8 Email Marketing Practices to Generate More Leads
E-mail marketing is considered to be the most conventional tool in marketing, especially in online marketing. It is certainly one of the most effective ways for any entrepreneur or business to get prospects’ attention. Those 8 email marketing practices that we discuss in this section will help you generate more leads for your product, service or business.
Email marketing concept, issues related to it, conditions necessary to have to make it work, tools needed to make it effective, etc. you can find in “Email Marketing” section.
Here we present tips that will help you increase your email marketing effectiveness. The key is in how you use email marketing.
Increase Open Rates
The email subject line will help you to increase open rates if done properly. Subject lines should be descriptive, directly related to the email content and provide the email recipient with a reason to open the email.
You need to give a reason to email recipient to open your email, so state the benefit, in the subject line, that they will obtain from reading your email. This will increase your open rates. Don’t ever forget that your email subject line should always be directly related to your email content.
The subject lines that create some sense of importance or urgency are also used for more effectiveness. Just don’t use aggressive lines and loud punctuation like multiple exclamation points or all caps, it will trigger spam filters.
Limit the Number of Fonts
When creating email, do not use many different fonts and font sizes. Make it two, at the most three fonts, or font sizes. You want an email reader to be focused on your message, not distracted.
If you use too many fonts and font sizes in one email, the reader could get confused and lose focus. Besides, your content will not look organized.
Use different font or font size on places in content where you want to point the reader’s attention. Keep the rest of the content in the same style.
Make Call-To-Action Visible
Your call-to-action has to be visible so that readers can respond to it. I would say it should be visible even from the opening of the email. Here is why.
If your content is not interesting enough to your reader, he or she will not scroll down the email. So it is important to place your call-to-action above the fold. They might respond to it.
If you place your first call-to-action below the fold, statistically only 30% of your readers will see it.
There are many discussions about where to place call-to-action, but from my experience I would suggest to do it 3 times in email if the email is around 300 characters.
First call-to-action put above the fold, second place somewhere in the middle, and the third place on the bottom, somewhere above greeting.
Optimal Width for Email
If your email width doesn’t fit the screen, readers will quickly lose interest. In this situation, they will have to scroll horizontally just to read your message, and that is not good. It makes your email hard to read, because they have to scroll back left to see the start of the next row.
You have to make sure that this doesn’t happen. You can quickly lose your readers’ interest in your product, service or business. Only scrolling that is going to be on your emails should be the vertical one – naturally.
Email clients don’t use the full width of the screen to display an email message. They mostly have navigation or a menu on left or right sidebar, so the email message has limited space on a screen.
There are many discussions about this too, but many agree that the optimal width should be up to 600 pixels. When considering the line length of the text, I recommend that you stay within a range of 45-65 characters per line.
Many major auto responder platforms have built in email responsive design, so your email will be mobile-friendly. That means that your email will be adjusted for different types of mobile devices.
Make sure that the theme of your emails in HTML format looks like the page on which subscribers opted in, because they will remember and recognize from whom email come.
People tend to be less skeptical and more trusting if they see something familiar to them.
Also good thing to do is to include your logo in the header, preferably in the upper left side. Many studies suggest that readers (not just email readers, but also visitors to the website) tend to first look at upper left corner.
Test Your Emails before Campaign
Try to test your emails before the campaign. Send them to your trusted friends and close associates to get feedback. You can only benefit from honest opinion. Hear what they have to say and what they think.
Make a short survey and ask all questions that are important to you regarding campaign emails. Those questions should include a) email transparency, b) compactness of content, c) readability of content, d) visibility of call-to-action, etc.
Based on that feedback, you can evaluate if anything has to be changed or adjusted before mass mailing.
It is widely used practice to offer something to visitors when they opt-in. As you know, it is usually an e-book or free report. We call it lead magnet. This presents a gift for becoming a subscriber. If you still don’t have one, it is time to make one. You can visit some of my earlier posts to read more about 1) how to create your own digital product, 2) how to use e-books for promotion and marketing, 3) how to make your e-book user friendly, etc.
Here I will not talk about opt-in form, but about opt-in options.
Debate is always on which option to use – single opt-in or double opt-in. As you know, single opt-in doesn’t need confirmation, and subscriber starts receiving emails immediately from your auto responder. But, in double opt-in case, subscriber need to confirm his/her identity before any email was sent their way from auto responder.
Double opt-in option is safer for both sides, and brings less confusion. I wrote about it in “Squeeze Page and Split Testing” post, under “Email Subscriptions and Auto Responder Service Providers” subheading.
Use Tracking Tools
Tracking software/tools are very useful to check open rates and click through rates of your emails. This way you will know how many people opened your emails and how many clicks on links within your emails.
This tool will also help you find out which of your landing pages are performing better. I wrote about it in “Squeeze Page and Split Testing” post, under “Split Testing” subheading.