How to Design Your Email Marketing Campaigns for Most Conversions
In this post, we will discuss how you can design your email campaigns to derive the best results.
What’s important in email marketing
When it comes to email marketing, it’s essential to stay up-to-date with the latest design trends. Your email templates should look modern and eye-catching, while also matching your brand’s look and feel.
Most of your email’s focus will be around major deals or promotions but there are other types of emails too. Your email templates should include a welcome email, abandoned cart emails, and order confirmation emails, payment reminder emails, or follow-up emails. These help move people through the sales funnel.
Ensure you have all the data and tools to execute the campaign successfully. Gather the market research necessary to design your email sequences.
Ultimately, ensure you have access to all the different tools necessary to execute your campaign. Next, set up email marketing tools to manage your campaigns, if you don’t already have them. Ensure that the analytics to is ready to access. Mailchimp is one of the popular email marketing tool, hence you can also consider other Mailchimp alternatives if you need more advanced sale features.
Segment Your Email Lists
Segmentation is the key to high-converting campaigns.
You can segment based on a variety of factors like geolocations, past purchases, and other demographic details. Some brands choose to send different emails based on the user’s age or gender. You can segment based on whether a person is a saver or spender.
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You can always use online site editors with ready-made designed and coded elements, templates, and theme
Once you create your segments, ensure your email sequences and templates and made to match for these segments.
This can impact the content of your emails, their subject lines, the promotions you’re sending, and even the time at which you choose to send the promo.
Personalizing the emails using all the details helps your customers feel known and this leads to higher conversions.
You should also ensure that your email campaign reflects these different segments. As a final measure use ContactOut’s email finder tool to verify email addresses.
Automate Email Sequences
Automation is easily the best thing to happen to email marketing. But it’s important to be mindful of potential mistakes. When it comes to abandoned cart emails, timing is key. When you set up specific triggers and email sequences, you can make sure that everyone on the list gets the emails at the right time with very little effort on your part.
One of the chief examples of email automation is abandoned cart emails. Send a follow up after the customer has left an item in their cart for a few hours or days to remind them of their purchase.
Here are other uses of email marketing automation:
- Welcome new customers with special offers
- Win back old customers with reminder emails
- Send countdown emails a few weeks before important sales
- Collect UGC through emails like reviews or testimonials once the customer receives the product.
- Automate learning or the lead warming process
- Collect reviews through a review plugin and use them as social proof
Email automation helps scale your email marketing campaigns making them all the more effective.
Personalize your Campaigns
You can always personalize your email marketing campaigns to increase conversions.
Personalization makes your subscriber feel like they are more than a number on your marketing playbook. Leverage customer data into personalized experiences for every single individual in your email list and watch conversions rise. You can do this with the help of product data fields in your eCommerce product pages and use the same information to enrich your email campaigns. There are other ways to get this customer data. For example, by performing sentiment analysis. Twitter sentiment analysis is your best bet when you are trying to reach the target audience.
Names are the first and foremost thing to personalize. You can add them to subject lines and email greetings. But you can do more:
- Deliver emails based on location so people receive them at the right time.
- Feature products in promotional emails based on what someone previously ordered.
- Send abandoned cart emails and recommend related products
- Send specific promos by sending email promotions
Some email marketing software and landing page creators even allow you to personalize landing pages too. You can create dynamic landing pages that address customers by name, highlight specific products, and even include custom offers. Some brands also message give away fun Facebook stickers to create a fun personality a customer can relate to. You don’t need to invest a lot to see positive ROI here.
Personalization builds trust and makes it easy for customers to buy from you. Many email marketing tools will help you personalize your emails based on segments and customer data to make it even easier for you.
Optimize Your Landing Pages
Sending your email and getting it to the inbox is just half the battle. To win the other half, you need a well-optimized landing page that speaks to your audience. Landing pages are the heart of the conversion. It’s a critical aspect of getting that conversion rate. Landing pages are that’s why something that we cannot do without. Let’s say you have a landing page for an SEO service. Include all important details like clients served, the results you got them so that the landing page comes across as one of a professional seo service company.
The landing page as such should be eye-catching and motivate visitors to buy now than later. It should make it easy for customers to access the offer and purchase like the example below.
Your landing page should be eye-catching and motivate visitors to buy
A good landing page will have these elements:
- Mobile optimization: 43% of emails get opened on a mobile device. That’s the reason its critical for emails to look good on smaller screens
- Snappy headline: You should draw visitors in with a memorable headline that shows them how you can meet their needs
- Sense of urgency: Ideally, you don’t want customers to act later. They need to act now. You may evoke these feelings through limited-time offers or a countdown timer on your site.
- A clear focus on the product: The more specific the landing page is the better. Cater these pages to specific segments of your audience and highlight products specified in the email.
- Obvious CTA: Don’t make your customers squint to locate the buy button. A CTA urges them to purchase now. You can always include the CTA directly into the email to make things faster.
- Secure transactions: Customers are always concerned about their data. Ensure that their privacy is taken seriously by adding an extra layer of security by using a secure site protocol into your site.
The landing page should include all these elements and match the campaign’s looks and feel. Keep an eye on their performance and make changes to keep them converting highly.
Keep Track of your Campaigns as you go
Email campaigns never work if you’re not behind them optimizing and tweaking each and every aspect of emails. It’s not a set-it-and-forget-it system. There need to be adjustments to make as you go for the maximum impact.
The best place to advertise a business depends on where your customers live online. Find that and target people there.
Know which KPIs are important in your business and your email campaigns and use daily reporting on the success of these efforts. Most marketers track open rates, click-through rates, and conversion rates.
Track your KPIs by email list segments. This helps you see where you can optimize your campaigns to ensure the highest conversion rates.
If you start to see open rates going down or see other performance issues, start making some adjustments to your emails. Run A/B tests on subject lines along with landing pages to finetune the strategy to something that converts well.
Conclusion
Email marketing is a powerful tool for any business. Careful planning, combined with attention to detail can help you create a powerful email marketing campaign that converts.
Rely on segmentation, personalization, and automation to make your sales life easier.
Bogdan Sandu, a seasoned designer with 15 years of diverse experience, has been designing websites since 2008.
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
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