Read This If Your Email Marketing Isn’t Working
On average, consumers dedicate 10 seconds to reading a marketing email — which means that the first impression is everything. But how do you make those 10 seconds count?
If you’ve got good email open rates without the conversions to match, this is the article for you. Convincing people to click on your email is half the battle, but the real hard work is getting those people to take further action — your desired goal. Think purchases, enquiries, and more.
The thing is, the average reader won’t linger for too long inside your email. Research says you’ve only got about 10 seconds before they move on. The moral of the story? You need to be smart about how you organise and present your EDM content.
Here are five tips for creating emails that convert in the first 10 seconds.
The way you organise information matters.
The most engaging stuff goes at the top; anything you really, really want the reader to see and whatever you think will hook them in the most. An EDM is not the time to save a big reveal for last, unless you make it really clear that readers need to keep reading for their big surprise.
Add at least one CTA hyperlink near the top.
You want the reader to be able to jump to an end destination as soon as possible. If you bury all the actionable links at the bottom of an email, they might go unnoticed.
Make your CTAs visible.
Most readers scan or skim read their emails, so any links need to be obvious. In most designs, a button will grab more attention than a hyperlink. If hyperlinks are a must, you can make them stand out by using different colours, bold or italic font styling, or a larger font size.
Optimise the end destination.
By this we mean that any linked landing pages should be set up for the conversion desired and make it easy for the recipient to complete the action — whether it’s a form enquiry or purchase. For example, if you’re asking the email recipient to shop your new collection, make sure the collection page on your website is easy to navigate.
Don’t forget about mobile optimisation.
Always preview your email design on both desktop and mobile. Most people log on from their phones, so you want your email to be as user-friendly as possible in mobile format.
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The key takeaway here is that your emails need to be actionable in 10 seconds or less. Try these strategies to get more leads from your subscriber list.
By focusing on clear, direct calls to action and providing value upfront, you can significantly increase your conversion rates and make the most of your relationships with subscribers. Remember, the quicker your audience can understand and act on your email, the more effective your email marketing efforts will be.