If someone sees an email that isn’t from their friends, family, or coworkers, what makes them click on it? The answer isn’t always clear-cut, which poses a problem for email marketers, who are tasked with getting them to do just that.
And given how many emails the average person receives, it might seem like the odds are against you. In fact, it’s tempting to shrug your shoulders and say the results are out of your control. But trust us – if you follow these campaign optimization best practices, you can increase your open rates.
Here are 5 tips to help you write more engaging marketing emails:
- Know your target audience:
Buyer personas are an email marketer’s best friend. These profiles, which are based on demographic and firmographic data, help you determine who to reach out to, and with what messages.
If you haven’t already done so, talk to your sales team about their biggest deals and fastest sales cycles. Then look for trends, such as common job titles, job functions, management levels, and industries. With this information in mind, you can segment your campaigns, ensuring that each email only goes out to relevant recipients.
- Consider your subject lines:
Take a look at the following subject lines. Which one do you think would generate the highest click-through rate?
A) Click here.
B) What are you waiting for?
C) This isn’t junk.
D) None of the above; they’re all spammy.
If you answered none of the above, you’re correct (source: HubSpot). These types of subject lines are misleading, and give recipients a poor introduction to your company.
Instead of relying on click-bait, be upfront about the value you can provide. Ask a relevant question, then explain more in the preview text. Or alternatively, personalize your subject line, and include a numbered list to further increase engagement.
- Focus on benefits, not features:
“What’s in it for me?” “Why should I care?” These questions will be at the top of people’s minds, especially if they don’t already recognize and trust the sender.
Save the product pitch for a sales call later down the line, and instead, write content that is interesting. Your goal should be to address pain points, helping your target market solve problems they face in their day-to-day work. In other words, put the customer, not your company, first. Marketing emails should never be all about you. This is a mistake, and may be the fastest way to end up in the spam box.
- Keep the skimmers in mind:
Eight seconds. As of 2015, that’s about how long the average person’s attention span is (source: Statistic Brain). Think about that every time you craft a new message, and remember, even if someone does have the capacity to get through your entire marketing email, they might not want to.
For that reason, copy should always be short and to the point, with a few bullet points or sentences that highlight key takeaways. The design should be simple, as well, with a bold header and a clear call-to-action, so there’s no confusion about next steps.
- Test, test, and retest:
If you follow the tips above, you’ll be on the right track. But the only way to create truly readable emails is to conduct A/B testing for your specific audience.
So after each campaign deploys, take a look at the metrics, paying particular attention to your deliverability rate, as well as the number of unsubscribes and bounces. If these numbers are high, it’s time to adjust your strategy. You’ll also want to keep an eye on the open rate, click-through rate, and content downloads, as high numbers here demonstrate that your email was well written, with an effective subject line and call-to-action.
Looking for more ways to improve your email marketing strategy? ZoomInfo can help. Contact us today to learn about our solutions for campaign optimization.