use these quick tips to improve yours:
- Add a personal touch by using the receiver’s name in the subject line. Use the recipient’s name in the subject line. Personalization helps to build a connection.
- Be to-the-point with your message. Avoid flowery language.
- Emphasize what benefits the reader gets from reading your message. E.g., “Improve Your Credit In Just 90 Days” or “Make Back Pain a Thing of the Past.”
- Test, test, test! Split test subject lines and keep using the winners.
- Use urgency when applicable to encourage action. E.g., “This Offer Expires in 24 Hours.”
- The words “Free,” “Sale,” Video,” and “New” tend to get emails opened more often.
3. Body Content
Any copywriter worth his or her salt will tell you that you can’t convert readers without emphasizing benefits. The best email content makes the benefits clear and appealing. The right images compliment the message and make the offer more alluring. Lastly, using subheads and bulleted lists make your message easier to scan and digest.
4. Calls To Action
When all is said and done, your email promotion comes down to the CTA. You can pump up your CTA by:
- Zeroing in on the primary message of the email. What do you want it to prompt your reader to do?
- Creating a CTA button or link in a contrasting color. Make that sucker really pop out.
- Include your CTA links and buttons throughout the email
Statistics say that 91% of adults who use email check their inbox at least once per day. If you’re not making your emails sell, then you’re leaving money on the table. Use these tips to give your next campaign a needed boost.