Despite email lists being an age-old technique, it is still one of best marketing assets that you have from a business perspective. In fact, almost 59% of all B2B marketers state that this is their preferred method when it comes to developing interest, and fishing for leads.
But… it’s not that easy.
Out of the millions of email campaigns out there, the highest industry open rate is a mere 28%, the worst part about that? Only 5-percent of this 30% actually bothered to click on the links in the email (the place where the magic happens).
Enough of the statistics! Let’s get into our tips to help you write emails that capture the attention span of potential leads and drive them down your sales funnel.
Your Subject Line Will Either Make Or Break Your Email Campaign
The attention span of your perfect customer is eight-seconds. That’s it. In this time, your email needs to stand out against the crowd in their inbox. It needs to create interest, and desire to open the email, and find out what all the buzz is about.
Subject lines need to be short, descriptive and to the point. Remember, what you can see on your computer – is not necessarily what you will be able to see on a smartphone (where majority of consumers spend their time).
Typically, you should aim to keep your subject lines under 50 characters. That’s the safe zone. Also – studies have shown that the subject line should only have the first letter of the first word capitalized. Leaving the rest lowercase actually has an impact on your open rate.
The Preheader Text – Furthering Your Net
The next thing you want to pay attention to is the first couple of lines in your email. This is also known as the preheader text. From an inbox standpoint, the first sentence (roughly 8-10 words) is shown right next to the subject line.
It is important that this matches your subject line, which will further the intrigue you create. Leading them down the yellow brick road to clicking your email and giving it a quick read.
Personalization Is The Way To Go
In the digital era, segregation is crazy. More people are spending their times feeling connected while being isolated in their home then actually going out and enjoying social experiences. This all leads to the craving to feel like they are a part of a community.
Which is why your email campaigns need to include some form of personalization.
For example, your lead generation tool should capture the email address, and at least the first-name of the individual signing up. This will mean you can send a nifty “Hey John Doe”, which consumers appreciate.
Another great idea.
Make use of your list segregation. This is a great way to not only lead your customers through the sales funnel. But also, to build brand trust, and create desire behind the product or service that you have on offer.
Send Through An Awesome Video To Improve Lead Conversion And Click Through Rates
You hear it all the time. Including images and videos in your email marketing campaigns is a big no-no.
Well, it’s partly true.
It all depends on the engagement that you have on your email lists. The reason why some consider this as a no-no is because these emails are more likely to end up in the spam folder. But if you have loyal subscribers that look out for your email on a regular basis – this is not a problem you need to worry about.
Which is where you can take full advantage of videos in your email to improve lead conversions. It could be anything really. For example, a cool animated video explaining exactly how your service works. There are companies that can help you record and send video, while minimizing the risk of ending up in the “no mans land” spam folder.
Be Consistent With Your Email Newsletters (Probably The Most Important Part)
Marketing in modern society is based on the AIDA principle. Which is essentially creating awareness of your brand, driving interest to your product/service, instilling a desire into potential customers, which then turns into an action when they purchase what you have on offer.
The entire ideology behind a marketing campaign is to take them from “being interested” to having enough “desire” to actually click through and pay you for your product/service.
But if they never know when to expect an email, you are losing half of your influence.
Which is why being consistent is super important. Now, we are not saying you need to worry about posting on a daily basis. But we would recommend having a specific day of the week, at roughly the same time when subscribers can expect your email.
Time Your Emails Properly
The next important part of getting your emails opened is the timing. Which still falls under the being consistent flag.
For example, if you have a blog that focuses on healthy recipes for breakfast. Sending a newsletter in the evening wouldn’t exactly help, now would it?
Make sure you know where the majority of your audience is, and what time best suits them for the type of content you will be sending their way. Keep these tips in mind and you’ll be sending better emails in no time.
Author Bio: Susan Ranford is an expert on career coaching, business advice, and workplace rights. She has written for New York Jobs, IAmWire, and ZipJob. In her blogging and writing, she seeks to shed light on issues related to employment, business, and finance to help others understand different industries and find the right job fit for them.