by Gouri B. -- October 1, 2015, 01:50:23 PM
You are busy sending emails to an exhaustively prepared list. Great! But, wait! Have you optimized them for conversion for clicks? Get this clear. Optimizing the emails will attract increased clicks and drive readers towards your website, thereby enhancing the chances of actions such as a sign-up or a purchase. Get started with these vital guidelines.
Concentration on the subject line
In order to derive high conversion rates from email marketing, your first weapon is the subject line, which plays a crucial role in drawing the reader’s attention. You can say that it is the packaging, so a repelling one would just lead your email to trash. An optimized subject line would arouse interest, driving your readers to look for more info. Below I bring to you certain proven tactics for optimizing the subject line.
Building value:Think, think and think! As a reader, what subject line would appeal to you? Empathizing with the reader will help you to arrive at a subject line that is not only precise but also smart and easily understood. Some great examples that have worked are “Are you sure your diet is healthy?”, “Open to know what you are missing!”, and so on.
Personalizing:As an entrepreneur, it would be stupid to ask “What’s in a name?” When you flash recipients’ names on the subject lines, it arouses a sense of being pampered, and people tend to get more interested.
Character limit: It has been seen that the most powerful subject lines have less than 50 characters. By maintaining this, you avoid the risk of only a small part of the subject line being seen, which is not a very good thing. Also, it is better if the most vital matter begins the subject line.
Test to get a taste: All email marketing campaigns do not behave similarly, and there are hardly any predictions that you can make. So, before you set out on a full campaign, do some testing with two or three subject lines. For example, each subject line can be forwarded to around 9-10% of your list, and on the basis of the response, the remaining list can be taken into account.
Sender name optimization
Now, what on world is that, you might ask. Well, let me tell you something, any Tom, Dick and Harry can go for email marketing, but would you care to read just any mail? The obvious answer is no. The senders name is crucial in building trust among recipients or readers. A real name makes the mail for ‘visible’ rather than a fabricated one.
The majority of emails have buttons or links for call-to-action, and optimizing them is one of the main tasks. This will boost the conversion rate by routing people towards your site or driving them to take any other preferred action. In order to offer a unique call-to-action, these are the things to consider:
Location: You would definitely not like the recipients to ignore the call-to-action simply because you have positioned it in the wrong place. The best thing is to place one at either of the upper corners of the page fold and another after the primary email body.
Wording: Certain action-oriented words like “Rush for your special offer”, “Get your free quote now” would be good to use in place of the clichéd “Click here”, which I feel is somewhat commonplace and monotonous.
Style: Do you still remember the times when you coaxed your parents to buy you a colorful, beautifully decorated toy? Well, although we all are grown-ups now (supposedly), the same principle applies here. If a call-to-action button or link have the proper color, style and size, there will surely be more clicks and hence more conversions.
Staying away from being boring and lengthy
You must design shorter emails for enhanced engagement. As revealed by a MarketingExperiments.com study, 50% reduction in word count boosts the click rate of an email by 16%.
Opting for the mobile way
iPhones, Android and other such mobile gadgets being the latest fashion, millions of users are hooked to these gadgets for browsing the web. So, optimizing your email to suit these gadgets should be one of your primary concerns. It is simple- if mobile readers are incapable of viewing or reading your content, they would never click it!