According to Email Marketing Industry Census 2018 by Econsultancy and Adestra, 74% of client-side marketers rate email as an effective marketing channel based on ROI. It's one of the best ways to reach out to your prospects and generate more conversions.
To use email marketing to its full potential, here are 8 effective tips to get more responses from your target audience and entice them to take action.
1. Make it easy for subscribers to contact you
Many times, emails are sent from a "no-reply" address that leaves no way for subscribers to respond. This means you're missing out on valuable feedback from your readers. Instead, send your emails from an address that accepts replies. It doesn't have to be yours—consider setting up a shared inbox for an address like firstname.lastname@example.org or email@example.com.
Encourage subscribers to get in touch with you, or request a reply through the email. However, make sure someone is available to promptly answer them before you implement this.
In all of your emails, include the name of your company along with the physical address, phone number, company website, and links to social media profiles in the footer.
2. Work on your subject lines
Your subject line is like the trailer of a movie. It strongly influences the first impression your subscriber will have of your email. Obviously, you do not get another chance at this. The more interesting the subject line is, the more likely a recipient will open the email. Use a personalized and compelling subject line that would tempt your readers to find out more.
Short subject lines work best for achieving better open rates. You could even try using emojis to grab your subscribers' attention. Test your subject lines to see which pulls a better conversion rate and sells more.
3. Have crisp & engaging email copy
Personalization is an integral part of effective email marketing. Incorporate the principles of personalization to draft relevant, tailor-made emails that match the buyer's persona and each stage of buyer's journey.
For example, if a subscriber has just signed up, it wouldn't make sense to send them your pricing structure right away. Instead, you can send a welcome email accompanied with a content resource that addresses their probable challenges & pain points—and how you can help resolve them with your product or service.
Avoid technical jargon as much as possible. Rather than describing the features of your product, talk about its benefits. Try to build personal rapport by appealing to the reader's emotions.
4. Don't use too much special formatting
Formatting has a remarkable psychological effect on a reader. Use bullet points or numbered lists to organize your content and make it more readable. Refrain from using various fonts and colors—instead, stick to one or two of each. Only use bold, italic or underline to emphasize important words in the copy. The simplicity makes your brand look more professional, and it's easier to read.
5. Adhere to the brand guidelines
If you want to build a credible brand personality through emails, follow the brand guidelines. In particular, pay attention to the sections on voice & tone. Send frequent emails that are in sync with your personas, business type and industry. Regular email communication will ensure that your brand remains at the top of your subscriber's mind—but consistency will keep your brand message strong.
6. Create mobile-responsive emails
Responsive emails that function and look great on mobile devices have become almost mandatory. If your email doesn't render properly on different devices, your subscriber might delete the email or mark it as spam. Even worse, what if they read your email and want to act on it, but the design prevents them from doing so? Either way, you lose your mobile audience and end up hampering your email response rate.
7. Use a persuasive CTA
The ultimate goal of a marketing email is to convince subscribers to click on your CTA and take the next action. A strategically placed CTA button with clever copy can make all the difference in your campaign. Experiment with different colors and phrasing. Try action words instead of the standard "Click here." It's far more compelling to click a button that says "Download now" or "Get my free sample!"
(And remember: your CTA should be easily tappable on mobile devices, too.)
How to insert buttons in Lucidpress
8. Automate your email marketing
Starting from the time a prospect signs up on your website, and continuing past the time they become a customer, you should trigger-send emails to them according to their interaction with your brand.
When a prospect downloads any resource from your website, you can send them relevant emails to follow up on the content and entice them to respond. Because they're directly connected to actions a subscriber has taken, these automated emails often have higher open and click-through rates. These emails even give you an opportunity to upsell, cross-sell, re-engage inactive customers, and create a customer loyalty program.
Getting more responses to your marketing emails is not an impossible goal. With the right techniques, you can stand out from the competition, create lasting impressions of your brand, and build relationships with your readers through their responses.