As an email marketer when sending out an email, we know the top things we all care about are unsubscribe rates, click-through rates and conversion rates. So, how do we improve these metrics?
Why do subscribers open certain emails and avoid others? What tactics are more likely to convert these subscribers into potential clients?
What are the main differences between what an email marketer and an email subscriber want to achieve or receive?
- Low unsubscribe rates
- converting prospects to actual customers
- Return on investment
- Click through rates
- A growing subscriber base
- Attractive email design
- An easy experience
How can you create a successful email by considering your business’ needs, while also providing value to your subscriber/list member?
Here are some tips to help you achieve that.
- Have a valid ‘from address’ to which your subscribers can reply. It generates trust.
- Ensure your call to action (CTA) is distinctive and links to the correct page. This takes the subscriber closer to investing in your product or services.
- Make sure you categorise your email list as this helps you send relevant emails to the right people.
- Include a personalised subject line: Emails with personalised subject lines are more likely to be opened than those with general subject lines. This is because it makes the email seem ‘extra special’ to the individual. This helps reduce the likelihood of the recipient perceiving it to be ‘just another mass mail-out’.
- Personalise your emails: the majority of email marketers get improved open and click-through rates from personalising emails. You could, for example, send a birthday email, use a subject line with their name in, or feature recent products they have had in their cart or purchase history. There are a huge number of ways you can personalise your emails to engage with recipients.