Writing Effective Emails That Increases Your Conversions
You have finally crafted an email that is important to your business. You hit send, and now you are waiting and looking at your analytics. As the minutes’ pass, you wonder if that email could have been better. Perhaps it needed more editing, or maybe you should have tried a different approach. Are you creating that effective emails that capture the attention and converts the reader to your website?
You are not alone with that kind of scenario. Nowadays, getting emails opened, read, and clicked could almost be impossible. Most of us have overflowing inboxes, and we just want to empty it as quickly as we can. This is why it is so important to get to the point right away.
As part of your email marketing strategy, you will have to send out several emails on a daily basis. In return, you will also be receiving emails. Just like most of your email recipients, you are pressed for time, and you want to get things done as quickly as possible – especially because you are trying to hustle your way up for your company.
You surely do not want to receive a lengthy email that is mass-generated. Your recipients feel the same, which is why you should learn how to craft effective emails that get the attention it needs and gets the response you want.
How To Make Your Emails More Engaging
Your recipients could simply open your email without bothering to read it. Or, they would just send it straight to the bin without opening your email. To get your email opened and read, you need to make sure it gets noticed first. Here is a simple checklist to create effective emails that you need to do
Know the purpose of your email.
All too often we simply hit the Compose button and just type our message without taking time to consider why we are contacting the receiver of the email. We have the freedom to express ourselves through our emails but make sure they fulfill any of these two: provide information or provide confirmation.
Be wise about the subject line.
When you know the purpose of your email, you can quickly convey your message to the reader. At the same time, you can provide a clear subject for the email. The subject line is significant and it is one of the most influential email elements that will determine whether or not the receiver will open your message. Therefore, you should take the time to choose a meaningful and straightforward email subject that succinctly pinpoints why you sent out that particular email.
One of the reasons why many emails get bypassed or ignored is because the recipient does not know who the sender is. Make sure the receiver gets your full name when they receive your email. As much as possible, stay away from nicknames or initials since many people actually ignore emails from people they do not recognize.
Another important element in your email is its content. Let us say that you successfully enticed the recipient to open the email. The next step is to make sure that you keep them engaged so that they read the entire contents of your email.
It is not so easy to craft attention-grabbing emails though. You need to cut through the inbox clutter of your subscribers while improving your email’s deliverability and your return on investment (ROI). Here are tips and tricks that will make sure your email campaign gains in opens, clickthroughs, and conversions:
Inform or Confirm
As previously mentioned, you should provide information to your subscribers. This can mean anything from making an introduction to summarizing a meeting or event to offering status updates. Meanwhile, providing confirmation means you will verify an appointment or communicating to a vendor to get price estimates.
There are many strategies in personalizing your message, and one is to add the name of the subscriber in the email subject. However, you should not think that email personalization ends with using the subscriber’s name. You should also ensure that you make the content of your email more relevant to them. You can use their personal information to achieve this, such as their subscriptions, purchase history, and demographics.
It is highly likely that your email subscribers open and read your email using their mobile devices. Therefore, it is important that you use a responsive design to make sure that your emails can be viewed no matter what size the screen is and what platform is used. Recent studies show that over 70% of users delete emails that do not look good on their small screen device.
Emails should be easy to read, so you can use images to draw attention as well as impart your story quickly. Your email should also have headlines and subheads, along with bullets and boldface types. You can even use different colors if you want to highlight some important pieces of information. It also helps if your paragraphs and sentences are short.
Call to Action
Tell your subscribers exactly what you want them to do. They should know what is required of them the moment they open your email message. The call to action should pop and be prominent all the time. It should also be value packed and is customer-centric.
You can get the timing right if you can test the cadence and frequency of your email campaigns. Doing so helps ensure that you do not send so many emails in so little time. You want to make sure that your subscribers do not forget about you but at the same time, you do not want them to get tired of seeing your emails. Sending too many emails too frequently can lead to your subscribers ignoring your emails to the point that they get annoyed and mark it as spam. That is definitely something you do not want to happen.
When you send an email, make an enticing offer that you believe your subscribers will find hard to refuse. You can also test the offer whether or not it will increase your open, conversion, and click rates. Some of the offers can be about free shipping, buy one get one, or a percentage off a product purchase. Test which of your offers get the biggest response, so that you will know what works best for a particular audience.
It also helps if your email gives off a sense of urgency, such as a deadline to the offer. The deadline should be right there at the pre-header or the subject line, which is actually an excellent way to catch the attention of your subscribers. Plus, it can increase their drive to take immediate action.
Phrases to Use
The way you write your emails can influence the kind of result you get. For example, you should set the tone right from the start. It will depend on your relationship with the addressee and the type of email you are sending. For professional emails, here are some phrases you can use
- Might I take a minute of your time?
- I would like to follow up on…
- I’m attaching the document (you need)
- Let me introduce myself.
- I wish to complain about…
- I understand your frustration.
Use the subject lines as well to give a preview of your message. Avoid blurry words, such as “meeting” and just be more specific about the situation. Instead of using just the word “Meeting,” try something like “Tomorrow, 8 AM, Very Important Discussion.”
Phrases or Words to Avoid
Some words and phrases are simply used as filters, but they do more harm than good, especially making your email look weak. As much as possible, avoid the following when crafting your email:
- Kind of
- Yes but
- I feel
- I believe
- I think
The last three phrases can make you seem indecisive. You can express your opinion without them – the same as with “In my opinion.” If you are going to provide your views and sentiments regarding a specific subject, give your strong reason instead. Additionally, do not use all caps or even exclamation points as they will not help you in emphasizing what you mean since readers often think the writer is angry.
Here is another useful tip. You already know how popular social media is today. When crafting your email copy, make sure that you include links to your sites on different social media platforms. These sites are a key component whether you are creating a welcome, thank you, or any kind of email to your subscriber.
Examples of Effective Emails
In crafting your emails, make sure it has the following elements
- The goal why you are writing the email
- Why the reader should actually care about your message
- Call to action
Here are some examples that can help you understand better how to write effective emails:
Example #1: App Invitation
I read your terrific blog post regarding product descriptions on ThisWebsite.com. I’m wondering if you have some clients with ecommerce stores.
I would love to introduce you to my new app called Ecommerce Solutions. This app is for ecommerce owners (add a serious benefit).
Are you interested?
Please reply to this email. We’ll set up a quick demo of the app at a time that’s best for you.
Marketing Coordinator for Ecommerce Solutions
Example #2: Asking for Feedback
Dear Ms. Wyatt
Thank you for choosing Splendid for your recent holiday trip.
Did you enjoy your experience?
We would love to hear your feedback as well as suggestions on how we can improve
Click here [link] to fill out our online survey now.
Customer Services Executive
PS If you complete our survey, we will enter you in a yearly draw with prizes up to $1,000 worth of Splendid holiday vouchers.
Example #3: Welcome Email
Thank you for signing up for Stack. We are really happy to have you!
Click the link below to get your profile set up right now.
Set up your profile now [link button]
Lots of luck,
Example #4: Thank You Email
Thanks a billion! You have helped us reach a huge milestone.
We would like to express our warmest “thank you” for being one of Sum1’s 5 Million Users.
To celebrate, we are giving away free vouchers. Click the button below to grab yours now.
Example #5: Updates or New App Features
Subject: We’ve got something to show you…
We have made some really big changes.
Over the past eight months, we have been listening to our clients’ feedbacks. Here at DropSpot, we only dreamed of a future where our app is bigger and better for our users.
That future is here now with DropSpot version 2.0.
We have our team of marketers, developers, and designers working nonstop to make sure our users will experience how great the transformation is in the newest version of our app. We promise that everything is more colorful and a bit slicker now.
It is really a lot of fun!
Come check it out [button]
We hope you have a great time using our app.
The DropSpot Team
In the examples above, there are crucial things that you can learn from them:
Keep it short. Your emails are not like business meetings where more agenda items mean more productivity. With emails, the less you include, the better.
The goal or purpose of the email is very clear. If you are going to welcome a new subscriber or member of your site, your message should clearly state that.
As much as possible, add a link or button, especially because your email is simply a summary of your whole message. The link should point the reader to where he or she can get more details.
Of course, you should not forget about your call to action. You sent that email because you want the reader to do something. Be clear about the action you want the subscriber to do, whether it is to click a link or complete a survey.
- To get your point across and get the response you’re looking for; your emails should be succinct, relevant, and appropriate
- Your emails should have a clear purpose, express your expectations, and have a call to action
- Avoid using “shrinker” words and other phrases that might make your emails seem weak and indecisive