As I’ve pointed out a number of times, email is an amazing source for sales and leads. With a good email campaign in place, you can see up to 150% better conversion rates than regular search traffic. With tapping into this channel, it’s important you’re delivering a product to your readers that is value-adding and gets them to click through, engage, or convert for you. Here is a simple checklist to make sure you’re producing the best emails you can.
1. Subject lines that are on topic
While a great subject line that snags the reader’s attention might be great for open rates, if the copy of the email doesn’t match the subject line, you’ll quickly lose credibility with your readers. This loss of trust can get your emails marked as spam which could have ripple effects of all your emails being blacklisted by email providers as junk (and never see the main inbox for potential leads).
2. Show there is a person behind the email
Readers are more likely to engage and read your email if they see it came from a person, not some faceless organization. If readers know, like, and trust you, you’ll have much better success building a relationship with them.
3. If sending to a non-targeted group, keep subject lines under 50 characters
A number of studies have been done on subject line length, and while there is no perfect solution, there’s evidence to suggest that you keep your subject line to under 50 characters if you’re sending to a “non-targeted” group. If you’re sending to a group that really knows you/your business and already loves engaging with you or the group you’re sending to is super niche, then subject lines over 70 characters actually seem to perform better.
4. Keep your copy tight
Most readers spend only 15-20 seconds reading emails, so if you’re sending out short novels, then you’re likely wasting your time. Instead, give quick and easy to digest data that concentrates on one subject. Be sure to pull readers to your website/landing page if they want more details.
5. Call-to-action (CTA) placement
No matter where you put it, be sure you have at least one CTA in your email. Don’t just expect your readers to know what to do next, be an advisor to them and help guide them to that next step. As far as where to place your CTA, there’s not one surefire answer, but if you’ve only got 15-20 seconds with your reader, then it likely makes sense to put that CTA as high up as natural (and nobody says you can’t have multiple CTA).
While this checklist is not exhaustive, it should help you on your path to sending out better emails that also perform better. If you’re still hesitant to digitally reach out to your email list, just drop me a line and I’d be happy to provide some advice!