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Email Marketing can be a powerful marketing tool to convert leads and drive sales if done properly.

Email marketing is as important a marketing tool as it’s brothers,or should we say sisters?

These include; 

Website analytics tools

Social media management tools

Conversion rate and funnel analytics tools

SEO tools

Marketing automation tools,

Email marketing tools

Are you struggling to get email opens, let alone clicks? Maybe you’re not getting the conversions that you need from email marketing? 

If you answered yes to these questions, then you’re in luck. Our team of email marketing experts here at Charleson Group are ready to help you win at email marketing with their expert information.

Before we dive in, you should join our email newsletter and become one of the hundreds that get notified every time we upload an informative article just like this one. 

By the end of this article, you’ll know the secrets of improving conversions from email marketing so you can get more leads and sales.

Let’s dive in, shall we? 

1. Use the Double Opens Strategy

What is the double opens strategy? 

In simple terms, it’s sending out the same email to non-openers, having tweaked a few things about the email, to see if there’ll be a better open rate and email marketing ROI.

Consider resending the same email with the following things kept in mind:

  • Create better subject lines that captivate non-openers to open your emails.
  • Optimize your preheader text.
  • Pay attention to your send time.
  • Don’t resend it straight away – wait for some time. Ideally, you should wait for 3-5 days before you resend the same email to non-openers.

2. Use a Cliffhanger In Your Subject Line

You can hook your email subscribers with a subject line that contains a cliffhanger. 

How you may ask? 

Well, cliffhangers tend to hold something from the audience, making them curious and in desperate need to know more. 

Examples of subject lines that have cliffhangers; “Don’t do this in the morning”, “The secret to Happiness” and “This is the Best Car Right Now”.

Charleson Tip: Don’t overuse this technique as this can annoy your subscribers

3. Don’t Forget About the Pre-header As Well

Email preheader text is a small line of text that appears after the subject line in an email inbox. Email preheaders give a short summary of the contents of an email and may appear differently on mobile and web email clients. 

Here’s are example of some below

Preheader text is super important. The more enticing your preheader text is, the better your open rates. Pay as much attention to it as you do your subject line.

So learn to optimize both your subject line and pre-header text as well.

4. Make Your CTA Buttons Contextual

As opposed to using something generic like “shop now” or “buy now” use something that will hook your audience. 

Charleson Tip: When you’re coming up with a CTA, ask yourself, is it;

  • hard to miss?
  • descriptive
  • easy to act on?
  • What emotion does the color elicit?

5. Don’t Shout

In both the subject line and the body of the email, avoid using all caps and multiple exclamation marks. 

All caps are not only the online equivalent of yelling, but they also scream spammy email marketing. 

Your email open rate will suffer as a result of this. 

If enough subscribers report you, your email deliverability will decline, and your email newsletter service may even blacklist you.

6. Use Psychology In Your Email Marketing Strategy

Our brains are wired to respond to certain types of input in predictable ways. That’s why applying psychology to your email marketing copy will help you write more effective, high-converting copy.

Some of the factors that would make subscribers open and click are:

  • We fear missing out (FOMO) and don’t want to miss out on anything. That’s why limited-time offers are so effective. More people would click if you use scarcity and urgency in your email.
  • Color selection is important since different colors elicit different reactions.
  • Personalization is another consideration

7. Prioritize Engagement

Most marketers approach email marketing with a short time goal of increasing sales.

This is definitely not how it should be done. Instead, keep the focus on building relationships with your customers.

People subscribe to your email list because they want to know more about your business, not to buy things from you.

Always remember that engagement is what drives good ROI in the long run.

8. Keep The Subject Line Concise To Standout In Mobile

Did you know that 51% of emails are opened on mobile these days?

Having that in mind, be sure to keep your subject line short and compelling to make your readers want to know more by using more numbers, symbols and emojis.

9. Know Your Audience

Understanding your audience and writing email marketing copy that suits their needs is a great way to increase conversions.

Create buyer personas or customer avatars based on what you’ve learned from web and social analytics, as well as interactions with customers. 

It’s simple to write email marketing copy that makes your customers want to click because you know who they are.

10. Use The Right Words

Your choice of words is very crucial to make reading your emails a great experience. 

If you want to pique readers’ interest, appeal to their emotions, and compel them to act, you must:

  • Make use of metaphors and other figurative languages.
  • To help them see and feel the image you’re drawing with your writing, use sensory words in your email marketing copy. In an ideal world, you’ll even invoke touch and taste.
  • Use powerful words in your subject line, copy, and call to action to arouse your readers’ interest and elicit an action (CTA).

Charleson Tip: Avoid the common marketing mistakes of making false promises and sleazy marketing techniques or you risk losing your subscribers for good!

11. A/B Test Your Email Copy Frequently

Split testing your email campaigns on a regular basis is one of the most effective ways to improve them.

The more you test, the more patterns you’ll notice and the more effectively you’ll be able to change your email strategy.

However, when it comes to A/B research, don’t listen to your gut instinct since it can be surprisingly off the mark when it comes to what would succeed in email marketing.

As a result, it’s important to make decisions based on evidence rather than guesswork or intuition.

So, what elements should you split test?

  • From line
  • Subject line
  • Preview text
  • Email copy
  • Call to action

For the most reliable results, test only one element at a time (either the subject line or the preheader text).

To find out what’s right, use A/B testing rather than guesswork.

12. Keep It Short

Shorter emails are more likely to land in the Primary tab, according to my observations.

Is it possible that this is a coincidence? This is a hot topic. Besides, there is no definitive evidence.

If you don’t think the length of the email has anything to do with landing in the Primary tab, you can run an A/B test.

13. Stay Updated

Email marketing has evolved significantly and continues to do so. 

What has previously worked before will not necessarily work now or in the immediate future.

If you want to convert your subscribers into customers, be mindful of what isn’t working and stop making the same mistakes.

To Conclude …

Make sure your emails are focused on what your subscribers want to know rather than what you want to tell them.

Remember that, and you’ll be well on your way to maximizing your success with this channel.

Did you find this article helpful? If so, please go ahead and share with your networks, it will be highly appreciated. 

Charleson is the leading Digital Marketing Agency in Kenya. Reach out to us here for any of your digital marketing needs.

Until next time, cheers!

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