Content and Copy
If you’re in business in the 21st Century it goes without saying that you have a list of customers or prospects (no matter how big or small) that you send emails to on a somewhat regular basis. There’s no doubt that you’ve worked hard to grow that list to what it is but it also probably goes without saying that your results aren’t quite what you would like them to be. It’s no secret that email marketing has become less effective than it once was but all that means is you need to up your email game if you hope to put your list to good use. In today’s post we’ll take a look at 5 conversion killing elements that you need to remove from your emails in order to increase your conversion rates and start reaping the rewards of all of your hard work.
1. Uninspired Content. Whether it’s poor design, lackluster copy or simply content that doesn’t speak to your audience you need to do your best to bring all of the stylistic and design elements up to snuff. Think: Would I want to read this on my phone? Obviously great headlines are key here but so is the appropriate use of compelling images. Check to make sure they’re visually engaging but not too large to be viewed on mobile. If possible, hire a graphic designer to come up with a template for you. If this isn’t a possibility there are a plethora of books and design how-tos on the web.
2. Ignoring Your Audience. Provide real value rather than a hard sell approach. Obviously this can be difficult when running a campaign for an ecommerce company that retails actual goods but it can still be done in the form of contests and promos. In brief, if you ignore the things the people on your list actually care about do you think they’re going to care about you?
3. Failed to KISS (Keep It Simple Stupid). Less really is more. Especially on a 3 by 5 mobile screen. Learn to design for small spaces and cut out visual clutter. Be sure to use web fonts and avoid imposing walls of text. Can your email be read and acted on in less than 2 minutes? Are there a half dozen calls to action? Streamline your emails and you will see better results in no time.
4. Too Many CTAs. As we alluded to above, make sure your calls to action are clear and that you use them sparingly. If they are not clear and unmistakable you run the risk of overwhelming the reader which means they’ll delete your email and move on.
5. Forgetting to Convey WIIFM. If you forget to tell your readers “What’s In It For Me?” they’ll likely forget you ever wrote the email. I hate to break it to you but no one on your email list (unless you’ve signed up your mother) cares even about you or your message to slog through it if their is no reward for doing so. Tell your audience what’s in it for them at the beginning, remind them in the end and finish off with it right before you ask for the sale (or conversion).