Hey! Craig Dawber here and welcome to this blog post. In today’s post, I’m going to attempt to shed some light on a very interesting topic…The Anatomy OF High Converting Emails.
Email marketing is one of the most powerful tools at the disposal of most marketers. Apart from being an incredibly cost-effective channel, its importance and value to any business owner cannot be overstated.
It can be used to reach out to several of your already engaged audience as well as your potential audience. However, it can only be efficient when you know how to draft high converting emails, the type that your recipient would love to find in their inbox.
As a Digital Info Marketer I will say when it comes to lead generation or customer communication, email still leads all other forms of online marketing including the top social media. Series of research has shown that the majority of consumers check their email at least once in a day on their mobile devices. Some of these e-mails get opened while some end up in the trash.
The question now is…why are some emails opened and others trashed without opening?
I’m going to analyze the anatomy of a high converting email by focusing on the role of each element that makes up an email.
Each element of your email has a single job, and a smart email marketer makes use of these elements to their singular job.
Now…let’s examine each of the elements, and the unique roles they play in driving traffic and conversions.
The subject line is, most arguably the most important piece of your email copy. Its purpose is to grab people’s attentions, make them open the e-mail and secure their interest.
No matter how powerful the content of your email is, the subject line determines whether your email will be opened or trashed. Therefore, it is essential it stands out from the crowd. You should spend as much effort in creating an engaging subject line just as you do while drafting the email body itself.
Furthermore, the length of the subject line must be kept appropriate. When the subject line is too long, your email copy might not appear in the recipient’s inbox.
A shorter subject line, on the other hand, might fail to communicate what the email has to offer.
Generally, I would say a subject line of 61-70 characters deliver the highest read rates. Furthermore, restrict from using the same subject lines as everyone else.
The subject line must be clear, catchy and to the point. Do not make people’s eyes work too hard. Instead, make it short and attention-grabbing.
The first impression they say lasts longer. The introduction of your email must be able to maintain people’s interest and at the same time, make them keep reading your copy.
You don’t have to bother with their first name here or write like you would write a postcard to your grandma. Rather, use powerful, punchy writing.
Do not waste time with polite conversation; jump straight into the copy, but keep the first two opening sentences short and to the point. Inject some personality into it, but try to link it to the subject of your e-mail.
The body of your email should be aimed to convince the reader to take action. Just like the subject line, you can choose to use direct benefit or curiosity in your email body.
Although curiosity-based email copy will boost your click-through rate, it will often lower your conversion rate.
Furthermore, it is up to you whether you want your e-mails to contain lots of content or keep them short. However, I tend to keep my e-mails short and fact-based rather than content-focused.
Give the recipients an agreement hook by stating something they would have seen or heard, and describe the way they feel about it.
Use stories, case studies, and examples, and try to link your introduction into the theme of what you want them to buy/request/do.
Pre-sell them on the benefits of what you are promoting, use bullet points if a list is relevant and do not distract them from the end-goal – The Call to action (CTA).
Now that the recipient has opened your email and gone through the content, the next thing is for them to take action.
Call-to-action is about what you want the recipients to do, and how you want them to do it.
Call-to-action is usually in the form of a link and sometimes, just a statement.
To avoid confusion your email copy should contain only one or two, at the very most three call-to-actions (CTA) if you decide to leave on in the P.S.
If you include more than two call-to-action’s, you will confuse or distract the reader and they will most likely NOT do the main thing you want them to do.
I would therefore, make your call-to-action visible, simple and to the point.
Also, state what they stand to benefit within the call-to-action. The CTA within your email copy must directly be related to the purpose of your email, and must effectively communicate the precise action that the email wants users to take.
By making use of an actionable phrase, you can stir up the recipient’s curiosity up to the conversion stage.
The closure of your email should be aimed to sign the email as complete.
Avoid the cliches, like, to your success, all the best, good luck etc. Rather, keep it consistent and branded.
Your closure must be the type that implies they will remain subscribed and to hear from you again soon, such as talk to you soon, talk later, until next time etc.
Your signature should be your name or companies name plus (where necessary), the post held.
Overall, take note of the basic punctuation and grammar errors.
This is another chance for you to repeat the most valuable arguments/comments from the hook of the e-mail.
What is the last thing you want them to think before they take action? Why doing this, remember to keep it short and simple.
When next you are sending out emails, keep these rules in mind to keep on building relationships with your customers and also to stand out from the inbox swamp.