If you remember that one time that Instagram shut down and everyone panicked, then this is for you. The truth is, you don’t own social media, but you do own your email list. Unfortunately, however, many business owners struggle with creating email content that converts. As a result, they get frustrated when they aren’t making sales, and the emails get put on the back burner. The good news is, creating emails that convert is easier than you think. It just takes some planning and a little elbow grease- but the returns are well worth it.
Email Marketing 101
If you are new to email marketing or have basic knowledge, there are a few things to consider before you even jump into creating the content. For one, you need to nail your subject lines and preview text. Your subject line helps you stand out from the hundreds of other emails that get sent out, and while it is just one line of copy- it holds a lot of power.
Subject Line Best Practices:
1.) Use powerful language, including stats, numbers, and facts.
2.) Don’t overuse emojis. They can be fun but don’t overdo it.
3.) Build trust using terms like; best, expert, official, and highly-rated words.
4.) Get straight to the point. Are you offering 15% off? Are you having a sale? Are you changing policies? Be clear and straightforward.
5.) Don’t use all caps. Try using the title case instead.
6.) Test your subject lines. You can A/B test them to find what resonates most with your audience.
Creating Converting Emails
Now that you figured out your subject lines, it’s time to create content! You must get clear on your brand voice before you start writing. Are your emails professional? Are they more personal? Consistency is key when building a digital relationship with your customers.
Once you establish your brand voice, it’s time to dive into the actual content you create. No one likes hard sales in every email. So creating content that is also informative and serves value is essential to captivating your audience. For example, if you make helpful content and send out an email for payment or a sale, your customers are more likely to open them. At Nudge, we offer embedded payment portals and other communication tools to support this process.
Some ideas for adding value are tips related to your industry. For example, if you work in finance, you can send suggestions for getting out of debt. If you own a utility company, send tips for energy saving. Make sure the content you create is engaging and solves a problem.
Keep Testing Content
You won’t always nail it on the first shot, so keep trying. Test out different types of content, images, and subject lines so you can find what resonates with your audience. It takes some time to research and analyze their behavior, so give it time and use the tools at your disposal. Look at click-through rates, open rates, and link clicks so you know what types of content your customers want to read.
Marketing can be complicated, but people really want communication and connection these days. At Nudge, we have created a platform that gives communication a pulse. Start a free trial today if you want to learn more about how Nudge can help you create better digital relationships, increase payments, and enhance communication.