Anyone can write an e-mail – but effective mailing is a completely different story. Proper construction of an e-mail should make the recipient visit our website and then perform an action (e.g. buy something or fill out a form). Another very important thing is to remember that the message should leave behind a positive, durable trace in the user’s memory.
On each stage the user must be positive that:
- your e-mail is worth opening,
- it’s worth reading,
- your website is worth visiting
- and, what’s most important, your offer is worth using.
Effective email marketing
How to create effective mailing campaigns? You need to focus on three elements:
- the message title,
- the landing page link,
- the landing page.
A good title = a chance for effective mailing
An interesting and intriguing title increases the chance of your message being noticed among so many other e-mails in the inbox and opened.
These are a few rules that help create effective mailing:
- The title is a herald of the remaining part of an e-mail (similarly to newspaper headlines) and that’s why it should interest a customer, show them how they can benefit from reading it, provoke them to action or shock them.
- The title must be connected with the content of the e-mail, so it should be coherent with the content that the recipient will see after opening the message.
- The title should be short; in this way we will avoid having it cut by mailing programs and making an impression of an imprecise message.
- You should avoid using such words as “bargain,” “gratis,” “discount,” “free” or “occasion,” as most anti-spam filters will automatically qualify such a message as spam.
Of course, the points mentioned above don’t always prove right, as it can turn out that a simple headline without any interesting word-play will be more effective than a sophisticated (sometimes even great) slogan.
Make them click
Once the recipient, encouraged by an interesting title, opens the message, you need to draw their attention to the link redirecting to your page and make them click on it.
Suitable content of the message should encourage the recipient to browse through the offer. You can’t overdo here – an excessively long text about the products will bore the recipient and one that praises the products too much will scare them.
The content should be short and describe (best using bullet points) the facts concerning the benefits that one can draw from using the products on offer. The first passage is the headline – its task is to arouse curiosity and encourage further reading. Effective mailing includes phrases encouraging recipients to perform an action, such as: “Buy now,” “Check it out yourself” or “See more.”
Another aspect is graphic creation of mailing. While preparing it one must remember about technical limitations – graphics need to be “light” (not too many kilobytes) so that the e-mail makes it to all its recipients safely. Visual stimuli are very important in reception and processing of information.
E-mail graphics affect imagination; they should arouse associations and strengthen the company’s image (relate to its logo, colors). Just remember – it’s better to have less attractive but effective mailing than a beautiful, artistically pampered gem that won’t ensure a high conversion rate.
Effective mailing = a landing page
Some e-mail marketing tools allow for tracing the recipients’ reaction. Professional e-mail marketing programs have a statistics function, with use of which you can quickly see how many people have opened the message, how many recipients have resigned from the newsletter service or how many have visited the company’s website. However, reaction to an e-mail is just half the battle. It can be followed also by means of Google Analytics.
The magic of conversion should work after clicking on the link and visiting your website. If you redirect the customer to:
- the main page – you’ll lose,
- the store page of a product – you’ll lose,
- the “about us” page – you’ll lose.
You need a special, adjusted to specific mailing page – an optimized landing page.
You have only 3–4 seconds to convince the user to avail themselves of your offer. Otherwise, they will leave the page. As a result, the customer is lost and the whole mailing has counted for nothing. Therefore, follow the rules below:
- Always create a landing page for each mailing.
- On the landing page, repeat the graphical elements and the benefits that the customer already knows from the e-mail and add something more.
- Place the conversion button (call to action; “Buy now” or an application form) in the most visible part of the page.
- Get rid of superfluous navigation.
- Use premade proven templates.
Have you encountered any interesting examples of mailing recently? Share them in the comment section!