How to Compose Emails that Boost Your Response Rate

How to Compose Emails that Boost Your Response Rate

  • 27/11/2019
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How to Compose Emails that Boost Your Response Rate

 

Almost half of the world’s population is on the internet. That’s over 3.2 billion surfing on their gadgets. As technology and the internet grow ever more widespread, marketers face the challenge of reaching their audiences through digital marketing. And while many entrepreneurs want to make their mark online, a lot of people still shy away from the opportunity.

 

Small business owners, in particular, are often intimidated by the thought of non-traditional marketing. Some don’t understand the value of these strategies, while others worry about the cost of digital marketing. But with the right planning, you can come up with a straightforward and cost-effective campaign.

 

Email marketing is one of the best avenues to reach consumers online. It builds credibility, improves communication, and gives a personal touch to your brand. Maximize the results of your campaign by keeping these tips in mind:

Know Your Audience

Before composing an email, know who you’re sending it to. Take the time to gather data from web and social analytics and keep track of customer interactions. With a clearer idea of your target audience, you can create a more accurate buyer persona. Involve your whole team during the brainstorming process to obtain insights from different departments.

 

Once you’ve got your customers’ demographics, likes, and interests down, the next step is to put your contact list together. Building your contact list will make it easier for you to send out mail. Moreover, it will also help you make your email marketing strategy more targeted so you can improve your response rate.

Write an Enticing Subject Headline

Your email’s subject headline has the power to encourage prospects to respond to your email. It’s the first thing they see after opening their inbox, so the subject line will help them decide whether they want to open, ignore, or delete your message.

 

A compelling subject headline piques reader interest and tells them exactly what they’ll get from clicking on your message. When composing your subject headline, stay clear and concise. Minimize fluff and highlight your unique selling point right away. Consider the wants and needs of who you’re writing for and build a sense of urgency to make readers feel like they’ll miss out if they don’t read your whole message.

Optimize Your Email Preview Text

An email’s preview text is a peek into what your message is. It works hand-in-hand with the subject headline as an initial touchpoint for your readers. A well-crafted preview message guarantees that users won’t just scroll past your message; it entices recipients to engage with it in some way.

 

Most of the time, the preview displays a snippet of the first line of your email between 35 to 140 characters. Take advantage of this by making sure your preview texts are straight to the point. Refrain from placing links and lengthy greetings at the start. Instead, let your readers know of your offer right away—whether it’s a discount or limited edition product.

Emphasize Features Over Benefits

Every business owner takes great pride in their products or services. But no matter how amazing your products are, you’ll need to communicate their value through a compelling email. After all, even the most valuable offer will end up useless if you can’t get your point across to your audience.

 

Make your offer enticing and easy to understand by highlighting the benefits instead of technical features. In other words: show, don’t tell. Don’t waste your time explaining how your items were manufactured to perfection. Dive right into how its durability will benefit your customers.

Keep Sentences Concise

In today’s incredibly fast-paced, digital environment, customers don’t always have time to read, as much as they want to. This is why every type of content should be scannable, and emails are no exception.

 

Craft compelling content by prioritizing clarity over style. Avoid using run-on sentences and strive to be creative so you won’t have to consult a thesaurus. And write with your brand’s tone in mind to keep your emails consistent.

Personalize Content

In general, personalizing content is a proven technique that can help increase conversions and engagement. Personalized email marketing content gives consumers the impression that they’re talking to a person instead of a bot.  As a result, they feel more comfortable responding and sharing personal information.

 

There are many ways you can personalize your emails. From the subject line to your links, adding simple touches here and there can go a long way in boosting your response rate. Instead of using generic salutations, for instance, address your recipients by name and use the correct pronouns.

Use Action Words

Email open rates are a reliable metric, but engagement and sales paint a clearer picture of how well your email campaign is doing. And using words can help you boost your engagement and sales the way no other factor can. Words are powerful tools that can inform, persuade, and spark action. Using powerful action words such as easy, guaranteed, proven, safe, and powerful will entice your readers to click on the email so they can read more.

 

Maximize the impact of your action words by designing eye-catching CTAs. On top of that, craft your email messages so that they don’t sound like a direct sales pitch. Rather, imply what customers will miss out on if they fail to make a purchase.

Avoid Writing in All Caps

People who use all caps on their emails do so to evoke a sense of urgency. While this can be effective in getting customers to buy on impulse, overusing all caps text can backfire. Emails with several sections in capital letters can be hard on the eyes, and make it seem like you’re being too aggressive.

 

Recipients of all-caps mail could even block you or send the message straight to spam. In turn, this could hurt your open and response rates. If several subscribers report your email, you could get blacklisted by your email newsletter service. So try to refrain from using all caps text, as much as possible.

Offer Customer Rewards

A good marketing strategy always includes a reward system for loyal patrons. Reward programs are a great way to attract new customers. And email marketing can help inform consumers of opportunities like discounts, one-time offers, exclusive coupons, or sneak peeks.

 

But implementing this type of strategy requires careful planning. So don’t just haphazardly give out rewards; schedule them to coincide with special events like birthdays or holidays. On a similar vein, maintain a standard of quality for your rewards system. Make sure your offers still offer your customers value, so they won’t think you’re just giving things away for free.

Proofread Your Mail

Nothing hacks at your credibility faster than poor grammar. You can have the best offers and the most useful products, but a simple grammar error can have a serious impact on your rep.

Even if you are very confident in your writing abilities, there’s always room for improvement. Make it a point to read and reread your email before sending it out. Stay mindful of your use of punctuation and always double-check your spelling. For good measure, use a proofreading tool of software like Ginger or Grammarly to polish your content and keep it error-free.


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