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If you’re finding a lackluster open and response rate to your email newsletters, it’s time to up your game. Fortunately, there are plenty of ways to do that.
In this article, I’ll outline how to write email newsletters that convert.
1. Create an enticing subject line.
First things first: You’ve got to get them to open your email. The best way to do that is with a clickbait subject line. This might be the most important part of writing effective email newsletters. After all, if people don’t open the email and read it, they’re not likely to convert.
2. Add some fear of loss.
People tend to act quickly if they think they might miss out on a great deal. For example, “This 25% Discount Code Expires at Midnight Tonight.” Folks who receive that email know they’re going to have to open it and respond soon or they’ll miss out.
3. Use emojis.
Yes, you can put emojis in your subject line. That’s a great way to make your email stand out from the crowd.
4. Keep it simple.
As Donald Miller observes in Building a Story Brand, people don’t like to burn too many brain calories when processing information. They prefer messages that are easy to follow. That’s why you need to keep your marketing message simple.
For starters, avoid hitting people with multiple promotions in just one email. Instead, focus on getting a single point across. If you’re sending an email with a curated list of relevant content, your email should still have one overarching theme. Make sure your call-to-action (CTA) text reinforces your message as well.
5. Write for grade-schoolers.
Along the lines of ensuring that your readers don’t burn too many brain calories, you should also make your content easy to follow. Use short sentences. Also, write short paragraphs. Make your content scannable with bullet points. People will appreciate the ability to easily skim what you wrote.
6. Add social proof.
Social proof doesn’t need to be confined to your website’s homepage. You can include it in your emails as well. In fact, you should include it. That’s how you’ll get a better conversion rate. Throw in a quotation or two from satisfied customers. You can sprinkle them throughout the content or put them all in their own section.
Remember, though, social proof doesn’t just consist of customer testimonials. There are other types of social proof as well. Brag about the high number of followers you have on social media. Note: If you don’t have a high number of followers on social media, then this wouldn’t be a great option.
7. Write in the second person.
Read your email before you send it. If you’re seeing a lot of “we” or “I” and not a whole lot of “you,” then you’re doing it wrong. Go back to the drawing board.
Your email should highlight the benefits of your brand. The best way to do that is by explaining how your brand benefits the reader. You’re going to need a lot of “you” words to make that happen. For example: “With this PPC strategy, you can expect your CTR to rise by at least 27%!” In that case, you’re speaking directly to the person and telling him or her about the benefits of your digital marketing service.
8. Write a compelling CTA.
As a rule of thumb, your CTA text should begin with an action verb such as “Order,” “Register” or “Start.” That’s important because you’re effectively telling people what to do. When you do that, some of those folks will follow your “orders.” It’s a simple principle of marketing put into action. If you want people to do something, ask them to do it.
9. Consider going with straight text.
It might be a good idea to go with straight text. First, some designs don’t look good on all email platforms. People who are using MindSpring, for example, might see something that’s really difficult to parse.
Also, according to copywriter Ben Settle (who’s a role model in email marketing), conversion rates tend to go up with plain text emails. That’s why he uses them himself.
10. Personalize your emails.
If you can master the art of personalized marketing, you’ll see your conversions go up. Start by including the recipient’s name in the subject line. For example: “Hey Chris, Don’t Miss Out On These Memorial Day Discounts!” Once again, your email service is your friend. Almost all platforms let you include the recipient’s first name in the subject line.
Next, segment your list. Create separate lists based on your various market segments. Then, you can send emails that speak directly to the people in those segments. That will seem more personal.
11. Test everything.
Never assume you know what the people in your target market will want. Test everything to validate your hypotheses.
You might be thinking about sending out an email but can’t decide between two subject lines. Instead of guessing which one you think will be best, run a test. First, get a sample size from your recipient list. Make sure that the sample is large enough to give you solid results. Send half of your sample an email with one subject and the other half an email with the other subject. After some time, see which one got you the most opens and conversions. Then, use that subject when you send your email to the rest of the group.
Conduct tests just like that with all your emails. Test CTA text, the first paragraph, overall copy and other aspects of your emails. Your email platform can help you with this step as well. It almost certainly supports split-testing.
Wrapping It Up
There’s your 11-step program to writing email newsletters that convert. Identify the points you think are most applicable to your marketing, make the necessary changes and check the results. Double down on what works best and eliminate strategies that aren’t giving you improved results.
January 24, 2019 at 09:46AM
Forbes – Entrepreneurs