How to Write Email Campaigns that Convert

How many times have you sent an email campaign, only for it to be opened by a mere fraction of its recipients? Then, when you look even deeper into the analytics, how many of those actually clicked through to the content that’s hosted on your site? It can be disappointing, it can be maddening, but something that it should never be is impossible to rectify. Here are some of our top tips on creating email campaigns that get read, get clicked, and most importantly of all, get results.

Most existing subscriber lists contain addresses that are disused, unsuitable, fake or spam, so let’s start by cleansing that data. Depending on the size of your database, this could either be something you can do yourself in an afternoon or a job that needs passing to someone else, or perhaps even outsourcing. Whatever the case, the time invested will pay off, as you’ll know that people who receive your campaigns from thereon are legitimate and more likely to interact. So whilst it may not be nice to see the list size reduced, only sending to relevant people will give you peace of mind that your subscribers are authentic. If you need another incentive, removing the chaff will lead to an increased open rate due to all of those unresponsive recipients and bots no longer messing up the stats.

This is where some good old-fashioned research and development can come in very handy. Again, it may take some time, but if you look into the individual behind the email address, you should be able to shape your campaigns effectively. For example, if you’re connected on LinkedIn with Geoff from the logistics firm, you might notice that he has no interest in design but is a huge fan of CSR activity. Meanwhile, after viewing her recent posts, it’s clear that Linda the CEO of the energy consultancy enjoys reading motivational stories but doesn’t really talk about her industry much at all. This information can be used to create ultra-targeted email campaigns, sending the right news to the right people every time.

Sharing an update about how your company recently took part in a sponsored bike ride? Rather than a subject line of “We cycled across the UK for charity”, try something like “We pedalled over 500 miles for Amnesty International”. By adding detail, you catch the eye and engage the subscriber, making them more likely to convert into a reader. Even better, make your audience part of the success: “Our customers helped us raise £2,000 for Comic Relief!”

No matter how much your email campaigns grab attention, you need to offer something of real value to the reader. Great examples are blog posts such as this one, offering free and actionable advice. Videos and how-to guides also work really well, especially when branded up and designed so as to be easily shared. However, the real winner is to present an everyday problem that your audience may encounter, followed by how you can solve it through your specialist services. This needs to be delivered in the form of a strong and simple call to action (CTA) such as sending the reader to a specific page on your website, or even inviting them to reply to the email to start a conversation. By providing a CTA, you vastly increase the likelihood of enquiries.

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