When first start out with Conversion Rate Optimisation (CRO), you may start by optimising your landing page or website as a whole. However, CRO principles can also be applied in other channels such as social media, apps, and email marketing.
Email marketing is one of the most common practices in digital marketing. And, when done well, it can deliver amazing results. It’s often used to establish a connection with buyers via newsletter campaigns or to increase customer lifetime value by offering a discount/reward for repeat purchases.
In this article, you’ll learn how to improve your email marketing with 5 concepts from CRO theory.
Here we go!
1) Write a genuine, attention grabbing subject line
The email subject line is really important because it’s the first thing recipients see. Many people do judge a book by its cover!
Every single Monday, I check my emails and find around 10-15 emails from various companies. I mark 99% of those as SPAM. I don’t even open these emails because the subject lines are not attractive, they aren’t relevant, or they are simply too dodgy. I judge the email by its subject line. Do you?
Here are some tips for subject lines:
Don’t be dodgy
Win $100000000 now
Increase your sales by $100000000
Emails with subject lines like the above will probably be marked as spam.
Avoid impossible statements
Something like “Hack Google and rank number 1 for all your keywords”, is simply wishful thinking. Users are going to think you’re running a scam or just trying to trick them with click bait.
Personalize your subjects – call the user by their name
Be natural. Try to sound like a human instead of a selling machine. Include real, interesting information on your subject.
Be creative and find ways to engage.
This is one subject line I have used before:
Hi xxx, your SEO sucks and here’s why.
It looks regular but it’s really powerful. It’s a creative way to highlight an interesting fact and it really captures the reader’s attention.
2) Call to Action (CTA)
Include a big call to action on your email. This is a must do!
If your email doesn’t have a call to action, the user won’t know what to do next. Why would they ever contact you or buy your product if you don’t even ask them to?
This is what you need to know how to create the best CTA ever!
Try to make a big clear and visual CTA button.
Use friendly, relevant copy for your call to action. Never use a default call to action like Contact Us or Subscribe.
Your CTA should tell the reader what to do next and it should be obvious why it’s worth their while to do it.
Try supporting your CTA with some relevant text.
Gain more insider knowledge about Google Ads
Button; READ THE REPORT
This is a really simple rule. If the name of the recipient is not in the subject line or the email body, they won’t read or open the email.
There are so many studies that show the relevance of personalization. If you want to dig further, have a look at these.
4) Content structure
Having an amazing and creative subject line is just the beginning. If the user opens your email, you want them to engage with your content (and maybe even convert)!
You need a well-defined structure in your email marketing. This will guide the user as they engage with your content.
The classic email newsletter structure includes a title, introduction paragraphs, supporting image or video, body copy and call to action. This structure can vary for different markets and email marketing goals, but that’s the basic layout.
Check out my suggestions to improve your engagement and maximize conversions. The following suggestions are suitable for most email campaigns, but always remember to adjust to your market and goals.
- Include a value proposition in your title.
- Support your value proposition with benefits.
- Avoid walls of copy. Organize your copy into phrases or bullet points.
- Check the readability of your copy.
- Support your email with relevant media – links, videos, quizzes, offers, the list goes on!
- Have a really clear and prominent call to action.
- Be creative
Email marketing tools such as MailChimp have many templates available. You can even find templates for specific markets. Take the time to modify the template to suit your content structure and goals.
Add all the elements that you consider are missing, you don’t have to stick with the existing template structure. Don’t be afraid to experiment.
5) Track & A/B test
Track your email opening rates, click rates, unsubscribes, and conversion rates at the email level.
You can go even further and track the landing page (if there is one) with Google Analytics (GA). Watch what happens when users arrive on your landing page. You can follow these users with a source medium repor.t Or, if you are a crazy data enthusiast, create an advanced custom-segment by traffic source and record a precise analysis of the users.
Most email marketing platforms allow you to easily integrate the platform with GA.
A/B testing could be the key to success for your email marketing campaign. Focus on the main elements of your email, and only test one element at a time. You can experiment with testing titles, subject line, the CTA color, CTA copy, images, and benefits, or even the email structure.
This will help you understand your target market and adjust your email campaigns to suit their preferences.
There are plenty of ways to A/B test. I recommend testing by splitting your email base across 2 versions of the same campaign. Check if your email marketing tool allows you to do A/B tests (MailChimp is an example of a platform that does).
Remember, your email marketing is not about you. It’s about your customers. How will it make their day better? What piece of joy, inspiration, savings, knowledge, or humour are you sending their way?
This article was created in collaboration with Kerryn Lyes from Cult Hero Content who is a content wizard. Hope you enjoy the reading! Good luck with your next email marketing campaign! Tell me your email marketing success story in the comments below.