Last updated on February 16th, 2018
Email marketing is the most convenient and profitable way to stay in your subscriber’s attention and give them a reason to visit your website again. Thought it may seem very easy with an offer, a CTA, a copy, and tons of subscribers – it’s not what it seems.
You may have been sending marketing email to your subscribers, but are you getting the desired open rates? How does the click-through-rate show up once the subscriber lands on the email template? User expectations have evolved as they are pampered with innovative elements making the whole email experience a memorable one – something that boosts engagement and conversions. In order to bring the subscribers down the sales funnel, it has become a common practice for marketers to bring about interesting elements in their email templates.
It is about breaking down every component of your email marketing campaign into smaller pieces and things will get simpler.
4 Must-Haves Of Email Marketing And How To Make Each Component A Winner:
01. Be Creative With Subject Lines
Emails with personalized subject lines are 20% more likely to get opened.
On an average, people receive 100 emails every day. It means it is a monstrous task for you to make them land up on your email message through the subject line. Yes, subject line is your first check-point that will decide whether or not your subscribers would like to proceed. Your subject line should give a reason to your prospects to click-through. Here is a rundown on the best practices to create compelling subject lines:
- Define your goals.
- Keep your target audience in mind.
- Personalize the subject line.
- Analyze audience behavior, test keywords and phrases.
- Keep it short.
- Convey urgency.
- Provide offer value.
Here is an example of an all-inclusive subject line.
“The price dropped for something in your cart. Check out now”
It is short, shows clear value, takes into account previous audience behavior, looks personalized and sticks to the business goals to improve conversions.
02. The Pre-Header
On the subject section, 50% of the text consists the subject line and the other 50% is made up of the pre-header text. So, don’t take the pre-header for granted and provide value as it plays an important part for an email to get opened.
Your pre-header will set up the expectation for your subscribers as they get a preview of what lies ahead. Most email clients allow this feature. It gives you an opportunity to state the value of your offer in maximum 12 words. Here is an example from RetailMeNot that has given value right in the subject line, followed by a supplementary text in the pre-header that sets up the expectation.
03. The Body
Once the email is opened, you have one more challenge – convince them that what you are offering is valuable for them and evoke emotions that lead to a click on the call-to-action.
For email marketing, here are the inevitable body elements that should be optimized for an outstanding user experience:
Your logo has to be prominently placed at the top of the email and should be clickable to lead the subscriber to your website. We love this example from Stone Throw a prominent eatery that has ensured that audience looks up at the brand first before going any further into the email. The colors and fonts that are used in your company logo are also implemented throughout the body of this email.
The purpose of an email is to get the recipient to do something. This aspect of email makes call-to-action the most important part of your email. It takes your audience to the next level and any loopholes in its visibility, will severely affect your conversion rates. The following example from Trello’s email campaign puts forward a strong case for using contrasting colors in CTA with value-drive messages.
This is your chance to place your message in front of the audience and convince them about your value offer. The message has to be focused and concise. E-mails with maximum 20 lines of text and 3 or lesser images tend to receive more engagement and click-through-rates. However, the number of images that you should insert also depends on the industry type, as fashion, e-Commerce, travel related websites would require more images. Here is an example of an email newsletter from “Taste Good” that has the right mix of images and text to garner interest and calls-to-action placed at appropriate places to maximize click-throughs.
04. The Footer
In most of the cases, email footer is considered towards the end of the newsletter design phase. However, it plays the most important in the overall email design as it talks about several things important for your business. This is where most of the information about your brand will be given for your subscribers and email preferences that they might want to set up. Let’s talk about the essential elements of the footer and how to organize all the information.
Most of the ESPs will require you to include some mandatory information in your email newsletters, but footer is actually more than this. Here are some common footer elements:
The contact information has to be there. There is simply no escape. It provides alternative ways to your recipients, an opportunity you simply can’t afford to miss. The key elements that go in your contact information are given below:
- A link back to your site
- Mailing address
- Contact email address
- Social media buttons (They do form an integral part of contact information)
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Jarad Johnson took several leaps ahead to make engaging contact information section that manages to incorporate humor to an otherwise not-very-interesting section.
In addition to website, email and social media links an email could be further facilitated with other useful links that boost your email shares and also give your subscribers additional freedom to modify settings. Here is a list of some useful links:
- Forward link
- Update your profile
- Sign up
- View in browser (Though most of the times, it appears on the top of the email newsletter)
- Change email preferences (Unsubscribe, or type of mails to receive or unsubscribe)
Your email marketing campaign could suffer a major setback when you are not including any one of these elements. The key goal of all email marketing campaigns is to engage and convert. The elements that we have discussed stick to these two goals from the root. Decide on the combinations that you think will work best and test the differences. A/B testing is the key to decide on the high-performing strategy and to zero on a particular strategy that could be replicated in the future. The elements that we have presented here will play a major role in getting some increased momentum in your sales funnel.