Email conversions require your recipients to take a specific action — like subscribing to a newsletter or making a purchase. But how do you ensure your emails convert?
To increase your email conversion rates, you’ll want to focus on the hooks in your messages. This includes the subject line and pre-header text.
1. You Have Poor Subject Lines
According to Emails Nest, Email marketing can be one of the most effective ways to convert customers. But it requires a little bit of skill and attention to detail. If you aren’t seeing the results you want from your email campaigns, then it may be time to make some changes. Luckily, there are plenty of things you can do to improve your email conversions.
One of the most important elements of any email is the subject line. Your subject line should be enticing and catch the attention of your readers. It should also include a clear call to action that clearly states what you want your recipients to do. This could be anything from reading a blog post to signing up for your newsletter. The more specific you can be in your call to action, the better.
If you’re not attracting readers with your subject lines, they’ll likely ignore your emails and won’t convert. So if you aren’t seeing the results you desire from your email campaigns, it might be time to revamp your subject lines.
There are many different strategies for creating an engaging email subject line. One way is to use a personal touch, like including the subscriber’s name in the subject line. Another way is to create a sense of urgency or exclusivity. This can be done by mentioning that a deal is only available for a limited time or that an exclusive product is being released.
Finally, you can try to invoke the subscriber’s vanity. This can be done by mentioning how great they will look wearing a particular product or by saying that their friends are talking about your products.
In addition to the subject line, the pre-header text is an important part of your email’s conversion success. The pre-header text is the text that appears directly to the right or below your subject line, depending on the device being used to view the email. The pre-header text can be used to promote a special offer, announce a new product release, or provide other details that will entice the reader to open your email.
2. You’re Using a Poor Email Template
The content of an email is important, but so too is the email’s design. If an email isn’t well designed, it will likely be ignored by recipients or even tossed into the junk folder. The best email templates will have a clear call to action, use concise language and be optimized for mobile devices. The best email templates will also be free of excessive images and any unnecessary graphical elements that could increase download times.
While many marketers focus on open and click-through rates, the conversion rate is a more important indicator of success. It can help marketers determine the direct return on investment of their email campaign. It can also be used to measure the effectiveness of new strategies and campaigns.
For an email to convert, it must be relevant to the subscriber’s needs and interests. One of the main reasons people unsubscribe from an email list is that they receive too many irrelevant emails. The good news is that it’s easy to make your emails more relevant by focusing on the needs of your audience and tailoring your email messaging accordingly.
A great way to do this is by using dynamic content. For example, if you’re marketing a surf brand, you can use dynamic content to show the most popular products to your audience. This will make your audience feel like you are speaking directly to them and will help to convert them into customers.
Another thing to keep in mind is that it’s important not to spam your subscribers. Spam can cause your subscribers to mark your email as spam or delete it right away. This will not only cause your subscribers to stop opening and reading your emails, but it may also damage their trust in your brand.
In addition to spamming your subscribers, it’s also important not to spam other recipients. Avoid sending mass emails to your entire list and always think twice before hitting “Reply All” to an email chain that contains only a few recipients.
3. You’re Using too Many Images
While visuals are great, they’re also resource-heavy. Many people who check their email on their phones are doing so in coffee shops or on the subway and may have a limited data connection that’s struggling to load images. If your email is too image-heavy, it will take a long time for the email to load and by then the reader might be distracted or frustrated enough to abandon the email altogether.
Using too many images also gives the impression that your brand is trying to hard to sell something or too desperate for their attention. It’s okay to add a personal touch to your emails, but if it starts feeling gimmicky or forced the recipient will likely not engage with it.
It’s important to remember that mobile devices are the primary way that people access their email, so it’s crucial to optimise your emails for them. Emails that are difficult to read or navigate on a mobile device will not convert, so be sure to test your emails out on various devices before sending them out.
One of the most common reasons that an email doesn’t convert is because the recipient simply can’t understand it. This could be because of a language barrier, a lack of sleep or other circumstances, but no matter the reason, an email that doesn’t make sense will not inspire the receiver to click on your CTA.
A well-designed email is like a story, leading the recipient on a journey from start to finish. The opening image should catch the recipient’s eye, followed by just enough text to provide the necessary context and then a clear call to action. This type of email is not only easy to read, but it also allows for a higher conversion rate than a non-optimised email.
There’s no definitive answer to how many images is too much, but a good rule of thumb is to use fewer images that are smaller in file size, so they load faster. Additionally, be sure to share any important messages or calls to action in text as well, in case the images don’t load for whatever reason.
4. You’re Using Poor Copywriting
If your emails aren’t converting, it’s possible that they’re boring and lacking in copywriting techniques. Emails are busy places, and if you’re not making your message stand out, it’s easy to get lost in the noise. You have a short window of opportunity to reel in your audience, so make sure you use all the tools at your disposal to dazzle them with your message.
For example, many marketers fall into the trap of using filler words to bulk up their text. These words take up space without adding any value to the message. They also tend to bore your readers, so avoid them as much as you can. Instead, focus on the benefits of your product or service, as well as the pain points that it will address for your customer.
It’s also important to avoid over-using technical jargon in your copy. This will only confuse your reader, especially if they are unfamiliar with industry speak. If you’re unsure whether your copy is confusing, try showing it to someone outside of your industry to see if they understand it.
Another common mistake is failing to provide a clear call to action in your emails. While this may seem obvious, it’s amazing how many marketers dance around what they want their readers to do instead of simply asking them for a conversion. Creating a direct CTA will always be more effective than generic messaging.
Another reason why your emails might not be converting is that you’re targeting the wrong people. It’s possible that you are attracting tyre kickers rather than actual customers, and this is hammering your bottom line. To prevent this from happening, segment your list and send promotional emails to those who have bought from you in the past. This way, you won’t be wasting your marketing budget on people who are unlikely to convert. This strategy will also improve your overall ROI.
