How do you make email subscribers react to your email campaigns? Kath Pay, email marketing guru from PlanToEngage, shared with us at the iLive 2013 conference six tips on how to motivate your email subscribers to act on your emails.
Focus on email campaign objectives
Email marketers often focus on the opens and clicks of email subscribers, forgetting about conversions which are, of course, most important. An increase in opens and even clicks doesn’t necessarily mean that conversions will also increase. Purchases, registrations, reads, downloads, etc. will increase only if you had set them up as a goal. If you know exactly what you want your email subscribers to do after receiving your message, it will be much easier to achieve it with appropriate subject lines, call to action buttons, images, content and other email elements.
Carefully craft subject lines
“Spend 80% of your time crafting a subject line, call to action and headlines, and 20% writing copy,” highlighted Kath Pay at the conference. Create subject lines and call to action buttons with your email subscriber in mind.
- Be extra specific, relevant and useful to your customer. Shorter is not always better, so replace the usual “Continue” CTA with something more specific, e.g., “Check availability” in order to get your email subscribers to act on your emails.
- Be visually different, for example, make your subject line stand out visually by trying square brackets, symbols, etc.
- Use digits, action words and timely topics, for example, use an end date for a campaign to motivate email subscribers to react to the message right here and now.
- Use a call to action by asking a question.
- Make the call to action appropriate to where the email subscribers are at in the buying cycle.
Maximize the golden real estate
When creating your email design, use the golden real estate wisely – the upper left hand corner of a newsletter. As we read in an F-shaped pattern, this is the place where attention is paid first of all. So don’t waste this space for images or logos. Leave it for text where you directly call on your email recipients to act.
Profit from the pre-header
In some email programs, for example, Gmail, you can see the first phrase of a newsletter even before opening it. Usually we can read there “View this email in a browser”, “Show remote content” or other information that is at the top of an email, but you can use this pre-header also for marketing reasons. If before opening the newsletter you saw “Hi, your name”, wouldn’t you be more likely to open it? Any personalization increases the likelihood your email subscribers will react to your emails.
Make it simple to perform
Don’t give too many choices for your email recipients. The simpler a message, the easier it is for email subscribers to take action. Prefer one call to action instead of several different ones. Kath Pay also advised on other rules to follow. The ‘rule of 3’ says you shouldn’t use more than three bullet points within email content. While the ‘rule of 2’ says the two most important content elements are a heading and the first paragraph, so focus your creativity particularly on them.
Test and optimize constantly
All the iLive event speakers highlighted the importance of testing and optimization. According to Kath Pay, only 42% of online retailers perform some kind of optimization in their email marketing campaigns; and from $92 spent on acquiring customers, only $1 is spent on conversion rate optimization. We at Mailigen and all the world’s leading experts strongly recommend that you test and optimize email campaigns constantly to attain higher engagement from your email subscribers.
Set up goals, pay attention to details, benefit from any opportunity, and analyze and optimize campaigns – all of these are the tips every email marketer should follow to get email subscribers to act on their emails. Hope you find these tips useful and also interesting for your email marketing campaigns. Feel free to share your results with us.