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Nicole Cowart
30 April 2019
Reading time: 6 min

5 Secrets Behind High-Converting Email

Getting clients or rising the email conversion rate using email marketing can be sometimes a big challenge; but how do others succeed and what is the secret behind their results?

You have carefully chosen every word and polished every sentence. Then you sent the message to the thousands of people, and you are waiting impatiently for thousands of readers to enter the site and then become your loyal customers for life.

Sounds easy, right? But the reality is different from what you imagined, and the results of your work are not what you imagine. To start simple and with sure results, you just need to follow the next 5 tips. Ready?

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1. Write a killer subject line

people’s attention and, most of the time, make them read the email. Everyone has a story to tell. You do not have to be Stephen King, Hemingway, Dostoevsky or a journalist with decades of experience telling captivating stories.

It no way will be simple! Especially if you do not have a workout. Everybody knows how hard it is sitting at the table and putting on paper, black on white, the first lines of your story, having no inspiration. Many have simply given up at this stage.

Of course, you can check this essay writing service for getting some help – here you will find professional writers who will show you the exact information which you are looking for and help you out when it gets harder. For example, if you want to make a story involving a product or service, like an advertorial, blog article, radio spot or landing page.

Any text you write, you have to choose from the very beginning: make it banal, like many other texts on the net, or make it captivating to keep the reader “stuck” to the end.

You can tell a story in 50 words or in more than 3000. It depends on the material you are developing. But one thing is certain: there is a recipe that applies to any situation.

Put it all together with a storyboard. This is the method used by entertainers, scriptwriters, advertisers, designers and many other artists who want to present their ideas before implementing them.

2. The timing is critical

Before sending an email, you need to understand when the recipients are most willing to open an email. If we were to look at the four factors that influence “Desire Open Time”, we should talk about the recipient, the focus period (when more openings are taking place), the environment and the message.

Clearly, business clients are willing to open the e-mail received during the hours of the program, while other clients can open the mail anytime during the day – as long as many check their mail during the day without the influence of working hours, sending a weekend newsletter makes it clear that it is not an impossible option for a B2C relationship.

Don’t forget about demographic criteria. If your campaigns target teenagers, then you can send your campaign peacefully at 3:00 PM when they leave school. Many can work in environments where they do not have Internet/email access (e.g., doctors, teachers, restaurant workers, etc.).

The difference in gender can be an important factor. Although the difference may seem insignificant, yet statistics show that the percentage of males staying online in the afternoon is higher than that of the female. Such criteria should be considered when establishing an email marketing strategy.

3. Choose the right words

Make the message look as natural as possible! Do not repeat user name too many times and let people know about the things you expect from them. Sales-related messages will be part of your Email Marketing strategy, you just have to show them things clearly.

When you want to say a marketing story, I do not recommend giving the audience too many choices to choose from. In other words, make it simple to identify with the main character. How can you do this simpler? Put it next to the opposite side. The easiest is to choose when we have two options ahead.

Surely anyone who wants to be just like the positive hero of the story, the one who finally won, is not it? Well, on this principle, the audience’s attention (and money) has won many advertisements that compare two opposite situations.

Don’t forget to use at the end of your email a “call to action” proposition. This involves repeating the solution (name of product, service, the brand promoted), but this time, the solution is in the hands of your audience, and the discussion is a direct one. I do not recommend closing the story with a question, but with an easy statement or suggestion to implement.

4. Use psychology in email marketing strategy

Our brain is scheduled to always compare with similar or similar people. As long as the character in the story gets what he wants and is very similar to us, the brain motivates us to believe that we can. That’s why stories are strong when they convince the audience that they can get what they want. This means putting the consumer at the heart of our marketing strategy.

Use an email address with your real name – it can help in creating a bound with your future client. As a suggestion, think about the newsletter as an opportunity to maintain your relationship with your customers/readers, more than a sales opportunity. Keep sales information focused only when you are using deals, discounts, unique ads campaigns.

Also, do not send emails just when you need something, help them with information, be generous, be a true friend!

5. Know your audience

Be on their side! Remind them that they are not alone in a particular problem and that you understand the fight they are taking, and you will help them in when they are in need.

You can customize emails with recipient names and create content that is specific to their geographic area – or even using other customization criteria like specific expressions or cultural differentiators.

Also, give them the opportunity to send questions back – maybe they will want to ask some specific questions regarding your products and communication on both sides should be on both sides.

Similarly, to the person’s buyer profile, empathy map helps you find out specific information about your ideal consumer’s experiences and states. The concept was created by Dave Gray, founder of the XPLANE consulting firm, to help his team empathize with their potential customers and the concept can be applied on a large scale.

What did we learn?

“You’ve got a mail.”– do you remember? Here is a web history story, somewhere in the Stone Age of the World Wide Web. Today, we’ve replaced emails with tweets, likes, status updates, PMs, but we still check every day the virtual mailbox – a.k.a. our email.

That’s why email conversion campaigns are still important and still work great if you plan them with your head. Try to keep your message as simple as you can, without being aggressive and use modern updates (images/gifs/colors) to bring to life your audience.

The success of an email marketing campaign relies heavily on expectations, and it is up to how you build it. If you have a strong call-to-action and a consistent response from the people you are addressing, you can expect a positive campaign result.

When you promised them something good, they expect to have exactly that. If people know they will learn something that will make them happier, more informed or richer, then they will read more, with more pleasure. And of course, reward them for reading! Share with them valuable advice! Make them smile! Inspire them!

So, if you promised subscribers that you would send them an email once a week and you actually plan to get into their inbox every day, you should expect the worst. Internet users have become more and more protector of their online environments, including the email box.

It’s recommended not to upset anyone, you don’t know what wave of negative opinion can create an angry user, and worse when he is actually right. Better work on building your business image than repairing it.

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Nicole Cowart

Being a marketing manager for almost 2 years and developing all the needed skills, Nicole understands what a client needs. She wants to share her experiences with all who are at the beginning of their work. In the end, everything is just a smaller or bigger procedure which Nicole has the ability to share.

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