Email marketing is an effective way to reach customers and convert readers into buyers.
However, simply sending emails is not a guaranteed way to increase sales. Email marketing requires planning and effort. Here are five ways to convert your email copy into leads:
Write a compelling subject line
Capture your audience’s attention with an interesting subject line. The subject line can encourage or deter potential customers from opening the email, so it is critical to get it right. Consider using A/B testing to discover which subject lines are more effective among your target audiences.
Use a call-to-action
A call-to-action prompts your reader to find out more information and drives the sales process. A well-placed call-to-action helps to close a sale or encourage an action i.e. subscribe to a blog. Be sure to highlight the benefits of your product or service and include action words such as “sign up”, “buy now” etc. to motivate your readers to purchase.
Make sure your email “talks” to your audience. Although your emails may be sent to a mass list, they can still be written to sound customised to the individual reader. Writing in second person and using jargon-free language can help to connect with your audience on a more personal level. Consider personalising your emails by adding the respondent’s first name in the email to further increase trust and credibility.
Include interesting and relevant content
Email content must appeal to your audience and offer your readers value to convert into leads. Using audience segmentation is one way of tailoring your messages to match specific groups or customer needs. Segmenting your emails can help to hone in on a specific target audiences motivations and therefore helps to ensure your email content is relevant.
Make it brief
Write email content in an easy-to-read format which includes lists, bullet points and succinct sentences to hook your readers. As many readers will “skim” over your email, be sure to bold key messages and your call-to-action. Keep your emails short and include images to optimise your click-through rates.