According to research, an astounding 347.3 billion emails are sent and received daily. Email marketing continues to yield a staggeringly high return on investment. For every dollar spent on email marketing, the ROI is $40.
It should come as no surprise that 81% of small businesses use email marketing as their primary customer acquisition strategy. If you want to reach a wider audience, earn more conversions, and grow your business, email marketing is a no-brainer. However, that’s not all. Make sure you cleverly optimise your emails to squeeze maximum conversion juice out of them.
In this blog, we’ll offer a closer look at five email optimisation strategies recommended by SEO experts. We’ll also help you understand the right way to implement these techniques for optimal results. Let’s begin!
1. Focus on the Subject Line and Pre-Header Basket
Many businesses make the mistake of crafting high-quality, engaging, and incentive-packed emails only to leave the subject line and pre-header boring and dull. Yes, the email itself must be phenomenal. However, the subject line and pre-header carry more importance. Let’s understand why.
The goal is to get people to open your email. If that doesn’t happen, all the effort you invested into the email copy will go to waste. Turn your attention to the basics to get off to a great start.
Add a clear incentive to the subject line and pre-header to help subscribers understand how you’re proposing to benefit them. Opt for compelling calls-to-action (CTAs) like “Exclusive 24-Hour Sale”, “Free Gift with XYZ Purchase”, “Exclusive Product Launch”, “Buy 2, Get 1 Free”, and the like.
People adore a good offer. When you start your email with a clear incentive, you’ll earn more clicks. The subject line should be relevant, not gimmicky. Present an offer without sounding cheesy. Concision is also critical. Aim for 30–50 characters for the subject line and 50–100 characters for the pre-header. Put your creativity hat on and incentivise your audience to earn maximum clicks.
2. Craft Personalised Emails
People love personalised products, services, content, calls, texts, messages, and emails. By simply adding a customer’s name to your email, you’ll end up earning a higher email click-through rate.
Perform a thorough demographic analysis to understand your audience. Break your audience down into different segments. For instance, if you sell tech products, you could divide your audience on the basis of age.
Craft a unique message for teenagers who are looking for smartphones, laptops and gaming gadgets, opt for different messaging for millennials who are on the hunt for high-performance computers, and tailor your tone for baby boomers who aren’t familiar with technology and want to make an upgrade.
Further personalise the emails by using an algorithm to weave each customer’s name into the email. This is a great way to make your customers feel special and build loyalty.
Start off slow and work your way upwards. If you want to achieve a high level of email personalisation, use an advanced audience segmentation tool to create clusters of overlapping identity markers.
For instance, you can create a group of African American female clients between the ages of 30 and 45. When you write email copy that appeals to them and mentions their unique characteristics and interests, they’ll feel like the email was written for them. It was, but not exclusively. You just opted for a smarter approach and crafted one email for hundreds or thousands of clients who fall under the same category.
When used correctly, this technique will help you increase audience retention and brand recall. Work with email marketing specialists to check this box off the list.
Recommended Read: Components of a Successful Email Marketing Strategy
3. Write Engaging (Not Boring) Email Content
Once you’ve earned a click, you have the golden opportunity to earn a conversion. Your email content will be the sole determining factor.
For starters, make sure you write engaging, exciting, and attention-grabbing content that reels your audience in from the get-go. They should be engaged enough to read your email till the very end and click on the enclosed link(s).
Make sure the content is clear, relevant, concise, and value-added. Help your audience understand what’s in it for them.
- Why should they avail your offer?
- Why should they buy your products?
- Why should they sign up for your services?
Highlight your brand’s unique selling propositions (USPs) to convert your audience. We also recommend breaking your content down into bite-sized, digestible, and readable paragraphs. Nobody wants to read big walls of text. Long, exhaustive, and complex copy will overwhelm your audience and result in low conversions.
Use bullet points and short paragraphs to increase the overall readability of your emails. Supplement the content with visual media (images, infographics, concept illustrations, GIFs, videos, etc.) to make an even bigger splash.
When text is paired with graphics, the content carries greater aesthetic appeal. You can also use colour blocks to separate different topics and achieve greater visual clarity and harmony.
4. Use Multiple Shareable Links
Instead of using one link, add multiple shareable links to your email. This is a great way to increase the chances of earning a conversion. We recommend adding 3–4 links with clear CTA buttons. Make sure the buttons stand out against the email copy.
5. Send Your Emails at the Right Time
The time you send an email makes a big difference. Depending on where your audience lives, they’ll be active during certain times of the day.
If you send an email at a time that they’re inactive—4 am, for example—you’ll fail to reach them. By the time they wake up, the email will be buried under other notifications, and they’ll pay minimal attention to it.
Emails have the greatest impact when they arrive while a person is using their smartphone, working on their laptop, and so on. There’s no way to guarantee this. However, you can optimise the send time to increase your chances of delivering emails at peak hours.
Perform audience research to determine the right delivery time for each audience category. When you time your emails like a seasoned pro, you’ll generate more clicks and get the most bang for your buck.
Launch a Power-Packed Email Marketing Campaign
Are you looking for an email marketing company based in Canberra and Sydney? At TocToc, we leverage advanced email marketing strategies to help you reach and convert a wider audience, drive more revenue, and grow your business at a steady pace.
Explore our email marketing services to get started. We also specialise in search engine optimisation, web design and development, social media marketing, and app development. Let’s steer your company in the right direction. For more information, contact our experts today. We’d be more than happy to help!