Do you send email newsletters to drive conversions and revenue for your business? If so, are you getting the desired open and response rates?
If your open and response rates are not where you would like them, you can take steps to resolve the issue. Understanding the anatomy of a high-converting email newsletter helps increase conversions.
Follow these guidelines to write a high-converting email newsletter.
Develop an Enticing Subject Line
Create a subject line that encourages the recipient to open your email:
- Include the recipient’s name, such as “Hey Kelly, Don’t Miss Out on These Independence Day Discounts!”
- Consider using emojis that align with your message and brand to help your email stand out.
- Use the fear of missing out (FOMO) to create a sense of urgency, such as “This 30% Discount Code Expires at Midnight Tonight!”
Share a Simple Marketing Message
People prefer messages that are easy to follow. Therefore, you should include one promotion and a curated list of relevant content with an overall theme in your email newsletter.
Implement these tips to make your content easy to follow:
- Use short sentences.
- Write 2-4 sentence paragraphs.
- Use bullet points to make your content scannable.
- Ensure your call to action reinforces your message.
Emphasize the Benefits of Your Product or Service
Focus on the benefits your product or service provides. Emphasizing how your offering will solve a problem or ease a pain point encourages the recipient to click on your email. For instance, “With this pay-per-click (PPC) strategy, your click-through rate (CTR) can increase by at least 29%!”
Include Social Proof
Since often people follow others’ actions, including social proof in your email newsletter helps build credibility and trust in your business and strengthen your conversion rates. For instance, include 1-2 quotations from satisfied customers either in your content or a separate section of your email newsletter. Or, emphasize your high number of social media followers.
Finish with a Compelling Call to Action
A call to action (CTA) guides the recipient to take a specific action. Therefore, your CTA should begin with an action verb such as “order,” “register,” or “start.” For instance, “Order now” or “Start today.”
Test Versions of Your Email Newsletter
Maximize your email newsletter conversions by A/B testing your subject line, first paragraph, overall copy, CTA, and other parts of your message. The following example tests the subject line:
- Take a large enough sample size of your subscriber list to provide reliable results.
- Send half of your sample an email with one subject line and the other half the same email with a different subject line.
- Wait long enough to determine which email newsletter received more opens and conversions.
- Use this subject line when you send your email newsletter to the rest of your subscriber list.
Want Help with Email Marketing?
Contact the email marketing specialists at BARQAR today! We offer affordable email marketing solutions to fit any size business. We also have a team of writers to develop outstanding newsletter content.
