There are a number of steps involved in carrying out a successful email marketing campaign. First, you need to entice people to join your list. Next, you need to get people to actually open your emails; this is arguably the most important step in the process. (Because if your subscribers don’t actually read your emails, what’s the point?) Finally, you need to entice people to click a link – whether that’s to a blog post, social media account or landing page.
In this article, I’ll focus on how to get your email subscribers to click through and buy your product(s). How do you get your subscribers to actually click the links within your emails? How do you take them from casual reader to buyer? How do you capture their attention before your email hits the trash folder? This article will cover 7 tricks to writing emails that actually convert.
1. Use retargeting to personalize your offer
Email retargeting allows you to send hyper-targeted offers to your subscribers based on what you know they’re interested in. By adding a few lines of code to your site, you can track which products or pages on your site they’ve visited, and then send content specifically related to those pages.
Amazon regularly uses retargeting in their email campaigns; based on which items you’ve previously looked at, their emails provide images and links to similar or complimentary products of a similar price range.
2. Promote an irresistible offer
Including an irresistible offer from time to time not only increases conversions, it can increase overall open rates. If your subscribers know that you regularly offer amazing deals – significant discounts or even free products – they’re more likely to open all your emails.
3. Use a clean design and a single call to action
An uncluttered design is key to getting your emails read and to achieving high conversion rates. An email containing many different elements – menus, headers, sidebars, images or multiple columns – can be overwhelming and confusing.
Gently lead your subscribers to take your desired action by including a single call to action. If possible, put your CTA near the top of the page so readers don’t have to scroll down. In terms of alignment on the page, research seems to indicate that the right side of the page is more effective than the left.
4. Use a P.S. to reiterate your offer
Every marketer should be making use of postscripts (P.S.) in their email copy. The P.S. reinforces the offer you’ve made earlier in the email, as seen in the email from Ryan Deiss above (the King of the P.S.!).
You can use the P.S. in a variety of ways, as outlined by Jeanne Hopkins of Hubspot:
- The hook: Use the P.S. to once again emphasis your main selling point
- The final plea: This is your chance for the final ‘ask’
- The creation of urgency: Put a time limit on your offer to entice people to take action
- The personal approach: Address any concerns or roadblocks your subscribers may be feeling about the offer
- The bonus: Offer a free product or discount as a final incentive to buy
- The testimonial: Offer a third party endorsement to reduce risk
5. Use the BAB copywriting formula
Image source; edited
According to Campaign Monitor, the BAB formula can increase opens, clicks and conversions by appealing to the desires and needs of your subscribers. BAB, which stands for Before – After – Bridge, gives you a framework for structuring your emails. In simple terms, it’s a way of laying out life before and after using your product. It’s very much benefit-orientated, as it paints a picture of the problem (“before”) and the solution (“after”). The bridge is simply how your subscribers can get from the before to the after (your product).
6. Keep your copy short and sweet
While long emails will do well in certain niches, e-commerce sites will typically experience better conversion rates by keeping their copy to a minimum. Since most commercial emails will include a promotion or discount, keep your copy short, and offer your discount via an eye-catching headline.
When testing out longer emails with your audience, be sure to make it palatable by breaking up large chunks of text with:
- Numbered lists
- Bullet points
- White space
You may also want to test out breaking up long or complex copy by sending it out via an email series, rather than in a single email. This can extend the life of your offer, while keeping your readers engaged.
7. Incorporate a sense of urgency
Groupon is a great example of a company that knows how to use urgency in their marketing. Using language that conveys a sense of urgency can reduce procrastination, getting your readers to take action sooner.
Some phrases you can use include:
- Act now
- Before they’re gone
- Ends tonight at midnight
- Only 10 spots left
- Limited-time offer
If you’re happy with your email open rates but conversions are suffering, trying the 7 tactics above can help. To summarize, focus on keeping your design and copy clean, enticing and targeted, and you’re already ahead of the game.