Email is an invaluable tool for reaching out and connecting with your audience.
Whether you use email to send out weekly newsletters, inform customers of discounts or advertise new products or services, it’s crucial to catch the attention of your audience and hold it.
It sounds simple, but when you consider that an overwhelming 82% of B2B and B2C companies use email marketing, according to stats gathered by Ascend2, it has never been more important to focus on creating original, engaging email copy that sets you apart from your competitors. We’ve put together go-to techniques for creating fresh, click-worthy content:
You’ve invested time and money in generating email leads via social media strategies, landing pages or blogging, and are now looking to reap the rewards via email campaigns. Planning and writing content from the perspective of your audience is crucial if you want to convert leads into customers.
Putting yourself in their shoes is a sure-fire way to improve brand engagement, likeability and sincerity, whilst thinking about their needs, desires and motivations is a great way to identify with your audience. Thinking about the types of questions they’re potentially asking is an equally great way of creating relevant copy that converts.
When they receive your email, your audience will be asking questions like:
• Who is this email from?
• What do they want?
• How can I benefit from it?
If you can answer them in a clear, concise and friendly manner, you’re already on the right track to creating content that generates clicks.
With thousands of businesses around the globe using email marketing to convert leads into customers, you simply can’t afford to treat your audience as a faceless mass. Techniques such as sending emails from individuals rather than company names, and collecting and using customer name data, help create a more intimate tone in your content and can increase open and conversion rates.
Reach out to your audience by writing content in the second person with pronouns such as ‘you’, ‘me’ and ‘us’ rather than ‘we’. Aim for your copy to echo your ability to understand, accompany and assist your audience on a personal level.
Let’s take a look at the difference between the two informative lines of email copy below:
A. The mega sale starts this Friday.
B. Our mega sale starts this Friday. Clear your diary and get ready to grab a bargain!
While the first example contains the required information, the second reaches out to the recipient and implicates them in the event. It emphasises the company’s ability to understand and assist their desires and needs.
The power of consistent, well-aligned copy should never be underestimated when on a mission to generate clicks. Address this by aligning email and landing page visuals, as well as by ensuring your style and tone of voice are consistent across email and website copy.
Why should you do this? In short, these techniques reduce confusion and enhance trust amongst your audience when it comes to your brand offering, which in turn increases ROI via higher click through and conversion rates.
Your email copy should clearly answer the three core questions asked by your audience(who, what, how), and your landing page copy should reiterate this in the same style and tone of voice. Make it as easy as possible for your potential customers to identify and get on board with your brand ethos and offering.
Calls-to-action (CTAs) are an essential component in your marketing toolkit. A clear and effective CTA increases clicks and conversions. The following factors are key here:
1. Use punchy, straight-to-the-point copy. Provide clear, direct instructions for your audience with CTAs such as ‘Buy now’, ‘Shop’, and ‘Download now’. Simple, but very effective.
2. Provide reassurance. If your CTA is asking potential customers to ‘sign up today’, or ‘buy now’, let them know that they can ‘cancel anytime’, or that ‘returns are free’ within the CTA copy.
3. The CTA must stand out in your email. One way of doing this is by leaving plenty of space around the CTA and by using consistent visuals in line with your landing page.
4. Trial, test, review. The best way to identify what works for your company is to trial ideas, monitor audience responses and review results over time. This enables you to compare the effectiveness of your strategies and set goals for the future.
Well written copy is essential in order to generate clicks. Keep the needs, desires and motivations of your audience in mind and you’ll soon see increases in your click rates and working with a copywriting agency will ensure this is possible.
Keen to start making your mark online?
2016 is now well underway and while many people are struggling with their personal New Year’s resolutions, there’s no reason why your business has to give up on its marketing objectives.
And with 2016 being touted as the year email marketing makes a comeback, we’ve dedicated this post to helping your business increase the size of its email database.
Because an increased email database can vastly improve the opportunities your company has to connect with its audience, both new and old, who may just become customers.
These are our tips to help you stick to your resolutions and build your email list.
People love getting something for free. The promise of an eBook, magazine or exclusive prizes makes people much less wary of giving you their email address – the rewards are just too tempting.
Whatever you choose, it’s important to offer relevant content. For instance, an high-end fashion store is probably not best placed to offer a white paper on gardening advice.
If you have the resources, see if you can go above and beyond offering a simple downloadable PDF and create something unique, such as an interactive magazine featuring engaging and entertaining content. Or why not try something even more special, like creating a podcast relating to your business? Just be sure that it portrays the brand in a desirable way, as well as offering as a true reward for the consumer.
Call to action buttons are everywhere, and despite clicking on them hundreds of times, most people are not sure what they are. Let us explain: they’re simple commands, such as Add to Cart or Sign Up Now – but the difference they can make to your business is not to be underestimated. A strong call to action will give visitors a friendly nudge when they’re not sure what to do next.
While a call to action might just take the format of plain text, it could be a more decorated and tempting choice. For example, a hyperlink is technically a call to action, but a button that matches the colour scheme of your website might be more attractive to sign up. Include unique text, such as Stay in Touch or Receive [company name] News in your Inbox, so it’s clear exactly what you want them to do.
Fear of missing out is one of the best ways to ensure people trust you with their email address. Explain that visitors to your site will miss out on exclusive discounts or freebies if they don’t sign up to your list. What’s more, if the emails are interesting and engaging, they’ll act as a reason for people to stay subscribed, as they won’t want to miss your content or future savings!
Social media has many uses and can easily be used in isolation. However, we’d recommend tying it in with your other marketing activity. Not only can you use it to drive traffic to your data capture forms, but you could use it to run competitions, where people submit their email addresses in return for an entry. If you’re looking for advanced options, Facebook and Twitter now offer Lead Generation advertising tools too, so you can encourage people to sign up without leaving the network.
In the same way that a YouTube ad only has couple of seconds to grab your attention, your pop-up forms should quickly hook your visitors with something that makes them want to share their email address. In fact, as a rule, you should keep it simple. The message on the pop-up should clearly explain what the benefits of signing up are, for instance. Make sure that the only text on the pop-up asks them to sign up to your list, with a clear call to action button. That way, there are few things to distract visitors from signing up.
You could even A/B test when the pop-up window appears on user’s screens, whether it be a few minutes in, a certain distance down the page, or when they are showing signs of leaving (when he mouse hovers near the top of the page). If a trend emerges, you’ve found the best place for your pop-up!
So there it is: five fantastic ways to grow your email list in 2016. Let us know if you have any tips that have helped to grow your list - we’d love to hear your experiences.