Email marketing has long been a staple of inbound marketing due to its ability to generate new leads as well as maintain customer relationships long after the initial purchase. It may not have the hype that it used to, but it’s still a great way for you and your company to generate sales leads and convert prospects into sales. Considering this, we would like to provide you with a list of 9 ways you can improve your email marketing so that you can generate even MORE sales leads and convert MORE leads to sales.
Incentivize to Increase Open Rates
Just by including an incentive in your subject line, you will increase your open rates by up to 50%. For example, “FREE shipping when you spend 50$ or more” or “Get your FREE iPod with demo” are terrific ways to create great, incentive-focused subject lines.
Use No More Than 3 Fonts or Typefaces
This is important because you do not want to distract your readers from your content simply because you have too many fonts or typefaces. Your goal is to reduce clutter in your emails as much as you can, without taking away from the content. The bottom line is, the less fonts you have, the more conversions you’ll experience.
Put Main Message and Call-To-Action Above The Fold
If your main call-to-action (CTA) is below the fold line, then your readers are not seeing what you are trying to get them to do. In fact, it is a statistical FACT that if you put your CTA below the fold, 70% of readers will not see it. So make sure you CTA is above the fold so your readers can easily see it, and also repeat the CTA at least 3 times throughout the email so it sticks in your readers’ heads.
Make Sure Your Email Stays Within 500-600 Pixels of Width
This is a simple cosmetic procedure which limits the width of your emails to 600 pixels wide. Simply put, if your email is any wider than 650 pixels, your readers will have to slide and scroll horizontally to see all of your content. This creates an unwanted and unnecessary hassle for your readers and will only naturally cut down on leads and conversions. Keep your emails within 500-600 pixels and you will be fine.
Analytics and eye-tracking studies have found that people naturally look to the upper left-hand side of emails when looking for a company logo. You want your logo to be remembered, so to ensure this make sure it is put in the upper left-hand corner of ALL your emails so that it gets maximum exposure.
Compel Your Readers With Catchy Subject Lines
You want to keep your subject lines within 30-50 characters, but they should also create a sense of urgency for the reader. Don’t surprise your readers with content that has nothing to do with the subject line. This will only upset your readers and cause them to lose trust with you. Keep your subject lines short, catchy, but your readers should have a good idea what they’ll be reading before they even click on your email.
For Opt-Ins, Use Auto-Responders
You need to remember that people forget things very easily. So to combat this, you want to set up an auto-responder for any time a customer decides to opt-in to your service. It should be set up to send out within 1-5 days after the person initially opts-in reminding them that they have opted-in to your email database. You should also include some additional or bonus content to reward your readers for opting-in to your service.
Tie Emails to Your Landing Pages
In terms of your headline, copy, and content, you will want your landing page to match your email. You also want your landing page to look and feel like your email. Also, you’ll want to ensure that you are using tracking tools and analytics to see which of your emails and landing pages are working best so you can do even better in the future.
Remember the 5-Second Rule
The simplest way to see if your email is conveying the message you want is to send it to a friend, family member, or colleague. Ask them how long it took them to find your call-to-action. If they found it under 5 seconds, don’t worry, you’re good. But if it took them longer than 5 seconds to find your CTA, you may want to look into placing your CTA more strategically so that it gets quicker exposure.
You can use all the fancy new tools marketers use nowadays, but referring back to these trusty guidelines will do more for you than any fancy tool will. Remember that to get the most out of any marketing effort, you need to do it the right way. According to marketing experts, these guidelines are the right way to conduct email marketing. Don’t use shortcuts, just follow these guidelines and your email marketing efforts will be rewarded.
Certified Inbound Marketing Strategist | Content Marketing Specialist | Social Media Strategist | SEO